The ADGM Registration Authority published enhancements to the Commercial Permits Regulations 2024 that introduce dedicated rules governing entertainment and events, temporary commercial operations and sales and promotions, the authority said in an announcement. These updates establish a requirement for businesses to secure a sales and promotions permit before conducting specified activities including clearance discounts, prize draws, product launches, promotional stands or temporary sales offers. The authority’s statement emphasised that such permits apply to both ADGM-licensed entities and holders of temporary commercial permits while setting out clear conditions for approval.
According to the ADGM Registration Authority the measures ensure marketing and promotional activities occur transparently fairly and responsibly as part of a broader push to reinforce consumer safeguards in the jurisdiction. A separate temporary commercial permit must now be obtained for short-term business operations within ADGM for a defined period. The rules also mandate an entertainment and events permit for activities such as performances photography sessions or public speaking engagements with all requirements effective immediately upon publication.
ADGM data places the number of active licences at 11,128 by the end of the first half of 2025 after the authority issued a record 1,869 new licences during that period. Operational entities grew 42 percent year on year to nearly 3,000 in the same timeframe according to the authority’s figures. By the first quarter of 2026 total active licences had risen above 13,000 with 961 added in that quarter alone as the free zone continued to attract financial and non-financial firms.
The new sales and promotions regulations define covered activities as separate categories of discounts and broader promotional efforts the authority’s published rules stated. Entities must apply in advance and meet stipulated conditions to obtain approval before launching any qualifying campaign or event. This structured approach aligns with wider UAE consumer protection standards that seek to curb misleading advertising and ensure fair trading practices across retail and service sectors.
A consultation paper released by the authority in October 2025 had invited feedback on the proposed permit framework before the final rules were enacted two months later. The Commercial Permits Regulations (Sales and Promotions) Rules 2025 along with parallel documents for fees and other categories are now publicly available through official channels. Businesses already operating in ADGM or planning temporary activities have been directed to familiarise themselves with the updated obligations to maintain full compliance.
The Registration Authority’s move coincides with sustained expansion in the free zone where workforce numbers reached more than 47,000 by early 2026 according to ADGM statistics. Such growth has increased the volume of commercial interactions requiring oversight to protect both consumers and the market’s reputation. The authority continues to refine its regulatory toolkit as the number of operational entities climbed 34 percent in the year leading into 2026.
