Key takeaways
- There is no single “marketing agency licence”. You choose activities. On the Dubai mainland the official activity list includes Marketing Management (7320002, which covers digital marketing), Advertising Services via Websites (7310026), Advertisement Designing & Producing (7310006) and Social Media Applications Development & Management (6201009).
- Some activities need the media regulator’s approval. Under Article 27 of Cabinet Resolution No. 68 of 2024, licensing authorities may not license “designing and producing advertisements” or “media and advertising consultations” without the media regulator’s approval. That regulator is now the National Media Authority (NMA).
- The federal fees are published. Cabinet Resolution No. 41 of 2025 sets AED 5,000 to issue, and AED 2,500 to renew, a licence for designing and producing advertisement content. A licence for media and advertising consultations costs AED 5,000 to issue and AED 3,000 to renew. These fees do not apply inside free zones.
- Agencies are part of the influencer system. A visiting creator’s AED 500 advertising permit must be applied for through a licensed UAE advertising agency. Your clients’ sector approvals (property, health, finance, education, food) also have to be in place before you run their ads.
- Free zones are the quick route for small agencies. Ajman Media City publishes packages from AED 4,999 (no visa) to AED 22,999 (3 visas), and SHAMS lists a media package from AED 5,750.
- Tax: VAT registration becomes mandatory above AED 375,000 of taxable supplies. Corporate tax is 9% on profit above AED 375,000. Small Business Relief is open to revenue up to AED 3 million and now runs to 31 December 2029.
To open a digital marketing agency in Dubai, choose a mainland (DET) or free zone licence whose activities match your services, such as marketing management, online advertising, ad design or social media management. Where you design and produce ads or sell advertising consultancy, the licence needs the National Media Authority’s approval. Then register for tax and check every client campaign that needs a sector approval.
This guide is for founders of marketing, advertising, social media and performance agencies, freelancers who are ready to become a company, and influencer talent managers. It explains which activities to put on the licence, when the media regulator is involved, the published fees, what your agency is responsible for when it runs influencer campaigns, and the tax rules. If you are a creator setting up for yourself, read our influencer licence guide instead.
Which licence activities does a marketing agency need?
The Dubai Department of Economy and Tourism (DET) licenses mainland businesses by activity. Its official activity search lists these activities for marketing and advertising work:
| Activity (code) | What the official description covers | Typical agency service |
|---|---|---|
| Marketing Management (7320002) | Planning and running marketing for others, including “digital marketing by using digital channels”. The firm may not sell the products it promotes. | Full-service and performance marketing, SEO, paid search, email |
| Advertising Services via Websites (7310026) | Marketing and promoting products through social media accounts or via the internet | Paid social, online ad campaigns |
| Advertisement Designing & Producing (7310006) | Designing and producing ads for print, radio, TV, the internet and other media | Creative studio, video ads, ad creatives |
| Social Media Applications Development & Management (6201009) | Helping businesses use platforms such as Facebook, X, YouTube, LinkedIn and Instagram, including providing content and managing the channels | Social media management, community management |
| Marketing Research & Consultancies (7320001) | Market research and marketing consultancy. Needs a bachelor’s degree and 3 years’ experience. | Strategy, research, brand consulting |
| Advertising Researches & Consultancies (7310017) | Advertising research and consultancy. Needs a degree; field questionnaires need authority approval. | Media planning advice, ad research |
Activity names and codes are from Invest in Dubai’s official activity search, checked on 10 October 2026. Some consultancies quote other codes, such as “Marketing Services via Social Media”. We could not find those in the official search, so confirm any code you are sold before you pay. Combining several of these activities on one licence is common, and we check the combination with DET before we apply.
A licence that says “marketing management” but not “advertisement designing” can cause problems when a client’s procurement team or your bank compares your invoices with your licence. List the services you will invoice, then map each one to an activity. If your existing mainland licence is missing an activity you now sell, add it through a trade licence amendment before you invoice for that service.
When does the National Media Authority get involved?
Federal Decree-Law No. 55 of 2023 on Media Regulation and its Executive Regulations (Cabinet Resolution No. 68 of 2024) set the media rules. In December 2025 the National Media Authority took over from the UAE Media Council. Its online services still run on the council’s eservices.uaemc.gov.ae platform.
Article 27 of the Executive Regulations lists 13 media activities that the media regulator licenses. Two of them matter most to agencies:
- Designing and producing advertisements of all kinds
- Media and advertising consultations and studies
Article 27(2) says licensing authorities “shall not issue licenses” for these activities before the media regulator approves. In practice the NMA’s service for commercial media licences asks for your trade licence, memorandum of association and lease. Its conditions include good conduct, a legal form under the Commercial Companies Law, the necessary approvals from other authorities, no previously cancelled licence and no unpaid dues. The NMA lists processing as 20 minutes where no committee review is needed.
