In a major policy update unveiled on July 30, 2025, the UAE Media Council confirmed that any individual posting promotional content on social platforms—whether paid or not—must now obtain a Mu’lin or Advertiser Permit.
Mohammed Saeed Al Shehhi, the Council’s Secretary‑General, described the move as a pivotal evolution in regulating digital advertising. He affirmed the UAE’s commitment to nurturing a transparent, professional, and credible media ecosystem for both content creators and consumers.
Parallelly, Maitha Majed Al Suwaidi, Executive Director of Strategy and Media Policy, emphasized that the permit is intended to empower creators, raising standards rather than obstructing creativity.
It applies to all individuals—influencers, marketers, content creators, and small businesses—who publish promotional content on platforms such as Instagram, TikTok, YouTube, or Facebook
For the first three years, the permit will be issued free of charge to UAE citizens and residents, helping to support the burgeoning content economy
All permit holders must visibly display their permit number on their social profiles. Posting advertising through unregistered accounts or allowing others to post through one’s account is prohibited. Content must also comply with media standards and may require pre-approval from relevant authorities.
Exemptions include individuals promoting their own products or services on personal accounts, and minors (under 18) involved in appropriate educational, cultural, or awareness-related posts
The policy also introduces a category called Visitor Advertiser Permit specifically for foreign content creators visiting the UAE. These individuals must apply via approved and licensed advertising or talent agencies. The permit is valid for three months, with the possibility of a one-time renewal for another three months.
In short, the Mu’lin / Advertiser Permit imposes a structured licensing system for anyone publishing promotional content online in the UAE. It’s mandatory for both paid and unpaid advertising, free initially for UAE residents and citizens, and backed by enforcement measures to uphold transparency and trust.
