Page 97 - MOE ENGLISH PR REPORT - AUGUST 2024

9/3/24, 12:35 PM Ministry of Economy and Telecommunications and Digital Government Regulatory Authority review Regulatory Legislations in organ…
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).
• Using local telephone numbers issued by licensed telecommunications companies in the country. These numbers must be registered
under the licensed company in the country.
• Finding a channel of communication for consumers interested in receiving marketing information, and marketing contact should only be
made with these consumers.
• Not contacting consumers whose numbers are registered in DNCR.
• Maintaining the record of all marketing telephone calls made, in accordance with the form prepared by the competent authority, to
ensure that the minimum data and information on marketing activities carried out through telephone marketing are provided and are not
destroyed until after the expiration of the period specified by the competent authority.
• Recording of marketing phone calls, with the need to notify the consumer of such registration at the start of the call.
• Companies' adherence to the Code of Professional Conduct, in accordance with the model prepared by the competent authority in the
event that they consider the issuance of this Code, in order to ensure minimum ethical practices in carrying out telemarketing activities.
• Adhering to the deadlines for making telephone calls - from 9 am to 6 pm.
• The Company’s commitment to define its identity its identity and the purpose of communication at the beginning of the marketing
phone call.
• Disclosure of the source of telephone numbers and consumer data if requested by the competent authorities.
• Not using unregistered or owned numbers of the licensed company in the country when making marketing telephone calls.
Regulation of telemarketing companies
The cabinet resolution regulates the mechanisms for the operation of companies whose products and services are marketed by telephone in
the country by establishing several regulations that marketers must follow, namely:
• Do not use any marketing means that constitute unjustified pressure on the consumer to persuade him/her to buy the product or
service offered.
• Refrain from deception and misleading calls when marketing the product or service.
• Making phone calls must be made between 9 am to 6 pm.
• Do not re-contact the consumer if he/she refuses the product or service in the first call, or if he does not reply to the call or terminate
the call more than once a day, up to a maximum of twice a week.
• Automated communication systems are possibly used to market, publicize and promote products or services provided by the company,
in accordance with the provisions of this resolution.
• Consumers must be asked whether they want to complete the phone call before starting marketing, publicity and promoting the product
or service provided.
Implementation of the provisions of cabinet resolutions
Her Excellency Safia Al Safi explained that the provisions of the Cabinet Resolutions will apply to all licensed companies in the country
including those in free zones, which market products and services through marketing phone calls or one of their employees. The provisions will
also apply to individuals, where natural persons are prohibited from telemarketing of products or services provided in their name or on behalf of
their clients, via a fixed or mobile telephone number licensed by the licensed telecommunications companies in the country.
H.E. Dr Maryam Butti Al Suwaidi, CEO of the Securities and Commodities Authority (SCA), highlighted that Cabinet Resolution No. 56 of 2024
regulating telemarketing in the country reflects the UAE government's dedication to enacting legislation that protects the privacy of community
members and prevents business practices that may harm their interests.

Her Excellency also explained that SCA will supervise promotional phone calls made by authorized companies during direct marketing of their
services or products. Additionally, it will monitor the activities of companies that provide marketing services on behalf of these authorized
companies, ensuring their compliance with the regulations outlined in the Cabinet Resolution through various oversight methods. SCA will also
establish a platform for the general public, including investors and community members, to file complaints if they receive unsolicited marketing
calls that violate the regulations set by the Cabinet Resolution or any other regulations issued by SCA.
She added that SCA has issued a circular to all businesses, highlighting the importance of obtaining its approval before marketing their own
services or the services offered by their clients via telephone. This measure aims to identify a list of approved companies authorized to engage
in telemarketing and aid SCA in monitoring their adherence to regulations and standards.
She clarified that acquiring approval will be a simple and convenient online process. Companies will be able to secure the required approvals
within a short time frame. This encourages them to obtain required approvals and fulfil legal obligations in this regard.
H.E. Eng. Mohammed Al Ramsi, Deputy Director General (DDG) of the Telecommunications Sector at TDRA, said: “Cabinet Resolutions have
been issued to establish clear boundaries and regulations for companies engaged in telemarketing.

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