Discusses the state of direct marketing and what channels are available for companies to use direct marketing.
Last Published: 11/20/2018

There are four daily English language newspapers in which companies can advertise - the Oman Daily Observer, Oman Tribune, Muscat Daily, and the Times of Oman - each of which has a business section that is predominantly read by expatriates. The Arabic dailies Oman Daily (government mouthpiece), Al-Watan (heavy regional focus), Al-Shabiba (local focus), Azzaman (controversial political reporting), and Al-Roya (heavy economic focus) reach a broader Omani audience and are also published seven days a week. Most dailies have a website on which companies can advertise. Arabic weeklies include Al Isbou’a, Al Youm A’Saba, and Futoon. Two independent business monthly magazines, Business Today and Oman Economic Review, began publication in 1998, and there are three free youth-oriented English language weeklies: The Week, Hi, and Y. Advertising is also possible on Omani television and radio and on highway signs. Many businesses also distribute flyers in residential neighborhoods, but permission from Muscat Municipality must be granted before mass distribution.
 
Oman regularly hosts trade shows (expos) which provide good opportunities to meet importers and distributors. Small and medium-sized businesses looking to enter the Omani market are particularly encouraged to attend sector-focused expos as an effective means of showcasing new offerings and networking directly with stakeholders, potential clients, and policymakers. Highlighted popular expos include:, Oman Health Exhibition & Conference,  , Oman Power & Water Summit, Food and Hospitality Oman, Oman Waste & Environmental Services  Exhibition And Conference, Franchise Show, Oil and Gas West Asia, InfraOman, , COMEX (IT show), and GHEDEX (higher education). U.S. exporters should also look to international shows as an opportunity to meet Omani importers. For example, although the Sultanate is making great strides in developing its own food production industry, food imports continue to rise to meet the demands of an ever-growing population. Many importers visit international food shows such as SIAL (Salon International de L’Alimentation, in France), ANUGA (major set of food trade shows in Germany), as well as U.S. food shows such as the Fancy Food Show and FMI (Food Marketing Institute). Exhibiting at such shows has proven to be a sound strategy for many U.S. companies to market to Oman. In addition, Omani buyers are starting to grow more interested in attending Arab Health, SEMA Middle East, Automechanika, WETEX, and Beauty World Middle East in Dubai, as well as the Offshore Technology Conference in Houston. Opening in August 2016, the new Oman Convention & Exhibition Centre (OCEC) will aim at establishing the Sultanate as a major regional venue for regional and international events. The OCEC precinct is planned to include four hotels, a business park, retail shopping areas and residential districts, surrounded by a nature reserve.
 
The main regulation that governs advertising within Muscat is the Local Ordinance 25 of 1993 (“Ordinance”) promulgated by Muscat Municipality. The Municipality controls and inspects all the advertisements in Oman. They are also responsible for reviewing the locations and forms of the existing advertisement in case the company fails to comply with the provisions under the Ordinance.
 
In general, it is important to note that in Oman freedom of the press and freedom of expression, including advertising content, is subject to limitations. Any form of advertising that the Omani Government authorities would deem detrimental to state security or public order, or offensive to societal values or customs, is prohibited.
 
The Ordinance covers a broad range of advertising formats (e.g., shop display ads, billboards, banners, print ads, packaging) and regulates many aspects related to such advertising, including sites and installation, permits and licensing, and restrictions and prohibitions on content.
 
The Ordinance essentially prescribes a two-step process for carrying out such advertising:
 
1. Obtain a permit/license from the Municipality for the site where the advertising infrastructure (e.g., the billboard frame) will be installed; and
 
2. Obtain permission/approval from the Municipality for the advertising content (e.g., the poster advertisement) that will be displayed.
 
Article 8 of the Ordinance sets out certain restrictions on advertising content which includes the following:

  • The main language of the advertisement shall be literary Arabic;

  • The English language may be used provided that it is next to the Arabic language;

  • The translation from Arabic to English shall be correct linguistically;

  • The content of the advertisement shall not be against the public order or morals or security and shall not be against customs and religious beliefs;

  • The size of the advertisement shall be suitable enough to write the name and kind of activity and be completely suitable with the façade of the shop and the general view;

  • The advertisement shall not be an obstacle to pedestrians or traffic and the advertisement shall not cause the destruction of any connection or services or plantations or impede the rescue services or ventilation or cause damage to others;

  • It shall not contrast with the organizational aspect of the town or area, or spoil the public view; and

  • An advertisement requires a license (a written approval) from the landowner.

 
Article 7 of the Ordinance further prohibits advertising in certain types of locations e.g., in and around mosques, Omani government properties, and public parks.
 
The period of the permit for advertisement fixed boards is two years renewable for one or more equal periods. The renewal should be sought at least one month before the expiry date of the permit.

Violations of the Ordinance are subject to a fine up to 50 Omani Rials (RO) for the first and second offense, and a fine of up to 100 RO for subsequent offences. Further, the Municipality has the right to remove any advertisement which is not in compliance with the Ordinance.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.