The UAE is tightening regulations on unwanted and deceptive telemarketing calls, introducing hefty fines for non-compliance. All licensed companies in the UAE, including free zones, must adhere to Cabinet Resolutions 56 and 57 of 2024, which regulate telemarketing practices and outline violations and penalties.
Resolution 56 mandates that companies must:
- Obtain prior approval before telemarketing.
- Train agents on ethics and the ‘Do Not Call’ (DNC) register.
- Use local phone numbers with a licensed telecom provider.
- Record telemarketing calls and inform consumers.
- Maintain call records and submit periodic reports.
- Respect consumer privacy and the DNC register.
Resolution 57 enforces fines for non-compliance:
- Dhs75,000 for first-time offenders.
- Dhs100,000 for second-time offenders.
- Dhs150,000 for third-time offenders.
Additionally, failing to provide comprehensive training for telemarketing agents incurs fines starting at Dhs10,000. The new regulations take effect on August 27, 60 days after publication on June 28, 2024.
Dino Wilkinson, a technology lawyer and partner at Clyde & Co., noted that the regulations allow individuals to file complaints against unwanted telemarketing and establish penalties for companies that ignore the rules, potentially leading to the loss of telecommunications services or commercial licenses.
Andrew Fawcett, a telecoms expert at Al Tamimi & Company, highlighted that the regulations restrict the use of third-party and foreign telemarketers, requiring local phone numbers registered under the company's commercial license.
The UAE's national DNC registry, operational since 2023, requires telemarketers to consult the registry before launching campaigns and prohibits contacting registered numbers.
Globally, stricter measures are being implemented against questionable telemarketing practices. Many countries, including the US, UK, Australia, and India, have similar DNC lists and regulations. The UAE's telemarketing regulations, driven by the federal government, aim to ensure quality assurance, maintain records, and train staff, aligning with global best practices.
These regulations are separate from the UAE's federal Data Protection Law, which remains on hold. The new telemarketing rules focus specifically on telemarketing activities, requiring consent for call recordings and adhering to anti-spam laws.
News Source: Gulf Business
