What are the rules for advertising at Dubai airport?
Artwork for DXB is adapted to each site's specifications and approved by JCDecaux, which holds the airport's advertising concession to 2028. Health products also need approval from MOHAP, and all content must follow the UAE Media Law (Federal Decree-Law 55 of 2023), with penalties up to AED 1 million. No lead time is published, so allow time and book early.
This is planning information, not legal advice.
Who approves what
Approval at DXB has layers, and each one has a different owner. The table below follows our Dubai airport advertising page and marks what is not published.
| What is checked | Who checks | Basis |
|---|---|---|
| Artwork adapted to each site's specifications, then approved | Your booking team adapts the design; JCDecaux approves it | Stated |
| Health products | MOHAP | Stated |
| Content under UAE Media Law (Federal Decree-Law 55 of 2023), with penalties up to AED 1 million | Not stated | Stated |
| Arabic or other language requirements | JCDecaux, per site | Confirmed during approval |
| Lead time | JCDecaux does not publish a lead time | Not published. Ask for timing when you share your brief |
JCDecaux approval
JCDecaux Dicon holds the exclusive advertising concession at Dubai International Airport. It was extended in 2018 for 10 years, to 2028. Displays at Emirates lounge entrances are sold by IMM International.
Your design is adapted to the specifications of each booked site, and JCDecaux approves it. Site sizes differ. The Grand Wall Wrap at the Terminal 3 arrivals exit is a static wrap of about 340 sq m. The Wave at the Terminal 3 baggage exit is a curved digital screen of about 87 sq m. The VIP Digital Gate at Terminal 3 premium check-in has four LED pillars covering over 57 sq m. Plan for a separate adaptation of your artwork for each site. Your quote lists the booked size and specifications for every site.
MOHAP approval for health products
If your campaign promotes a health product, MOHAP approval is required in addition to JCDecaux approval. The MOHAP process, forms and timing are not published, so raise a health product with your booking team when you share your brief.
What UAE content law means for your artwork
All DXB content must follow the UAE Media Law, Federal Decree-Law 55 of 2023. Penalties reach up to AED 1 million. We do not list which claims or images are restricted, so ask your legal or compliance team to review the copy and visuals before you submit them.
Do you need Arabic artwork?
Unlike Dubai's vehicle advertising rules, no published rule requires Arabic on DXB airport displays. Arabic versions can help you reach Arabic-speaking travellers, and JCDecaux confirms the language requirements for each site during approval. Plan for the possibility of a second language version, then confirm.
How a campaign goes from brief to live
The booking process has five steps. Approval sits inside step 4, after you have agreed the quote.
- Share your brief. Give the target travellers, objective, dates, budget and any preferred sites.
- Receive the site shortlist. You get named DXB sites with terminal, zone, size, availability and the reason for each.
- Approve the quote. Media cost in AED, production, installation and 5% VAT appear line by line.
- Submit artwork. Your design is adapted to each site's specifications, then sent for JCDecaux approval, plus MOHAP approval for health products. Content must follow the UAE Media Law.
- Go live and receive proof. During and after the campaign you receive installation photographs, digital play reports and Atlas tracking.
Because the quote comes before artwork submission, it shows production and installation costs before you commit.
How long does approval take?
JCDecaux does not publish a lead time. Allow time for artwork approval, production and installation.
Book landmark sites before demand peaks
Timing matters most around Dubai's busy periods. Single sites such as the Grand Wall Wrap carry one brand at a time. Peak periods include:
- Dubai Shopping Festival: 4 December 2026 to 17 January 2027
- GITEX Global: 7 to 11 December 2026
- UAE school winter break: 14 December 2026 to 3 January 2027
- Ramadan: expected from 8 February 2027
- Eid al Fitr: expected 9 or 10 March 2027
- Spring break: 5 to 11 April 2027
- Arabian Travel Market: 3 to 6 May 2027, expected
For the Dubai Shopping Festival and Ramadan, book landmark sites well ahead, then allow for approval on top of that.
What to prepare before you submit
Costs are in AED, and 5% UAE VAT applies to media and production costs. Check these items before step 4:
- Site specifications for every booked site, taken from your quote
- Copy and visuals reviewed against the UAE Media Law
- MOHAP approval details, if the product is a health product
- A decision on whether an Arabic version is needed, to be confirmed with JCDecaux per site
- A buffer in your calendar, because the lead time is not published
Ready to plan a DXB campaign? Contact us with your brief, dates and sites, and we will return a line-by-line quote.
Last reviewed 23 October 2026
