Up to AED 150K Fines: New UAE Regulations Target Unwanted Telemarketing Calls

The Ministry of Economy, in collaboration with the Telecommunications and Digital Government Regulatory Authority (TDRA), has announced new regulations on telemarketing. These regulations aim to streamline telemarketing practices and protect consumers from unwanted calls. The rules will be enforced starting mid-August.

The regulations apply to all licensed companies in the UAE, including those in free zones that engage in telemarketing activities using fixed or mobile numbers. This includes marketing through text messages and social media applications. The Ministry of Economy will oversee the implementation, coordinating with the TDRA, Central Bank, Securities and Commodities Authority, local licensing authorities, and other relevant bodies.

What are the new regulations exactly?

• Approval Required: Companies must secure prior approval from the relevant authority to engage in telemarketing.
• Training: Companies must provide comprehensive training for their telemarketers on ethical conduct and the use of the Do Not Call Registry (DNCR).
• Local Numbers: Only local phone numbers registered under the company’s commercial license may be used, not personal numbers.
• Call Records: Companies must keep records of all marketing calls and ensure these are available for regulatory review.

• Opt-In and Opt-Out: Consumers must be asked if they wish to continue the call before marketing begins. Companies must respect opt-out requests.
• Call Timing: Marketing calls are restricted to between 9:00 AM and 6:00 PM.
• Frequency Limit: Companies can only call a consumer once per day and no more than twice per week.
• Do Not Call Registry: Companies must respect the DNCR and avoid calling registered numbers.

Heavy fines ranges from AED 75K–150K

The regulations outline a tiered approach to penalties for violations:

• Warnings and Fines: Initial violations result in warnings and fines starting at 75,000 up to 150,000 AED.
• Suspension and Revocation: Repeated violations can lead to suspension of telemarketing activities and even revocation of the company's license.
• Individual Penalties: Individuals making unauthorized marketing calls face fines, including suspension of phone services.

How to block unwanted telemarketing calls and SMSs

Here’s how you can block calls that you are not willing to receive:

• To block calls for Etisalat users: Send an SMS to 1012 with the message “DNCR.”
• To block calls for Due users: Send an SMS to 1012 with the message “Block.”
• To block ALL marketing messages send an SMS to 7726 with the message “BALL.”
• To block SMSs for Etisalat users: Send an SMS to 1451 with the message “DNC.”
• To block SMSs for Du users: Send a blank SMS to 5293.

In addition to blocking SMS and calls, the authorities are yet to share the procedure of filing a complaint against violating companies. The complaint must include the complainant’s and the marketer’s details. The authorities will investigate and take appropriate action based on established procedures.