Healthcare advertising in Dubai requires accurate medical information, responsible promotional claims and compliance with the rules of the relevant healthcare regulator. For facilities and professionals regulated by the Dubai Health Authority (DHA), advertising may be subject to DHA requirements and applicable approvals before publication.
Whether you are promoting a clinic, hospital, dental practice, aesthetic treatment or healthcare service, it is important to establish the applicable approval route before booking outdoor media or finalising campaign artwork.
OAU – Outdoor Advertising UAE helps healthcare advertisers plan billboard, digital out-of-home (DOOH), transit and other outdoor campaigns, coordinating artwork requirements and media-owner procedures once the relevant regulatory clearances have been confirmed.
Note: The image above is the original image used on this page. The authority responsible for a particular healthcare advertisement depends on the advertiser’s licence, location, service and promotional claims.
WHAT IS DHA ADVERTISING APPROVAL?
DHA advertising approval refers to the regulatory review or authorisation applicable to certain advertisements by DHA-regulated healthcare providers. The requirements can differ according to the type of advertisement, the healthcare activity and the institution’s regulatory status.
Healthcare advertisements should accurately describe the licensed provider, the services offered and any claims made about treatment outcomes. Approval of the advertising location or billboard does not replace any healthcare-related authorisation that may be required.
WHICH HEALTHCARE ADVERTISEMENTS MAY REQUIRE DHA CLEARANCE?
Depending on the advertiser and campaign, DHA-related requirements may be relevant to:
- Hospitals, clinics and medical centres
- Dental and specialist healthcare services
- Medical practitioners and clinical services
- Cosmetic and aesthetic medical procedures
- Diagnostic, screening and treatment promotions
- Healthcare packages, offers and promotional claims
Not every wellness product, medical device or healthcare advertisement follows the same DHA process. Medicines, medical products and certain other categories may fall under federal or other competent regulators. Healthcare facilities in different Dubai jurisdictions may also be subject to different regulatory arrangements.
DHA REQUIREMENTS FOR OUTDOOR ADVERTISING
Healthcare advertising can appear across a range of media, including:
- Billboards and large-format outdoor advertising
- Digital outdoor screens and DOOH advertising
- Taxi, Metro and other transit media
- Shopping mall advertising and retail media
- Event signage and healthcare exhibitions
Each campaign may involve two separate considerations: healthcare content compliance and permission to display the advertisement on the selected media asset. The applicable authorities and media-owner requirements should be confirmed for the exact campaign.
KEY HEALTHCARE ADVERTISING COMPLIANCE GUIDELINES
Before submitting healthcare advertising artwork, review the following:
- Ensure the advertiser and promoted services are appropriately licensed.
- Use factual, supportable medical and treatment claims.
- Avoid guaranteed results, exaggerated benefits and misleading comparisons.
- Describe pricing, packages and conditions clearly where relevant.
- Check the rules governing patient testimonials, before-and-after images and medical photographs.
- Confirm any required disclosures, professional credentials and approval references.
- Obtain permission for photographs, logos and other protected material.
Specific requirements can vary by healthcare service and regulator. Creative content should not be considered approved until the applicable review process has been completed.
DHA ADVERTISING APPROVAL PROCESS
- Confirm the regulator: Identify the authority responsible for the healthcare facility, professional or advertised product.
- Identify the advertising requirements: Establish whether healthcare content approval or another authorisation is required.
- Prepare the artwork: Include accurate services, offers, claims and any required information.
- Submit supporting documents: Provide licences, artwork and other documents through the applicable channel.
- Address any revisions: Update creative content if requested by the reviewing authority or media owner.
- Confirm final clearance: Obtain required approvals before production, upload or installation.
- Launch the campaign: Publish the approved creative on the booked outdoor media assets.
Approval times depend on the campaign, regulator, documentation and any requested changes. Allow sufficient lead time before confirming a launch date.
DHA VS MOHAP: WHICH AUTHORITY APPLIES?
DHA regulates healthcare activities within its jurisdiction in Dubai. MOHAP and other federal authorities have responsibilities for certain medical products and healthcare-related activities, while other local or free-zone healthcare regulators may be relevant in specific locations. The correct route depends on what is being advertised and by whom.
For broader information on regulatory requirements, see our guide to government authorities for advertising approvals in Dubai.
HOW OAU SUPPORTS DHA-COMPLIANT OUTDOOR CAMPAIGNS
OAU supports healthcare brands with outdoor media planning and coordination, including:
- Billboard, DOOH, mall and transit media selection
- Media availability and campaign scheduling
- Artwork dimensions and production specifications
- Coordination with authorised media owners
- Review of campaign materials for media-readiness
- Production, installation and campaign verification after required clearances
OAU does not issue DHA approvals or replace the advertiser’s responsibility to obtain the necessary regulatory permissions. We help coordinate the advertising execution once those requirements are established.
Planning healthcare advertising in Dubai? Contact OAU to discuss outdoor locations, available formats, media rates and the documentation needed to plan your campaign.
FREQUENTLY ASKED QUESTIONS ABOUT DHA ADVERTISING APPROVAL
What is DHA advertising approval in Dubai?
It is the applicable healthcare advertising authorisation or review for certain promotions by DHA-regulated providers. Requirements depend on the advertiser, service and campaign.
Does every healthcare advertisement require DHA approval?
Not necessarily. The relevant regulator and approval process depend on the provider’s licence, advertised product or service and campaign content.
Do clinic and hospital billboard campaigns need approval?
They may require healthcare content clearance as well as permission for the outdoor advertising location. Confirm both requirements before launching.
Are dental and cosmetic treatment advertisements regulated?
Yes. Advertising claims about dental, cosmetic and aesthetic medical procedures must follow the applicable healthcare advertising requirements.
Can healthcare advertisements include before-and-after images?
The use of such images depends on the applicable regulator’s rules, consent and presentation requirements. Confirm their acceptability before publication.
Can clinics advertise discounts and treatment packages?
Offers must be accurate, transparent and compliant with the applicable healthcare and promotional advertising rules. Additional approvals may be necessary.
Is DHA approval the same as a billboard permit?
No. Healthcare content clearance and permission to use an outdoor media asset are separate requirements and may involve different authorities or media owners.
Does DHA regulate medicines and medical products?
Some medical products and medicines fall under federal or other competent authorities. The correct regulator should be confirmed for the specific product.
How long does healthcare advertising approval take?
There is no single timeline for every campaign. Timing varies with the responsible authority, documents, artwork and any required amendments.
Can OAU obtain DHA approval on behalf of an advertiser?
OAU can assist with media planning and coordination of relevant approval requirements. Regulatory authorisation must be issued by the competent authority through the applicable process.