UAE advertising rules for Meta and Google ads (2026)
UAE regulates ads through media, consumer protection and sector regulators. Ads are banned for alcohol, tobacco, vapes and nicotine, cannabis, cbd and hemp, weight loss and glp-1. Crypto and NFTs, Investing, trading, forex and CFDs, Gambling and sports betting, Healthcare, pharmacy and telehealth need a permit or licence first. Influencers and creators face their own licensing and disclosure rules.
General ad rules in UAE
Federal Decree-Law 55/2023 (Media Regulation) and its Executive Regulations (Cabinet Resolution 68/2024) govern ad content. Ads must respect UAE culture, identity and values. No misleading or false claims, exaggerations, claims of exclusivity, disparaging competitors, or fraudulent or deceptive statements.
In force: 2024-10-31 (Executive Regulations) · Penalty: AED 5,000 to AED 1,000,000, can be doubled for repeat offences · tamimi.com (summary)
Ads may not promote alcoholic drinks, narcotics, tobacco or smoking in any form, directly or indirectly.
In force: 2024-10-31 · Penalty: Same media-law fine range · mondaq.com (summary)
Media content standards: no disrespect to God, Islam or other religions, the UAE system of government or its institutions or national symbols. No harm to foreign relations or national unity. No inciting sectarian strife, violence or hatred.
In force: 2025-05-29 (Cabinet Decision 42/2025, violations and penalties table) · Penalty: Schedule 2: category a AED 30,000 to 1,000,000, category b AED 20,000 to 150,000, category c AED 5,000 to 100,000, licensing breaches up to AED 100,000 · afridi-angell.com (summary)
Consumer Protection Law (Federal Law 15/2020) and Cabinet Decision 66/2023 ban misleading advertising. Invoices must be issued in Arabic.
In force: 2024-04 (penalties table) · Penalty: 46 listed penalties from AED 100,000 to 1,000,000, not issuing an Arabic invoice is AED 100,000 · chambers.com (summary)
Consumer Protection Law text (primary)
The regulator changed. The National Media Authority was set up by Federal Decree-Law in Dec 2025 and replaces the UAE Media Council, WAM and the National Media Office.
In force: 2025-12 · economymiddleeast.com (summary)
Influencer and creator rules
Advertiser Permit is mandatory for anyone advertising on social media in the UAE, paid or unpaid, including visiting creators. It is free for the first 3 years for citizens and residents. Validity is 1 year for residents and 3 months for visitors. Exempt: personal accounts promoting your own products, and under-18s making educational, cultural, sports or awareness content.
In force: 2026-02-01 · Penalty: No permit: AED 10,000 (first), AED 40,000 (repeat). Expired permit: AED 150/day, capped at AED 3,000. Content breaches: AED 5,000 to 1,000,000 · gulfnews.com (summary)
Advertiser Permit conditions: age 18+, a valid trade or freelance licence, good-conduct certificate. Permit number shown on the profile. Health, finance, real-estate and education ads need extra sector approvals. Fee after year 3 is AED 1,000/yr, visitor permit AED 500.
pinsentmasons.com (summary)
Official Advertiser Permit guide (primary). It exists, but the document could not be fetched (TLS error).
Influencers must state clearly that content is promotional and disclose any material benefit or commercial relationship.
tamimi.com (summary)
SCA Finfluencer licence: needed by anyone giving financial or investment recommendations about regulated products in the UAE on any medium. Fees waived for 3 years.
In force: 2025-05-28 (SCA Decision 10/RM/2025) · uaecma.gov.ae
Rules by industry
Crypto and NFTs Permit required
- Marketer must be a VARA-licensed VASP or act for one (Dubai). The rules reach foreign and unlicensed firms that target Dubai residents.
- Prominent disclaimer: 'Virtual Assets may lose their value in full or in part, and are subject to extreme volatility'
- Investor statement: holder 'can lose all the money... and does not benefit from any form of financial protection'
- Paid third-party or influencer content must be clearly marked as remunerated
- Records kept for 2 years
- Anonymity-enhanced crypto may not be marketed
Risky phrases: guaranteed returns
عوائد مضمونة
safe / low risk
آمن / منخفض المخاطر
easy / simple investing
استثمار سهل
buy now / don't miss out (FOMO)
اشترِ الآن / لا تفوّت الفرصة
past performance guarantees future results
Penalties: Up to AED 10m, doubled for a repeat within 1 year. Marketing bans up to 6 months, licence revocation.
Investing, trading, forex and CFDs Permit required
- SCA Finfluencer registration for recommendations on regulated products
- Disclose financial interests
- Separate facts, opinions and promotion
Risky phrases: guaranteed profit
ربح مضمون
buy this stock now
Penalties: Not stated in source
Loans, credit and BNPL Allowed with rules
- CBUAE Consumer Protection Regulation and Standards cover disclosure, transparency and market conduct for licensed financial institutions (not fetched in detail)
Risky phrases: instant approval
موافقة فورية
0% interest / interest-free
بدون فوائد
Penalties: Not retrieved
Gambling and sports betting Permit required
- Only GCGRA-licensed commercial gaming operators may advertise
- Ads must say clearly that underage play is prohibited (under 21 for non-lottery gaming)
- Age-verification and targeting tools required
- Responsible-gaming warnings required
- No suggesting gaming solves money problems or replaces a job
- No links to attractiveness, sexual success or marriage
- Operator is responsible for third parties and influencers
Risky phrases: win big guaranteed
solve your money problems
quit your job
Penalties: Not stated in the standards
Alcohol Banned
- Media law bans promoting alcoholic drinks directly or indirectly
Penalties: AED 5,000 to 1,000,000
Tobacco, vapes and nicotine Banned
- Media law bans tobacco and smoking promotion in any form
Healthcare, pharmacy and telehealth Permit required
- MOHAP health advertisement licence for facilities, pharmacies and pharma groups, with documents per product. Ads not in Arabic or English need a legal translation.
