Al Bayan, 31 August 2026: Dubai Health Authority (DHA) has issued new standards regulating medical advertising content on social media, prohibiting absolute and exaggerated claims such as “the best,” “the only,” “100%,” “guaranteed success,” “no side effects,” “instant results,” “miracle,” or “magic.”
The guidelines, prepared by the Health Regulation Sector, aim to protect patients and the public from misleading or vague medical advertisements. The DHA stressed that deceptive content can lead to unsafe practices, unnecessary interventions, and psychological harm. All health information shared online must be accurate, evidence‑based, and help patients make informed decisions.
The rules forbid advertisements from creating unrealistic expectations about treatment effectiveness or encouraging inappropriate or excessive use of health services. They also ban fear‑based marketing, including language that could cause anxiety or exploit patient vulnerabilities.
Healthcare professionals, influencers, and staff promoting services must obtain prior approval from the medical director of the facility. Institutions are responsible for all content filmed on their premises, whether published via official accounts or personal accounts of doctors, employees, or influencers.
Patient privacy is strictly protected: images, videos, or statements cannot be used without documented written consent, limited to the agreed purpose and timeframe. Disclosure of patient identity is prohibited, and healthcare professionals must safeguard confidentiality at all times.
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