This policy applies to all licensed entities in Abu Dhabi that are involved in the advertising or promotion of food and beverage products
In a major push to promote healthier living, the Abu Dhabi government has introduced strict rules banning advertisements for unhealthy food and beverages across the emirate’s public spaces.
Public spaces in the Capital will no longer promote junk food and drinks that contribute to poor dietary habits and the rising burden of noncommunicable diseases such as obesity, diabetes, and cardiovascular conditions.
The regulations, effective at the end of 2025, were issued by the Department of Health, Abu Dhabi. They set clear limits on what can appear on billboards and various outdoor physical and digital media platforms, tightening control over promotional content seen by residents and visitors.
Stay up to date with the latest news. Follow KT on WhatsApp Channels.
This policy applies to all entities licensed in Abu Dhabi that engage in the advertising or promotion of food and beverage (F&B) products in outdoor spaces, including but not limited to:
Under the policy, which will be revised in 2028, any food or beverage product classified as unhealthy under the SEHHI nutritional profiling system, specifically Grades C, D, or E, may not be advertised outdoors, including billboards, building facades, street furniture, transport (bus) shelters, taxis, and delivery vehicles.
The regulations also prohibit brand‑only advertising by food and beverage companies. Every advertisement must showcase an actual food or drink item, and only products that meet strict nutritional standards will be allowed across public spaces.
Products meeting SEHHI Grade A or B standards are permitted for advertisement. As per the circular, the F&B product advertised must be at least 30 per cent of the of the total ad space. For meal‑based promotions, the nutritional evaluation applies to the entire meal, side dishes, beverages, sauces, and all.
Every food and beverage advertisement must undergo a formal nutritional review and secure approval before it can be submitted for final outdoor advertising permits.
The new policy is mandatory, the authority said. Any breach of the regulations can lead to financial penalties and removal of non‑compliant advertisements, and further permit‑related actions by the concerned authorities.
Failure to comply with the provisions of this policy will result in the imposition of fines and/or penalties under Law 2 of 2012, the General Appearance Law of Abu Dhabi.
Authorities will track compliance through routine approvals and data collected by the Department of Municipalities and Transport, with nutritional oversight linked to the Abu Dhabi Public Health Centre. The primary success indicator will be the drop and eventual elimination of unhealthy food advertising from Abu Dhabi’s outdoor environment.
