What is the ‘UAE advertiser permit’ for social media?

Dubai: The UAE Media Council announced the launch of the Mu’lin permit – a new requirement for anyone creating advertising content on social media, whether they are being paid or not.

This move is part of the UAE’s wider efforts to establish a flexible and modern regulatory framework for the fast-evolving media sector. The aim is to improve the quality of advertising content, attract investment into the media industry, and bring in skilled professionals and creatives.

What is the UAE advertiser permit?

The Mu’lin Advertiser Permit is mandatory for individuals who promote or advertise products, services, or content on social media platforms, regardless of whether they receive payment.

It falls under the UAE’s broader strategy to:

• Keep media regulations up to date with global digital trends

• Raise content standards

• Encourage industry growth

• Support local talent

What are the objectives of the permit?

The advertiser permit is designed to:

1. Regulate and grow the advertising content economy

2. Boost competitiveness in the UAE’s digital advertising sector

3. Protect the public from misleading or false content

4. Raise the quality of media and advertising content

5. Encourage both individuals and businesses to invest in advertising content

How long is the permit valid?

• For UAE citizens and residents: Valid for one year and can be renewed

• For visitors: Valid for three months and can also be renewed

As a form of support for creators, the permit is free of charge for three years for UAE citizens and residents.

Who can apply?

To qualify for the permit:

• Applicants must be 18 years or older (exceptions may be made at the discretion of the Council)

• Must have a clean record with no past media content violations

• UAE citizens and residents must hold a valid trade licence for electronic media from the relevant authority

You must apply for the permit through official website of the UAE Media Council - uaemc.gov.ae

Who is exempt?

Some individuals are not required to obtain the Mu’lin Advertiser Permit. These include:

• People who use their personal social media accounts to promote their own products or services, or those belonging to their own company

• Minors under 18 involved in educational, cultural, sports or awareness content, as long as it aligns with age classifications in existing legislation

What are permit holders required to do?

Anyone issued a Mu’lin Advertiser Permit must:

• Follow media content standards

• Ensure advertisers are legitimate and not using false names or fraudulent accounts

• Clearly display the permit number on their social media profiles

• Only post advertisements via accounts registered with the Council and linked to the issued permit

• Not allow others to publish ads through their account

• Get prior approval from relevant authorities for specific ads, where required by law

Permits for visiting advertisers

Content creators visiting the UAE will need to apply for a Visiting Advertiser Permit. This must be done through a licensed advertising or talent management agency approved by the Media Council.

The visitor permit is:

• Valid for up to three months

• Can be extended for another similar period

• Issued only through accredited agencies operating within the UAE