The UAE has rolled out new Essential UAE Telemarketing Rules. The Cabinet Resolution No. 56 of 2024, which covers Marketing via Telephone Calls, and Cabinet Resolution No. 57 of 2024, which deals with Violations and Administrative Penalties (together called the “Regulations”), are designed to protect consumers from unwanted or misleading marketing calls. These rules also aim to make sure that marketing calls follow ethical and legal standards. Essential UAE Telemarketing Rules Every Company Must Know
Rules and responsibilities for telemarketers
Regulation 56 of 2024 sets out several duties for companies to follow before they start telemarketing in the UAE. These include getting approval from the proper authority to carry out telemarketing. Employees must be trained on ethical behavior and the basic rules of the “Do Not Call” list.
Telemarketers must use local phone numbers from licensed telecom providers. They should set up communication channels for customers who want marketing details and make sure they only send information to those people.
All telemarketing calls must be recorded, and customers should be informed at the start that the call is being recorded. Records of marketing calls must be kept, and regular reports should be sent to the authorities. Telemarketers must respect customers’ privacy and choices, and avoid contacting those who are on the “Do Not Call” list or who refuse calls.
Other rules require telemarketing companies to clearly identify themselves and explain the reason for their call. If the customer asks, they must explain how they got the person’s phone number. They should not use tactics that pressure, confuse, or trick customers when promoting a product or service.
Telemarketers must check if the customer is interested in continuing the conversation about the product or service. Additionally, calls can only be made between 9 am and 6 pm to avoid bothering customers at inconvenient times.
Protection Of Consumers
Consumers now have the right to register for the Do Not Call Registry to stop receiving telemarketing calls. They are also able to file complaints with the relevant authority if they are bothered by unwanted marketing calls. The regulations also strictly ban sharing a consumer’s personal details without their consent or selling that data to other businesses for telemarketing purposes.
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It is important that consumer information remains safe, and companies cannot use it for marketing unless the consumer agrees. These UAE Telemarketing Rules are made to safeguard consumer privacy and give them full control over how their personal information is used in telemarketing.
What penalties companies will get?
Under Resolution No. 57 of 2024, companies that violate these UAE Telemarketing Rules will face different types of penalties. These can include giving out warnings, charging fines, suspending or canceling business licenses, removing the company from the commercial register, or cutting off their communication services. The specific penalty depends on how serious the violation is and whether it has happened more than once.
If the offense is repeated or more severe, the penalties will be stricter. These rules aim to make sure that businesses comply with the guidelines and protect consumers from being harmed by improper telemarketing activities.
If a company does not get approval from the proper authority before starting telemarketing activities, they may face an administrative fine of AED 75,000 for the first offense, AED 100,000 for a second offense, and AED 150,000 for a third offense.
Additionally, if the company fails to provide proper training to its telemarketers. They could be fined AED 10,000 for the first violation. AED 25,000 for the second, and AED 50,000 for the third. These fines are meant to ensure that businesses follow the necessary rules and provide adequate training to their marketing teams.
Conclusion
The new regulations were announced on June 28, 2024, and started on August 27, 2024. This means that businesses and individuals involved in telemarketing need to check their practices and policies to make sure they follow these new rules. It’s crucial to adjust to these new rules to prevent any potential fines or legal problems.