New Regulations: UAE Tightens Telemarketing Rules Via Phone Calls: Fines Up to Dh150,000

The UAE has introduced stricter regulations for telemarketing via phone calls, requiring companies to obtain prior approval from the competent authority. The new measures, effective from mid-August 2024, include administrative penalties such as warnings and fines of up to Dh150,000 for violators.

Key Points of the New Regulations

Prior Approval Required: Companies must obtain approval from the competent authority before engaging in telemarketing.
Individual Restrictions: Individuals are prohibited from making marketing calls using phones registered in their names. All marketing calls must come from phones registered with licensed telemarketing companies.

Calling Hours and Restrictions

•  Marketing calls are only allowed between 9 am and 6 pm.
•  Calling numbers on the Do Not Call Registry (DNCR) is strictly prohibited.
•  Follow-up calls are banned if a consumer refuses a service or product on the first call.
•  Only one call per day is permitted if the consumer does not answer or ends the call.

Consumer Rights and Protections

•  Consumers can file complaints with the competent authority regarding any violations.
•  The regulations emphasise transparency, credibility and integrity, prohibiting deceptive or pressuring tactics.
•  Companies must maintain records of all marketing calls and provide data about their activities.

Penalties and Enforcement

• Gradual penalties include warnings and fines of up to Dh150,000.
• Severe violations can lead to suspension of activity, licence cancellation, removal from the commercial registry and disconnection of telecommunications services for up to one year.
•  Specific fines are detailed for various violations, including:
  1 Dh75,000 for the first instance of not obtaining prior approval.
  2 Up to Dh150,000 for marketing to consumers on the DNCR.
  3 Fines for using unregistered phone numbers for marketing calls.

Oversight and Implementation

• The Ministry of Economy, in coordination with the Telecommunications and Digital Government Regulatory Authority (TDRA) and other relevant entities, will oversee the implementation of these regulations.
• Companies must adhere to professional conduct standards and ensure their marketing practices do not disturb consumers.
  These new regulations aim to protect consumers from unwanted telemarketing practices, ensuring a higher quality of marketing activities within the UAE.

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