UAE marketing rules, dated and sourced

Several overlap. As of 7 November 2026 the main ones are the media law (Federal Decree-Law No. 55 of 2023), consumer protection (Federal Law No. 15 of 2020, as amended), the personal data law (Federal Decree-Law No. 45 of 2021), TDRA's rules for texts and calls, and sector and emirate rules for health ads and Dubai promotions. This isn't legal advice: confirm yours with the relevant authority.

Probably, if you promote anything but your own business. The National reported on 13 January 2026 that the permit is required for anyone posting promotional content on social media, paid or unpaid. Gulf News reported on 1 February 2026 that it has been mandatory since that day, and the National Media Authority now issues it. Confirm your own position with the National Media Authority.

Reportedly not. The National said on 13 January 2026 that people promoting their own products or services, or a company they own, through personal accounts are exempt, and Campaign Middle East listed the same exemption on 30 July 2025. Don't stretch it to brand deals or gifted items. Rules change, so confirm with the National Media Authority before relying on it.

Pinsent Masons reported on 29 January 2026 that it is free for the first three years for UAE citizens and residents, with an annual renewal fee of AED 1,000 from the fourth year. The report ties the free period to registering before the deadline, so a new applicant shouldn't assume it is free. We found no official fee schedule, so confirm fees with the National Media Authority.

Sources conflict. Pinsent Masons reported in January 2026 that people could face fines of up to AED 10,000. The American University in Dubai's media school calls AED 10,000 a starting fine for a first offence. We found no official schedule and no reported enforcement case after the 31 January 2026 deadline, so treat no figure as settled and ask the National Media Authority for the current penalty.

Possibly. Khaleej Times reported on 30 July 2025 that citizens and residents also need a trade licence in electronic media. A 2026 update from the law firm Al Tamimi reportedly limits the Advertiser Permit to sole establishments, and we couldn't open it to check. Because the sources we could read disagree on scope, ask the National Media Authority which licence or permit applies to you before you invoice or post.

The National Media Authority, created by federal decree-law in December 2025 to replace the UAE Media Council, the National Media Office and the Emirates News Agency, according to Gulf News on 18 December 2025. Clyde & Co reports that Cabinet Decision No. 42 of 2025 sets fines of AED 5,000 to AED 1,000,000 for content breaches, and sources differ on the ceiling. Confirm current rules with the National Media Authority.

The UAE government portal (updated 2 September 2026) says suppliers who advertise misleading prices or false data on goods and services face up to two years in prison and fines of up to AED 2 million, under Federal Law No. 15 of 2020 as amended. That's a ceiling, not a typical penalty, and administrative fines are separate and reported differently. Confirm the current position with the Ministry of Economy.

The government portal (updated 4 December 2025) names Federal Decree-Law No. 45 of 2021 as the federal personal data law, but Morgan Lewis reported on 15 June 2026 that its implementing regulations still hadn't been issued. The DIFC and ADGM have their own data laws. We quote no fines because none could be confirmed, so design for clear consent and ask a lawyer or the UAE Data Office about your case.

No. TDRA's FAQs (viewed 7 November 2026) say marketing texts need the recipient's prior explicit consent and that every message should carry a free unsubscribe option. TDRA adds that users can block advertising senders through 7726, which works only for senders whose names start with (AD). TDRA's page gives no fine amount, so confirm current penalties with TDRA.

TDRA's FAQs (viewed 7 November 2026) allow marketing texts only between 7 am and 9 pm UAE time. Clyde & Co reported on 18 July 2024 that marketing calls are restricted to 9 am to 6 pm under Cabinet Resolutions No. 56 and No. 57 of 2024, effective from 27 August 2024. The two windows differ, so confirm both with TDRA or a lawyer before a campaign.

CMS's expert guide, last updated on 8 May 2024, names the Ministry of Health and Prevention as the competent authority for medical and health advertising and says medicine ads need its approval. A MOHAP notice suggests some medical product approvals moved to the Emirates Drug Establishment, and we couldn't confirm Abu Dhabi's process. Check which body covers your ad with MOHAP or your emirate's health authority.

The Dubai Health Authority's social media advertising standard (version 1.1, effective 3 October 2022) bars absolute or exaggerated claims such as best, safest, 100%, no side effects and immediate results, and its list isn't exhaustive. It also requires documented consent from any patient shown in an ad. Confirm the current standard with DHA before you publish.

Not in Dubai during its initial approval period. The Dubai Health Authority's Manual for Licensing Health Facility, version 1.2 issued on 30 September 2026, says a facility in that period may not promote or advertise any health services, and tells facilities to get prior approval for a temporary permit for media and advertising materials. Confirm your facility's status and permit with DHA.

Dubai Economy, now the Department of Economy and Tourism, said in June 2020 that traders must obtain a permit to run sales or promotional campaigns in Dubai, per the Dubai Media Office on 20 June 2020. We couldn't confirm the current fee, lead time or fine, and this covers Dubai only. Check the Department of Economy and Tourism's current requirements before you advertise a discount.

Assume yes, at 5%. The Ministry of Finance (viewed 7 November 2026) says UAE VAT started on 1 January 2018 at a standard rate of 5%, and its page lists exports of services outside the GCC as zero-rated but shows no exception for advertising or agency services. That's our reading, not a Federal Tax Authority statement, and zero-rating has conditions. Check with your accountant or the Federal Tax Authority.