Advertising in Dubai? The new municipality guide bans these phrases, images and clothing standards on billboards

Dubai: The Guide to Regulating Advertising Content in the Emirate of Dubai, recently issued by Dubai Municipality, revealed controls and standards that define what is permitted and prohibited in terms of phrases, images, symbols, and visual and audio effects on fixed and digital billboards. The guide aims to reduce visual pollution, protect traffic safety, prevent marketing deception, and preserve societal values and national identity. The guide prohibited unsubstantiated medical claims, such as “the best 100% guaranteed treatment” and “cures all diseases,” marketing exaggerations, such as “unparalleled in the world,” and advertising “discounts up to 99%” without clarifying the conditions and categories included. It also stipulated that the Arabic language must occupy at least 50% of the advertisement space and be more prominent than the English language. The guide prohibited displaying men in transparent or very tight clothing, or clothing that does not cover the chest, shoulders, and knees. It also prohibited displaying women's underwear in outdoor advertisements, and stipulated that women's clothing must cover the shoulders completely, the chest up to the upper neck, the arms up to the elbows, and the legs up to their mid-calf. It also prohibited excessive makeup, visible tattoos, and piercings in unconventional places on the face. Furthermore, it prohibited non-citizens from wearing the Emirati national dress in advertisements, or using it in a vulgar manner or in inappropriate situations and places. Finally, it prohibited the exploitation of children in advertising, or the publication of their pictures and data without the permission of their parents. Arabic in focus In detail, the “Guide to Regulating Advertising Content in the Emirate of Dubai,” recently issued by Dubai Municipality, has set clear linguistic rules for advertising content. It stipulates that the Arabic language must be used correctly in advertising billboards, both grammatically and spelling-wise, and in well-known and clear Arabic fonts. It allows the use of English alongside Arabic, provided that the Arabic is more prominent, occupies at least 50% of the total advertising space, and is placed at the top or on the right side, according to the specified regulations. The guide prohibits the use of vulgar dialects or unclear colloquial words, while allowing common and familiar expressions in the UAE. It stipulates that phrases must be clear, logical, and concise, allowing them to be read and understood quickly, especially in advertisements viewed by road users from inside vehicles. The use of moving text that may distract drivers, or placing writing on people’s faces that obscure their features, as well as ambiguous or unclear phrases that may require an official explanation from the advertiser when requested, is prohibited. The guide stressed the need to avoid literal translation of foreign texts when it leads to distorting the Arabic meaning or producing awkward phrases. It also prohibited the use of offensive or provocative popular phrases, such as “whoever doesn’t buy will regret it” and “be a man and get it,” and set controls for the use of national phrases and official initiatives in commercial campaigns, preventing their use in a way that suggests sponsorship or official status without authorisation. Prohibited phrases The guide prohibited the use of misleading phrases and marketing exaggerations that may deceive the consumer about unreal features, or make unclear promises about products and services, including advertising “discounts up to 99%” without specifying the categories covered and the conditions of benefit, and phrases such as “crazy discount,” “no one can match our services,” “get unlimited full membership,” and “unparalleled in the world.” The ban included texts that contained sexual innuendo, inappropriate expressions, or double meanings, such as “the hotel of hidden happiness and guaranteed pleasure,” as well as phrases that used religious vocabulary or suggested miracles and supernatural abilities for commercial purposes. The guide also prohibits medical and health claims that assert results that cannot be scientifically proven, or suggest that a product or service can cure all diseases or achieve a guaranteed complete cure, such as “the best 100% guaranteed treatment,” “cures all diseases,” and “the only 100% safe product,” as well as statements that promise exceptional results without reliable evidence. Clothing and photos Regarding images and visual content, the guide stipulated that advertisements must conform to public taste and local customs and traditions, and prohibited the display of men in transparent or very tight clothing, or in a way that highlights body details inappropriately, with the necessity of covering the chest, shoulders and knees at least, and that the style of clothing should reflect the prevailing public taste in the country. The display of women’s underwear in outdoor advertisements i