Creative and landing pages

This chapter sets out what a ChatGPT ad is made of, what OpenAI reviews before it serves, and which UAE advertising rules apply to the same copy, images and landing pages. The central finding is that OpenAI reviews the advertisement and its destination as one unit: its ad policies v1.6 (updated 10 September 2026, read 28 October 2026) state that standards apply to "copy, images or video, and landing pages" and that ads "must be consistent end-to-end". In the UAE, Cabinet Resolution No. 68 of 2024 adds a separate layer: no direct or indirect promotion of alcohol, tobacco or smoking, prior approval for health, real estate, financial, education and food ads, and clear separation of advertising from other content (UAE Legislation portal).

In brief

• A standard ChatGPT ad unit sits below the response and carries the advertiser name, favicon, title, description, landing page and image (OpenAI Help).
• Adobe's documentation of the ChatGPT chat card gives hard limits of 50 characters for the title and 100 for the description, with a square JPG or PNG image of up to 20 MB, 256x256 px or larger recommended. PPC Land reports that roughly 16 and 32 characters is what typically displays. The two do not conflict: the first are limits, the second display guidance.
• Multi-image ads entered open beta on 26 October 2026 with four to six square images, one destination and a "Learn more" call to action (OpenAI).
• OpenAI reviews the advertiser, the creative, the landing page and the placement; most reviews are automated with human oversight, and ads or pages its systems cannot evaluate "are not eligible to run".
• Landing pages must not block OAI-AdsBot or OAI-SearchBot, and OpenAI asks advertisers to link to the most relevant page rather than a generic homepage.
• Alcohol and tobacco promotion is disallowed in ChatGPT Ads, and gambling is disallowed (OpenAI). UAE law separately bans direct or indirect promotion of alcohol, tobacco and smoking in advertisements (UAE Legislation portal). Under the ONS rule, no shisha appears in any ad image or video.
• Outside the US, health services ads are generally prohibited in ChatGPT, so clinic creative is not a current ChatGPT Ads task for UAE advertisers (OpenAI; OpenAI Help Center).
• UAE consumer protection rules require advertising and website information in Arabic as a minimum, with a maximum penalty of AED 2,000,000 and/or two years' imprisonment (Pinsent Masons).
• In UAE surveys, 76% say it is important that content states it was made with generative AI, and 73% want brands to disclose AI use; no UAE rule requiring general AI labelling of ads was found (YouGov, 2024; Communicate Online, Q4 2025).

Make the offer understandable immediately

A ChatGPT ad appears after the assistant has answered a question, below the response (OpenAI Help). OpenAI states that "Ads do not influence the answers ChatGPT gives you". The ad therefore does not shape the answer; it sits beside it and has to make sense to someone who has just read an answer on the same subject. That reader is not scanning a results page. They have asked a question in their own words, and the ad has a title, a short description and an image to show that the advertiser has something relevant to offer (OpenAI Help; Adobe Experience League).

An effective planning brief answers four questions: what is being offered, who it is suitable for, what evidence supports it and what happens after the click. ONS recommends drafting the landing-page promise before polishing the advertisement. If the business cannot explain its offer clearly on the page, more creative variations will not resolve the underlying ambiguity.

Use specific statements the business can maintain. A course page can show the next intake, format and verified awarding relationship. A software page can explain supported workflows and integrations. A hotel page can show the room type and booking conditions. Avoid superlatives that cannot be demonstrated, and outcomes outside the advertiser's control. UAE law already sets this standard for every advertisement: Article 33(2) of Cabinet Resolution No. 68 of 2024 prohibits "incorrect or misleading claims", and consumer protection rules define a deceptive claim to include one that "directly or indirectly creates a false or misleading impression to the consumer" (UAE Legislation portal; Pinsent Masons).

ONS reading Because the ad follows an answer, the most useful creative usually adds the one thing the answer could not: the advertiser's specific offer, location, availability or condition. Restating the user's question back to them adds nothing. A title that names the service and a description that names the next step will usually do more work than a slogan. This is ONS guidance from planning and early tests, not a platform rule or a measured benchmark.

Ad formats available now, and what is only in test

OpenAI's help documentation, read on 28 October 2026, describes the standard ad unit as placed below responses, showing the advertiser name, favicon, title, description, landing page and image. The ad-creation guide describes single-image and multi-image formats. Multi-image entered open beta on 26 October 2026, using four to six square images and one shared destination, and the guide specifies "Learn more" as the multi-image call to action (OpenAI). Confirm the actual account's available options before production, because beta features can differ between accounts.

