How do I advertise my clinic in Dubai (and stay within DHA rules)?

The rules that apply to a Dubai clinic ad

Three layers sit on top of each other. A Google-approved ad can still break DHA rules, so check all three.

MOHAP also runs a separate healthcare advertisement licence for licensed institutions (print, audio and audiovisual). The application fee is AED 100; the licence fee depends on your facility category and ad type. If you work with influencers, they also need a UAE Media Council Advertiser Permit, which became mandatory after 31 January 2026, with fines of up to AED 10,000.

How to advertise your clinic, step by step

1. Get the licences in place. Apply for the MOHAP social media licence for your clinic's official account and show the licence number on that account, as the DHA standard (section 5.2) requires. Check whether your print, radio or video ads need the institution licence.
2. Set up an approval workflow. The medical director must approve any ad that names the facility or its location, including posts by doctors, staff and influencers (section 5.3). Keep a shared folder of every approved ad, with edits, because DHA expects ads to be archived for audit.
3. Fix your Google Business Profile. Correct category, hours, phone, WhatsApp, real photos and services. Most "clinic near me" searches end on Maps.
4. Launch Google Search ads by treatment. One campaign or ad group per service, each sent to its own landing page. Run call-focused ads only when reception is staffed. Full setup is in Google Ads for dentists and clinics.
5. Write compliant copy. Use the checklist below before anything goes live.
6. Add Meta or Instagram for elective care. Dermatology, dental cosmetics and aesthetics sell visually. The same DHA rules apply to every post and reel.
7. Track bookings, not clicks. Track calls, forms and WhatsApp as described in Google Ads conversion tracking, then import booked appointments.

DHA ad copy checklist

Never write

• "The best", "the only", "unique", "exclusive", "safest", "pioneer", "famous" or "distinguished".
• "100%", "guaranteed", "assured success", "immediate results", "no side effects", "money back", "miraculous", "magic".
• "Very limited quantity" or countdown offers you cannot honour.
• Any claim that you are better or safer than another doctor or clinic.
• Fear-based lines, or pressure lines such as "Don't delay".

Always include or check

• Doctor names and titles exactly as on the DHA licence. Invented titles such as "Aesthetician" or "Anti-Aging Specialist" are banned, and "Dr" is reserved for physicians, dentists and recognised PhD holders.
• Prices only if accurate, with conditions stated.
• Risks of the treatment, and a clear warning for surgical or invasive procedures.
• Before-and-after photos: same patient, same lens, no editing, with a "results may vary" disclaimer and risks in the same font size.
• Written consent for every patient photo, video or testimonial, limited to the agreed purpose and period. Parental consent for under-18s.
• Disclosure of any payment or benefit to influencers.

Google-specific limits for UAE clinics

• No prescription drug names. Since Google's October 2025 update, promoting prescription drug terms is allowed only in the US, Canada and New Zealand. "Botox" in a UAE ad or landing page gets disapproved.
• No health remarketing. Customer Match, your own data segments and lookalikes are blocked for ads about health conditions, treatments and procedures. Plan around keywords and location.
• No lead form assets. Google's lead form requirements say healthcare-related content is not allowed. Send people to your own page with a short form, call and WhatsApp buttons.

For cost expectations, see what Google Ads costs per click. For the full channel plan, read the healthcare marketing playbook.

Want this done for you?

Access One is the UAE's first Healthcare Google Partner and Dubai's #1 Google Ads agency for healthcare. We build and run clinic campaigns with DHA-compliant copy, proper tracking and booked-patient reporting. See our clinic advertising service, or get a free Google Ads audit.

Frequently asked questions

Do I need a permit to advertise my clinic in Dubai?

Yes, in most cases. MOHAP licenses healthcare advertising, including a social media licence (AED 3,000 a year or AED 1,000 a month, plus AED 100 application), and the DHA standard requires your official account to show that licence number. Confirm your exact case with MOHAP and DHA.

Can I advertise Botox or fillers on Google in the UAE?

Not by brand name. Google bans promotional use of prescription drug terms outside the US, Canada and New Zealand. Advertise the consultation or treatment category instead and keep brand names off the landing page.

Can my clinic post before-and-after photos?

Yes, with the patient's written consent, the same person and lens, no editing, and a disclaimer that results vary plus the risks, in the same font size as the rest of the ad.

Can I pay influencers to promote my clinic?

Yes, if your medical director approves the content, the payment is disclosed, the content follows the DHA wording rules and the influencer holds a UAE Media Council Advertiser Permit. Your clinic is responsible for content filmed on its premises.

What happens if my ads break the rules?

The DHA standard does not list penalties itself, but it tells facilities to make staff aware of them. Under UAE media law, fines can range from AED 1,000 to AED 1,000,000, according to the CMS expert guide. Google can also disapprove ads or suspend accounts.

Sources

• DHA: Standards for Medical Advertisement Content on Social Media (DHA/HRS/HPSD/ST-21)
• DHA circular CIR-2025-00000149
• MOHAP: License for Healthcare Advertisement on Social Media
• MOHAP: License of healthcare advertisement for a licensed healthcare institution
• Khaleej Times: Words Dubai clinics cannot use in ads (1 September 2026)
• Communicate Online: UAE Advertiser Permit deadline and fines
• Google Ads: Healthcare and medicines policy
• Google Ads: Healthcare and medicines policy update (October 2025)
• Google Ads: Health in personalised advertising
• Google Ads: Lead form requirements
• CMS: Advertising of medicines and medical devices in the UAE

Published 18 Oct 2026 · Access One