How to Launch Advertising in Dubai Without Facing Fines: Legal Framework

To launch one type of advertising, you need to obtain a license and permission, while for another type, multiple permissions are required. At the same time, it’s important not to forget about federal-level requirements (for the entire UAE) and local ones (for example, in Dubai). Here, we’ve outlined the main requirements for launching advertising, along with a list of key laws.

In the United Arab Emirates, advertising is regulated by several federal laws, in addition to decrees at the emirate level and internal rules and policies of individual companies. Therefore, let's first review the key points that are established at the highest level and apply throughout the entire UAE. These include:

• language requirements,
• conditions for advertising "sensitive" categories of goods and prohibited goods and services,
• cultural and religious norms,
• confidentiality,
• consumer protection.

Arabic language is a mandatory element of advertising within the UAE. Federal Law No. 15 of 2020 On Consumer Protection (as amended on August 8, 2023) states: "Suppliers must ensure that all information, advertisements, agreements or contracts related to the consumer are in Arabic. In addition to Arabic, other languages may also be used."

The requirement to include information in Arabic is enshrined in many documents and legislative acts, such as the CBUAE Rulebook of the Central Bank of the UAE.

In the Emirate of Dubai, language requirements are specified in Dubai Decree No. 6 of 2020
Regulating Advertisements in the Emirate of Dubai. It’s important to consider additional requirements for using other languages in Dubai:

• Arabic must be the primary language of the advertisement;
• the Arabic text must occupy at least 50% of the advertising space;
• the Arabic text must be placed at the top or on the right side of the advertisement and must not contain grammatical or spelling errors.

Certain goods and services require prior approval from relevant regulatory authorities before they can be advertised. These include:

• healthcare in general,
• education in general,
• nurseries, schools and universities,
• real estate,
• pharmaceutical advertisements,
• energy drink advertisements,
• advertisements of special offers and promotions,
• Hajj and Umrah service advertisements.

This requirement is outlined in the National Media Council Advertising Guide

Telecommunications and Digital Government Regulatory Authority (TDRA) conducts strict monitoring of websites. According to the Internet Access Management Regulatory Policy, TDRA reviews websites that advertise prohibited or restricted goods and services. These include:

• gambling and slot machines;
• counterfeit currency and coins;
• hazardous waste;
• chemical and radioactive materials;
• alcoholic beverages;
• tobacco and smoking products;
• counterfeit goods;
• radar detection devices;
• firearms, ammunition and explosives;
• cultural relics and masterpieces;
• real estate;
• satellite receivers that illegally transmit encrypted satellite channels or related services;
• wireless and wired communication devices as per the Telecommunications Law;
• printed materials, paintings, photographs, drawings, postcards, books, magazines and sculptures that may conflict with Islamic values or public morality;
• endangered animals, birds and plants or their parts, such as raw ivory and rhino horns;
• universities, educational institutions and nurseries.

In addition, TDRA tracks violations related to intellectual property rights, discrimination and racism, religious disrespect, spread of viruses and malicious software, illegal telecommunications services, terrorism-related content, prohibited top-level domains, any content banned by court orders.

Advertising content must be respectful of the religion, cultural norms and political institutions of the UAE. This requirement is established in Federal Decree-Law No. 55 of 2023
Concerning Media Regulation.

Public expressions of disrespect towards religions and any form of discrimination are also prohibited under Federal Decree-Law No. 34 of 2023 Concerning Combating Discrimination, Hatred and Extremism.

To protect individuals’ privacy, the dissemination and publication of false information, news and rumors are strictly prohibited. The types of content and information that can be classified as criminal offenses are defined in Federal Decree-Law No. 34 of 2021 On Countering Rumors and Cybercrimes (as amended on April 4, 2024).

Advertising regulations require compliance with laws governing consumer protection and commercial activities, including those related to anti-competitive practices and monopolies.

Statements that may mislead consumers are prohibited. This includes claims regarding uniqueness and comparative advertising. The requirements for advertising and the prohibition of unfair competition are outlined in Federal Law No. 15 of 2020 On Consumer Protection (as amended on August 8, 2023).

To engage in advertising activities in the Emirate of Dubai, obtaining permits is mandatory. This requirement is established in Decree No. 6 of 2020 Regulating Advertisements in the Emirate of Dubai. According to Article 4 of the Decree, it is prohibited to display advertisements on any advertising medium within the Emirate without obtaining the relevant permit.