Product feed campaigns are a separate format. Feeds can be supplied by CSV or TXT upload, a hosted HTTPS URL or SFTP; uploaded items lapse after two weeks; and product ads show images, titles, star ratings, prices, sale prices and brand (OpenAI Help). New product feed campaigns support country-level targeting only (OpenAI Help). In the US, Sensor Tower data reported by PPC Land found that 23% of US desktop ChatGPT ads placed between 15 and 30 August 2026 were carousel ads. No equivalent UAE figure exists.

Rows marked as tests are not UAE inventory (Shopifreaks, Paul Drecksler; TechCrunch). Plan on the standard unit, multi-image where the account shows it, and product feeds for product sellers.

Characters, title and description; hard limits per Adobe Advertising's ChatGPT ad settings (6 Oct 2026) and what typically displays per PPC Land (17 Sep 2026); global

Source: Adobe Experience League, ChatGPT Ads chat card ad settings, 6 Oct 2026; PPC Land, 17 Sep 2026

The gap in the chart matters for production. Per Adobe Advertising's ChatGPT ad settings, the hard limits are 50 and 100 characters; PPC Land reports that roughly 16 and 32 characters is what typically displays. These are limits and display guidance, not a conflict, although OpenAI's own help copy, as fetched, stated no numbers. Write a title that makes sense if only its opening words are visible, and treat the rest as optional detail.

Creative rules: what each element must do

The following table keeps the draft's working rules. It contains ONS recommendations, not platform requirements, except where a citation says otherwise.

Logged-out users see ads "designed to be suitable for all ages", so creative should be acceptable to a general audience (OpenAI Help). The current policy excludes ads from conversations in sensitive categories, including regulated goods such as gambling or tobacco, and from "vulnerable user-model interactions" such as "Mental and personal health conversations" (OpenAI).

Relevance decays during a conversation

The only public data on how ad response changes within a conversation has no UAE breakdown. Similarweb's worldwide data (30 March to 30 August 2026, read from a chart) shows CTR of approximately 0.66% at turn 1, falling to about 0.36% to 0.48% at turns 5 to 21 (PPC Land). Similarweb also reports that about a third of ad impressions fall in the first response of a session, geography not stated. SE Ranking, testing 50,006 US commercial prompts collected on 23 July 2026, found that 14.35% of ad impressions were no closer to the prompt than random, and a Wired test of 500 questions (US, c (Search Engine Journal). March 2026, an early-pilot snapshot) found that ads sometimes promoted a competitor of a brand named in the question (Search Engine Land, Anu Adegbola).

Click-through rate, %, by conversation turn; worldwide; 30 Mar to 30 Aug 2026; approximate values read from a Similarweb chart. Not UAE data.

Source: PPC Land on Similarweb and Graphite, 4 Oct 2026

The ad is most often seen, and most often clicked, after the first answer, which is usually a broad one, so creative should describe a clear offer that fits a broad question (Similarweb, 2026; PPC Land). These figures are not a forecast for the UAE: no Middle East CTR data has been published (PPC Land). In one US comparison reported on 31 August 2026, Adthena found one brand at 0.91% CTR in ChatGPT against a 6.4% Google search benchmark in the same sector (Trending Topics, Jakob Steinschaden).

Use AI in production with a factual review

AI can accelerate copy exploration, image concepts and quality checks. OpenAI itself has added tools of this kind: Reuters reported on 16 September 2026 that Ads Manager offers AI-suggested copy and images drawn from the landing page, and opt-in headline adaptation and translation into the user's language. The report does not say which markets have these tools.

Human review should verify claims, rights, visual accuracy and cultural suitability. For a real property or facility, a generated image must not imply that fictional rooms, equipment or amenities exist. For a training provider, generated certificates or accreditation logos should never substitute for genuine credentials. The UAE adds a specific line here: the UAE Media Council stated in September 2025 that AI depiction of national symbols or public figures "without prior official approval is a clear legal violation", and that AI misinformation "will be treated as a media offence" (Gulf News). The National Media Authority repeated in September 2026 that "Not everything that can be generated is permitted" (Khaleej Times).

A faster turnaround is not evidence that content will convert better. Keep the approved version, the source of important claims and the responsible reviewer in the creative record.

Disclosure of AI-made content

UAE consumers say they want to know when content is AI-made. KPMG found 86% of UAE respondents agree that news and social media companies must ensure people can detect AI-generated content. YouGov found 76% say it is important that content states it was made with generative AI, with 16% saying it is not important. The Advertising Business Group survey found 73% agree brands and creators should clearly disclose AI use, and only 25% to 27% of YouGov's UAE respondents were comfortable with AI-made brand marketing content.