The regulations do not list “marketing management” or “social media management” as media activities. Whether DET routes those activities to the NMA depends on DET’s own approval flags, which are visible only when you apply. We check this on your exact activity list before you commit.
What do the federal media licences cost?
Cabinet Resolution No. 41 of 2025 on media service fees came into force on 29 May 2025. These are the rows that concern agencies:
| Licence or permit | Issue | Renewal |
|---|---|---|
| Licence for designing and producing advertisement content | AED 5,000 | AED 2,500 a year |
| Licence for providing media and advertising consultations and studies | AED 5,000 | AED 3,000 |
| Licence for designing and installing advertising billboards | AED 10,000 | AED 5,000 |
| Digital media platform run by a company (audio or visual blogging) | AED 5,000 | AED 5,000 |
| Individual social media advertiser permit | AED 1,000 (no fee for the first 3 years) | AED 1,000 |
| Visiting creator advertiser permit | AED 500 for every 3 months | |
Article 2 of the resolution says these fees do not apply in free zones, which keep their own fee rules. They are in addition to your trade licence, office and visa costs.
Mainland or free zone for a marketing agency?
| Route | What the authority publishes | Visas | Suits |
|---|---|---|---|
| Dubai mainland (DET) | Cost depends on activities, premises and approvals; media activities add the federal fees above | By office size | Agencies that want to invoice and work freely across the UAE mainland, including government and large corporate clients |
| Ajman Media City free zone | Business Club AED 4,999, no visa. Visionary AED 12,999 with 1 visa (renews at AED 8,999). Pioneer AED 17,999 with 2 visas (renews at AED 10,999). Innovator AED 22,999 with 3 visas (renews at AED 14,999). Up to 10 activities and 10 shareholders. | 0 to 3 | A lean agency or a founder testing the market |
| Sharjah Media City (SHAMS) | Media package from AED 5,750; standard package from AED 6,875 (visa options priced separately) | By package | Creative and media agencies wanting a low entry cost |
| Dubai Media City | Prices are quoted on application; the published FAQ sets minimum refundable capital at AED 10,000 | By office size | Established agencies that want a Dubai media address and a team |
Prices are from each authority’s own website, checked on 10 October 2026. They exclude visa medicals, Emirates ID and insurance, and zones change packages often. Ajman Media City’s package page mentions content creation, media production, digital services and creative agencies. It does not name advertising or marketing activities, so get the activity list in writing before you pay. Our guides to Ajman Media City, SHAMS and Dubai Media City cover each zone in detail.
To set Ajman Media City against Ajman’s two other zones on price, visas and VAT, see our Ajman free zones comparison.
A free zone company can serve clients abroad and other free zone companies directly. Mainland clients often expect a mainland licence, so think about who will pay most of your invoices.
What is an agency responsible for in influencer campaigns?
Agencies that book creators are part of the permit system, and the advertising rules apply to the campaigns you run.
- Visiting creators apply through you. The NMA’s permit for visiting individuals must be submitted through a licensed UAE advertising agency. It costs AED 500, lasts 3 months, can be extended to a maximum of 6 months, takes 3 working days, and the creator must be 18 or over.
- Resident creators need their own permit. The resident permit requires a commercial licence and completion of the regulator’s training programme. Ask for the permit before you book, and keep a copy on file. A creator posting without one faces a warning, then AED 20,000, then AED 50,000 under Cabinet Resolution No. 42 of 2025.
- Every ad must be labelled. Article 33 of the Executive Regulations requires ads to be clearly identified and separate from editorial content, and requires anyone endorsing a product to disclose the commercial relationship. Breaching Article 33 is fined AED 20,000, then AED 50,000.
- Sector approvals come first. Ads for real estate, medical products and services, securities and financial services, education and food need the relevant authority’s approval before they run. Showing an ad without it is fined AED 10,000, doubling on repeat. Ask every client in these sectors for the approval reference before the campaign goes live.
- Some products cannot be promoted at all. Alcohol, prohibited drugs and tobacco are banned outright.
We found no fine in Cabinet Resolution No. 42 of 2025 aimed specifically at an agency that books an unlicensed creator. Agencies still carry the risk through their own media licence, the Article 33 rules and their client contracts. Checking permits is the simple protection. Our influencer licence guide has the full fines table for creators.
How do you set up a marketing agency, step by step?
1. List your services
Strategy, paid ads, creative production, social management, influencer campaigns, research. Each maps to one or more licence activities.
2. Choose the route
Mainland, Ajman Media City, SHAMS, Dubai Media City or another zone, based on who your clients are, how many visas you need and your budget.
3. Reserve the trade name and check activities
Confirm the activity combination is allowed and whether any activity needs NMA approval.
4. Prepare the documents
Passports, photos, the memorandum of association, a lease or flexi-desk agreement, and, for consultancy activities, degree and experience proof.
5. Get the licence and the media approval
Where the activity needs it, apply for the NMA’s commercial media licence with your trade licence, MOA and lease.
