The telemarketing practice regulations rule introduced by UAE Cabinet in early June 2024, is coming into effect on 27 August 2024.
The new regulation rule passed through Cabinet Resolutions No. 56 and No. 57 of 2024, aims to protect consumers from unwanted marketing calls while ensuring businesses operate transparently and ethically.
Purpose
The new regulations seek to balance consumer privacy with business needs by controlling the marketing of products and services via phone calls. Applicable to all licensed companies in the UAE, including those in free zones, the rules prohibit natural persons from making marketing calls using personal phone numbers.
This law is designed to protect individual privacy by restricting unauthorized calls, with fines ranging from AED 10,000 ($2,722.65) to AED 150,000 ($40,839.8) for violations.
Starting from today, marketing calls are restricted to between 9.00am and 6.00pm.
Additionally, if a customer declines a service or product during the initial call, they will not be contacted again that day. Violators will also face administrative penalties, including warnings and fines of up to Dh150,000.
Companies must obtain prior approval from the Telecommunication and Digital Governance Regulatory Authority (TDRA) before engaging in telemarketing. They are also required to train their marketers on professional ethics and the use of the Do Not Call Registry (DNCR).
Companies and individuals can file grievances against penalties within 15 days, and the relevant authority must decide on the grievance within 30 days, ensuring a fair and transparent process.