% agreeing, three separate UAE surveys with different questions and samples; 2025 to Q4 2025; not directly comparable

Source: KPMG Lower Gulf, 9 Oct 2025; YouGov MENA AI in Media Report, May 2025; Communicate Online (ABG survey), 2 Feb 2026

No UAE rule requiring general labelling of AI-generated ads was found; regulators have warned only about national symbols, public figures and misinformation (Gulf News; Khaleej Times). The UAE Charter for the Development and Use of AI lists Transparency among 12 principles but does not mention advertising or AI-use disclosure (UAE Government portal).

ONS reading The absence of a labelling rule is not a reason to present generated imagery as photography. Where an image shows a real venue, room, product or team, ONS uses real photography, and a generated concept image should not depict anything the customer could expect to find on arrival. This is a practical view, not a legal requirement.

Match the promise across the entire path

OpenAI's policy makes end-to-end consistency a condition of approval. In full: "These standards apply to all ad assets, including copy, images or video, and landing pages. Ads must be consistent end-to-end: approved creatives may not link to destinations that introduce disallowed content (for example, a food delivery ad linking to alcohol delivery)." An approved ad can therefore fail because of what the landing page, or a page one step away, presents (OpenAI).

The advertisement, landing page, form confirmation and sales response should describe the same offer. Review redirects, mobile layouts and external booking engines. If the ad promotes a particular course, sending the visitor to a generic list makes them repeat their search; OpenAI's own guidance is to link to the most relevant page, not a generic homepage. If the page promises a callback, the confirmation should state what the business can realistically deliver.

The same applies to listings. OpenAI prohibits ads for individual job listings or housing rentals or sales; advertisers may link to listing platforms only if the ad or landing page does not reference a specific listing. For a UAE real estate business, a landing page that opens on a specific unit would breach the end-to-end rule even if the ad text is general (OpenAI).

What it means for marketersCheck the whole path, not the ad alone. Open the landing page as a new visitor on a phone, follow every visible link from the first screen, and confirm that nothing on that path promotes a category the platform disallows or that UAE law bans. A menu, gallery or booking widget is part of the destination.

Nightlife and venues

The end-to-end rule has a direct consequence for hospitality and nightlife. In ChatGPT Ads, ads that "promote or facilitate the sale, use, or consumption of alcohol or tobacco are currently disallowed", including alcoholic beverages over 0.5% ABV, cigarettes, vaping or nicotine products, "as well as alcohol or tobacco-focused activities"; "incidental references are acceptable only when alcohol is not the focus" (OpenAI). UAE law bans the promotion of alcoholic beverages, tobacco or smoking in advertisements, directly or indirectly (UAE Legislation portal). Google Ads does not permit alcohol ads targeted at the UAE, because the UAE is not on its permitted-country list.

ONS applies one rule to all nightlife work in Dubai: alcohol and shisha cannot be promoted, and no shisha appears in any ad image or video. This chapter gives no examples of ways around that rule, because there are none to give (OpenAI).

Health, finance, legal and other restricted categories

Creative for categories that OpenAI does not accept in the UAE is not a ChatGPT Ads task. OpenAI's current policy states: "Ads for health services outside the US are generally prohibited". Its eligibility table marks minimally invasive cosmetic procedures, hospitals and urgent care, medical testing and diagnosis, consumer medical devices, dietary supplements and disease awareness as "Not allowed" in all countries other than the US; telehealth, prescription medicines, online pharmacies and OTC medicines are "Not allowed" everywhere (OpenAI Help Center). Dental services appear in the policy only among US health categories, so they fall under the general non-US prohibition (OpenAI). Legal services outside the US "are currently prohibited", and most financial products are either "Not allowed" or "Restricted to Select Approved Advertisers" outside the US (OpenAI; OpenAI Help Center). OpenAI states it is "not accepting applications for approval in certain policy categories" at this time.

Some creative content is excluded in every category under policy v1.6 (10 September 2026) (OpenAI). Not allowed anywhere: unsupported treatment claims, experimental therapies, "invasive or high-risk medical procedures", adult sexual health services and health products "that exploit body-image concerns" (OpenAI). The superseded June 2026 version of the policy also listed dating apps, sexual services, political ads, cannabis, crypto, credit repair and debt settlement as disallowed, said references to abortion, immigration, race, religion and gender identity were not permitted, and prohibited diet pill, detox and health coaching claims (OpenAI). That list was not re-checked against the v1.6 text read on 28 October 2026 and should be confirmed before use.

