No. 04 of the decision of H.H. Sheikh Abdullah bin Zayed Al Nahyan, Foreign
Minister and Chairman of the National Media Council, refers to a list of
criteria for advertising content in media sources, stipulated standards that
media licence holders must adhere to, with respect to advertisements published
and broadcast by them, and advertisements which do not abide by these standards
will be considered contrary to this decision. These criteria are:
Not to blaspheme, not to offend Islamic beliefs and show respect for other
Respecting government regimes in the United Arab Emirates and its symbols, as
well as its political institutions.
Respecting the cultural heritage and civilisation of the U.A.E..
Not to offend national unity, social cohesion or incite sectarianism and
Respecting the policies pursued by the United Arab Emirates at both the
domestic level and at the level of its relations with other countries.
Not to offend the economic system in the State and not to spread rumours or
tendentious and misleading news.
Respecting government policies to promote its national identity.
Respecting the principles and code of ethics in media work.
Not to publish or broadcast information that harms children and women or any
other social group, and not to incite hatred and violence.
Not to publish obscene pictures or words.
It is not allowed to advertise in any way the work of witchcraft or astrology.
Take into account the conditions and controls concern the flag of the State,
its slogan and national anthem.
Respecting intellectual property rights.
Abide by the rules of ethical conduct and standards of honesty, including
compliance with the rules that govern business work, particularly with regard
to controls of consumer protection, fair competition and the prohibition of
commercial fraud and illegal monopoly.
Not to allow advertising for alcoholic beverages or banned narcotic substances
in any way, whether directly or indirectly.
Not to allow advertising of tobacco products or show smoking in any manner, and
any other services or products which are prohibited in advertisements.
Commitment to the controls of health or medicine advertisements contained in
the Cabinet�s decision No.04 of the year 2007 on health advertisements.
stipulated in Article 05 of the regulations on the conditions to be observed in
advertising and thus all advertising that does not comply with these conditions
will be considered contrary to this Article. These conditions are:
Advertisements should not be ambiguous or obscure or not have a clear
indication of its purpose.
Advertisements should not include or contain incorrect or misleading claims, or
intentionally exaggerate, claim exclusivity, show contempt of any rival as this
action comprises suspicion of fraud and deception.
Advertisements should not include imitated or unlawfully placed advertising
signs or signals, forged or fake pictures.
Advertisements must be real and not exaggerated and not lead to the creation of
confusion or a mixing up in any way with names, products, or other activities.
If the Arabic language is to be used in advertisements, it should be classical
Arabic or the Emirati local dialect.
Obtaining or getting prior approval from the competent authorities in all
matters relating to specialised advertisements, such as those related to
medicines and drugs, those related to food or business regarding promotional
campaigns, and special offers related to real estate, universities and
educational institutions, nurseries and alike.
The identify of advertisements should be clearly specified and appear distinct
and independent of the editorial material and other media, setting limits
separating advertising from any other material therein, or an intervening time
in the case of radio and television broadcasting.