Top 5 Advertising Mistakes That Could Cost Your Company a UAE License

The UAE's advertising content market is highly regulated. This strict government oversight is driven by factors such as the UAE's robust consumer protection system, strong cultural norms, including Muslim traditions and customs, and the government's desire to streamline and systematize the media content industry to attract more investment, brands, and creative talent from around the world.

Brands, especially those founded by companies from other countries with less regulated advertising markets, often create media content using familiar templates without fully understanding the specifics of the local market. In addition to potential financial losses due to marketing errors, failure to comply with regulations can also result in legal penalties for the company. International law firm Antwort Law is here to help you avoid these mistakes, and in this article, we'll discuss the five most common ones.

1. The brand's advertising shows disrespect for the religious and national values ​​of the UAE.

This is perhaps the most serious mistake you or your marketers can make. In accordance with Article 17 of Federal Decree-Law No. 55 of 2023, which regulates media content and advertising in the UAE, the following media content standards have been adopted:

1. Respect God, Islamic beliefs, monotheistic religions, and other faiths, and do not insult them.
2. Respect the State's system of government, its symbols and institutions, as well as the supreme interests of the State and society.
3. Respect the State's domestic and foreign policies.
4. Refrain from covering topics that could harm the State's foreign relations.
5. Respect the cultural and civilizational heritage and national identity of the State.
6. Do not publish or disseminate anything that harms national unity and social cohesion.
7. Do not incite sectarian, regional, or tribal strife, or incite violence, hatred, or terrorist acts, or disseminate materials that promote social discord.
8. Adhere to the prevailing values ​​of UAE society and consider the demands of the public interest.
9. Do not harm the legal, economic, or judicial security of the State.
10. Respect the rules of confidentiality and everything related to the private life of individuals.
11. Do not publish or disseminate anything that could incite the commission of crimes or encourage murder, rape, or the use of narcotic or psychotropic substances.
12. Do not publish, broadcast, or disseminate expressions, images, drawings, or opinions that violate public morality, insult youth, or encourage the adoption or promotion of subversive ideas.
13. Do not publish, broadcast, or disseminate false news, forged documents, or documents with a false source.
14. Do not publish or distribute anything that could harm the national currency or the economic situation in the country.
15. Do not spread rumors or misleading news.

2. The brand disseminates false or misleading information about its products or services.

In addition to advertising and digital culture requirements, the UAE has a separate consumer protection law. According to Article 4 of Federal Law No. 15 of 2020 "On the Protection of Consumer Rights," you are obligated to ensure:

1. The accuracy and completeness of information about services/products—content, terms, and price.
2. Data confidentiality: the use of personal data for marketing without consent is prohibited.
3. The ability to quickly and fairly resolve disputes and obtain compensation for proven damages.

For example, claims such as "100% results in 3 days" without verification, manipulated "before/after" images, and other questionable marketing tactics are dangerous.

3. Violating Public Morality and Obscene Content

We do not recommend publishing advertisements containing explicit images, sexual innuendo, inappropriate language, or that undermine public morality (provocative photos, revealing clothing, slogans with sexual connotations, double meanings, etc.) for the sake of hype or increased attention.

In addition to mandatory legal requirements, the UAE has official guidelines on digital culture developed by the UAE government (the Ministry of Culture and Youth and the Telecommunications and Digital Government Regulatory Authority (TDRA)), namely:

1. Remain loyal to the UAE and exemplify Emirati values ​​and traditions in the digital space;
2. Represent the UAE with dignity and promote its reputation in the digital world;
3. Respect others, their privacy, and intellectual property rights, refrain from bullying or harming their digital identities;
4. Use the digital space to develop your skills and stay informed about changes in line with the UAE's vision;
5. Promote the values ​​of solidarity, compassion, and positive attitudes, and use social media wisely;
6. Protect personal information and privacy the identity of others;
7. Verify the veracity of published or received content and always use reliable sources;
8. Be responsible in the digital space and comply with its rules and laws;
9. Contribute to the removal of any content that is contrary to ethics and human values;

4. The brand failed to provide the necessary markings and warnings.

According to Article 20 of Law No. 55, all advertising publications must clearly indicate that they are advertising. For example, a blogger promoting a product on Instagram without the #ad or #advertisement tag is considered a violation.

• Also, according to Articles 7, 25, and 26, in e-commerce, you are required to provide:
• Company name, legal status, address, and license;
• A full description of the service, terms of the agreement, payment, and warranties;

The information must be in Arabic (can be duplicated in other languages). Additionally, warnings are required, such as a notice before challenging exercises: "Consult a doctor. Risk of injury is high!" or age-appropriate labels for intense workouts: "18+" or "For professional athletes."

5. The brand promotes prohibited or sensitive topics according to the IAM

The Internet Access Management Policy (IAM) is a policy of the UAE Telecommunications and Digital Regulatory Authority (TDRA) that determines which online content is subject to blocking or restriction in the UAE.

According to this policy, UAE internet service providers are required to block websites and materials that fall into the following categories:

• Block circumvention;
• Pornography, nudity, obscenity;
• Identity fraud, fraud, phishing;
• Insults, libel, defamation;
• Violation of privacy;
• Offenses against the UAE and public order;
• Support for criminal activities and skills;
• Narcotics;
• Medical and pharmaceutical activities in violation of the law;
• Violation of intellectual property rights;
• Discrimination, racism, and insult to religion;
• Viruses and malware;
• Advertising or selling prohibited goods and services;
• Illegal communication services;
• Gambling;
• Terrorism;
• Restricted top-level domain extensions;
• Illegal activity;
• Any content prohibited by court order or law.

To avoid administrative fines, resource blocking, or even license or permit revocation (including Media License and Advertiser Permit), carefully manage any content you publish personally as a founder, through your brand's social media, and through advertising integrations with bloggers and influencers. If you have questions about media content, doubt its legality, or want to publish advertising effectively from the start, contact Antwort Law. We will assist you at every stage of the advertising process from a legal perspective.

Diana Gulevskaya

Head of Office in UAE
Antwort Law