By GulfInside | Dubai | October 21, 2026
Dubai Municipality has introduced new guidance on the content and design of outdoor advertisements, giving brands, agencies and designers a clearer reference for what can appear on billboards and other public-facing advertising displays.
The Advertising Content Regulation Guidelines for the Emirate of Dubai, announced on October 17, cover written messages, imagery, logos, animations and interactive elements. The aim is to improve the appearance and consistency of advertising while allowing room for creative formats.
What do the guidelines cover?
The guidance addresses both traditional outdoor advertisements and newer digital formats. It is designed to help creative teams consider Dubai’s visual and cultural identity from the start of a campaign rather than treating compliance as a final production check.
Digital screens and interactive campaigns create opportunities for brands, but their movement, content and presentation also need to work within the city’s public environment.
How do the new guidelines fit existing rules?
Dubai already regulates outdoor advertising through Decree No. 6 of 2020. That law establishes a permit system and sets obligations for accuracy, public safety and the placement of advertising media. A separate Out-of-Home Advertising Manual was approved under Administrative Resolution No. 180 of 2025.
The newly announced content guidance should therefore be read alongside, rather than as a replacement for, the established legal and permitting framework.
For a separate look at online visibility, see our guide to SEO for UAE businesses. Digital search marketing and outdoor advertising need their own planning and compliance checks.
What should businesses do before launching a campaign?
Advertisers should review the creative material, check whether the proposed location and format need a permit, and confirm the applicable requirements with the responsible authority or their licensed outdoor advertising operator.
For agencies working on several formats, checking the content early can help avoid last-minute changes to artwork, animation or messaging.
Frequently asked questions
Are the new guidelines only for printed billboards?
No. The announced scope includes digital displays and interactive advertising elements as well as traditional content.
Do businesses still need outdoor advertising permits?
Existing Dubai advertising legislation continues to establish permitting requirements for relevant advertisements.
When were the new content guidelines announced?
Dubai Municipality announced the initiative on October 17, 2026.
Sources: Khaleej Times, October 17, 2026; Dubai legislation: 2025 Out-of-Home Advertising Manual; Dubai Decree No. 6 of 2020.
