UAE Advertiser Permit vs Saudi Mawthooq Licence: What Is the Difference and Who Needs One?

If you post ads or paid promotions on Instagram, TikTok or Snapchat for an audience in Saudi Arabia or the UAE, two names keep coming up: the Mawthooq licence in the Kingdom and the Advertiser Permit in the Emirates. People often mix them up, assume one covers the other, or are not sure whether either applies when they only promote their own home business.

This guide explains, in plain language, what published sources say about each system: who issues it, who usually needs it, which exemptions have been announced and what the holder has to do afterwards. We then put the two side by side in a table and finish with a checklist for brands that hire content creators. One important note before we start: this is general information, not legal advice. Rules and fees change, so the final word always belongs to the official authority or a licensed lawyer.

The one-minute summary

In short: Mawthooq is a Saudi licence that sits with the General Authority for Media Regulation and is required of individuals who publish advertising content on social platforms in the Kingdom ^[1]. The Advertiser Permit is issued by the UAE Media Council to anyone creating advertising content on social media in the country, whether or not they are paid for it ^[4]. Each system belongs to its own country, so if you advertise to audiences in both, you may need to look at both.

The two systems share three ideas: advertising through personal accounts is a regulated activity rather than a rule-free hobby, followers have a right to know when they are looking at an ad, and whoever pays the creator carries part of the responsibility for checking the creator's status.

Saudi Arabia's Mawthooq licence

Who issues it?

The Mawthooq licence falls under Saudi Arabia's General Authority for Media Regulation ^[2]. When it launched in 2022, the regulator was known as the General Commission for Audiovisual Media, which is why you will see both names in older and newer articles ^[3]. Legal coverage at the time said the licence was granted for three years, so check the term that applies today before you renew.

Who usually needs it?

According to Saudipedia, the licence is mandatory for individuals who advertise through social platforms. It covers citizens, residents and foreign investors who advertise a brand, product, service or commercial event offered or located in the Kingdom ^[1]. The platforms named are X (Twitter), Instagram, YouTube, TikTok, Snapchat and Facebook ^[2].

Announced exemptions

• An individual promoting their own product or service from their personal account ^[1] — for example, a home abaya designer showing her own collection on her own profile.
• Advertising an event or activity run by a government entity ^[2].
• Sponsorship of under-18s for educational, sports or cultural activities that suit their age classification ^[1].

What the licence holder must do

Saudipedia lists ten obligations. Among the most important: clearly indicate that content is an advertisement or promotional material, paid or unpaid; never publish an ad without a written contract or agreement; advertise only from the registered account linked to the licence; never let anyone else advertise through it; do not mislead consumers; and do not promote unlicensed products ^[2].

The UAE Advertiser Permit

Who issues it and who needs it?

The Advertiser Permit is issued by the UAE Media Council, and it is needed by anyone creating advertising content on social media in the country, whether or not they earn money from their posts ^[4]. That last point surprises many people: an ad in exchange for a gifted product or a favour can also fall within scope. Press coverage says the permit has been in operation since July 2025 ^[5].

Stated exemptions

• People advertising their own products or services, or a company they own, through their personal accounts ^[4].
• Under-18s taking part in educational, sports, cultural or awareness activities, in line with the age rules ^[4].

Applying and validity

According to Gulf News, you apply on the Council's website through the media licensing section, log in with UAE Pass and attach the required documents; a guardian applies on behalf of a minor. For citizens and residents the permit lasts one year and can be renewed, while visitors get three months, also renewable ^[4]. Visiting creators usually apply through an advertising or talent-management agency registered with the Council and need a UAE-based contract ^[5].

What is expected once you have it?

Permit holders must display the permit number clearly on their social media accounts and may only publish ads from accounts registered with the Council and linked to the permit ^[4]. That is why many UAE creators put the permit number in their bio — and it is also the easiest thing a brand can check before signing a deal.

Quick comparison table

The table below gathers the points above in one place. Treat it as a map of the questions you should be asking, not as a substitute for the official text, especially in the rows on validity and fees, which change by administrative decision.

Ad disclosure basics

Disclosure is the part your audience sees directly. Mawthooq's obligations clearly require it, whether the ad is paid or unpaid ^[1], and legal commentary since launch has noted that account holders must flag advertising content ^[3]. The exact wording is up to the authority, but a few general habits make a disclosure clear and hard to miss:

• Write "إعلان" (ad) or "paid ad" at the start of the caption or on screen in the first seconds, not at the bottom of the description.
• Use the platform's paid-partnership or branded-content tool if your account has it, in addition to writing it out.
• In Stories and short-video series, repeat the label if the sequence is long, because viewers can join halfway through.
• Keep opinion and advertising apart: if the product was gifted, say so, even if no money changed hands.
• Keep a copy of the written contract or agreement for every campaign, since that is one of the listed obligations ^[2].

How to check current requirements and fees

We deliberately do not quote any fees or amounts in this guide. Figures printed in news stories age quickly and can differ between residents and visitors or from one year to the next. The safer route is to go to the original source yourself:

1. Saudi Arabia: open the official website of the General Authority for Media Regulation and its Mawthooq platform, and make sure the address ends in an official government domain.
2. UAE: open the UAE Media Council website and look for the Advertiser Permit service under media licensing ^[4].
3. Read the full conditions and exemptions page and note the date it was last updated.
4. If you are a visitor, or live in one country and advertise to the other, ask the authority directly about your situation — cross-border cases are the most confusing ones.
5. Save a dated screenshot or copy of the page so you know later what your decision was based on.

If your advertising activity is substantial or you work with several brands, an hour with a lawyer licensed in the relevant country can save you from expensive mistakes later.

Before you hire an influencer: a checklist for brands

Responsibility does not rest with the creator alone. When Mawthooq launched, legal commentary pointed out that organisations using social media personalities for promotion should make sure the people they work with are properly licensed ^[3]. Picture a new café in Jeddah agreeing with a creator to cover its opening, or a perfume store on Salla sending samples to several accounts in Dubai. Before you pay or ship anything, go through these points:

• Ask for the Mawthooq licence number or the Advertiser Permit number in writing, and check it through whatever official channel is available.
• Confirm that the account the ad will be posted from is the same account linked to the licence or permit ^[4].
• Put a clear contract or agreement in place covering platforms, number of posts, disclosure wording and publishing dates.
• Require the word "ad" to appear clearly, and never ask a creator to hide the commercial relationship.
• Review the script before it goes live to avoid misleading product claims or unfair comparisons with a competitor.
• If the creator is visiting the UAE, ask which registered agency they are working through ^[5].

If you are building presence from scratch, our guide to marketing restaurants and cafés in the Gulf shows how to organise influencer coverage of an opening in a way that is licensed and clear to the audience.

A final checklist for creators

If you are a creator or business owner and want to know where you stand right now, go through these questions calmly and write your answers down:

1. Am I advertising a product or service I do not own, to an audience in Saudi Arabia or the UAE? If yes, the rules most likely concern you.
2. Do I receive money, gifts or discounts in return for posts? In the UAE, unpaid advertising may also fall within scope.
3. Is my licence or permit number visible on my account, and am I posting from the registered account?
4. Do I write "ad" clearly on every promotional post?
5. Do I have a written contract for every collaboration?
6. When did I last check the official website? If it has been months, check it now.

If you only promote your own business from your personal account, you may fall under the exemption in both countries — but read the exemption wording yourself. For ideas on presenting a home business clearly, see our guide to writing an Instagram bio for a home business.