The Abu Dhabi Department of Economic Development (ADDED) has issued a new resolution which regulates the granting of advertising and promotional permits for commercial activities licensed in the emirate. It specified the procedures and requirements for obtaining permits for sponsoring activities, commercial advertising, marketing campaign, sales, raffle draws or competition, rewards program, advertising billboard, vending machines, and trade exhibitions.
The Abu Dhabi Department of Economic Development (ADDED) has issued a new resolution which regulates the granting of advertising and promotional permits for commercial activities licensed in the emirate. It specified the procedures and requirements for obtaining permits for sponsoring activities, commercial advertising, marketing campaign, sales, raffle draws or competition, rewards program, advertising billboard, vending machines, and trade exhibitions.
H.E. Rashed Abdul Karim Al Balooshi, Undersecretary of ADDED affirmed that the new rule reflects the Department’s commitment to help organize the activities of business and services sector while ensuring that rights of both business owners and consumers are protected. The resolution further ensures enhanced procedures in obtaining advertising and promotional permits to facilitate the role of advertisements and promotional campaigns in increasing commercial activities in Abu Dhabi.
H.E. Al Balooshi pointed out that businesses in Abu Dhabi have been witnessing increased interest from consumers considering the large footfall in retail shops located inside and outside commercial centres, as well as in specialized commercial and industrial areas and public markets in and out of the city, which only indicates the need to boost advertising and promotional campaigns on consumer products.
He further explained that through this decision, ADDED seeks to improve the procedures for advertising permits and other promotional activities of commercial establishments in line with the latest developments in the business sector, noting the need to strengthen the regulations and conditions and clearly define the process of obtaining permits in accordance with the procedures followed by the Department.
H.E. highlighted that the new rule will serve as an important guide for owners of commercial establishments to ensure they do not commit any violation with or without intent, particularly in terms of ensuring consumer protection from misleading ads while also upholding trademarks and intellectual property rights, in addition to ensuring that these marketing campaigns are done in a legal and appropriate manner.
H.E. Al Balooshi further cited that the total number of permits and announcements approved by ADDED from January to June this year has reached to 5,113, with 860 of which are permits for supporting activities; 1,681 for commercial advertising; 2,290 permits for promotional campaigns and sales; 95 permits for prize draws or competitions; 3 permits for rewards program; 93 permits for billboard advertisements; 27 permits for ads in vending machines; and 64 permits for trade exhibitions.
The resolution outlined the new procedures for securing the permit; terms and conditions for permits on commercial advertisements; getting permits for commercial advertisements, promotional campaigns, and sales events; and the process for requesting a permit for sales or special offers. It further classified the permits on advertisement billboards, commercial advertisements, and permits for sponsorships.
It also identified the process for getting a permit to those who operate temporary kiosks and counters; how to determine the types of promotional campaigns; as well as the process of obtaining a permit for rewards programs and its terms. The resolution further shed light on the conditions to hold trade exhibits, how to amend permits on special offers and sales, how to get permits for establishments based outside Abu Dhabi, and permits on organizing a raffle draw competition.
This new resolution has been publicized on ADDED’s website www.added.gov.ae.