Businesses operating in the UAE are subject to consumer protection obligations governing advertising, pricing, product and service information, contractual terms, invoicing, warranties, after-sales support and consumer data. Compliance requires these obligations to be incorporated into sales processes, customer communications and internal procedures, rather than addressed only through standard terms and conditions.
The framework applies to both physical and online transactions, including transactions conducted in many free zones, and does not exempt SMEs. Businesses must also identify any emirate-level procedures, sector-specific regulation or free-zone requirements applicable to their activities.
The UAE consumer protection framework
Federal Law No. 15 of 2020 on Consumer Protection is the principal federal statute and was amended by Federal Decree-Law No. 5 of 2023. Cabinet Resolution No. 66 of 2023 contains the Executive Regulations and has been effective since October 14, 2023.
The law applies to goods and services supplied within the UAE, including in free zones, and expressly covers e-commerce where the supplier is registered in the UAE. A “consumer” may be a natural or juridical person, so a transaction is not necessarily excluded merely because the customer is a company.
Federal Decree-Law No. 14 of 2023 Concerning the Modern Technology-Based Trade also regulates online sales. Its scope includes relevant commercial activity conducted inside the UAE and goods received from outside the country, subject to stated exclusions and specific free-zone rules.
The Ministry of Economy and Tourism works with competent local authorities. The correct complaint channel depends on the emirate, licensed entity and sector; regulated sectors may have additional rules.
Core UAE Consumer Protection Law requirements
Advertising and pricing transparency
A supplier, advertiser or commercial agent must not use incorrect descriptions or misleading advertising. The Executive Regulations cover misleading claims about composition, quantity, origin, production or expiry dates, use, warranty, after-sales service, price, payment terms, certifications and expected results.
Prices must be displayed clearly and the customer cannot be charged more than the advertised amount. The Executive Regulations also prohibit adding an amount to the value of goods or services because the customer pays by credit card. Promotions and general discounts require prior permission from the competent authority under the procedures applying in the relevant emirate.
Product information, contracts and invoices
Product information must comply with applicable legislation, technical regulations and standards. Required disclosures may include composition, quantity, origin, producer or importer, relevant dates, instructions and safety warnings. Used, refurbished or defective goods must be clearly identified and their condition recorded in the contract or invoice.
Consumer-facing data, advertisements and contracts must be in Arabic, although another language may be added. Invoices must also be issued in Arabic and contain prescribed information, including the supplier’s contact details, transaction date, description and quantity, condition if used, price in UAE dirhams, warranty period, delivery or service date, commercial registration number and tax number, if any.
Terms that exclude the supplier’s statutory duties are void. Businesses should remove clauses permitting inappropriate unilateral changes, disproportionate charges or waivers of consumer rights.
Returns, refunds and warranties under UAE law
The federal framework does not set a general cooling-off period for every in-store purchase made by a consumer who simply changes their mind. This does not make a blanket “no returns or exchanges” clause safe. The Executive Regulations restrict such wording, subject to specified exceptions for matters such as disclosed defects accepted at purchase, goods that cannot be resold because of their nature or packaging, perishables, customized products and publications. Store policy cannot exclude mandatory remedies for defects or non-conformity.
Where goods or services have a defect or malfunction, remedies may include repair, replacement, return and refund, or re-performance of a service without additional charge. The applicable remedy depends on the defect and the relevant statutory conditions.
If the same malfunction recurs three times during the first year after delivery and materially affects performance, the supplier must provide a new equivalent product without charge or refund its value. Further rules address repeated repair failures and lengthy repairs during the warranty period.
The repair period should be confirmed in writing. If repair of a warranted product takes more than seven days, the supplier must generally provide a similar substitute during the period in which the consumer cannot use the product, or agree another compensation mechanism, unless the consumer caused the defect or failure.
Warranty documents should state the period, coverage, repair or replacement terms, consumer obligations and exclusions. The warranty is extended for periods when covered repairs or supplier delay prevent use of the product.
The Executive Regulations generally require regularly demanded spare parts within seven days and other parts within 14 days. A 30-day period applies in specified commercial-agency circumstances, subject to stated exceptions.