ONS reading The table shows that a category being allowed by OpenAI does not settle whether the ad is lawful in the UAE. Education and food ads are within OpenAI's initial consumer verticals but sit inside the UAE's prior-approval list. ONS treats Article 33 as applying to any ad seen in the UAE, including ads inside AI assistants, although the resolution does not name channels or mention AI. This is a working assumption for planning, not a legal opinion; advertisers in approval categories should confirm with the relevant authority.

How OpenAI reviews ads

Review covers the advertiser, the ad creative and landing page, and the placement. "Most reviews are conducted through automated systems with human oversight", and "Ads or landing pages that cannot be reviewed or evaluated by our systems are not eligible to run" (OpenAI). The superseded June 2026 policy text listed enforcement actions as rejection, limited delivery and account suspension, and stated that ads are monitored after approval (OpenAI). Version 1.6, dated 10 September 2026, added OpenAI's right to decline ads that conflict with its advertising principles, business interests or competitive position. One specific restriction is still only reported, not published: The Information reported that OpenAI stopped accepting ads for standalone image- and audio-generation tools that compete with its own, while video generation remained allowed (Let's Data Science, 2026).

Passing review is not the same as being eligible to serve. OpenAI's help centre states that an ad "can pass review and still be ineligible to serve in its selected countries", and that "A registered or licensed business is not automatically eligible for every advertising category or market". Business verification "may take up to 7 Business days", and appeals pending more than 7 days can be raised with ads-support@openai.com. An agency reading of OpenAI's help for Saudi Arabia notes that ads may run for up to 24 hours after being paused, and are billed (Origami).

A technically valid page can still fail review if site protection blocks OAI-AdsBot (OpenAI). Chapter 9 sets out the crawler controls.

ONS reading In the two ONS client tests, objective, message and destination were changed together, so the effect of any single creative change cannot be isolated. Future tests should change one of those three at a time where budget allows. Plan for a pause lag when an offer has a fixed end date: schedule the pause before the offer expires rather than on the day.

Arabic and English creative

UAE consumer protection rules, as summarised by Pinsent Masons, require advertising, website information, contracts and invoices to be in Arabic as a minimum, with a maximum penalty of AED 2,000,000 and/or two years' imprisonment. This applies to the landing page as well as the ad. A UAE business running English-only ChatGPT creative should check that the destination meets the Arabic requirement.

Platform support for Arabic differs. Google AI Overviews became "broadly available to all users in the MENA region" with Arabic support in May 2025, and AI Mode added Modern Standard Arabic in October 2025. Google says early AI Mode users ask questions "two or three times the length of traditional search queries". Microsoft Advertising supported Arabic ads in the region from 2022 (Arabian Marketer). Google's AI Brief tool expanded to seven languages in September 2026, and Arabic was not among them (Search Engine Roundtable). For ChatGPT Ads, the OpenAI help copy fetched for this book did not list supported ad languages, and the ChatGPT supported-languages article could not be fetched (see the gaps at the end of this chapter). The opt-in headline adaptation and translation feature reported by Reuters is the only source that addresses language in ChatGPT ad creative, and its UAE availability is not stated.

ONS reading ONS writes Arabic and English as separate copy rather than translating one into the other, because character limits truncate differently in each script and direction. Automated translations get the same review as human copy, since the advertiser remains responsible for the claims. The Arabic landing page should match the Arabic ad, so the end-to-end rule holds in both languages.

UAE advertising law points for AI assistant creative

The main federal text is Cabinet Resolution No. 68 of 2024, the executive regulation of Federal Decree-Law No. 55 of 2023 on media regulation (UAE Legislation portal). The decree-law has been in force since 1 December 2023 and the executive regulations took effect on 31 October 2024 (Al Tamimi & Company). Article 33 applies to individuals, entities and media institutions, including those in media free zones, names no channel and does not mention artificial intelligence (UAE Legislation portal). In December 2025 a National Media Authority was created to replace the Emirates Media Council, the National Media Office and WAM, and it sets content standards including in free zones (Gulf News).

Advertiser Permit

The UAE Media Council announced the Advertiser Permit on 30 July 2025, free of charge for the first three years, and stated that "No advertisement may be published except through an account registered with the council". Creators had until 31 January 2026 to register; the National Media Authority extended that deadline, and the permit has been mandatory since 1 February 2026, with an AED 1,000 annual fee from year four (Dubai Eye 103.8; Pinsent Masons Out-Law). Fines are reported between AED 10,000 and AED 50,000 depending on the breach and repetition, citing Cabinet Resolution 42 of 2025; sources differ on the figure (Bird & Bird; Pinsent Masons Out-Law). People promoting their own products or services, or those of a company they own, are exempt (Aletihad, citing UAE Media Council). A press FAQ says the permit applies to ads on "social media platforms, websites, or apps", paid or unpaid (Khaleej Times).

