Dubai: Starting August 27, 2024, the UAE’s new telemarketing regulations will come into effect, aiming to curb marketing and promotional calls that disturb individuals at inconvenient times. Approved by the UAE Cabinet in early June 2024, this law is designed to safeguard personal privacy by restricting unauthorized calls, with fines ranging from AED 10,000 to AED 150,000 for violations.
The Telecommunications Regulatory Authority (TRA) and Digital Government mandate that companies must obtain prior consent from customers before sharing their contact numbers. However, many businesses have ignored this requirement, leading to frequent unsolicited calls promoting real estate investments, digital currency, stock market opportunities, and online trading.
These disruptive calls often occur at inappropriate times, interfering with daily routines and leading to disputes. For example, just two of these intrusive calls can ruin an entire day, especially when they occur during work hours, sleep, or other private moments.
To combat this, the UAE offers a “Non-Contact Record” service, available for free from Etisalat and Du, which helps block unwanted calls. Authorities warn that promoting offers or advertisements without consent is a punishable offense, with potential fines ranging from AED 50,000 to AED 200,000 and even imprisonment.
Violators of this new law may face partial or complete suspension of operations for 7 to 90 days, with repeated offenses potentially leading to the cancellation of business licenses and phone numbers. Marketing companies must obtain official permission before making calls and train their employees on proper phone communication etiquette.
Calls must be made from official phone numbers registered with Etisalat or Du, listed on the company’s trade license, and targeted only within the company’s service area. Calls to numbers listed on the Do Not Contact Registry (DNCR) are strictly prohibited, with calls limited to between 9 AM and 6 PM. Consent must be obtained before initiating a conversation, and calls should not be repeated once declined.
How to File a Complaint:
If marketing calls exceed permissible limits, consumers can file a complaint with the Consumer Protection Department. Complaints should include the complainant’s name, mobile number, and the number from which the call was received. The investigation will keep the complainant’s information confidential. Companies can also file a complaint if they believe actions taken against them are unjust, with cases requiring review to be resolved within 30 days.
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