- Social media posts by facilities must show the MOHAP medical advertisement licence number (DHA standard)
- Medical Director approves influencer or staff health content naming the facility
- Prescription-only medicines may not be advertised to the public (Federal Law 8/2019, Art. 39)
- Prior written approval for medical product ads. Since 2024 to 25 this is reportedly handled by the Emirates Drug Establishment (EDE).
Risky phrases: guaranteed full recovery
شفاء تام مضمون
always effective
the best / safest / unique / one of a kind / exclusive
الأفضل / الأكثر أماناً / فريد من نوعه / حصري
before/after without 'results may vary' disclaimer
قبل وبعد
limited-time discount on treatment
خصم لفترة محدودة
patient testimonial without written consent
Penalties: Criminal penalties under the medical products law. Media-law fines also apply.
Weight loss and GLP-1 Banned
- GLP-1 drugs are prescription-only, so they may not be advertised to the public (Art. 39, Federal Law 8/2019)
- Clinic weight-loss services follow the DHA and MOHAP rules
Risky phrases: lose weight fast
خسارة الوزن بسرعة
no side effects
بدون آثار جانبية
Cosmetics, skincare and aesthetics Permit required
- Aesthetic clinics follow the DHA SM standards and the MOHAP licence rules (before/after disclaimer, no superlatives)
Real estate Permit required
- Dubai: DLD/RERA Real Estate Ad Permit (Trakheesi) for print, SMS, outdoor, online, events. AED 1,000 standard, AED 5,000 project launch. Brokers need a marketing contract with the owner.
- Madmoun QR code must appear on print and audiovisual property ads (from 2023-04-24)
- Basis: Dubai Law 8/2007
Risky phrases: guaranteed ROI / rental yield
عائد إيجاري مضمون
Penalties: AED 50,000 reported fine for ads without permits. Can double, plus licence suspension or referral to prosecution.
Education and online courses Allowed with rules
- Influencers advertising education reportedly need sector approval on top of the Advertiser Permit
Arabic words that raise red flags
Arabic versions of common risky claims. These are standard translations, not words taken from regulator texts. The policy checker scans Arabic copy for them.
| Arabic | Meaning | Why it's risky |
|---|---|---|
| مضمون | guaranteed | guarantee |
| ضمان | guarantee | guarantee |
| أرباح مضمونة | guaranteed profits | guaranteed returns |
| عائد مضمون | guaranteed return | guaranteed returns |
| بدون مخاطر | without risk | risk-free |
| خالٍ من المخاطر | risk-free | risk-free |
| آمن تماماً | completely safe | safe claim |
| علاج | cure/treatment | cure |
| يشفي | heals/cures | cure |
| شفاء تام | complete recovery | guaranteed recovery |
| معجزة | miracle | miracle |
| سحري | magic | magic remedy |
| مجاني / مجاناً | free | free |
| ١٠٠٪ | 100% | 100% |
| الأفضل | the best | superlative |
| رقم ١ / الأول | number one | superlative/ranking |
| الأكثر أماناً | safest | superlative |
| الأسرع | fastest | superlative |
| فريد من نوعه | one of a kind | exclusivity |
| حصري | exclusive | exclusivity |
| نتائج فورية | instant results | instant results |
| خسارة الوزن بسرعة | lose weight fast | rapid weight loss |
| تخسيس | slimming | weight loss |
| حرق الدهون | fat burning | weight loss |
| بدون آثار جانبية | no side effects | no side effects |
| بدون وصفة طبية | without prescription | Rx drug promotion |
| معتمد من وزارة الصحة | approved by Ministry of Health | unverified approval claim |
| طبيعي ١٠٠٪ | 100% natural | natural claim |
| قبل وبعد | before and after | before/after imagery |
| موافقة فورية | instant approval | instant approval |
| بدون فوائد | interest-free | 0% interest |
| بدون كفيل | no guarantor needed | easy credit |
| بدون أوراق | no documents | easy credit |
| ثراء سريع | get rich quick | get rich quick |
| دخل سلبي | passive income | investment hype |
| لفترة محدودة | limited time | false urgency |
| لا تفوّت الفرصة | don't miss the chance | FOMO/urgency |
| اربح نقداً | win cash | gambling |
| مراهنات / رهان | betting / bet | gambling |
| كازينو | casino | gambling |
| يانصيب | lottery | gambling (licensed only in UAE) |
| كحول / مشروبات كحولية | alcohol / alcoholic drinks | alcohol |
| سجائر إلكترونية / فيب | e-cigarettes / vape | tobacco/vape |
| تبييض البشرة | skin whitening | cosmetic claim |
Notes
Dubai, Abu Dhabi and the free zones add their own rules. VARA covers Dubai only, SCA covers the rest of onshore UAE. Abu Dhabi reportedly fines up to AED 10,000 for unlicensed influencer collaborations (not verified).
Plan a launch in UAE Check ad copy
Other markets
A guide, not legal advice. Rules change often and some sources are law-firm or news summaries. Check the linked source before you launch. Data last checked 5 October 2026.