The UAE Media Council has introduced a new advertiser permit for social media creators, aimed at regulating digital advertising and improving content quality.

The Mu’lin Advertiser Permit is now mandatory for anyone promoting products, services, or content onlineeven if they are not being paid. The move is part of the UAE’s broader strategy to modernize media regulations and support the growth of the digital advertising sector. The Council says the permit will help build a more trustworthy and professional media landscape while also protecting the public from misleading or false content. Who needs the Mu’lin Permit?

The Mu’lin permit applies to UAE citizens, residents, and visitors who post promotional content on social media platforms. This includes influencers, content creators, and even individuals who advertise without receiving payment. To qualify for the permit, applicants must be at least 18 years old and have no history of media violations. UAE citizens and residents must also hold a valid trade license for electronic media.

The permit is free for three years for UAE nationals and residents and is valid for one year. Visitors can also apply for a three-month permit through licensed agencies, which can be renewed. The permit is not needed for individuals promoting their own products or services through personal accounts, and for minors under 18 who post educational, cultural, or sports-related content that complies with UAE laws. What are the rules?

Permit holders are required to follow the guidelines mentioned below: Display their permit number on social media profiles Only post ads through accounts registered with the Council Ensure advertisers are legitimate and not using fake identities Get prior approval for certain ads, if required by law Avoid allowing others to publish ads through their account The Council also emphasized that the permit is part of a larger effort to attract investment, support local talent, and raise the standard of advertising content in the UAE.