Federal Decree Law No. 5 of 2023 amending the Federal Law No. 15 of 2020 on Consumer Protection aims to protect all consumer rights, including the right to a standard quality of goods and services and the right to obtain them at the declared price. It further seeks to preserve the health and safety of the consumer when using the goods or receiving the service. The law protects the data of the consumers and prohibits suppliers from using it for marketing.

Scope of the law

The law applies covers all goods and services sold or provided by suppliers, advertisers and commercial agents across the UAE’s mainland and free zones. I It also covers goods sold through eCommerce platforms registered in the UAE. Meanwhile, the law does not apply to eCommerce activities that are carried out between customers in the UAE and eCommerce businesses registered outside the UAE.

Consumer rights

According to the law, the UAE’s consumers are granted the following rights:

• to be provided an appropriate and safe environment when purchasing a good or receiving a service
• to obtain correct information about the goods they purchase, use or consume or the service they receive
• to be informed about their rights and obligations
• to have the right to choose the most appropriate product and service available in the market according to their wishes
• to obtain fair compensation for damages they suffer as a result of purchasing or using defective goods or receiving inadequate or unprofessional services.

The supplier must:

• protect consumers’ privacy and data security, and refrain from using them for promotional and marketing purposes
• respect consumers’ religious values, customs and traditions when providing them with goods or services
• settle consumers’ disputes promptly
• provide the consumer with a dated invoice that includes his trade name, address, type of goods or service sold or provided, its price and quantity and any other data specified by the Executive Regulation of this law. The invoice must be in Arabic and the provider may add any other language, as he deems fit.

eCommerce businesses are required to provide to consumers and the authorities in the UAE with details about their licensing entity, information in Arabic about the product or service provided, specifications, the terms of contract, payment, warranty and other relevant data.

The law prohibits and voids any contracted conditions that would harm the consumer. It also makes null and void, any clause of the contract that would exempt the supplier from any of the obligations stipulated in this law.

Suppliers who fail to provide clear information and labelling, or advertise misleading prices and false data on the goods and services, or fail to repair or replace a defective product without a charge, will face imprisonment of up to two years and a fine not exceeding AED two million.

Law regulating telemarketing calls

Cabinet Resolution No. 56 of 2024 Concerning the Telemarketing Regulations (1MB, PDF) aims to:

1. Organise the marketing of products or services through Telemarketing in order to maintain economic and social stability.
2. Ensure that companies comply with marketing channels and times for products or services provided by or through them.
3. Reduce unwanted Marketing Phone Calls to ensure Consumer comfort and avoid violating their privacy.

Further, Cabinet Resolution No. 57 of 2024 (1MB, PDF) provides administrative penalties to those violating the provisions of Cabinet Resolution No. 56 of 2024 Concerning the Telemarketing Regulations.

Find all laws and regulations on consumer protection and combatting commercial fraud in the UAE.

Also read Electronic Transactions and Trust Services Law (available in Arabic only).