Dubai: The advertising industry in the UAE must adopt international standards if it wishes to succeed on a global scale, a media official said.

Certain factors addressed by a large percentage of the international media community such as copyright and regulation laws need to be adopted by firms in the UAE for them to grow, according to Natalie Shahrokni, marketing manager for Connector.

"It is the government that has to adopt the copyright laws for the industry so as to protect the interests of advertising agencies against bad practices quite commonly found nowadays on the client's side," said Shahrokni.

At least 35,000 copies of Connector magazine and a another 35,000 copies of Discover Dubai are distributed monthly, with an average of between 200-300 advertisers per month.

"The market here is very healthy and competitive. Six years ago there was almost no competition but now Dubai has become business driven, boosting the potential of the advertising industry," said Shahrokni.

Each year the company's business increases up to 60 per cent.

The International Advertising Association World Congress will take place in Dubai this month under the theme Challenges of Change.

At least 3,000 international delegates will take part in the event to tackle various challenges in the industry through interactive debates.

Omar Kfoury, buying executive for OMD, said the fact that the IAA congress is being held in Dubai is proof that it has advanced in the media industry into becoming a hub.

"The industry here is evidently growing month by month, you can tell by the number of companies that are setting up and the opportunities offered to work freely," he said. "The Arab world in general is more familiarised with international standards, there are challenges but no lacking as such."

The challenge for the UAE industry is to adapt to the local mentality. But on the whole, the industry is moving in the right direction, he said.

The most effective advertising is outdoor. Kfoury explains that this is due to the fact that people spend most of their time on the roads.