UAE Announces New Telemarketing Rules

The United Arab Emirates government has announced a new resolution regulating marketing through phone calls. The new tightened regulations will be implemented from mid-August 2024, and they are applicable to all licensed companies in the country, including free zones companies, engaging in marketing products and services through marketing phone calls. 

As per the new regulations, companies are required to obtain prior approval from the competent authority to legally practice telemarketing. Individuals are prohibited from making marketing calls using phones registered in their names, and all marketing calls must be made from phone numbers registered in the name of the licensed telemarketing companies. It is to be noted that telemarketing calls are only permitted between 9 am and 6 pm. Firms are prohibited from calling the customer again if they reject the service or product in the initial conversation. Additionally, a customer should not be called more than once a day and no more than twice a week if they do not answer the call or end it.

Firms should disclose the source of obtaining the consumer's phone numbers and data if requested by the competent authority. Meanwhile, the customer has the right to file a complaint with the competent authority regarding unwanted marketing phone calls. Violators will face administrative penalties, including warnings and fines of up to Dh150,000. The resolution mainly aims to reduce unwanted marketing phone calls to ensure consumers' comfort and value their privacy.