What Not to Do in the UAE: Navigating the New Emirati Law on Marketing and Advertising

The United Arab Emirates (UAE) is a rapidly growing hub for business and tourism, offering exciting opportunities for companies looking to establish a presence in the region. However, as the country continues to expand and modernize, there are certain legal regulations that businesses and marketers must abide by to avoid fines, penalties, or even criminal charges.​

One of the most significant recent developments in the UAE is the introduction of a new Emirati law that has impacted marketing and advertising strategies. This law, which went into effect recently, restricts certain types of marketing practices, especially when it comes to targeting specific demographics or promoting certain products and services. Below, we'll explore what you should and should not do in the UAE, particularly when it comes to marketing, so you can avoid costly mistakes and maintain your company's good standing.

1. Avoid Misleading Advertising

The UAE has stringent laws against misleading advertising. The new Emirati law strictly prohibits businesses from making exaggerated or false claims about their products or services. While this isn't a new concept globally, the enforcement of such regulations is now much stricter, and the fines for violating this can be substantial. Whether you're selling a physical product or offering a service, ensure that all marketing materials accurately reflect what you're providing.​

What to do:

• Provide clear and honest information about your products or services.​

• Avoid making guarantees that your product can’t fulfill.​Medium

• Double-check that any promotional material reflects reality.​

2. Be Careful with Social Media Marketing

The rise of social media influencers and digital marketing campaigns has transformed the advertising landscape worldwide. However, the UAE's new regulations are focused on keeping the internet and social media platforms free from any content that could be deemed offensive or inappropriate, including misleading promotions and unauthorized celebrity endorsements.​

Businesses are prohibited from utilizing influencers without official authorization or promoting products that contradict cultural or legal norms in the UAE.​

What to do:

• Make sure your influencer collaborations align with local values.​

• Avoid endorsing products that could go against the conservative nature of the country.​

• Ensure transparency and honesty in your influencer marketing campaigns.​

3. Don’t Use Unlicensed Marketing Channels

Under the new law, marketers are prohibited from using unauthorized or unlicensed marketing channels. This includes using messaging apps, social media platforms, or email marketing tools that aren’t officially recognized by the UAE government. Unauthorized digital marketing tools and platforms could get your campaigns shut down and your business fined.​

What to do:

• Use only licensed and approved digital marketing tools and channels in the UAE.​

• If you're uncertain, always consult with a local expert or legal advisor who understands the requirements.​

4. Avoid Targeting Certain Demographics

Certain groups in the UAE, especially minors and specific religious communities, are protected from being targeted by certain types of marketing. For instance, targeting minors with marketing for products that are deemed unsuitable, like alcohol, gambling, or tobacco, is strictly prohibited. Additionally, ads that promote excessive luxury or disregard local culture can be considered offensive.​

What to do:

• Ensure that your campaigns are respectful of local culture and traditions.​

• Avoid marketing products like alcohol or gambling to audiences who are under the legal age.​

• Be mindful of the values and customs in the UAE when creating any campaign, especially when dealing with luxury products.​

5. Don’t Ignore Cultural Sensitivities

The UAE is known for its conservative culture, and recent legal changes reflect an even greater emphasis on protecting these values. Marketing campaigns that mock, insult, or disrespect local traditions or beliefs can result in severe penalties. Content that includes political satire, references to religion, or anything deemed offensive to the Emirati people can have serious consequences, including fines, business shutdowns, or imprisonment.​

What to do:

• Always consult with local experts to ensure your marketing materials align with local values.​

• Avoid content that could be seen as disrespectful to the cultural or religious practices in the UAE.​

• Stay updated with any shifts in local laws that might affect how businesses can operate or advertise.​

6. Don’t Use Off-Limits Products in Ads

Certain types of products have strict restrictions in the UAE when it comes to advertising. These include, but are not limited to, alcohol, tobacco, adult products, and gambling-related services. The new law enforces restrictions on promoting these types of goods, especially in public advertisements, social media, and digital platforms.​

What to do:

• Ensure that you are not promoting products that fall under restricted categories unless they are explicitly allowed by local law.​

• Work closely with legal professionals to navigate the complexities of advertising restricted products, if applicable.​

7. Don’t Overlook Data Privacy Laws

The UAE also has specific data protection and privacy laws in place, especially regarding marketing efforts that collect personal information from potential customers. The new law

ensures that businesses cannot gather, store, or use customer data without explicit consent.​

What to do:

• Always get clear, written consent before using any data for marketing purposes.​

• Protect customer privacy by following the UAE’s data protection regulations.​

• Regularly audit your data collection methods to ensure compliance.​

Conclusion: Stay Compliant, Stay Successful

The new Emirati law places a heavy emphasis on ensuring businesses follow culturally appropriate, honest, and transparent marketing strategies. If you’re planning to market your products or services in the UAE, it’s essential to stay informed about the legal and cultural restrictions that are now in place.​

The best way to succeed is to adapt your marketing strategies to fit the rules and values of the region. If you’re ever in doubt, it’s always best to seek legal advice or consult with a local expert who understands the regulatory environment in the UAE. By doing