Dubai health regulator bans exaggerated medical claims on social media by doctors and influencers

Dubai's health regulator has barred doctors, clinics and healthcare influencers from using exaggerated medical claims and misleading promotional language on social media, Gulf News reported.

The new standards also put healthcare facilities on the hook for influencer content filmed on their premises and require medical directors to approve posts that identify their facilities.

The Dubai Health Authority's (DHA) Standards for Medical Advertisement Content on Social Media apply to all DHA-licensed healthcare facilities and professionals advertising on Instagram, Facebook, TikTok, YouTube, Snapchat, WhatsApp and LinkedIn.


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The rules also extend to social media influencers who promote healthcare facilities, treatments or medical outcomes.

What doctors and clinics cannot say

Healthcare advertisements cannot use words or claims such as "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" and "immediate results".

The DHA has also barred negative or unfounded statements about other doctors, healthcare facilities or government entities.

Advertisements cannot use scare tactics to push patients towards a treatment, exploit their lack of medical knowledge or create unrealistic expectations. Providers also cannot claim that their services are superior to those of competitors.

Influencers also covered

Healthcare influencers cannot independently promote a facility without following the DHA's advertising standards.

Any post that names or identifies a healthcare facility must be approved by its medical director. The facility remains responsible for content filmed on its premises, even when an influencer records it using a personal phone or publishes it through a personal account.

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Doctors who work in Dubai and other countries must maintain a separate Dubai-specific social media account that complies with the DHA standards. The rules also apply to content involving patients treated outside Dubai.

Professional titles face restrictions

Healthcare professionals and facilities cannot use titles that differ from those listed on their DHA licences.

This rules out titles such as "Cosmetic Specialist", "Aesthetic Consultant", "Cosmetologist", "Anti-Ageing Specialist" and "Beauty Expert" unless they match the professional's licensed title.

The prefix "Dr" can be used only by physicians, dentists and professionals holding a recognised PhD. PhD certificates must be attested by the UAE Ministry of Education.

Before-and-after photos under scrutiny

Written consent is required before a patient's photograph, video or statement can be used in an advertisement. For patients under 18, separate parental consent is required.

Before-and-after photographs must show the same person and be taken using the same lens without editing. They must also carry a disclaimer stating that results can vary between individuals.

The DHA has prohibited promotional filming or live-streaming from operating theatres or procedure rooms while a patient is undergoing minor or major surgery or is under general anaesthesia.

Medical directors responsible for compliance

Medical directors must approve social media posts referring to their facilities and ensure staff receive training on the rules. Facilities must appoint someone to moderate their social media accounts and archive posts for DHA audits.

Healthcare providers cannot use the DHA's name or logo, or those of another government entity, without written approval. They also cannot feature patients treated at their Dubai facilities on international social media accounts.

Gulf News reported that medical directors must also ensure staff are informed about potential penalties for violations, with induction training and regular refresher sessions required on acceptable social media use.

The standards form part of the DHA's 2022-2026 strategic priorities to maintain public trust in Dubai's healthcare sector and protect patients and the public from unsafe or unethical medical advertising.