Regulation on telemarketing calls made stricter, with new controls and mechanisms, fines of up to Dh150,000

By putting in place additional controls and procedures, the UAE government has strengthened laws governing phone-based telemarketing. Administrative sanctions, amounting to Dh150,000 in fines and warnings, will be imposed on violators.

Administrative penalties, which will be applied gradually to violators starting in mid-August 2024, will include warnings and fines up to Dh150,000. More severe penalties might be imposed on the infringing firm, including a whole or partial suspension of operations, the termination of the licence, removal from the commercial registration, the interruption of telecommunications services, and a one-year ban from using telecommunications services in the nation.

The new rules require marketing firms to get prior authorization from the competent authority before conducting telemarketing campaigns. It is forbidden for anyone to use phones that are registered in their names to make marketing calls. Phones registered in the name of the authorised telemarketing organisation must be the source of all marketing calls.

Calls for marketing purposes are only allowed from 9 a.m. to 6 p.m., and calling numbers listed on the Do Not Call Registry (DNCR) are absolutely forbidden.

A follow-up call is forbidden by law if a customer declines a service or product during the initial call. If the customer hangs up or doesn't answer, the call can only be placed once every day at most.

In order to safeguard their rights, consumers are permitted by law to register complaints about any infractions of these marketing call restrictions with the appropriate authority.