Data Protection in UAE - General

Electronic marketing in UAE - General

There are no general laws in the UAE law covering electronic marketing, however the TDRA has issued a regulation governing telecommunications licensees' electronic communications with subscribers, as well as how they should monitor spam passing through their networks. As described in Collection & Processing, the PDPL also provides a right for Data Subjects to object to, or stop, the Processing of his / her Personal Data where it is being utilised for direct marketing purposes. 

Article 6 of the Cyber Crime Law, Article 24.6 of the TDRA's Consumer Protection Regulation v2.0 are also worded widely enough to potentially apply to electronic marketing Article 4 of the Cabinet Decision No. 56/2024 On Regulating Telemarketing via Telephone Calls also requires consent be obtained prior to sending any electronic marketing sent via messages on social media platforms under the broad definition of 'Telemarketing Phone Calls'. 

The TDRA's Unsolicited Electronic Communications Regulation states that telecommunications licensees are under a general obligation to put all practical measures in place to minimise the transmission of Spam having a UAE Link across their Telecommunications Networks, and where they are aware of Spam having a UAE Link sent to or from a particular Electronic Address, they must take all practical means to end the transmission of that Spam and to prevent the future transmission of such Spam. Spam is defined as Marketing Electronic Communications sent to a Recipient without obtaining the Recipient's Consent. Although the Unsolicited Electronic Communications Regulation is targeted and enforced against telecommunications licensees, it effectively puts an obligation upon the licensees to minimise and prevent Spam from being transmitted  through their networks.

Federal Decree Law No 14 of 2023 On Trading by Modern Technological Means (“TMTM Law”) places further obligations on merchants who trade by modern technological means to protect consumer rights when conducting business.

Article 5 of the TMTM Law places the obligation on merchants to meet the conditions and requirements approved by the competent authorities regarding the advertising and marketing campaigns and the exchange of consumer data.

Article 6 of the TMTM Law provides consumers with the right to choose whether to receive advertising and marketing campaigns or not via phone calls, emails or social media platforms.

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