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UAE residents can now file complaints as cold-calling rules take effect
Telemarketers are also prohibited from using personal numbers for marketing calls; those who receive such calls can report the violation via SMS
File photo used for illustrative purposes
Residents and investors can now file complaints against cold callers who are violating the new regulations that came into effect on August 27.
Under the new mechanism announced on Thursday, the public can report violations to the federal or local authority that licensed the telemarketer to sell goods and services.
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“If you receive a call from a company, you have to report to the entity concerned. For example, if it is related to a bank, you have to approach the Central Bank to file a complaint. If it is related to investment, securities and commodities, then it is Securities and Commodities Authority (SCA). And if someone is using his personal mobile number to call you to market his goods, then you have to report to TDRA,” said Mohammad Al Ramsi, deputy director-general of the telecommunications sector at the Telecommunications and Digital Government Regulatory Authority (TDRA).
If a company is licensed by an economic department of an emirate, then customers have to approach the concerned local authority to lodge complaints, he added.
The Central Bank of the UAE is concerned with all matters related to telephone marketing for the services of banks, establishments, other financial institutions, insurance companies and related occupations in the country.
The SCA specialises in all matters related to marketing calls regarding securities and commodities trading services in the country. Licensing authorities in the mainland and free zones are also responsible in their respective emirates for all matters related to the phone marketing of products or services in the country — except those falling under the jurisdiction of the Central Bank and the SCA.
Got a sales call from a personal number?
Telemarketers are prohibited from using personal numbers for sales calls. Residents who receive such calls — from recipients that do not display any company name — can easily report the violation via SMS, Al Ramsi said.
Here's how: Type "REPORT" plus the mobile number (Example: "REPORT 05XXXXXXX" ) and send it to 1012.
The UAE Cabinet Resolution No. 56 of 2024, which pertains to the regulation of marketing through telephone calls, has outlined the responsibilities of the relevant authorities. The Ministry of Economy will oversee the implementation of this decision and related ones, providing regular updates to the Cabinet.
The UAE Government laid down new laws for telemarketers in June 2024, putting certain restrictions such as:
- Calling customers only from 9am to 6pm
- Not calling residents again on the same day if he/she rejects the service or product in the first call
- Refraining telemarketers from using any measures or tactics to persuade customers to buy products or services
There are 18 types of administrative violations and penalties that range from Dh10,000 to Dh150,000 depending on the type and nature of the violation.
Violating cold callers and telemarketing firms will face financial penalties from Dh5,000 to Dh150,000.
Telemarketing companies in the country are also required to obtain prior approval to practise activities. Violators will be fined Dh75,000 for the first offence; Dh100,000 for the second; and Dh150,000 for committing the same violation for the third time.
Entities that fail to provide comprehensive training to marketers on the code of conduct will face a Dh10,000 to Dh50,000 penalty.
Khalid Al Mahmoud, director of the Licensing Department at the SCA, said the consumers should file the complaint on its website or send an e-mail for unsolicited calls from the telemarketing firms.
“By clicking on the link on the SCA website, the consumer can file the complaint by filling in some information. It will come to SCA, which will investigate the complaint with the company. If there is a breach of the law, penalties will be applied. If the call is related to SCA activities, such as financial services, investments and securities, the consumer should file the complaint on the SCA website. They can send an e-mail to file a complaint,” he said.
In addition, the SCA will monitor the activities of companies that provide marketing services on behalf of authorised entities, ensuring their compliance with local laws.
Safeya Hashem Al Safi, acting assistant undersecretary for the commercial control and governance sector at the Ministry of Economy (MoE), 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 prioritises 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 minimise the number of unwanted marketing calls,” said Al Safi.
Cabinet resolutions will apply to all licensed companies in the country, including those in free zones, which market products and services through phone calls. The provisions will also apply to individuals, who are not allowed to conduct telemarketing activities in their name or on behalf of their clients.
List your number on 'do-not-call registry'
The UAE’s Ministry of Economy will use the 'do-not-call registry' (DNCR) to ensure that residents who have signed up for the service don't receive telemarketing calls. The DNCR is a directory of phone numbers of consumers who do not wish to get telemarketing calls.
During a media briefing on Thursday, the Ministry of Economy said it reviewed the commitments set out in Resolution No. 56 of 2024 for licensed companies in the country when making marketing telephone calls. This includes “not contacting consumers whose numbers are registered in DNCR".
The Telecommunications and Digital Government Regulatory Authority (TDRA), which launched the DNCR, will work closely with relevant organisations to establish guidelines and mechanisms, share data, and enhance public awareness, as well as to supervise and regulate individuals.
“Cabinet resolutions have been issued to establish clear boundaries and regulations for companies engaged in telemarketing. At the 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,” said Mohammed Al Ramsi, deputy director-general of the telecommunications sector at the TDRA.
The UAE laws require providing comprehensive training to the company's marketers on professional ethics of conduct when making marketing calls with the consumer, which includes the basic principles of using a "do not contact register" (DNCR).
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