Health revolution? Abu Dhabi pulls the plug on fast food promotions
In a historic shift towards a proactive public health policy, Abu Dhabi has announced a comprehensive ban on outdoor advertising for fast food and unhealthy drinks across the emirate, marking one of the most ambitious food marketing restrictions in the region.
This initiative, which was launched within the framework of the Healthy Living Program in Abu Dhabi led by the Department of Health, aims to reduce the appearance of fast food and other products with low nutritional value in public places. It is a strategic effort to combat obesity, diabetes, and other diet-related chronic diseases that stress individuals and the health care system.Under the new rules, any product deemed unhealthy based on strict nutritional thresholds, including high calories, fat, saturated fat, sodium or sugar, can no longer be advertised outdoors, whether on billboards, digital screens, street furniture or transport shelters.
Only products that meet health classifications (Grade A or B under the SEHHI Food Profile System in Abu Dhabi) are allowed to appear in outdoor advertising and even these must comply with detailed content standards.
The scope and rationale behind the ad ban in Abu Dhabi
The ban on fast food advertising forms part of a broader public health strategy aimed at reshaping the food environment, and how food and drink are presented, marketed and consumed in everyday life.
Officials from Healthy Living Abu Dhabi say that reducing the public’s exposure to unhealthy food advertisements makes it easier for residents and visitors to make healthy choices in their daily routines. Dr. Ahmed Al-Khazraji, Executive Director of the programme, stressed that this policy is not about blaming individuals, but rather about redesigning the environment so that health decisions become the default option.
Key elements of the policy include:
- Block external ads: Unhealthy food and beverage products, defined as SEHHI grades C, D or E, may not be promoted in external media.
- Nutri-Mark labeling: Labels on the front of the package classify products from A (most nutritious) to E (least healthy), empowering both regulators and consumers.
- Media and brand restrictions: Even brand-only ads that do not contain images of the product are restricted if they promote unhealthy products.
- Alignment of supermarket and school policy: The initiative extends to supermarkets, repositioning unhealthy items away from high-traffic areas and complementing concurrent efforts to improve the quality of school food.
The comprehensive strategy also includes stricter nutritional standards in schools and workplaces, community fitness programs, and expanded health awareness campaigns, all part of Abu Dhabi’s broader ambition to promote a healthier and more active society.
Abu Dhabi’s comprehensive approach to reducing food risks
Public health research is increasingly highlighting the role of food marketing in shaping consumption habits. Studies have shown that exposure to advertising, especially for foods high in fat, salt, and sugar, can affect cravings and food choices, especially among children and teens.
Similar advertising restrictions in other countries aim to limit this exposure and encourage healthy eating patterns, although their effectiveness depends on comprehensive implementation and complementary measures.
Fast food faces a new hurdle as Abu Dhabi imposes strict restrictions on advertising
Abu Dhabi’s approach goes beyond simply reducing advertising: it seeks to restructure how food is marketed and understood in everyday situations. By removing the ubiquitous external promotion of unhealthy products, the authorities aim to reduce impulsive purchases and social normalize poor food choices.
A growing body of evidence suggests that such environmental interventions may help reduce obesity rates and reduce the burden of diet-related non-communicable diseases, although outcomes need to be tracked over time.The ban imposed by the UAE emirate could significantly reduce visual cues that encourage unhealthy eating in public places. Public health advocates claim that environments saturated with the promotion of fast food normalize high-calorie diets, contributing to rising rates of obesity and chronic disease globally.
By restricting these advertisements, Abu Dhabi aims to promote societal transformation towards healthier living.This policy reflects a broader trend for governments to take a more assertive role in shaping food environments. As with policies restricting unhealthy food advertising in other countries, the Abu Dhabi Initiative recognizes that individual choice is influenced by marketing and visibility. By addressing the “food landscape” itself rather than just individual behaviour, the emirate aims to bring about a cultural shift in how health and diet are understood and communicated.For food and beverage companies, the ban means rethinking foreign marketing strategies in one of the UAE’s most influential emirates. Traditional advertising channels such as billboards, street banners and outdoor displays will no longer serve as platforms for unhealthy products. Brands will need to focus on permitted channels or reformulate products to meet health categories under the Nutri-Mark system.
This change represents an organizational challenge and an opportunity for innovation in product development and marketing.
Challenges and the road ahead
Although this ad ban is broad and ambitious, some public health experts caution that ad restrictions should 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 without supporting measures, such as price incentives, school nutrition improvements, and restrictions on digital advertising, ad bans alone may have limited effects.
No more burger billboards: Abu Dhabi cracks down on fast food marketing
However, by incorporating public health considerations into everyday environments, from billboards to supermarket aisles, Abu Dhabi’s policy could set a precedent for how cities and states approach preventive health policy in the 21st century. Abu Dhabi has banned outdoor advertising for fast food and unhealthy drinks as part of its healthy living programme.Products that exceed strict nutritional limits are no longer allowed on billboards, street advertising or public displays, under a system linked to Nutri-Mark labels. The policy complements broader public health efforts, including changes to supermarket layout and school nutrition rules. Officials aim to change societal norms around diet and reduce the burden of obesity, diabetes and other chronic diseases.
