Advertising

The ability to effectively advertise and promote the goods or services of a brand depends only on ensuring that the associated intellectual property rights are protected or, if owned by a third party, used correctly under a license or other permission basis, but also that any advertising and promotion is in accordance with the applicable law. 

In the UAE, and Middle East generally, there are additional cultural and societal factors that must be taken into account when developing and deploying advertising and promotional content. Many of these factors are addressed in the various laws and regulations that govern advertising and promotional content. 

In conjunction with our expert colleagues in our Regulatory practice, who can draw on many years of experience in interpreting and navigating the regulatory landscape in the UAE, we are able to provide a ‘full service’ offering to local, regional and international brand owners on: 

• Advising on advertising and promotion campaigns 
• Clearance of advertising content and product labelling. 
• Advising on applicable regulatory and legal frameworks in the UAE, including on Sharia principles. 
• Developing, deploying and managing regional and international clearance projects through our network of overseas associates. 

• Advising one of the largest private jet companies in the world on an advertising campaign, including on promotional claims and comparative advertising with its largest competitor. 
• Reviewing and clearing the pack designs, product claims, and advertising for a major European personal care and beauty company. 
• Clearing an online and printed based advertising campaign, including video content, for one of Japan’s largest healthcare companies. 
• Reviewing and clearing the advertising content and promotional claims for a Middle Eastern infrastructure and power entity in respect of product rollouts in the UAE and, in conjunction with local counsel, managing the clearance project across multiple countries in the Gulf region and internationally.  
• Advising a leading Middle Eastern beverage brand on pack design and advertising strategies across its range of FMCG (fast moving consumer goods) product lines. 
• Advising one of the world’s most well-known condiment companies on annual promotional campaigns in the UAE and Saudi Arabia, including with relation to panorama rights and on applicable laws in relation to depiction of images of culturally and historically significant locations. 
• Review and clearing the advertising campaign for a core brand of one of the world’s largest cosmetics companies. 
• Clearing proposed advertising campaigns and advertorial content for a regional aviation company and for a GCC-wide transportation company.