6. Establishment card and visas
Immigration file, then entry permits, medicals, Emirates ID and residence for you and your team.
7. Bank account and tax
Open the business account, register for corporate tax and track taxable supplies against the VAT threshold.
8. Build your campaign checklist
Creator permit copies, ad labelling, client sector approvals, and a renewal calendar for the licence, media approval and visas.
How do VAT and corporate tax apply to an agency?
- VAT: registration is mandatory once taxable supplies pass AED 375,000 over the past 12 months, or are expected to in the next 30 days. You may register voluntarily from AED 187,500. If you re-bill clients for media spend, ask your tax adviser how those amounts count towards the threshold before you plan around it.
- Corporate tax: 0% on taxable income up to AED 375,000 and 9% above that. Every company must register, including free zone companies. See our corporate tax registration guide.
- Small Business Relief: available when revenue is AED 3 million or less in the current and all previous tax periods, and it must be elected each period. The Ministry of Finance announced in August 2026 that the relief is extended to tax periods ending on or before 31 December 2029.
Can you set up a Dubai agency while living abroad?
Yes. Founders in the UK, the USA, Canada, Australia or New Zealand often licence the company first and move later. Most free zones accept applications, signatures and payments online, so the licence can be issued before you travel. You will need to be in the UAE for the visa medical and Emirates ID biometrics. Banks usually want to meet the signatory, so plan one trip around the visa stage.
Two practical points for founders abroad:
- Time zones. The UAE is UTC+4 with no daylight saving, and government offices work Monday to Friday. Allow for that when an authority asks for a document “within working days”.
- Signing documents. Some authorities accept e-signatures. Others need a power of attorney notarised and legalised for UAE use. Ask us before you sign anything abroad so you do it once.
Our business setup service handles the licence, the media approval and the visa as one file, including for founders who are not yet in the UAE.
Common mistakes new agencies make
- Buying a “digital marketing licence” package without checking which activities it lists.
- Producing ad creatives under a licence that only says “marketing management”.
- Booking visiting creators without applying for their permit through a licensed agency.
- Running property, clinic, course, food or finance ads without the client’s approval reference.
- Not tracking taxable supplies monthly, then registering for VAT late.
- Choosing a free zone and then finding that most target clients want a mainland supplier.
Questions people ask
Do I need a licence to run a digital marketing agency in Dubai?
Yes. You need a mainland or free zone trade licence with activities covering your services, such as Marketing Management or Advertising Services via Websites. Ad design and advertising consultancy activities also need the National Media Authority’s approval.
How much does a marketing agency licence cost in Dubai?
It depends on the route. On published prices, Ajman Media City packages start at AED 4,999 without a visa and SHAMS media packages from AED 5,750. On the mainland, add the federal media licence fees where they apply: AED 5,000 to issue a licence for designing and producing ads.
Is there an official “advertising agency licence” from the NMA?
Not under that name. The NMA licenses media activities such as designing and producing advertisements, and media and advertising consultations, through its commercial media licence service.
Can a freelancer do digital marketing without a company?
Several free zones offer freelance permits in your own name. They suit solo work but usually do not allow staff. Check that the permit’s activities include the marketing services you invoice.
What does my agency need to check before booking an influencer?
For a resident creator, ask for their NMA advertising permit. For a visiting creator, your licensed agency applies for the AED 500 visitor permit. Make sure every post is labelled as an ad and that the client holds any sector approval.
Can I set up the agency from outside the UAE?
Yes. Most free zones allow remote applications, so the licence can be issued before you arrive. You come to the UAE for the visa medical, Emirates ID biometrics and usually the bank meeting.
- Business activity search: Invest in Dubai (Dubai Department of Economy and Tourism)
- Issuance of media licences of a commercial nature: National Media Authority
- Permit for visiting individuals: National Media Authority
- Permit for an individual to provide advertising or media content on social media: National Media Authority
- Cabinet Resolution No. 68 of 2024, Executive Regulations of the media law
- Cabinet Resolution No. 41 of 2025 on media service fees
- Cabinet Resolution No. 42 of 2025, schedule of violations and administrative fines (Arabic)
- Packages: Ajman Media City Free Zone
- Cost calculator: Sharjah Media City (SHAMS)
- FAQs: Dubai Media City
- VAT registration: Federal Tax Authority
- Corporate tax: u.ae
- Small Business Relief: Federal Tax Authority
- Extension of Small Business Relief to 31 December 2029: Ministry of Finance
Please note. This guide sets out the rules for marketing and advertising agencies in Dubai as published by the Dubai Department of Economy and Tourism, the National Media Authority, the UAE Legislation portal, the Federal Tax Authority, the Ministry of Finance, Ajman Media City, SHAMS and Dubai Media City, checked 10 October 2026. English texts of UAE laws are translations, and the Arabic text prevails. Free zone packages and fees change without notice, and DET decides the approvals for each activity when you apply. General information, not legal or tax advice.
