UAE telemarketing rules: Calling hours, call limits, how to join the Do Not Call Registry and how to report spam calls

Dubai: Have you ever received calls relentlessly urging you to buy a product or service? Telemarketing can quickly feel like spamming, if businesses don’t follow the strict regulations in place in the UAE. Here’s what you need to know about telemarketing rules in the country, and what to do to stop unwelcome calls. Which law governs telemarketing in the UAE? The UAE has robust telemarketing regulations, under Cabinet Resolution No. 56 of 2024, as well as administrative penalty rules under Cabinet Resolution No. 57 of 2024. These regulations are enforced by authorities like the UAE Ministry of Economy and Tourism, and the Telecommunications and Digital Government Regulatory Authority (TDRA). Awatif Al Khouri, senior Emirati advocate and founder of Awatif Mohammad Shoqi Advocates and Legal Consultancy, added: “Companies may also be subject to data protection, consumer protection and sector-specific regulations.” What restrictions do telemarketers face? Companies can conduct telemarketing activities, provided they have the necessary approvals and follow the applicable rules. Under the law, telemarketers must strictly follow specific criteria, including: Mandatory licensing and registration: Companies must secure prior approval from the related commercial licensing authority, and use official business phone numbers registered under their trade licence. Calling from personal phone numbers for commercial marking is illegal. Transparency: Awatif said: “Telemarketers must identify their company and explain the purpose of the call.” Prior consent: The licensed institution must obtain prior express consent through any of their official channels, from the customer, in order to conduct telemarketing activities. Permitted calling hours: Calls are strictly restricted to between 9am and 6pm. Adherence to the Do Not Call Registry (DNCR): The TDRA is in charge of managing the DNCR, and companies are strictly prohibited from calling numbers on this Registry. Limit on number of calls: Telemarketing communications must not be conducted to the same customer more than once per day and a maximum of twice per week, except in the event of follow-up communication. The follow-up should only be conducted if the customer has explicitly requested it. Awatif added: “Companies must respect a consumer's refusal and comply with restrictions on repeated calls.” No pressure tactics: Awatif said: “Misleading information, deceptive practices and pressuring consumers into purchases are prohibited.” What are the penalties for violations? Companies may face fines ranging from Dh10,000 to Dh150,000, depending on the violation and whether it is repeated. Additional measures may include suspension of activities or cancellation of licences. Individuals unlawfully conducting telemarketing through personally registered numbers may face fines ranging from Dh5,000 to Dh50,000. Awatif added: “Residents are not automatically entitled to compensation when a company is fined for unlawful telemarketing. However, they may seek compensation through a civil claim where they can establish that the conduct caused them financial loss or other legally recognised harm, subject to the applicable legal requirements.” How do residents opt out and stop unwanted calls? In September 2022, the UAE introduced its Do Not Call Registry (DNCR), a nationwide service that protects consumers from unsolicited marketing calls. If you would like to stop all unwanted promotional or sales calls, you can register your number with this service. Businesses are legally prohibited from contacting customers on the DNCR list. In the UAE, telecom providers etisalat, du, and Virgin Mobile allow users to sign up via the following avenues: Etisalat: Send a SMS with the message ‘DNCR’ to 1012. Du: Send a SMS with the message ‘DNCR’ or ‘Block’ to 1012. For landlines, send a SMS with ‘DNCR’, followed by the landline number (with the correct pre-fix, such as 9714, 9712, or 9716) to 1012. The SMS must be sent from the mobile number registered under the same account number. Virgin Mobile: Register for the DNCR via the Virgin Mobile app, available via the Google Play Store or Apple App Store. How do residents complain if calls continue? Awatif said: “Residents may report unwanted marketing calls through their telecommunications service provider or the relevant regulatory authority. They should retain the caller's number, date and time of the call, and any supporting evidence. Complaints involving financial institutions may also be raised through the applicable financial-sector complaints channels.” Here are some ways to report unsolicited callers from the following origins: Real estate If you incessantly receive calls from real estate agents or property brokers, despite never having provided them your number, you can take action by filing a complaint through the Dubai Land Department (DLD). Follow these steps: Visit DLD’s website – dld.gov.ae – and select ‘Services’. Navigate to ‘Report Malicious Calls’