Influencer ads, often called celebrity ads in Saudi Arabia, can put a brand in front of a loyal audience in a single day. They can also waste a large budget when the creator is the wrong fit or the deal does not follow the rules. This guide covers the license, how to choose creators and how to measure what you get.
What is the Mawthooq license?
Mawthooq (موثوق) is a license issued by the General Authority for Media Regulation in Saudi Arabia. It allows individuals to publish advertising content on their social media accounts. When it launched, the fee was announced at 15,000 riyals for three years. Fees and conditions can change, so check the latest details on the authority's official channels before you sign with anyone.
The main conditions for creators
- The applicant must be at least 18 years old.
- They must not have a criminal conviction for a crime involving honour or trust.
- They must not have received a final decision from the authority for a media violation in the six months before applying.
- Their content in the previous six months must follow the media content rules.
- They need a valid national ID or iqama and proof that they own the accounts.
Non Saudi residents and visitors face stricter rules. The authority has told businesses not to deal with non Saudi advertisers unless they work under a licensed commercial entity with the proper documents.
What your brand should check before paying
- Ask for the creator's Mawthooq license and verify it through the authority's official service.
- Make sure the content is clearly marked as an ad.
- Agree everything in writing before anything is filmed.
- Keep the right to approve the content before it is published.
- Agree whether you may reuse the content in your own posts and ads, and for how long.
How to choose the right creator
Follower count is the least useful number. Ask for recent screenshots of the creator's audience insights and check where their followers live, their age group and how many people watch their Stories. Read the comments on their recent ads: real questions about the product are a good sign, empty praise is not. Look at their past collaborations, how they fit your brand values and whether they would actually use your product.
Smaller creators with a focused local audience in your city often bring better value than a big name with a scattered following, especially for restaurants, salons, clinics and shops that serve one area.
Write a clear brief and contract
- The deliverables: how many Stories or posts, on which platforms and on which dates.
- The key message and the points that must be mentioned.
- What must not be said, such as claims you cannot prove.
- The approval steps and how many revisions are included.
- Usage rights for reposting the content or using it in your ads.
- Payment terms and the tracking method: a discount code or a tracked link.
Measure the results
Give each creator a unique discount code or tracked link so you can see the orders they bring. Ask for their Story insights a day or two after posting: views, link clicks and replies. Then compare the cost per order or per lead with your other channels, such as Snapchat or TikTok ads, before you book the same creator again.
Let us handle it
Our influencer marketing service finds and vets licensed creators, writes the brief, manages the collaboration and reports what each one delivered.
Frequently asked questions
How much does the Mawthooq license cost?
When the license launched, the General Authority for Media Regulation announced a fee of 15,000 riyals for three years. Check the authority's official channels for the current fee.
Can non Saudi influencers advertise in Saudi Arabia?
Only under strict conditions. The authority has told businesses not to deal with non Saudi advertisers unless they work under a licensed commercial entity with the proper documents.
How do I know if an influencer ad worked?
Use a unique discount code or tracked link for each creator, collect their Story insights after posting and compare the cost per order with your other marketing channels.
Want influencer campaigns that are licensed and measured? Book a free call.