The UAE's new telemarketing regulations will take effect from August 27, as revealed by Khaleej Times. The UAE government introduced new laws for telemarketers in early June 2024, imposing restrictions such as limiting calls to 9 am to 6 pm; not calling residents again the same day if they reject the service or product in the first call; and prohibiting telemarketers from using any tactics to persuade customers to buy products or services. Cold callers and telemarketing firms will face financial penalties ranging from Dh5,000 to Dh150,000 for violating these laws, with increased penalties for repeated violations, as outlined in Cabinet Resolution No. (57) of 2024.
Companies failing to obtain prior approval for telemarketing activities will be fined Dh75,000 for the first offense, Dh100,000 for the second, and Dh150,000 for the third. Entities neglecting to provide comprehensive training on the code of conduct to marketers will face penalties from Dh10,000 to Dh50,000. Individuals calling from unregistered numbers will be fined between Dh25,000 and Dh75,000. Companies must maintain a register of all marketing calls, with failure to do so resulting in a penalty of up to Dh50,000 for repeat violations.
These measures aim to prevent residents from being overwhelmed by cold calls, addressing complaints about telemarketing. It is mandatory for companies or individuals to inform consumers if a call is being recorded, with failure to comply resulting in a penalty between Dh10,000 and Dh30,000. Companies must also submit periodic reports to the competent authority regarding marketing calls made within a month, with non-compliance leading to an administrative penalty of up to Dh30,000.
Callers must identify their company and the call's purpose at the outset, with failure to do so resulting in a penalty of up to Dh30,000 for repeat violations. Failure to disclose the source of consumer phone numbers and data upon request could result in a financial penalty of up to Dh75,000. Additional fines of up to Dh50,000 will be imposed for repeated violations involving pressuring consumers.
Penalties between Dh25,000 and Dh75,000 will be levied for fraudulent or deceptive marketing practices. Cold callers must adhere to the 9 am to 6 pm calling window, with violators facing a Dh10,000 fine and up to Dh50,000 for repeat violations. Repeated calls after a consumer refuses a product or service will result in fines between Dh10,000 and Dh50,000.
The authority will also penalize cold callers for multiple unanswered calls, with fines up to Dh50,000 for repeat offenses. Companies disclosing or trading personal consumer data without consent will be fined Dh50,000 for the first offense and up to Dh150,000 for a third violation. Natural persons making marketing calls through licensed numbers will be fined Dh5,000, with all registered numbers cut off until payment for a first violation.
A second violation will result in a Dh20,000 fine and a three-month service suspension, while a third violation within 30 days will incur a Dh50,000 penalty and a 12-month ban from telecom services in the UAE.
