Outdoor advertising has always been the most popular form of advertising for brands, businesses, and enterprises because of its stupendous reach to a massive audience. As for the excellent marketing tactics, it has been considered a vital marketing and branding tool to reach your potential customers and build a solid brand reputation.
Outdoor advertising is a robust channel that holds the power to stimulate brand awareness, recognition and recall the brand to new heights. However, it is not as easy as it sounds, and you will certainly need the unparalleled knowledge and expertise of a legal consultant to do this for you.
For making a successful outdoor advertising campaign, using the right content at the perfect location can do wonders for your business. Over the years, marketers have leveraged this medium to reach out to a target market or captivate the audience.
In the recent few years, the United Arab Emirates has become a global powerhouse for economic growth and prosperity for the business world. As more and more economical and domestic companies enter the commercial market in the UAE, the growth requirement for outdoor advertising, such as billboards and hoardings at different locations, allows the businesses and brands to showcase their products, services, and brands themselves.
UAE and particularly in Dubai, the advertising opportunities are huge. From high-rise buildings to public places, intersections to highways, and malls, visibility options for brands have soared incredibly.
Legal Compliances for Outdoor Advertising in Dubai
According to the legal compliances for outdoor advertising, here are a few of the regulations that you must ensure;
- The first is to ensure traffic and public safety, particularly for pedestrians and motorists.
- The second is to focus on the integrity and security of advertising structures to ensure public safety at large.
- The next is to check the legibility of the advertisement.
- Also, the preserving the spatial and visual beauty of the Emirates.
- The next is the advert's content, which must be harmonized with the building design.
- The advert's content must not be against the local customs of the UAE, moral values, religious sentiments, or religions and communities.
- Violation of public order will result in the termination of the advert.
- The next is to focus on the alignment where the development practices and sustainability have to be integrated.
Laws & Regulations for Outdoor Advertising in Dubai
Having a brief understanding of outdoor advertising in Dubai, now it is time to understand the mandatory laws and regulations for every business or brand to follow to carry out a legally compliant outdoor advertising campaign.
1. Seek Permission from Authorities
According to the top-notch legal consultancy firm in Dubai, outdoor advertisements require prior permission from authorities in the jurisdiction. Here, for outdoor advertisement, a permit is issued in which hoardings, digital screens, and billboards are some of the mediums allowed for promotion in public places. From these legal compliances, granting a permit for outdoor advertising in Dubai ensures to following;
- Dubai Maritime City Authority
- The Roads and Transport Authority
- Dubai Municipality
- Dubai Civil Aviation Authority
- The Department of Economic Development
- Dubai Civil Aviation Authority.
If these legal compliances aren’t met, the legal punishments are severe and strictly adhered to. For instance, if a party doesn’t seek a permit and still installs an outdoor advertising campaign in Dubai, the fine goes up to AED 15,000 as per the clauses of new laws. And if the offenses are repeated, the fine is multiplied without any notice.
2. The Advertising Content
The National Media Council (NMC) of the United Arab Emirates is entirely responsible for setting the general principles and guidelines for outdoor advertising that marketers representing their brands have to follow at all costs. In order to give you some useful information on the following, here are a few of the principles;
- The first and most important part of advertising content is that it must be respectful and reflect respect for the UAE government, the political institutions, emblems, and laws.
- The content must not be religiously offensive. Here all the religions must be respected at all times.
- The content for the advertising campaign must uphold the strong values and morals of the culture of the UAE.
- Another factor to consider is that the content must comply with the health advertisement rules and laws as proposed, discussed, and passed by the UAE Cabinet.
- If the ads for outdoor campaigns are related to education, real estate, or the healthcare industry, seeking permission from the concerned authorities before launching the campaign is paramount.
- Outdoor advertisements, particularly for Hajj or Umrah, must get approval before launching an advert.
- No matter what the advert is about, the codes of conduct need to comply with that adheres and ensure customer protection, fair competition controls, etc.
- No matter how big the company is and it's brand exposure, it is completely unlawful to advertise tobacco usage, smoking, or any illicit health injurious product or service.
3. Precise Location Policy
Here is a list of actions for which you can send a legal notice to an individual or group in Dubai;
- Any sort of violation in regards to employment contract from either side.
- Violations of HR policies as defined by the UAE companies.
- Bouncing of payment cheques.
- Disputes and quarrels related to real estate and property dealing include ownership disputes, eviction, and mortgage.
- Complaints about delivery or an inappropriate or faulty product.
- For personal conflicts and disputes such as child custody, divorce, and inheritance disputes.
Laws & Regulations for Outdoor Advertising in Dubai
If you are a potential marketer who is planning to leverage the outdoor advertising campaign, let’s not forget that these are some of the locations that are forbidden to put advertisements. With this being said, here are a few;
- It is essential to note and be mindful that places of worship are not allowed to put advert onto in any circumstances.
- The other are historical buildings, cultural heritage, and religious significance that are also not allowed.
- The next is the government buildings and institutional offices.
- Archeological sites are also under the no-advert policy.
- Another is the public facilities that are not allowed to advertise under all conditions.
The Final Words
After reading the article, it becomes succinctly clear that regulations and laws are strict for outdoor advertising. The UAE government is concerned to protect the laws and restrictions binding everyone to follow them as a whole. Therefore, it is pivotal to contact a respectable law firm to conduct your outdoor advertising process to ensure the work is done lawfully.
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Mai Alfalasi
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