About ABG

A non-profit organisation advocating for responsible advertising and communication​.

With ABGs members accounting for more than 70% of the region’s advertising spend, it is dedicated to uniting the industry around a common purpose and higher standard, building capability by sharing best practices and delivering local insights and providing a platform for discussion​

What we do

Advertising self-regulation, through the promotion of responsible advertising, helps build consumer trust in brands, which in turn builds brand loyalty, increases sales, and strengthens market share. The ABG will continue to drive meaningful changes within the region’s advertising industry by creating a shared understanding of responsible advertising, increased transparency, providing a platform to work together as one group, sharing best global practices and developing our marketing talent.​

Our Philosophy

The ABG philosophy aims to address issues as related to commercial communication through cooperation. By promoting self-regulation we will aim to demonstrate our ability to act responsibly by actively promoting the highest ethical standards in commercial communication’s and safeguarding consumers interests.​ We will work towards establishing common principles of best practice and greater convergence towards these common principles.

Code of conduct

The ABG code is based on the basic principles enshrined in the general Code of Advertising Practice of the International Chamber of Commerce (ICC); “the content of advertising will be decent, honest, and truthful with a due sense of self-responsibility and respect for the rules of fair competition”. ​

Our board

Advertising Business Group empowers the media and marketing industries to thrive in the digital economy.

ABG Chairman

Sanjiv Kakkar

Unilever | Executive VP MENA, Turkey, Russia, Ukraine and Belarus

ABG Vice Chair

Elda Choucair


ABG Treasurer

Marie De Ducla

Google | Industry Head FMCG & Luxury Middle East& North Africa

ABG Legal Officer

Julien Cordahi

Choueiri Group | Senior Legal Counsel

ABG Communication Officer

Priya Sarma

Unilever | Corporate Communication Manager MENA

Omar A Katerji

Ferrero Gulf | Regional Media Manager

Deepa Vaidyanathan

Head - Communications, Sustainability and Gender Equality, Asia Pacific Middle East and Africa

Our members

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Dispute Committee

Following are the members of the ABG Disputes Committee that will resolve via adjudication of advertising related disputes.

The ABG disputes committee members have been selected from across academia, NGO representatives and media professionals – essentially a selection from outside, rather than from within the advertising industry. This has been a deliberate choice, in-order to ensure the dispute committee’s independence and credibility of decision making.


Alex Hawari
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Zayed University

Badran Badran
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Dina Faour
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Zayed University

Gaelle Picherit Duthler
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Hani AlAita
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Zayed University

Ian Michael
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