The UAE Media Council has initiated legal action against a social media account that advertised a product with unsubstantiated medical and therapeutic claims. Officials stated the content was misleading, lacked scientific verification, and had no approval from the relevant health authorities, violating established media regulations.
This step is being enforced under the Executive Regulations of the Media Regulation Law, which governs advertising content across print, broadcast, and digital platforms. The Council confirmed that all legal measures have been taken in accordance with the law.
Authorities stressed that monitoring of online advertising remains ongoing and called on advertisers, influencers, and companies to comply with the regulations in full.
The new UAE Media Law, effective since May 29, introduced stricter provisions to ensure responsible media practices, safeguard public interest, and promote social harmony. Violations include a wide range of content-related breaches, with fines starting from Dh5,000 and going up to Dh150,000, depending on the severity and recurrence. Repeat offenders could face higher penalties or even suspension of activities.
To oversee enforcement, a Media Content Standards Violations Committee has been formed within the Media Council. Comprising three to seven specialists, the committee evaluates cases and sets fines based on the social, political, or economic harm caused by the content.
The law also allows for appeals: violators have 15 days from notification to file a written grievance with evidence, and the committee is required to issue a decision within another 15 days. If no response is received, the appeal is automatically considered rejected.
Health-related advertising is subject to additional safeguards. Any medical or therapeutic product must receive prior clearance from the Ministry of Health and Prevention, and advertisers are required to present scientific proof before making claims. Exaggerated or false health claims remain strictly prohibited.
In line with consumer protection efforts, on July 30, the Council also introduced an “Advertiser Permit” for social media promotions on platforms such as Instagram, Facebook, and WhatsApp. Both individuals and companies must now obtain this permit to post advertising content, whether sponsored or unpaid.
Under the updated regulations, influencers and content creators are treated as media outlets, meaning they must hold permits, follow content standards, and avoid spreading misleading or harmful material.
