Mawthooq-Licensed Influencers in Saudi Arabia
Mawthooq-Licensed Influencers in Saudi Arabia
If you are running influencer marketing in Saudi Arabia, the first question is no longer “who has the most followers?” It is “is this creator licensed?” Since 2022, creators publishing paid advertising for Saudi audiences need a Mawthooq licence. Brands that ignore this risk penalties, removed content and reputational damage. This guide explains how the Mawthooq licence works, how OneHub verifies it and what it means for your KSA campaign.
What is Mawthooq?
Mawthooq (موثوق, meaning “trusted”) is Saudi Arabia’s licensing system for social media advertisers. It is managed by the General Authority for Media Regulation (GAMR), formerly the General Commission for Audiovisual Media. Introduced in October 2022, it requires individuals who publish advertising content on social media for the Saudi market to be licensed.
The licence is reported to cost SAR 15,000 and is valid for three years. Licensed creators receive a licence number that should be available for verification, and they must follow Saudi advertising rules on disclosure and content.
Who needs a Mawthooq licence?
- Saudi creators who publish paid or sponsored advertising
- Non-Saudi creators who publish advertising aimed at the Saudi market
- Creators who promote third-party brands, including through gifted content presented as advertising
Business owners promoting their own business are generally treated differently, but brands hiring creators should always assume the creator needs a licence.
Why it matters for brands
Penalties for advertising through unlicensed creators can be significant, and enforcement applies to both the creator and, in some cases, the advertiser. Beyond fines, unlicensed partnerships can lead to removed content, suspended accounts and negative press. Large regional and multinational brands now make licence verification a standard contract condition.
Licensing also changed the market. Industry estimates suggest the number of active commercial creators in Saudi Arabia fell by around 35% after Mawthooq was introduced, which means licensed creators are in greater demand and rates for top talent have risen. See our Saudi Arabia influencer cost guide.
How OneHub verifies Mawthooq licences
- Licence number collection: every Saudi creator must provide their Mawthooq licence number before we propose them.
- Verification: we check that the licence is valid and matches the creator’s identity and handles.
- Expiry tracking: we record expiry dates so long-term ambassadors stay compliant.
- Contract clause: our creator contracts require a valid licence for the full campaign period.
- Disclosure: every paid post includes clear advertising disclosure.
What a compliant Saudi campaign looks like
Licensed creators only
We only book Saudi influencers who hold a valid licence, across Riyadh, Jeddah, Dammam and other cities.
Clear disclosure
Sponsored content is labelled as advertising, and creators avoid misleading claims, especially in regulated categories such as health, finance and beauty.
Culturally aligned content
Our native Arabic-speaking team reviews briefs and scripts to ensure they respect Saudi values and suit the audience’s dialect.
Platform fit
Most Saudi campaigns centre on Snapchat and TikTok, with Instagram, X and YouTube for specific audiences. See Snapchat influencer marketing in Saudi Arabia and TikTok influencer marketing in Saudi Arabia.
How Mawthooq compares with UAE rules
In the UAE, the Media Council requires creators who publish advertising to hold an advertiser permit, with separate arrangements for visiting creators. Brands running campaigns in both markets need to check both sets of rules. Our article on influencer marketing regulations in the UAE and Saudi Arabia covers the differences in more detail.
UGC and Mawthooq
UGC videos that run only on a brand’s own ad accounts are different from creators posting ads on their own profiles. Rules and interpretation can change, so we assess each UGC brief and recommend licensed creators where content will be presented as advertising by the creator. See our Arabic UGC creators page.
Run your Saudi campaign with confidence
OneHub handles licence verification, contracts, disclosure and content review, so you can focus on results. Read more about our influencer marketing agency in Riyadh and Jeddah, or request a Saudi campaign proposal.
This page is general guidance and not legal advice. Brands should confirm current requirements with the relevant Saudi authority.
OneHub is the Trusted Influencer Marketing Agency Across the UAE & GCC
The most successful influencers don’t partner with just any agency. They work with teams that value professionalism, clear communication and long-term relationships. At OneHub, we connect brands with carefully vetted influencers who create authentic content that builds trust, increases engagement and delivers measurable business results.
Over the years, we’ve built a strong network of creators across the UAE and the GCC region. From nano and micro influencers to macro creators and celebrities, we help brands launch strategic campaigns that reach the right audience, strengthen brand awareness and generate real ROI through data-driven influencer marketing.
Frequently asked questions
What is the Mawthooq licence?
Mawthooq is Saudi Arabia’s licence for individuals who publish advertising on social media, managed by the General Authority for Media Regulation.
How much does a Mawthooq licence cost?
The licence is widely reported to cost SAR 15,000 for three years. Creators should confirm current fees with the regulator.
Do non-Saudi influencers need Mawthooq?
Non-Saudi creators who publish advertising aimed at the Saudi market are expected to hold a licence. Brands should verify before booking.
How can I check if a Saudi influencer is licensed?
Ask for the creator’s Mawthooq licence number and verify it. OneHub verifies every Saudi creator before proposing them.
What happens if a brand uses an unlicensed influencer?
Brands and creators can face penalties, content removal and reputational damage. Licence checks protect both sides.
Do UGC creators need a Mawthooq licence?
It depends on how the content is used. We assess each brief and recommend licensed creators whenever content is presented as advertising.