For defective services, the remedy may be full or partial reimbursement or correct re-performance. Statutory remedies should be distinguished from discretionary goodwill refunds or commercial warranty extensions.
Additional requirements for e-commerce businesses
A digital merchant must disclose transaction terms, prices, logistics and payment charges; issue a detailed electronic invoice; publish its license and contact information; and provide accessible complaint channels. Consumers must be able to choose whether to receive marketing through calls, email or social media.
The Modern Technology-Based Trade Law permits return or exchange where an online purchase breaches UAE law, arrives defective, incomplete or damaged, differs from the merchant’s description or agreed terms, or is delivered so late that it can no longer be used as intended. The right may be lost where the product has been used beyond what is necessary to check for a defect, the applicable period has expired or the purchase falls within a listed category such as short-life food or one-use digital content.
Online product information and return conditions must be displayed clearly and in Arabic. The Executive Regulations also make the e-commerce supplier responsible for failures in goods offered by a third party using its platform, making seller controls and complaint allocation particularly relevant to marketplaces.
Consumer data and privacy
Consumer protection law recognizes a right to data privacy and security and restricts promotional use of consumer information. Online consumers must be given a choice about marketing communications.
Federal Decree-Law No. 45 of 2021 Concerning the Protection of Personal Data may also apply, requiring a lawful basis for processing, transparent notices, security, purpose limitation and retention controls. Its scope contains exclusions, including companies in free zones with their own personal data legislation. DIFC, ADGM and sector-regulated businesses must identify the data regime applying to the relevant entity and activity.
Enforcement and penalties
The Ministry and competent local authorities may receive complaints, inspect compliance and take enforcement action. Businesses should retain proof of purchase, advertisements, invoices, warranties, correspondence and repair records.
Cabinet Resolution No. 66 of 2023 sets administrative fines from AED 50,000 to AED 1 million for listed violations. Examples include AED 100,000 for failing to display prices clearly or provide the required invoice, AED 250,000 for failing to provide specified defect remedies, and AED 300,000 for failing to supply required spare parts. Repeat penalties may be doubled. Other measures include temporary closure or suspension for 24 to 90 days, license revocation and removal from the commercial register.
Specified breaches of Federal Law No. 15 of 2020 may also result in criminal liability. Depending on the provision, penalties can reach two years’ imprisonment and an AED 2 million fine. A court may also order confiscation or destruction of goods, temporary closure and publication of the judgment.
Cabinet Resolution No. 200 of 2025, effective since December 13, 2025, provides a separate administrative penalty schedule for breaches of the Modern Technology-Based Trade Law. Online sellers may therefore face exposure under both regimes.
Practical compliance steps for SMEs and e-commerce businesses
A workable UAE consumer protection compliance program should:
- Map the applicable rules. Identify the entity, emirate, free zone, sector regulator, sales channels and cross-border elements.
- Review the customer journey. Check Arabic and English advertisements, labels, prices, terms, invoices, warranties, checkout screens and complaint notices.
- Create a remedy matrix. Give staff clear rules for defects, repeated failures, repairs, substitute products, refunds, service re-performance and spare parts.
- Control promotions and listings. Confirm permit requirements and approval responsibility before publication.
- Align promises with operations. Delivery, repair, warranty and refund commitments must match actual inventory, service-center and payment capabilities.
- Keep evidence. Retain advertisements, accepted terms, invoices, warranties, repair records, complaints and final resolutions.
- Review data practices. Test marketing choices, privacy notices, vendor access, retention and security against the applicable data law.
Recordkeeping, testing and staff training help demonstrate compliance and produce consistent complaint outcomes.
Conclusion
UAE consumer protection compliance extends across marketing, pricing, documentation, fulfillment, after-sales service, online trade and customer data. Written policies are not enough where checkout screens, sales staff or repair centers follow a different process.
A compliance review should test the published terms and the customer journey used in practice. Kisser Legal’s regulatory compliance services include reviews of consumer-facing terms, e-commerce procedures and internal controls. Enquiries may be submitted through the firm’s contact page.