Regulation of Advertisements in the UAE

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Table of Contents

Introduction
Definition
Objectives of Advertisement
Advertisement Standards
Requirements of Advertisement Content
Reinforcement
Conclusion
References

Introduction

The United Arab Emirates is a hub for exporting oil and its products to most countries in the world. In addition, countries in this region have invested heavily in air transport and this has earned it a strong reputation in the international market. Therefore, investors in this region work hard to ensure that their businesses control significant portions of the local and international market by developing advertisement strategies that will make them look better than their competitors (Al Shoush 2009). This has necessitated the need for this region to establish regulations that will guide businesses, media houses, and individuals to ensure their advertisements do not violate the rights of individuals, communities, or competitors. This research paper presents how the United Arab Emirates regulates advertisement activities.

Definition

An advertisement is a message produced to persuade or convince consumers to buy a product or service (Singh 2008). Some advertisements are produced to correct misconceptions about a product or service while others inform the public about new goods in the market. Regulations are rules established to ensure there is order and people follow specified ways of doing things to eliminate conflicts in society (Al Asfahani 2008). The United Arab Emirates amended its Media Regulation Act in 2009 to ensure consumers, producers, and media houses understand each other. Therefore, local and foreign investors in this region must ensure they understand the following advertisement regulations to avoid conflicts with law reinforcement agencies.

Objectives of Advertisement

The United Arab Emirates is developing just like other regions in the world; therefore, investors must look for better ways of promoting their businesses to ensure they make good sales by trouncing their competitors. The goal of an advertisement is to persuade people that a product or service offered by a company is better than that of its competitors. However, there is the need to ensure that advertisements are objective and do not promote unethical behavior in businesses (Al Shoush 2009). The new United Arab Emirates’ Advertising Standards of 2009 intend to ensure that all advertisements are objective and follow the following regulations.

Advertisements should instill respect for the local cultural, social, and religious values that are dominant in the United Arab Emirates (Singh 2008). Islam is the predominant religion in this region and most people follow Islamic practices; therefore, advertisements should instill this culture by promoting goods and services that are used by Muslims. It is necessary to explain that an advertisement that promotes foods or drinks should not have images of alcohol, cigarettes, or pornography (Sambidge 2010). Therefore, businesses should meet this regulation before they are allowed to broadcast their advertisements.

In addition, this region appreciates the role played by the media in promoting business activities in member states. Moreover, it also knows the disadvantages of unscrupulous media activities in derailing its social, political, and economic development; therefore, advertisements are regulated to promote the freedom of expression. It is impossible to achieve media freedom if advertisements are not regulated (Al Asfahani 2008). Therefore, the objective of advertisements should be to emphasize the importance of media houses as communication channels to strengthen their freedom.

Moreover, advertisement regulations are aimed at promoting fair competition amongst businesses by ensuring there is an equal platform in media coverage. Decency is an important aspect of advertisements because it promotes healthy competition amongst investors (Singh 2008). It is necessary to explain that competition does not mean conflicts amongst businesses and the state intervenes to ensure investors compete and develop to promote the economy of the United Arab Emirates. The recent involvement of the state in the advertisement conflict between Etisalat and Du telecommunication companies is an example of how the government controls this activity in this region (Sambidge 2010).

Advertisement Standards

The regulations set by the United Arab Emirates ensure the following Advertisement Standards are met when promoting the images of various businesses. First, they must respect religious and political institutions (Al Shoush 2009). The United Arab Emirates is controlled by strong religious beliefs, and this explains why many Islamic banks are operating in different countries within this religion. Islam plays a significant role in determining the goods or services people buy in this region and thus all advertisements should meet the standards of this religion (Singh 2008). In addition, political activities are important in ensuring that there is equal distribution of resources amongst communities. Therefore, advertisement regulations promote peace and protect religious activities in this region to avoid creating conflicts between investors and consumers. It is necessary to explain that most consumers are Muslims while investors may be of the same or a different religion. However, it is important to respect the religious beliefs of this region and avoid issues that may promote unhealthy relations amongst people.

Secondly, the United Arab Emirates does not promote the production, trade, and use of drugs or any substance that stimulates the human body. The religious and political systems of this region abhor the consumption of alcohol, cigarettes, and other narcotics. This means that any advertisement that promotes the sale or consumption of these products will not be allowed to air in media houses because it contravenes the religious and legal provisions of the United Arab Emirates.

In addition, the Advertising Standards states that products and services that promote adultery and fornication cannot be allowed to air in this region because it promotes activities that are regarded as antisocial (Al Asfahani 2008). Moreover, advertisements that promote violence cannot be allowed to air in any media house. This region respects family values and ensures all advertisement contents are suitable for children, men, and women. Misleading news, propaganda, and rumors were banned from advertisements, and media houses must ensure they do not air information that portrays these ideas (Singh 2008).

Consumer protection and health regulations are key issues promoted by the Advertisement Standards of the United Arab Emirates. This region offers equal opportunities for all investors provided they respect the laws that govern business activities in the United Arab Emirates. This means that they do not allow monopoly because it violates the freedom of investing in business activities. The United Arab Emirates’ Cabinet Resolution No.7 states the importance of Heath Advertisement Regulations that require advertisers to publish information that is accurate and valid. Therefore, media houses are required to observe these regulations and ensure they are met before advertising a product or service.

Requirements of Advertisement Content

The latest Advertising Standards in the UAE state that all advertisements must be produced in languages that can be understood by the local community (standard Arabic and Emirati languages) (Al Asfahani 2008). This requirement ensures the local population understands an advertisement and makes informed decisions before buying a product or service. This means that advertisements must be clear to avoid creating confusion that may affect the decision of consumers (Al Shoush 2009). Cheating, manipulation, and propaganda are prohibited because they do not represent accurate information about products or services. In addition, advertisers are not supposed to use trademarks without permission from their owners to ensure the rights of individuals and companies are protected. The regulations state that specialized advertisements must be approved by the relevant authorities before media houses are allowed to air them. They include pharmaceutical products, food, property, education, and security.

Reinforcement

The Advertising Standards in the United Arab Emirates provide a platform that allows the National Media Council to discipline media houses for airing information that violates the regulations of this industry. This may include the implementation of the recommendations outlined in the Federal Law No.5 of 1980 regarding criminal activities to ensure all publications and printed matters adhere to the standards of advertisement (Al Asfahani 2008). The penalty may include fines, termination of advertisement permits, or imprisonment. These advertisement regulations are supposed to guide locals and foreigners to ensure everybody respects the laws of this region and promotes healthy business activities.

Conclusion

The United Arab Emirates has strict regulations that ensure advertisements do not violate the social, political, and economic rights of its citizens. Investors are encouraged to do business in this region provided they follow the regulations stipulated in the Advertisement Standards. All advertisements in this region are scrutinized by relevant authorities before publication or airing to ensure they are objective, factual, accurate, and do not violate the rights of competitors.

References

Al Asfahani, L. (2008). Poor regulation hampers the Middle Eastern advertising industry. Web.

Al Shoush, M. (2009). UAE firms need to adopt international advertising standards.

Sambidge, A. (2010). UAE advertising spends seen down 27% in 2009. Web.

Singh, S. (2008). Business Practices in Emerging and Re-Emerging Markets. Basingstoke: Palgrave McMillan.

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