UAE Media Council launches Mu’lin permit for social media advertising

The UAE Media Council has announced the launch of the Mu’lin permit, a new authorization required for individuals engaging in advertising on social media platforms, whether for monetary compensation or otherwise.

The initiative forms part of a broader framework designed to develop a flexible regulatory environment that keeps pace with the rapid evolution of the media industry. It aims to enhance content quality, increase the sector’s attractiveness to investors, and attract skilled professionals and creative talent in content creation.

The permit also seeks to safeguard the rights of both the public and content creators by establishing clear mechanisms to regulate advertising activities. This will help reinforce the principles of transparency and professionalism, while positioning the UAE as a global hub for the advertising content industry.

Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, emphasized that the launch of the Mu’lin permit represents a pivotal step in advancing the regulatory framework governing advertising across digital platforms. It reflects the council’s vision of building a comprehensive media model that aligns with digital advancements and strengthens media governance through the implementation of clear standards that protect audience rights and regulate the relationships between content creators, advertisers, and consumers in a professional and responsible manner.

He noted that Mu’lin will help foster a media environment rooted in transparency and credibility by defining clear boundaries for advertising practices. This, in turn, will strengthen user trust and keep pace with the rapid shifts in digital media.

Al Shehhi further stated that the UAE has firmly established itself as a global platform for content creators, benefiting from a flexible legislative framework, advanced infrastructure, and a regulatory environment that encourages innovation and competitiveness—making it a preferred destination for talent, creatives, and content creators from around the world.

He added: “We are committed to supporting the content creation economy as a key pillar of the future economy and a major driver of growth in the digital age. We believe that creative talent is the cornerstone of this emerging sector, which is evolving rapidly both locally and globally. That’s why we continue to develop legislation and launch targeted initiatives that create an enabling environment for individuals and businesses alike—enhancing the sector’s contribution to the national economy and aligning with the UAE’s ambitions and forward-looking vision.”

For her part, Maitha Majid Al Suwaidi, executive director of the Strategy and Media Policy Sector at the UAE Media Council, explained that the Mu’lin permit is a regulatory measure aimed at empowering content creators and improving the quality of advertisements shared across digital platforms.