Legal Support for National Tourism Marketing Campaign
Client
UAE-based digital marketing agency
Challenge
A UAE-based digital marketing and PR agency was preparing to launch a large-scale advertising campaign promoting Dubai as a tourist destination, delivered under a contract with the UAE Ministry of Tourism. The campaign carried significant prize distributions and personal data flows, which triggered tax exposure, data protection obligations, and regulatory constraints under local rules and international standards. As a government-backed project with a fixed public rollout date, the campaign left no room for compliance gaps or last-minute legal corrections before going live.
Solution
We provided end-to-end legal support covering every layer of the campaign before launch:
- Risk analysis — reviewed the planned campaign in detail, mapped legal and operational risks across tax, data, and advertising regulation, and proposed mitigation strategies.
- Campaign model adjustments — refined key elements of the structure, including tax implications tied to prize distribution, data processing practices, and regulatory constraints affecting the rollout.
- Launch documentation — drafted the full package: campaign rules with participation terms, timelines, and prize allocation, plus a privacy policy aligned with UAE data protection law and international frameworks.
- Tax memoranda — prepared legal memoranda on tax structuring for promotional rewards and giveaways, giving the client a defensible position on prize-related obligations.
Result
The client launched the $500K Dubai Expert campaign on schedule, in full compliance with UAE regulations and international standards.
The legal foundation we built carried a high-visibility government-backed project across the finish line — with clean documentation, defensible tax positions, and a compliant data layer for a national tourism initiative.
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