In a landmark shift towards proactive public health policy, Abu Dhabi has announced a blanket ban on outdoor advertising of junk food and unhealthy drinks across the emirate, one of the most ambitious food marketing restrictions in the region. The initiative was launched under the Abu Dhabi Healthy Living Programme, led by the Ministry of Health, and aims to reduce the visibility of fast food and other nutritionally deficient products in public places. This is a strategic effort to combat obesity, diabetes and other diet-related chronic diseases that put a strain on individuals and the health care system.Under the new rules, any product deemed unhealthy based on strict nutritional thresholds, including high in calories, fat, saturated fat, sodium or sugar, can no longer be advertised outdoors, whether on billboards, digital screens, street furniture or traffic shelters. Products that meet health classifications (Grade A or B under the Abu Dhabi SEHHI Nutritional Profile System) are the only products allowed to be displayed in outdoor advertising, and even these must meet detailed content standards.
Scope and rationale for Abu Dhabi advertising ban
Banning junk food advertising is part of a wider public health strategy to reshape the food environment and the way food and drink is presented, marketed and consumed in everyday life. Officials at Healthy Living Abu Dhabi believe reducing public exposure to unhealthy food advertising can make it easier for residents and visitors to make healthier choices in their daily lives. Dr. Ahmed Hazraj, executive director of the project, emphasized that the policy is not about blaming individuals but about redesigning the environment so that healthy decisions become the default.
Key elements of the policy include –
- Outdoor advertising ban: Unhealthy food and beverage products as defined by SEHHI Class C, D or E cannot be promoted in outdoor media.
- Nutrition labeling label: Front-of-pack labeling supports regulators and consumers by classifying products from A (most nutritious) to E (least healthy).
- Media and brand restrictions: Even purely brand ads without product images can be restricted if they promote unhealthy products.
- Linking supermarket and school policies: The initiative extends to supermarkets to relocate unhealthy items away from high-traffic areas and complements efforts to simultaneously improve the quality of food in schools.
The comprehensive strategy also includes the implementation of stricter nutritional standards in schools and workplaces, community fitness programs and expanded public health awareness campaigns, all part of Abu Dhabi’s wider ambition to create a healthier and more active society.
A comprehensive approach to reducing dietary risks in Abu Dhabi
Public health research increasingly emphasizes the role of food marketing in shaping consumption habits. Research shows that advertising exposure, especially for foods high in fat, salt and sugar (HFSS), may influence cravings and dietary choices, particularly among children and adolescents. Similar advertising restrictions in other countries aim to reduce such exposure and encourage healthier dietary patterns, although their effectiveness depends on full implementation and complementary measures.
Fast food faces new hurdles as Abu Dhabi imposes strict advertising restrictions
Abu Dhabi’s approach goes beyond limiting advertising: it seeks to restructure how food is marketed and perceived in everyday environments. By eliminating the ubiquitous outdoor promotion of unhealthy products, authorities aim to reduce the social normalization of impulse buying and poor dietary choices. There is growing evidence that such environmental interventions may help reduce obesity rates and reduce the burden of diet-related non-communicable diseases, but results need to be tracked over time.The emirate’s ban could significantly reduce visual cues that lead to unhealthy eating in public places. Public health advocates argue that an environment rife with fast-food promotions normalizes high-calorie diets, contributing to rising rates of obesity and chronic disease worldwide. By restricting such advertising, Abu Dhabi aims to promote society’s shift towards healthier living.The policy reflects a wider trend for governments to play a more assertive role in shaping the food environment. Like other countries’ policies to restrict unhealthy food advertising, Abu Dhabi’s initiative recognizes that personal choices are influenced by marketing and visibility. By addressing the “foodscape” itself rather than just individual behaviour, the UAE aims to achieve a cultural shift in how health and diet are understood and communicated.For food and beverage companies, the ban means rethinking outdoor marketing strategies in one of the UAE’s most influential emirates. Traditional advertising channels such as billboards, street signage and outdoor displays will no longer serve as platforms for unhealthy products. Brands will need to move to permitted channels or reformulate products to meet healthier categories under the Nutri-Mark system. This change represents both a regulatory challenge and an opportunity for product development and marketing innovation.
Challenges and the road ahead
While the advertising ban is broad and ambitious, some public health experts warn that advertising restrictions must be part of a broader, multi-pronged strategy that includes education, access to healthy foods and ongoing monitoring to achieve measurable health improvements. Similar policies elsewhere have faced criticism that ad bans alone may have limited effectiveness without supporting measures such as price incentives, improved nutrition in schools and restrictions on digital advertising.
No more burger billboards: Abu Dhabi cracks down on junk food marketing
Still, by integrating public health considerations into everyday settings, from billboards to supermarket aisles, Abu Dhabi’s policies could set a precedent for how cities and countries implement preventive health policies in the 21st century. Abu Dhabi has banned outdoor advertising of junk food and unhealthy drinks as part of its healthy living plan.Under the system associated with nutrition label classification, products that exceed strict nutritional thresholds are no longer allowed to appear on billboards, street advertising or public displays. The policy complements broader public health efforts, including supermarket layout changes and school nutrition rules. Officials aim to change social norms around eating and reduce the burden of obesity, diabetes and other chronic diseases.
