Guide · Clinics in Dubai

Dubai clinic websites and the DHA advertising rules

A plain-English summary of the Dubai Health Authority’s medical advertising standard and the UAE health-data law, and what they mean for your website, social media and booking forms.

By Velozgida Technologies · Updated 9 November 2026

Quick answer

Dubai clinics must follow the DHA’s Standards for Medical Advertisement Content on Social Media, which ban absolute claims such as “the best”, “100%”, “guaranteed” or “no side effects”, require written patient consent for testimonials and photos, set strict rules for before/after images, and require practitioners’ titles to match their DHA licence. Your official accounts must show your medical advertisement licence number, and the clinic’s Medical Director is accountable for content. Separately, UAE health-data law generally requires patient health data to be stored and processed inside the UAE.

The key rules at a glance

Rule	What it means for your website and posts	Source
No absolute or exaggerated claims	Avoid words like “the best”, “unique”, “safest”, “the only”, “100%”, “guaranteed”, “miraculous”, “no side effects”, “immediate results”	DHA standard §6.11
Claims must be substantiated	Treatment outcomes must be backed up and the associated risks stated	DHA standard §6.6
Before/after photos	Same person, same lens, no editing; include the stated “no guarantee” disclaimer and risks, in the same font size	DHA standard §9.6
Patient testimonials and images	Only with documented written consent; no patient-identifiable information	DHA standard §6.10, §9.1, App. 2
Titles match the licence	Use the exact title and speciality on the DHA licence; “Dr.” only for physicians, dentists and recognised PhD holders	DHA standard §6.1–6.2, §8.1.3
Licence number on official accounts	Show the medical advertisement licence number issued by MOHAP	DHA standard §5.2
Medical Director approval	The Medical Director approves and is accountable for promotional content	DHA standard §5.3, §7.3
No government logos	Don’t use DHA or other government logos or names without written approval	DHA standard §7.2
Pricing and offers	Prices must be accurate with conditions stated; no time-limited offers that can’t be met; no free trials of medical services	DHA standard App. 1 & 2
Health data stays in the UAE	Patient health data generally may not be stored or processed outside the UAE without approval	Federal Law No. 2 of 2019, Art. 13

Summarised from the DHA standard (Version 1.1, effective October 2022) and published legal analysis. This is a plain-English summary, not legal advice; confirm requirements with DHA and your legal adviser.

Which rules apply to clinic websites

The DHA’s Standards for Medical Advertisement Content on Social Media apply to all DHA-licensed health facilities and professionals. The standard’s definition of social media includes websites and apps, and Gulf News reported in September 2026 that the rules were reissued and also cover influencers who promote a facility. The standard doesn’t single out ordinary clinic websites, but your site is usually where social posts send people, and MOHAP issues health-advertisement licences that cover websites and digital channels. The safe approach is to hold your website to the same standard as your social media.

Words and claims to avoid

The standard lists absolute and exaggerated expressions that must not be used, including: unique, one of a kind, the best, exclusive, safest, the only, incomparable, unprecedented, magic, miraculous, assured success, has no side effects, get money back, 100%, absolutely certain, famous, pioneer and immediate results. You also shouldn’t claim to be superior to other providers, induce fear, or create an unnecessary need for treatment.

Instead: describe what the treatment involves, who it suits, typical recovery, risks and the practitioner’s qualifications. Specific, factual copy is both compliant and more persuasive.

Before/after photos, testimonials and patient images

Before/after images must show the same individual, taken with the same lens, with no photo editing, and include the statement that there is no guarantee results will be the same, plus the risks, in the same font size as the rest of the content.
Testimonials need the patient’s written consent.
Any patient image or video needs documented written consent limited to the stated purpose and period, and verifiable parental consent for patients under 18.
No filming of patients during surgery or in procedure rooms for promotion.

Keep consent forms on file: the standard asks clinics to archive promotional content for audit.

Practitioner profiles and titles

Every doctor or therapist page should show the name, title, qualification and speciality exactly as on their DHA licence. The standard specifically rules out titles that differ from the licence, such as “Cosmetic Specialist”, “Cosmetologist” or “Anti-Aging Specialist”, and reserves “Dr.” for physicians, dentists and recognised PhD holders.

Booking forms and patient data

Under Federal Law No. 2 of 2019 on ICT in health fields, health data related to services provided in the UAE generally may not be stored, processed or transferred outside the UAE unless an exemption or approval applies (Latham & Watkins; BSA). The law also requires health records to be kept for at least 25 years and treated as confidential.

For your website this means:

Keep online booking forms minimal: name, contact details and preferred time. Don’t ask for symptoms or medical history on a public form.
Ask your developer and booking provider where data is stored, and prefer providers that host in the UAE for anything containing health information.
Use HTTPS, restrict who can see submissions, and remove form data you don’t need.

Influencers and paid promotion

If influencers or staff promote your clinic, the Medical Director should approve the content, and the clinic is responsible for content filmed on its premises. Any financial benefit must be disclosed. Separately, the UAE Media Council’s Advertiser Permit (launched July 2025) applies to people who advertise on social media, websites or apps on behalf of others; Khaleej Times reports that business owners promoting only their own business are exempt.

Penalties

The DHA standard asks Medical Directors to make staff aware of penalties but doesn’t list amounts. Under Federal Law No. 2 of 2019, Latham & Watkins reports fines of AED 100,000–200,000 for publishing a health advertisement through the central health system without authorisation, AED 500,000–700,000 for breaching the data-localisation rule, and wider disciplinary fines of AED 1,000–1,000,000. Reported fines for other advertising breaches vary between sources, so check the current amounts with DHA or your lawyer.

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Frequently asked questions

Do DHA advertising rules apply to clinic websites?

The DHA standard covers social media, and its definition includes websites and apps; MOHAP also licenses health advertising on websites and digital channels. Treat your website as advertising and apply the same rules.

What words are banned in Dubai medical advertising?

Absolute or exaggerated claims such as “the best”, “unique”, “safest”, “the only”, “100%”, “guaranteed”, “miraculous”, “has no side effects” and “immediate results”, per the DHA standard.

Can clinics in Dubai post before-and-after photos?

Yes, if they show the same person with the same lens and no editing, and include the disclaimer that results aren’t guaranteed, plus the risks, in the same font size.

Can a clinic website store patient data outside the UAE?

Generally no. Federal Law No. 2 of 2019 restricts storing or processing health data outside the UAE unless an exemption applies. Keep booking forms minimal and confirm where your providers store data.

Who is responsible for a clinic’s online content?

The DHA standard makes the facility’s Medical Director accountable for promotional content on accounts that promote the clinic, including content by staff and influencers.

Sources

Market figures are as published by each source and were checked on 9 November 2026. Sources define categories differently, so treat ranges as a guide rather than a quote.