DTCM / Department of Economy and Tourism (DET) Approval for Advertising
Tourism, Hospitality & Event Advertising Regulatory Clearance
DTCM approval refers to advertising clearance historically issued by Dubai Tourism and Commerce Marketing (DTCM). Following government restructuring, these responsibilities are now managed by the Department of Economy and Tourism (DET).
Despite the name change, “DTCM approval” remains a widely used industry term for tourism, hospitality, and event-related advertising in Dubai.
At OAU, we manage DET (formerly DTCM)–compliant outdoor advertising campaigns, ensuring all promotions meet current regulatory and tourism advertising standards.
What Is DTCM / DET Advertising Approval?
DTCM / DET approval is a mandatory clearance for advertisements promoting:
- Hotels, resorts, and serviced apartments
- Tourist attractions and leisure destinations
- Events, exhibitions, and festivals
- Travel, tours, and destination experiences
- Hospitality offers, packages, and promotions
Any public-facing advertising targeting tourists or promoting tourism-driven services in Dubai must comply with DET regulations.
Why DTCM / DET Approval Is Important
Tourism advertising in Dubai receives high visibility and regulatory scrutiny. Approval ensures:
- Legal and regulatory compliance
- Protection from campaign takedowns or fines
- Enhanced credibility with tourists and residents
- Eligibility for premium outdoor advertising locations
Advertising without approval may result in delays, financial loss, and reputational risk.
How OAU Supports DET-Compliant Advertising
At OAU, we support tourism and hospitality brands by:
- Reviewing creatives for DET compliance readiness
- Coordinating with media owners on approval workflows
- Aligning outdoor formats with tourism regulations
- Executing campaigns only after approval is secured
Advertising Formats Requiring DTCM / DET Approval
DET approval may be required for the following formats:
Outdoor & Transit Advertising
- Billboards and large-format hoardings
- Digital outdoor and LED screens
- Taxi, metro, and transit advertising
Retail, Event & Destination Media
- Mall media and outdoor signage
- Event branding, hoardings, and installations
- Tourism exhibitions and public activations
Any tourism-related message visible to the public must receive approval prior to launch.
Key DTCM / DET Advertising Compliance Guidelines
To obtain approval, advertising must:
- Accurately represent services and experiences
- Clearly disclose prices, offers, and terms
- Avoid misleading or exaggerated promotions
- Promote only licensed hotels, venues, and operators
- Align with Dubai’s tourism image and cultural values
Non-compliant creatives may be rejected, delayed, or removed.
FAQ – DTCM / DET Approval for Advertising in Dubai
What is DTCM approval in Dubai?
DTCM approval refers to tourism advertising clearance now handled by the Department of Economy and Tourism (DET).
Is DTCM still active?
No. DTCM has been merged into DET, though the term is still commonly used.
Which businesses require DTCM / DET approval?
Hotels, resorts, attractions, event organizers, tour operators, and hospitality brands.
Is approval required for outdoor advertising?
Yes. Billboards, digital screens, taxi ads, and mall media promoting tourism require approval.
Are hotel offers and discounts regulated?
Yes. Pricing, promotions, and offers must be approved.
Is approval required for event advertising?
Yes. Public events, exhibitions, and festivals require DET approval.
Does taxi and metro advertising need approval?
Yes, when promoting tourism or hospitality services.
Can tourism ads run without approval?
No. Unauthorized advertising may be removed or penalized.
Does DET review advertising content?
Yes. Content is reviewed for accuracy, transparency, and compliance.
How long does DTCM / DET approval take?
Timelines vary depending on content and campaign complexity.