Advertising Business Group

Business Group Marketing & Media

About

The Advertising Business Group (ABG) is a non-profit industry organization dedicated to promoting responsible advertising and marketing practices across the UAE and broader GCC region. As the region's leading self-regulatory advertising body, ABG unites major advertisers, agencies, and media companies representing over 70% of the region's advertising expenditure. With membership exceeding 60 organizations, ABG serves as the collective voice for the advertising and marketing community, advocating for ethical standards and best practices while fostering collaboration between the private sector and regulatory authorities.

ABG's work spans multiple critical areas including influencer marketing transparency, media measurement standards, digital advertising practices, and diversity and inclusion initiatives. The organization develops industry guidelines, conducts research, provides professional training, and maintains a dispute resolution platform. Through strategic partnerships with global bodies including the World Federation of Advertisers (WFA), the International Council for Ad Self-Regulation (ICAS), and UN Women, ABG ensures that regional practices align with international standards while respecting local cultural contexts.

Mission & Mandate

Core Mission: To advance responsible advertising and commercial communication through industry self-regulation, protecting consumer interests while supporting business growth and professional development.

Key Objectives:

• Standards Development & Compliance – Establish and maintain advertising codes of conduct based on ICC principles, ensuring commercial communications are decent, honest, and truthful with respect for fair competition

• Transparency & Accountability – Drive influencer marketing transparency initiatives, implement best practice charters, and promote disclosure standards that build consumer trust

• Industry Research & Measurement – Lead the UAE Cross Media Measurement Project, conduct consumer research, and provide data-driven insights on advertising effectiveness and consumer behavior

• Education & Capability Building – Deliver training programs, workshops, and mentoring initiatives to enhance professional skills and promote responsible marketing practices across the industry

• Diversity & Inclusion Advocacy – Partner with UN Women's Unstereotype Alliance to combat gender stereotyping in advertising and promote workplace equality through the Global DEI Census

• Stakeholder Collaboration – Facilitate dialogue between advertisers, agencies, media companies, academia, and government entities to address industry challenges and opportunities

• Digital Responsibility – Support initiatives for data privacy, brand safety, ad fraud prevention, and sustainable marketing practices in the evolving digital landscape

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