The UAE Media Council has launched Mu’lin, a new permit now required for individuals conducting advertising activities on social media platforms, whether for financial gain or otherwise.
The move is part of a broader strategy to modernise media regulations, enhance content quality, and establish the UAE as a leading hub for digital content creation and advertising.
According to the council, the Mu’lin permit aims to create a more transparent and professional digital media environment by defining clear guidelines for advertising practices, while protecting the rights of audiences, advertisers, and content creators alike.
“Mu’lin is a pivotal step in strengthening the regulatory framework for online advertising,” said Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council. “It reinforces our vision of building a responsible and dynamic media model aligned with digital transformation and international best practices.”
Regulating the creator economy
The new permit is intended to empower content creators, boost investor confidence, and attract global talent by providing a flexible yet clear regulatory framework. It also supports the UAE’s broader ambitions to build a sustainable, innovation-driven media economy.
Al Shehhi highlighted that the initiative will contribute to increasing trust in digital content, particularly in advertising, which is a fast-growing segment of the UAE’s creative economy.
Supporting quality and compliance
Maitha Majid Al Suwaidi, Executive Director of the Strategy and Media Policy Sector at the UAE Media Council, noted that the Mu’lin permit is also designed to improve the overall quality of advertisements on social platforms, enabling responsible content creation while setting standards for professionalism.
The announcement follows the council’s issuance of over 2,500 media licences in the first half of 2025, reflecting the strong growth of the media and content creation sector in the UAE.
