Mu’lin: UAE Introduces Mandatory Permit for Social Media Advertising

The UAE Media Council has announced the launch of a new mandatory permit, “Mu’lin,” required for anyone publishing advertising content on social media platforms within the Emirates. This regulation applies to both paid advertising and unpaid promotional posts.

According to the Council, the initiative aims to enhance content quality, strengthen the UAE’s position as a global hub for the digital advertising industry, and attract investors, professionals, and creative talent to the media sector.

Mohammad Saeed Al Shehhi, Secretary-General of the UAE Media Council, stated that Mu’lin represents a significant step in developing and regulating the digital advertising sphere. He emphasized that the permit will help establish clear standards designed to protect audience rights and regulate the relationships between advertisers, content creators, and consumers.

The Council outlined that Mu’lin will implement transparent mechanisms for regulating online advertising activities, fostering a more transparent, competitive, and ethical media environment. A core objective is ensuring adherence to professional standards across the board.

Furthermore, the initiative is expected to lead to more professional content overall. Content creators will gain access to improved tools for safer and higher-quality engagement with their audiences under the new regulatory framework.

Source: Gulf News