What you should know before Advertising in UAE

The United Arab Emirates has been politically stable, since its establishment. Thanks to its abundant oil resources, the country has transformed itself to one of the most powerful economic hubs of the world. The UAE has six per cent of the world’s oil reserves and the seventh largest proven natural gas reserves. The main industries are petroleum and petrochemicals; fishing, aluminium, cement, fertilizer, commercial ship repair, construction materials, handicrafts and textiles. The country mainly imports machinery and transport equipment, chemicals and food.

The UAE also attracts FTI through its progressive economic policies, that includes zero taxes and full ownership. The government’s economic diversification has ensured that it is a world leader in trade and tourism. The vision of the nation’s leaders has led to the UAE pursuing growth in every sphere and today this nation holds a multitude of achievements that include being home to the tallest building in the world (Burj Khalifa), the most extensive flower garden in the world (the Miracle Garden in Dubai) and the world’s biggest picture frame (Dubai Frame).

With one of the most open economies in the world and a high GDP, it is little wonder that the UAE is ranked one of the wealthiest nations in the world. Cities like Abu Dhabi and Dubai rank among the world’s top 15 cities with the highest number of households earning over $250,000 annually. The number of wealthy households in the UAE is predicted to grow to 426,890 by 2027. The wealth that accompanies this success has created high standards of living for Emiratis.

The UAE's government is committed to supporting media growth in the country and many domestic and international organisations operate in media free zones in Dubai and Abu Dhabi. The country is one of the leading media hubs in the region as well as globally. A strong expat community of millions attracts media catering to Arab, English-speaking and South Asian audiences to the nation and also brings diversity to the media scene.

Excluding those operating in media free zones in Abu Dhabi and Dubai, most TV and radio stations remain government-owned. The widespread use of satellite dishes provides access to pan-Arab and other international broadcasts. Pan-Arab broadcasters like Sky News Arabia and Saudi-owned MBC have headquarters in the country. Abu Dhabi TV and Sharjah TV are among the major TV networks. Radio Asia, Al-Arabiya FM and Dubai 92 add to the top radio stations in the country.

Leading newspapers in the UAE include the Khaleej Times, Gulf News and The National, and they also have a significant online presence. The UAE has one of the highest Internet penetration rates in the Arab world with 99.15% of the population using the Internet. This makes digital media an important avenue for advertising.

Media Regulations in UAE

National Media Council (NMC) is the federal government body entrusted to oversee and undertake the media affairs in the United Arab Emirates on the mainland and in free zones. The scope of NMC includes traditional media such as newspapers and magazines and digital media platforms. NMC is affiliated with the Cabinet and its main seat is in Abu Dhabi city.

There are national standards set by the UAE for media content requiring each mass media institution that operates within the UAE to abide by such standards without any margin for error. These include a certain list of activities and conducts on social media (and other media platforms) which are strictly prohibited. There are penalties for those who engage in such activities. Certain standards that one cannot stray from are:

Respect the regime of the UAE, its political system and symbols;
Respect the heritage and culture of the UAE;
Respect policies and direction of the UAE at both international as well as domestic levels;
Must not offend the national Unity. Additionally, the social cohesion of regional and tribal conflict is strictly prohibited;
Respect the Islamic and divine beliefs, while showing respect to other religions as well;
Must not harm the economic system of the UAE;
Must not spread rumours, biased or misleading news;
Respect codes of ethics and principles of media work
Respect copyright regulations and rules;
Respect the government's policy to promote national identity as well as the integration of citizens in the labour market of the media sector;
Refrain from publishing and broadcasting information which is harmful to women, children and other social groups. Example: Hatred and violence related content;
Refrain from disclosing confidential official contacts, military treaties, conventions or matters that have been concluded by the government with proper authority;
Refrain from reporting distorted deliberations of courts and other regulatory bodies;
Refrain from disclosing information related to an ongoing criminal investigation, or on such investigations which have ordered to be confidential;
Refrain from fabricating, forging documents or present unfounded news with bad intent;
Refrain from publishing photographs, news and comments that invade the privacy of an individual, family or destroys their reputation;
Must not defame public officials.

Source: www.mondaq.com

Prohibited Content in Media in the UAE

According to the rules and regulations of the NMC-issued official advertising guide, advertisement content must:

Not promote acts of astrological predictions and black magic;
Respect the intellectual property rights of others;
Comply with regulations and conditions that are related to the UAE flag, anthem and national emblem;
Not advertise narcotic substances, alcoholic beverages, smoking, tobacco or any related goods and services;
Not be ambiguous in any way. It should not include any misleading and false information;

Source: National Media Council (NMC)

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