Khaleej Times, Mon, Mar 04, 2024 | Shaban 23, 1445
Up to Dh500,000 fine in UAE for misleading residents with false advertisements
Emirates:
A stern warning has been issued against misleading
consumers through false advertisements and promotions in the UAE. Offenders
violating the law could face imprisonment and fines of up to Dh500,000 under
Article 48 of Federal Decree-Law No. 34 of 2021 on Combatting Rumours and
Cybercrimes.
The UAE Public Prosecution highlighted the
consequences faced by individuals who mislead consumers through a video shared
on its social media channels.
The law states that individuals who use information networks, Information
Technology solutions, or online platforms to disseminate misleading information
regarding commodity or services may be subject to imprisonment and fines ranging
from Dh20,000 to Dh500,000, or both.
According to the authority, the punitive measure is
also applicable to anybody promoting goods or services through misleading
advertisement or using false data. Additionally, it addresses activities such as
advertising, promoting, brokering, or dealing in virtual or digital currencies
without proper authorisation from the relevant authorities.
This serves as a deterrent against individuals who
use technology to disseminate deceptive information about goods or services.
Advertising rules in UAE
The Emirates has also put in place an advertising
guidelines on October 2018, aiming to protect the public from marketing
frauds and fake news, promote economic development and uphold public morals.
The guide covers content in all media platforms in
the UAE and applies to the entire advertising sector, ranging from print, audio
and visual media organisations to online firms and licensed social media
influencers
What the guide says
Individuals and
firms should not harm the economic system of the stateShould not spread
rumours or biased and misleading news
Should not publish images or words that violate public morality
Should respect intellectual property rights
Should maintain ethical codes of conduct; and should uphold standards of
honesty
The guide also highlighted that advertisements must not be vague or ambiguous;
should not contain false or misleading claims; should not use falsified images;
should not exaggerate the product or service being advertised; should not lead
to confusion with other names, products or activities; should not endorse
criminal activity; and should not violate the existing standards for media
content and classification.
On social media, blogs
Advertisements on social media, websites and blogs must be clearly identified.
They should also appear independent from the editorial and informative content.
Any payments for online ads, whether in cash or in kind, must be disclosed.
A number of social media activities, however, are exempted from licences,
according to the guide. This includes charitable activities and free-of-charge,
non-commercial advertising, among others.
A fine of Dh5,000 will be imposed on violators. The amount will be doubled if
the offence is repeated within one year from the date of the previous violation.