Abu Dhabi has rolled out a mandatory ban on outdoor advertising of unhealthy food and beverages. The Abu Dhabi unhealthy food ads ban is designed to limit how often residents see promotions for products high in fat, sugar, and salt while moving through the city. Advertisers will now need nutritional clearance before they can even apply for an outdoor advertising permit.
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Items Covered Under the Ban
Under the new regulation, food and drinks classified as SEHHI Grades C, D, and E can no longer be promoted on billboards, building façades, street furniture, transport shelters, taxis, delivery vehicles, or any other outdoor media asset visible to the public.
The policy was issued by the Department of Health – Abu Dhabi and formally published in October 2025. It applies to all new advertising contracts signed from October 1, 2025.
Permitted Products
Only products meeting SEHHI Grade A or B standards may appear in outdoor advertisements.
Any approved advertisement must clearly display the actual food or beverage item. The product must occupy at least 30 per cent of the total ad space, authorities said.
Brand-only advertising is not permitted. Logos or slogans without an approved food or beverage image will be rejected.
Nutritional review mandatory before permit
All outdoor food and drink advertisements must undergo a formal nutritional assessment before advertisers can apply for final permits from the Department of Municipalities and Transport.
Relevant government entities, including public health and conformity bodies, will oversee product grading and publish assessment outcomes.
The SEHHI system, administered by the Abu Dhabi Public Health Centre, grades products based on calories, sugar, fat, and salt content. For meals, the lowest nutrient score determines the final grade. Complete meals — including sides, sauces, and beverages — are assessed together.
Grace period for existing contracts
Existing outdoor advertising contracts featuring non-compliant products were granted a grace period. These may continue until December 31, 2025, or until their contract ends, whichever is later.
From January 1, 2026, all OOH advertisements must fully comply with the updated regulation.
Enforcement and penalties
Authorities said ads that do not meet the standards may be removed. Violations could result in fines, permit suspensions, and action under Law No. 2 of 2012, which governs advertising billboards and public appearance in the emirate.
The regulation applies to advertisers, advertising agencies, media owners, food and beverage manufacturers, restaurants, cafés, hospitality groups, retailers, and supermarkets operating in Abu Dhabi.
A stricter advertising framework
The move places strict nutritional limits on what can be marketed in public spaces. With the new rule in force, outdoor promotion of SEHHI Grade C–E food and drinks is prohibited, while only healthier Grade A and B products may be displayed — subject to review and approval.