Competent Authorities for Issuing Advertising Permits (as outlined in Article 5 of Dubai Decree No. 6 of 2020):

• for advertising on public transportation systems, stations and related vehicles — the Roads and Transport Authority (RTA) of Dubai;
• for advertising on shop facades, inside shopping malls, on flyers and posters — the Department of Economic Development (DED);
• for aerial advertising, including advertisements on aircraft, via laser devices in the sky or any other aerial methods — the Dubai Civil Aviation Authority;
• for advertising within premises, buildings, coastal areas and on various territories, including structures located there — the Dubai Municipality;
• for advertising on marine transport vessels — the Dubai Maritime City Authority (DMCA).

To obtain an advertising permit, an application must be submitted through the unified system known as the Single Window Advertisement System. Decisions on applications are made within 10 business days. In case of violations of advertising requirements, the relevant competent authority has the right to revoke the issued permit.

Next, let's consider several types of advertising permits and their features.

When advertising discounts, it is necessary to obtain an additional prior permit from the relevant Emirate-level authority. In Dubai, this authority is the Dubai Department of Economic Development (DED). These requirements apply to both the B2C and B2B sectors and are established under Cabinet Decision No. 66 of 2023 Concerning the Executive Regulations of Federal Law No.15 of 2020 Concerning Consumer Protection.
It is important to note that you must obtain separate permits for each promotional campaign, whether it involves price reductions, discount promo codes or any other type of promotional activity.

Violations are subject to fines according to the DED Commercial Compliance Guidelines.

Permits for advertising consumer goods, such as cosmetics, personal care products, perfumes, dietary supplements and cleaning products, are issued by the Dubai Municipality. However, you may also need to obtain additional permits from other relevant government bodies, such as the Department of Economy and Tourism (DET) or the Dubai Municipality’s City Beautification and Public Projects Department (Advertising Section), the UAE Ministry of Health and Prevention.

Such advertisements are permitted across various platforms, including brochures, indoor advertisements, newspapers and magazines, outdoor billboards, social media advertising campaigns, television and other media outlets.

To organize events in Dubai, both individuals and legal entities must obtain a permit from the Dubai Department of Economy and Tourism (DET). Events can be entertainment, sports, charitable, religious, or business-related.

Applications for this permit can be submitted online through the DET portal. The application must include a No Objection Certificate (NOC) from the representatives of the event venue. Additionally, if ticket sales are planned for the event, an additional permit for ticketing (ticketing permit) will be required.

Real estate advertising in Dubai is regulated by the Dubai Land Department (DLD) and the Real Estate Regulatory Agency (RERA).

The requirements for real estate advertising permits are outlined in Circular No. 11 of 2016 Real Estate Announcement Permits, issued on August 10, 2016. According to the Circular, permits can be obtained through the Trakheesi system.

For real estate advertisements, a QR code is mandatory. This code can be generated through the Madmoun service and allows you to verify the advertisement's authenticity and accuracy, as well as provides details about the property and its features.

New regulations apply to off-plan property advertising: brokers are required to advertise the entire project, not just individual units.

The DLD conducts regular inspections of real estate advertisements. Violations that may result in fines include:

• аdvertising without an official RERA permit;
• missing the advertising permit number in the advertisement;
• information in the advertisement that was not approved in the permit;
• failure to display the QR code with property details;
• for off-plan properties — advertising only parts of the project or failing to mention the property’s location;
• omitting the developer’s name, project name or number in the advertisement;
• excluding the escrow project number;
• advertising properties that are no longer available for sale.

Thus, for advertising in the UAE, it is required to obtain:

• A permit from the relevant competent authority,
• A separate permit for each marketing campaign or promotion launched,
• Additional prior approval for advertising sensitive categories of goods or services.

Updated as of February 7, 2025.

If you need quick access to the latest versions of these documents, request a demo and get 3 free days with Real Law:

• Federal Decree-Law No. 55 of 2023 Concerning Media Regulation,
• Internet Access Management Regulatory Policy published by TDRA,
• Federal Decree-Law No. 34 of 2021 On Countering Rumors and Cybercrimes (as amended on April 4, 2024),
• Federal Decree-Law No. 34 of 2023 Concerning Combating Discrimination, Hatred and Extremism,
• Federal Decree-Law No. 36 of 2021 on Trademarks,
• Federal Law No. 15 of 2020 On Consumer Protection (as amended on August 8, 2023),
• Federal Decree-Law No. 38 of 2021 on Copyright and Neighboring Rights.

Laws in the UAE are regularly updated and amended. You can find the latest laws in one place using the UAE legal reference service — Real Law. The service will save your time and effort in searching for laws and their amendments.