The Ministry of Economy (MoEc) held a media briefing to explain the UAE's efforts in regulating the telephone marketing (telemarketing) of products and services in the country. In tandem with this, the Telecommunications and Digital Government Regulatory Authority (TDRA) is in charge of managing the ‘Do Not Call Register’ (DNCR) and will work closely with relevant organizations to set guidelines, share data, raise public awareness, and regulate individuals.
H.E. Safeya Hashem Al Safi, Acting Assistant Undersecretary for the Commercial Control and Governance Sector at the Ministry of Economy, confirmed that the UAE remains committed to establishing a business environment that boasts economic and social stability. These include fostering sound business practices, safeguarding consumer rights, and promoting a marketing culture in line with best practices within the corporate sector.
H.E. Safeya Al Safi said, “Improving the working environment for companies that market their products and services over the phone is integral to supporting the UAE's commitment to safeguarding consumer rights and protecting their privacy. The Ministry of Economy prioritizes this initiative to prevent bothersome marketing calls made to the public, ensure that companies follow the appropriate guidelines and timings for promoting their products or services, and to minimize the number of unwanted marketing calls.”
Telemarketing Regulations
The Cabinet Resolution No. 56 of 2024, which pertains to the regulation of marketing through telephone calls, has clearly outlined the responsibilities of the relevant authorities.
The Ministry of Economy will oversee the implementation of this decision and report to the Cabinet. The TDRA manages the ‘Do Not Call Register’ (DNCR), while the Central Bank handles telemarketing for banks, financial institutions, and insurance companies, and the Securities and Commodities Authority (SCA) focuses on marketing calls related to securities and commodities trading.
During the briefing, the Ministry of Economy reviewed the commitments set out in Resolution No. 56 of 2024 for licensed companies in the country when making marketing telephone calls.
Companies engaging in telemarketing must first obtain approval from the relevant authority, train marketers on ethical conduct including DNCR usage, and use local telephone numbers registered under licensed telecommunications companies.
They must establish communication channels for interested consumers, avoid contacting those on DNCR, and maintain detailed records of all marketing calls as per regulatory requirements.
Additionally, they must adhere strictly to specified calling hours, disclose their identity and purpose at the call's outset, and provide data sources if requested by authorities, while refraining from using unregistered numbers.
Her Excellency Safia Al Safi explained that the provisions will apply to all licensed companies in the country including those in free zones, which market products and services through marketing phone calls or one of their employees.
The provisions will also apply to individuals, where natural persons are prohibited from telemarketing of products or services provided in their name or on behalf of their clients via a fixed or mobile telephone number licensed by UAE-based telcos.
‘Do Not Call Register’ Initiative
“Cabinet Resolutions have been issued to establish clear boundaries and regulations for companies engaged in telemarketing,” said H.E. Eng. Mohammed Al Ramsi, TDRA’s Deputy Director General (DDG) of the Telecommunications Sector. “At TDRA, we have launched the ‘Do Not Call Register’ initiative, introduced as ‘DNCR’, which empowers recipients with the right to opt out of receiving marketing calls from specific sectors or all sectors.”
Under Cabinet Resolution No. 57 of 2024, the TDRA can impose penalties and fines on individuals who make marketing calls using their own or their client’s licensed phone numbers. The penalties are as follows:
- For a first offense, there is a fine of AED 5,000, and all phone numbers registered under the individual's name will be suspended until the fine is paid.
- If the violation is repeated within 30 days, the fine increases to AED 20,000, and all registered numbers will be cut off for three months.
- A third offense within the next 30 days results in a fine of AED 50,000, and the individual will be denied telecom services for 12 months.
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