ONS reading None of the sources gathered applies the Advertiser Permit explicitly to paid platform ads such as ChatGPT Ads or Google Ads, and the own-business exemption covers most advertisers running their own campaigns. Agencies and creators producing content for clients are in a different position and should check their own permit status. ONS does not treat this as settled.

Health advertising, where it runs on other channels

Health creative cannot currently run in ChatGPT Ads in the UAE, but clinic landing pages and Google campaigns remain subject to UAE health advertising rules (OpenAI; OpenAI Help Center). MOHAP's health advertisement licence covers "multiple media channels and electronic platforms in the country", is processed in "1 - 3 working days" and requires the licence number on the material. MOHAP lists a separate licence for healthcare ads on a website or digital link. The Dubai Health Authority issued "Standards for Medical Advertisement Content on Social Media" on 17 August 2026; press coverage reports that these ban claims such as "has no side effects", "100 per cent", "assured success" and "immediate results", and require before-and-after images to show the same person with the same lens, unedited, with a disclaimer and written patient consent. In Abu Dhabi, facilities log ad materials on Department of Health systems.

On Google, healthcare is among the categories in which ads are not shown within AI Overviews, and the US-only test of healthcare ads inside AI Mode does not apply to the UAE.

Creative on other AI surfaces

Google generates more of the creative itself in its AI formats. AI Max for Search includes text customisation and final URL expansion, which means Google can write ad text and choose a landing page from the advertiser's site. Google claims advertisers typically see "14% more conversions or conversion value at a similar CPA/ROAS" with AI Max, based on its own 2025 data. The formats Google is testing in AI Mode, Conversational Discovery ads and Highlighted Answers, include an independent AI explainer and stay labelled "Sponsored"; announced AI-powered Shopping ads would have Gemini write a custom explainer per product. No countries are stated for these formats (Google).

ONS reading When the platform writes the ad and chooses the URL, every page it could select must meet the standard of the intended page: accurate claims, Arabic content, no banned categories and current offers. ONS restricts URL expansion to reviewed pages where the account allows it.

ONS outlook OpenAI is testing larger visual formats, ads beside image generation and sponsored agents, so far in the US or unstated markets. ONS expects some of these to reach more markets, but no date has been published for any of them outside the US. Businesses that keep a library of accurate, rights-cleared square and wide imagery, in both languages where text appears, will be able to use new formats quickly if they arrive. This is a view, not a forecast of any launch.

Gaps in the evidence

No public data. OpenAI's own help copy, as fetched, did not state title and description character limits; the only figures come from Adobe Advertising's integration spec (hard limits) and PPC Land (what typically displays). A future edition should fetch the current OpenAI creative specification directly, including Arabic text handling and right-to-left rendering. OpenAI's ChatGPT supported-languages help article could not be fetched for this edition, so Arabic support in ChatGPT itself is not documented here.

No public data. No UAE, GCC or MENA data exists on ChatGPT ad CTR by creative type, format or language; the Similarweb panel covers nine markets, none in the Middle East (PPC Land). A future edition should seek platform or panel data for UAE placements, split by Arabic and English.

No public data. No UAE guidance specific to generative AI advertising, or mandatory AI labelling of ads, was found beyond the national-symbol and misinformation warnings (Gulf News; Khaleej Times). No source applies Cabinet Resolution 68 of 2024 or the Advertiser Permit explicitly to ads inside AI assistants (UAE Legislation portal; Khaleej Times).

No public data. No source states whether the multi-image beta, AI-suggested creative or headline translation are available to UAE accounts (OpenAI; Reuters via Zawya). Advertisers should check in Ads Manager.

Sources for this chapter

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• Shopifreaks, Paul Drecksler, "OpenAI testing larger ad formats and dedicated e-commerce ad units", 2026-05-21. https://www.shopifreaks.com/openai-testing-larger-ad-formats-and-dedicated-e-commerce-ad-units-with-dynamic-ctas-and-carousel-style-placement-in-chatgpt/
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• Trending Topics, Jakob Steinschaden, "ChatGPT ads hits $1 billion run rate but advertisers are not sold", 2026-08-31. https://www.trendingtopics.eu/chatgpt-ads-hits-1-billion-run-rate-but-advertisers-are-not-sold/
• UAE Government portal, page upd 3 Jul 2026. https://u.ae/en/about-the-uae/strategies-initiatives-and-awards/policies/Ai/The-UAE-Charter-for-the-Development-and-Use-of-Artificial-Intelligence
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