Page 150 - MOE ENGLISH PR REPORT - AUGUST 2024

consumer rights, and promoting a marketing culture in line with best practices within the
corporate sector.

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Al Safi 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 prioritizes 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 to minimize the
number of unwanted marketing calls.”

In her speech, she said: “The two decisions represent a significant step in bolstering the
Ministry's efforts to oversee and regulate telephone marketing. The decisions aim to deter
companies and individuals who contravene the rules and regulations set forth by them and
facilitate the sharing of information and statistics concerning unwanted marketing calls, in
collaboration with the relevant government entities and local authorities in the country.”

The Cabinet Resolution No. 56 of 2024, which pertains to the regulation of marketing through
telephone calls, has clearly 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 Telecommunications and Digital Government Regulatory Authority
(TDRA) is in charge of managing the ‘Do Not Contact Register’ (DNCR) and will work closely
with relevant organizations to establish guidelines and mechanisms, share data, and enhance
public awareness, as well as to supervise and regulate individuals.

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. On the other hand, the Securities and Commodities Authority
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, in all matters relating to the telephone marketing of
products or services in the country except those falling under the jurisdiction of the Central Bank
and the Securities and Commodities Authority.

Companies' Obligations

During the briefing, the Ministry of Economy reviewed the commitments set out in Resolution
No. 56 of 2024 for licensed companies in the country when making marketing telephone calls,
the most notable of which are:

• Obtaining prior approval for the conduct of marketing activity from the competent
authority.

• 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).

https://en.aletihad.ae/news/business/4511446/moec--tdra-review-regulatory-legislations-in-
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