Dubai Issues Social Media Rules for Healthcare Sector
Dubai’s healthcare regulator has introduced comprehensive social media advertising rules for doctors, clinics and hospitals, prohibiting exaggerated language and claims that could mislead patients online.
The Dubai Health Authority’s (DHA) Standards for Medical Advertisement Content on Social Media apply to all DHA-licensed healthcare facilities and professionals advertising across platforms including Instagram, Facebook, TikTok, YouTube, Snapchat, WhatsApp and LinkedIn.
The standards also cover social media influencers promoting a healthcare facility’s services, treatments or outcomes. Any post that names or identifies a facility must receive prior approval from its medical director, while the facility remains responsible for content filmed on its premises, even when an influencer records it using a personal device or publishes it through a personal account.
Doctors practising in both Dubai and other countries must maintain a separate Dubai-specific social media account that fully complies with the standards, including content relating to patients treated outside the emirate.
Words Banned
Healthcare advertisements cannot use terms including “miraculous”, “magic”, “unique”, “the best”, “exclusive”, “safest”, “incomparable”, “unprecedented”, “100 per cent”, “absolutely certain”, “assured success”, “has no side effects”, “get money back”, “famous”, “pioneer” or “immediate results”, among others.
The rules also prohibit negative, misleading or unsupported statements targeting other doctors, healthcare facilities or government entities.
Titles Restricted
Healthcare facilities and professionals cannot use titles that differ from those listed on their DHA licences. This excludes descriptions such as “Cosmetic Specialist”, “Aesthetic Consultant”, “Cosmetologist”, “Anti-Ageing Specialist” and “Beauty Expert”.
The title “Dr” may only be used by physicians, dentists and professionals with a recognised PhD. PhD certificates must also be attested by the UAE Ministry of Education.
Doctors and Facilities on the Hook
Every social media post naming or referring to a healthcare facility must be approved by its medical director. The medical director is also responsible for staff training, appointing an individual to moderate social media accounts and maintaining an archive of all posts for audits that may be conducted by the DHA at any time.
Healthcare facilities are prohibited from using the DHA’s logo or name, or those of other government entities, without written approval. They also cannot feature patients treated at their Dubai facilities on international social media accounts.
Consent for Photos
Written consent is required before a patient’s photograph, video or statement can be used in an advertisement. Separate parental consent is required when the patient is under 18.
Before-and-after images must show the same individual, be captured using the same lens and remain unedited. They must also include a disclaimer stating that results may differ from one person to another.
Filming or live-streaming from operating theatres or procedure rooms while a patient is undergoing minor or major surgery, or is under general anaesthesia, is prohibited for promotional purposes.
What’s Off-Limits
The DHA states that advertisements must not create unrealistic expectations, use fear or scare tactics to encourage treatment, exploit patients’ limited medical knowledge or claim that a doctor’s services are superior to those of competitors.
Testimonials comparing different healthcare professions are also prohibited. In addition, content that conflicts with UAE culture or Islamic values, or displays intimacy, is not permitted.
The latest circular forms part of the DHA’s broader efforts under its 2022–2026 strategic priorities to position Dubai’s healthcare sector as a trusted source of information while protecting patients and the public from unsafe or unethical advertising.
Penalties Must be Publicised
Medical directors must ensure that all healthcare staff are informed about the potential penalties for breaches of the social media standards.
They must also provide induction training and conduct regular refresher sessions covering the appropriate use of social media.