Protection from Deceptive Practices

Source: Federal Law No. 15 of 2020 (Consumer Protection), Articles 17-23; Federal Penal Code (Federal Decree-Law No. 31 of 2021)

Written in plain language for general understanding. This is educational content, not legal advice. Based on UAE federal decrees, laws, and ministerial decisions.

UAE Federal Law

What is this right?

UAE law protects consumers from fraudulent, misleading, and deceptive business practices:

  • False advertising: Businesses cannot make false or exaggerated claims about their products or services. Ads must be truthful and verifiable.
  • Bait and switch: It is illegal to advertise a product at a certain price and then claim it is out of stock to push you toward a more expensive alternative.
  • Hidden fees: The total price must include all fees and charges. Surprise fees added at checkout are prohibited.
  • Fake reviews: Businesses cannot create fake reviews or pay for fabricated testimonials to mislead consumers.
  • Penalties: Businesses found guilty of deceptive practices face fines of up to AED 2 million and possible license suspension.

When does it apply?

  • You encounter misleading advertising or false claims about a product or service.
  • You were charged more than the advertised price or hit with hidden fees.
  • This applies to all businesses operating in the UAE, including online sellers.

What should you do?

  • Take screenshots of any misleading advertisements, prices, or claims.
  • Report the business to the DED consumer protection department in your emirate.
  • If you lost money due to a scam, file a police report and then a complaint with the public prosecution.
  • You can also report through the Ministry of Economy hotline at 800-2225.

What should you NOT do?

  • Do not pay deposits to unregistered businesses — check the company's trade licence through the DED before making large purchases.
  • Do not ignore small print — read terms and conditions, especially for promotions and limited-time offers.
  • Do not delete evidence — keep all receipts, ads, messages, and screenshots related to the deceptive practice.

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