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How OOHUP Complies with UAE Advertising Standards

Last reviewed: 2026-05-20v1

OOHUP is operated by OOHUP FZ-LLC, registered with Shams Free Zone under Trade License No. 2535068.01. The platform operates under the advertising-content standards set by the UAE National Media Authority (NMA) — formerly the UAE Media Council — under Federal Decree-Law No. 55 of 2023 on Media Regulation, with the current fee schedule under Cabinet Resolution No. 41 of 2025 and penalties under Cabinet Resolution No. 42 of 2025.

This page is the public record of the UAE advertising-content standards OOHUP enforces for every campaign on the network. It is reviewed against the standards in force at the time of publication and updated when the NMA updates its rules. We publish it openly so advertisers, venue partners, and the general public can verify the rules we apply and flag anything that looks out of line.

Every OOHUP screen is installed inside a private commercial venue — cafés, salons, clinics, restaurants, pharmacies, and retail stores — mounted on a wall at eye level and facing the customers already inside. We do not operate billboards, street-facing displays, outdoor signage, or any media visible from a public space.

Because the screens are entirely in-venue, municipal outdoor-signage approvals (Dubai Municipality, RTA, Sharjah Municipality, Abu Dhabi DMT, etc.) do not apply. Venue partners who host an OOHUP screen do not need any signage permits beyond their existing trade license.

Every advertisement that runs on an OOHUP screen must comply with the 19 NMA content standards, set out below. These are content-level rules — they apply regardless of who is advertising, the size of the spend, or the surface used.

  1. Refrain from offending God and Islamic beliefs, and show respect for other heavenly religions.
  2. Show respect for the United Arab Emirates government and its emblems and institutions.
  3. Show respect for the cultural and cultural heritage of the State.
  4. Avoid harming national unity and social cohesion, and provoking sectarian, doctrinal and tribal discord.
  5. Show respect for the UAE’s systems and policies at the internal level and its relations with other countries.
  6. Refrain from harming the economic system in the UAE and spreading rumors and misleading news.
  7. Show respect for the UAE’s policies to promote its national identity.
  8. Avoid disseminating information that harms or abuses children and women, or any other social groups, or incites hatred and violence.
  9. Avoid publishing images or words that could violate public morality.
  10. Any advertising for witchcraft, sorcery and astrology shall not be allowed.
  11. Respect the intellectual property rights.
  12. Comply with codes of conduct and standards of honesty, including compliance with the rules governing business, especially in regards to consumer protection and fair competition controls, prohibition of commercial fraud and illegal monopoly.
  13. Advertising for products or substances that are prohibited under UAE law is not permitted in any form, whether directly or indirectly.
  14. Advertising for any other services or products that are prohibited from advertising shall not be permitted.
  15. Comply with the rules of health advertisements contained in Cabinet Resolution No. 4 of 2007 and its amendments, on health advertisements.
  16. Avoid publishing advertisements that contain false, malicious, and misleading information.
  17. Respect the national identity of the UAE.
  18. Observe the conditions and terms concerning the use of the flag, emblem and national anthem of the UAE.
  19. Obtain the prior approval of the concerned authorities in regard to specialized advertisements requiring prior approvals, such as those related to health, education, real estate, Hajj and Umrah campaigns and the like.

Source: UAE National Media Authority advertising-content standards (formerly NMC Advertising Guide, pp. 6–7), current under Federal Decree-Law No. 55 of 2023 and Cabinet Resolution No. 41 of 2025. Authoritative references: nma.gov.ae · Federal Decree-Law 55 of 2023.

Independent of the 19 content standards, every advertisement must also satisfy the 8 conditions for advertisements, reproduced verbatim below. These cover honesty, clarity, separation from editorial content, and disclosure of paid endorsements.

  1. Not vague, ambiguous, or unclear.
  2. Not include or contain false or misleading claims, or be intended to exaggerate, claim exclusiveness, despise competitors and all that involve fraud and deception.
  3. Should not include any false, fake or unrightfully formulated mark, sign or image.
  4. Real and unexaggerated, must not create any confusion by any means with any other brand names, products or activities.
  5. Obtain the prior approval of the concerned authorities for specialized advertisements, such as those related to medicine, energy drinks, promotions and special offers, real estate, universities, educational institutions, nurseries, Hajj and Umrah promotion campaigns and the like.
  6. Must not publish an ad that involves a crime or violates the principles and standards of media content and applicable age rating, or harms public interest directly or indirectly.
  7. Clearly identified, appear distinct and independent from other editorial and information materials, with separation boundaries and intervals in broadcast situations.
  8. Endorsements: the advertiser must clearly disclose whether there is any financial gain in a business relationship with the person or owner of the advertised product or service.

Source: UAE National Media Authority advertising-content standards (formerly NMC Advertising Guide, pp. 8–9), current under Federal Decree-Law No. 55 of 2023 and Cabinet Resolution No. 41 of 2025. Authoritative references: nma.gov.ae · Federal Decree-Law 55 of 2023.

Most advertisers don’t need any special approvals beyond their UAE trade license. Some categories — health, real estate, education, Hajj/Umrah, pharmaceutical products, regulated F&B, and financial services — require a one-time approval letter from the relevant sectoral authority (DHA, RERA, KHDA, MOIA, MOHAP, Central Bank, etc.). Certain categories cannot be advertised under UAE law in any form.

The full table of regulated categories and their approving authorities — plus the 4-step process for uploading an approval letter to a campaign — lives at /legal/sectoral-approvals.

If you’ve seen an ad on an OOHUP screen that appears to violate the standards on this page, please tell us. We investigate every report within 1 business day and remove any content that fails review.

  • Email report@oohup.ae with a description of the ad, the venue, and the approximate date/time you saw it. A photo or short video clip helps but isn’t required.
  • For general compliance questions, email compliance@oohup.ae.
  • You can also report violations directly to the NMA via nma.gov.ae.

Last reviewed: 2026-05-20 against the NMA standards in force as of Cabinet Resolution No. 41 of 2025. The 19 content standards and 8 ad conditions are drawn from the UAE National Media Authority advertising-content standards (formerly NMC Advertising Guide); consult the linked NMA sources for the official wording.