Advertising in Dubai: how to coordinate your advertising with government agencies

The United Arab Emirates is known for its vibrant market, which attracts many international brands and entrepreneurs. However, advertising campaigns in this country are subject to strict control by government agencies. Antwort Law provides a short guide to advertising approvals based on recommendations from the Knowledge and Human Development Authority (KHDA), which regulates educational institutions in Dubai.

The first step to a successful advertising launch is the preparation of advertising material in accordance with the basic principles of KHDA advertising activities.

1. Advertising must be fair and accurate and not misleading as to the product or service being offered: all claims must be supported by evidence and the information must be current and correct.
2. Advertising materials must clearly indicate all terms and conditions of the offer. Any exceptions or additional terms must be clearly stated to avoid any confusion on the part of consumers.
3. The use of techniques that may misrepresent the factual nature of a product or service is prohibited, such as claims of guaranteed success or exceptional results that cannot be substantiated.
4. Advertising materials must not contain anything that may be perceived as disrespectful to cultural or religious beliefs, including images, language and symbols that may offend local traditions or norms.
5. The language of advertising material must be correct, without the use of jargon or slang, which may be unclear or ambiguous.
6. Statements regarding ratings, rankings or comparisons should not be used without verified data and permission from the appropriate authorities.
7. Promotions must not result in the unlawful collection or use of personal information without explicit consent to maintain consumer privacy and protect personal information.
8. Any promotions must clearly state the terms of entry and not be misleading as to the chances of winning or benefiting.

Violation of these guidelines can result in severe fines and legal consequences, including possible suspension or termination, so it is critical that you follow these guidelines when planning any promotional activities.

Step two: Submitting advertising material for approval to the KHDA requires attention to detail and an understanding of the procedure. A detailed guide to the steps of this process:

1. Visit the official website of KHDA and click on the link to login or register.
2. If you don't already have an account, you will need to register. On the registration page, fill out the required fields, including your name, contact information, email address and password.
3. After registering, you may be sent an email verification email. Follow the instructions in the email to activate your account.
4. After activation and login, go to the New Services section in your personal account.
5. Selecting an advertising approval service: From the services menu, select Advertisement Approval. This will redirect you to a page where you can download your promotional material.
6. Upload your ad files by following the instructions on the site. Please ensure that all promotional materials comply with the KHDA requirements mentioned earlier.
7. After submitting materials, your application will be reviewed. The verification process may take some time depending on the current workload and complexity of the advertising material.
8. After receiving notification of approval in your personal account, pay a fee of 120 dirhams for each advertising image. Payment can be made online through your personal account on the KHDA website or using bank details.
9. After payment, you will receive an official confirmation of approval, which will allow you to publish advertising in accordance with UAE legislation in your personal account on the site.

By following these steps, you will be able to successfully register, submit and receive approval for your UAE advertisement through the KHDA system, ensuring your advertisement is compliant with local laws and cultural norms. Obtaining legal advice and strictly following procedures can greatly simplify the ad approval process and help avoid potential fines and delays. Antwort Law is ready to provide you with the support you need at every stage of your advertising campaign in the UAE.