Dubai Municipality advertising guide bans miracle claims, discount exaggerations and non-citizens in Emirati dress
Key restrictions in the advertising guide
The Dubai Municipality advertising guide prohibits claims of medical miracles, exaggerated discount offers, inappropriate clothing, and the use of Emirati national dress by non-citizens. The guide also requires Arabic text to be more prominent than English in all advertisements.
Ban on non-citizens wearing Emirati dress
Under the new rules, non-citizens are not allowed to wear the Emirati national dress in advertisements. The guide also prohibits using the national dress in a vulgar manner or in inappropriate situations and places.
Other prohibited content
Advertisers must avoid making claims that suggest medical miracles, as such statements are considered misleading. Discount offers must not be exaggerated or presented in a way that could deceive consumers. Clothing shown in advertisements must be appropriate and not violate public decency standards.
Language requirements
Arabic must be the dominant language in all advertisements, with English text occupying a less prominent position. This requirement applies to all advertising media covered by the guide, including billboards and other outdoor displays.
