Individuals advertising on social media will need to follow new rules under the UAE Media Council's latest comprehensive system that aims to "build public trust, protect audiences and improve the quality of online media content".

That's according to an announcement from the UAE Media Council, which said it will also offer support to content creators through a three-year exemption from permit fees.

The system aims to regulate, empower and stimulate growth in the media sector and builds on the Media Regulation Law and its Executive Regulation - issued last year.

The Council will also implement an age rating system to ensure children and adolescents don't see "inappropriate" content.

A new policy for licencing digital news platforms is also being developed that will establish "guidelines to enhance credibility, ensure adherence to journalistic standards, and promote responsible practices within a balanced legal framework".

Those who caught violating the regulations could face warnings and fines of up to Dh1 million. With penalties doubled to Dh2 million for repeated violations. Additionally, temporary closure of up to six months or permanent closure may be enforced, along with the revocation of licences or permits.

"The new system transforms the way the media sector is regulated and developed, as it combines updated legislation, comprehensive media services, and policies covering various sectors to enhance efficiency and sustainable growth," highlighted Mohammed Saeed Al Shehhi, Secretary-General of the UAE Media Council.

In addition, it emphasises resolutions on media service fees, violations and administrative penalties.

The system is also prioritising Emirati talent and creative projects within the national media strategy, with fee exemptions for several media services to support local producers, writers and creatives, encouraging content that reflects national identity.