The UAE Media Council has introduced the Mu’lin permit to regulate social media advertising. Aimed at improving content quality and protecting public rights, the permit supports transparency, professional standards, and encourages creative talent in the UAE’s growing digital media landscape.
The UAE Media Council has launched a new permit called Mu’lin, which will now be required by anyone creating advertising content on social media — whether they’re paid for it or not.
The permit applies to influencers, marketers, content creators, and even small businesses promoting their services online. It aims to set clear rules and boost trust in the fast-changing digital advertising space.
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The Mu’lin permit is part of the UAE’s wider efforts to strengthen media governance and promote high-quality, trustworthy content across platforms like Instagram, TikTok, YouTube, and more.
The permit is not just about control — it’s meant to:
Protect the rights of both the public and content creators
Improve the quality and accuracy of online advertising
Encourage professionalism among creators and influencers
Make the UAE more attractive to media investors and creative talent
Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council, said that the permit is a key step in building a strong and responsible digital media environment. By introducing clear standards, the Council hopes to prevent misleading ads, improve user trust, and protect consumers.
He added that this move aligns with the UAE’s vision of creating a future-focused media model — one that supports innovation while holding advertisers accountable for what they post.
Maitha Majid Al Suwaidi, Executive Director of Strategy and Media Policy at the UAE Media Council, said that the Mu’lin permit will empower content creators, not limit them. It offers a framework that helps creators understand their responsibilities and raise the overall quality of the content shared online.
She added that the goal is to support creators, not penalize them, and that the permit will help them grow professionally while staying compliant with national regulations.
The move is also part of the UAE’s broader goal to support the content creation economy, which is becoming a major part of the global digital economy. With strong infrastructure, flexible laws, and a welcoming space for innovation, the UAE is already a top destination for influencers and creatives.
Officials believe that encouraging ethical, high-quality advertising will not only benefit viewers and consumers — it will also help the sector grow and contribute more to the national economy.
The Mu’lin permit is expected to build a transparent advertising environment, where content is clearly labeled, audience trust is preserved, and all stakeholders — from brands to viewers — understand the rules.
Whether you’re a large influencer, a startup promoting your product, or a freelance digital creator, the message is clear: responsible advertising matters — and the UAE is taking steps to ensure it’s done righ
