Advertising in Oman: media, social media and influencer rules for businesses

Marketing in Oman is effective when it respects two things: the law, which has tightened around media and social media since 2022, and the audience, which expects truthful, respectful and culturally appropriate messages. This guide covers both.

The legal framework

• Media Law (Royal Decree 58/2024), in force since November 2024, with executive regulations published in 2025. Media activities, including many social media activities, require a licence from the Ministry of Information. Content that misleads the public, offends public morals or incites discrimination is prohibited, and penalties for unlicensed activity are heavy.
• Influencer marketing: under Ministry of Commerce Decision 619/2022, people who promote products or services for profit on websites and social media must be licensed, operate through a company and display their licence number. Businesses must check that the influencers they hire are licensed. Fines can reach OMR 1,000 with possible suspension.
• Consumer protection: advertising must be truthful and not misleading on price, quality or characteristics. Promotions, discounts and prize draws often need approval in advance.
• Language: Arabic must appear in commercial signs and consumer information; bilingual Arabic–English is the norm.
• Outdoor advertising: billboards, shop signs and building wraps need permits from the municipality, with rules on size, location and content.
• Sector rules: health, food, medicines, financial products and real estate have extra approval requirements.

Cultural guidelines

• Avoid images and language that conflict with local values: revealing clothing, alcohol, romantic scenes, religious symbols used lightly.
• Show families, nature and heritage; Omani audiences respond to national pride.
• Be careful with humour that may be misread across cultures.
• Respect Ramadan: tone changes during the holy month, and campaigns often focus on family, generosity and iftar.

Channels that work

• Instagram, Snapchat, TikTok and X are widely used; WhatsApp is the main way customers contact businesses.
• Google Search and YouTube reach high-intent buyers, including international audiences.
• Radio is popular with commuters, and outdoor advertising on main roads is visible to a car-based population.
• Events and exhibitions, such as property exhibitions in Muscat, remain important in real estate.

Advertising real estate

Real estate marketing in Oman has to describe the title correctly (freehold in an ITC, usufruct elsewhere), show approvals, and avoid unrealistic promises about returns or residency. Clear payment plans, honest renders labelled as such, and fast response on WhatsApp are what convert.

How R2LUX helps

R2LUX is a marketing and sales agency for property developers: we produce content, run campaigns in English, Arabic and Persian and handle leads for projects in Oman. If you are a developer, talk to us; if you are a buyer, the listings below are our current projects.