Marketing of licensed gaming activities is permitted under guidance from the federal and Emirate-level regulators. In essence marketing should not be in Arabic language or in any way targeted to consumers based in UAE. Advertising must be socially responsible, not target minors, and strictly comply with all Sharia and cultural norms. Lottery marketing is visible but controlled: focus is on responsible play, with full exclusion of vulnerable player groups. Retail and online channels are both used for lottery distribution and engagement. For more detail see GCGRA marketing requirements: gcgra-advertising-standards_26062024-aa-amendments-003.pdf UAE-based entities may face direct consequences (primarily fines, an order to remove the infringing advertisement, suspension/closure of the business) as a result of advertising gambling activities. Non-UAE entities publishing online gambling adverts will most likely face being blocked by the TDRA .
Jurisdictions › United Arab Emirates › Marketing
United Arab Emirates · Question 07 of 11
Marketing: Can we advertise?
Unfavourable · Probable · Expert approved · In expert review scope · Back to full United Arab Emirates report →
Key section parameters
| Jurisdiction | United Arab Emirates (AE) |
|---|---|
| Regulator | Recorded in register |
| Favourability | Unfavourable |
| Confidence | Probable |
| Review status | Expert approved · In expert review scope |
| Last collected | 23 Oct 2026 |
Summary answer
Marketing of licensed gaming activities is permitted under guidance from the federal and Emirate-level regulators. In essence marketing should not be in Arabic language or in any way targeted to consumers based in UAE. Advertising must be socially responsible, not target minors, and strictly compl…