Picture for illustrative purposes only. ARCHIVE

Residents in the UAE can now expect relief from persistent cold calls as strict new telemarketing regulations are being enforced. Under the UAE Cabinet resolution effective August 27, 2024, businesses and individuals engaged in telemarketing must comply with 19 key rules, or face fines ranging from Dh5,000 to Dh150,000, with heavier penalties for repeat offenses. The new law is designed to curb intrusive marketing calls, protect consumer privacy, and regulate the conduct of telemarketers. Companies engaged in telemarketing must now obtain a permit, call only during specific hours, disclose their identity, and respect consumer preferences. Violators will face escalating fines, with the most severe penalties reaching Dh150,000 for repeat offenders.

Key rules and penalties

1. Follow timeframe for cold calls Telemarketers can only call customers between 9am and 6pm. Violators will face a Dh10,000 for the first offense, and up to Dh50,000 for repeat violations. 2. No repeat calls If a consumer refuses a product or service during the first call, the telemarketer must not call again. Violators will be fined from Dh10,000 to Dh50,000. 3. No call backs when calls go unanswered If a customer does not answer, the telemarketer can only call back once per day and twice per week. Fine: Up to Dh50,000 for repeat offenses. 4. Call through registered company number Calls must be made from official company numbers, not personal mobile numbers. Violators will be fined Dh25,000 to Dh75,000. 5. Make full disclosure At the start of the call, the telemarketer must state: Their full name The company they represent The purpose of the call Fine: Up to Dh30,000 for repeat offenses. 6. Ask if the consumer accepts the cold call Telemarketers must get customer consent before proceeding with their sales pitch. The fine for violators is between Dh10,000 and Dh30,000. 7. Don’t pressure customers Telemarketers cannot force or pressure customers into buying products or services. Violators will be fined up to Dh50,000. 8. Disclose how the customer’s number was obtained If a customer asks how their contact details were acquired, the telemarketer must provide the source. Failure to do so will result in a fine of up to Dh75,000. 9. No fraud or cheating Using misleading or deceptive tactics to trick customers into purchasing is strictly prohibited. Fine: Dh25,000 to Dh75,000. 10. Do not call customers on the ‘Do Not Call Registry’ (DNCR) Customers who opt out of telemarketing calls via the DNCR list must not be contacted. Violators will be fined up to Dh150,000. 11. Marketing calls must be recorded Telemarketers must record their marketing calls for legal verification. The fine for violators is Dh10,000 to Dh50,000. 12. Inform customers that calls are recorded Before starting the sales pitch, the telemarketer must inform the customer that the call is being recorded. Fine: Dh10,000 to Dh30,000. 13. Get a permit for cold calling Companies must obtain a telemarketing permit to operate legally. Fine: Dh75,000 for the first offense Dh100,000 for the second offense Dh150,000 for the third offense 14. Provide training to telemarketers Companies must train their marketers on ethical telemarketing practices. Companies found flouting this rule will be fined Dh10,000 to Dh50,000. 15. Register all marketing calls Companies must maintain a record of all telemarketing calls made. Violators face a fine of up to Dh50,000 for repeat infractions. 16. Provide periodical reports to authorities Telemarketing companies must submit monthly reports on their calls to the relevant authority. Fine: Up to Dh30,000. 17. Do not disclose or sell customer data Companies must not sell, share, or misuse consumer data for telemarketing purposes. Fine: Dh50,000 for the first offense Up to Dh150,000 for repeat offenses 18. Do not misuse telemarketing services Any misuse of telemarketing services by licensed companies for unlawful activities will be penalized. Violators will be fined up to Dh50,000. 19. No unauthorized marketing calls from personal numbers Individuals must not use personal mobile numbers to make sales calls. Fine: Dh5,000 for the first offense + mobile number suspension until payment Dh20,000 for the second offense + 3-month suspension of all registered numbers Dh50,000 for the third offense + 12-month suspension of all telecom services The UAE's new telemarketing regulations reflect a growing global push to protect consumer privacy and eliminate aggressive sales tactics. By strictly regulating telemarketing practices, authorities aim to reduce unwanted calls, prevent scams, and enhance customer trust. For residents, this means fewer disruptive calls and better transparency when interacting with telemarketers. Residents who continue to receive illegal cold calls can report violators to the authorities. ICA/CAM/Expat Media
For all the latest news from the UAE and the world, follow us on Facebook, Twitter and Instagram and subscribe to our YouTube page