DHA Advertising Guidelines for Clinics and Doctors in Dubai (2026 Guide)

If you run a clinic or practise medicine in Dubai, every Instagram post, reel, TikTok and WhatsApp broadcast that promotes your services is a medical advertisement, and the Dubai Health Authority (DHA) advertising guidelines set out what it may and may not say. This guide explains them in plain English: what changed in 2026, the 21 words you cannot use, how before-and-after photos must be handled, which approvals you need and what the fines are, with a pre-publish checklist at the end.

This guide is general guidance based on the published documents, not legal advice. Confirm anything you rely on with the DHA, MOHAP or a UAE healthcare lawyer.

What changed in 2026?

On 17 August 2026, DHA’s Health Regulation Sector sent circular CIR-2026-00000144 to all licensed private health facilities and professionals in Dubai. The circular “announces” the Standards for Medical Advertisement Content on Social Media and warns that non-compliance will lead to disciplinary action. In early September the UAE press covered it as a new set of rules, with particular attention on aesthetic clinics posting edited before-and-after images and promising guaranteed results.

The document the circular links to is not new, though. It is Version 1.1 of the Standard (code DHA/HRS/HPSD/ST-21), issued on 3 August 2022 and effective since 3 October 2022. DHA writes dates day-first, so do not read 03/10/2022 as 10 March. That Standard is itself the successor to DHA’s 2019 Guidelines for Medical Advertisement Content on Social Media. Compared with the 2019 Guidelines, it turns most of the recommendations (“should”) into requirements (“shall” or “must”). It also adds the MOHAP licence-number rule, facility liability for anything filmed on the premises, the rules on titles and the “Dr” prefix, and the ban on filming in procedure rooms.

So the practical change in 2026 is enforcement, not text. Rules that many clinics treated as guidance now come with an explicit warning from the regulator.

Who the rules apply to

• Every DHA-licensed health facility and healthcare professional that advertises on social media. That covers clinics, medical centres, hospitals, dental and aesthetic practices, and individual doctors.
• Influencers and non-medical staff, through the facility. Any promotion by a professional, influencer or member of staff that names your facility or its location needs your Medical Director’s approval. The facility is liable for everything filmed on its premises, even when it is filmed on a personal phone or posted to a personal account.
• Doctors promoting only themselves. A professional who promotes their own services without naming a facility is personally responsible for their professional and personal accounts.
• “Social media” is defined broadly. The definition names Facebook, Instagram, Twitter (now X), Reddit, Pinterest, Flickr, WhatsApp, YouTube, Snapchat and LinkedIn, plus websites and apps used for networking, and says it is “not limited to” them. TikTok and newer platforms are therefore covered too.

Marketing agencies are not named in the Standard. In practice, though, the agency’s work is the clinic’s responsibility, and the Medical Director signs off on it. A good agency should make that sign-off easy, not work around it.

Do you need DHA advertising approval before you post?

This is the most confused topic online. You may read that DHA pre-approves every post, but the DHA Standard contains no such process. There are actually three separate layers:

1. Medical Director sign-off (DHA Standard). Any advertisement that names the facility or its location must be approved by the Medical Director. The Medical Director is accountable for the content and style of every account that promotes the facility. They must also nominate a trained person to moderate the accounts, train staff, keep clear social-media policies, and archive posts with their edits for audit.
2. The MOHAP advertisement licence (federal). The facility’s official social media account must state the medical advertisement licence number issued by the Ministry of Health and Prevention (MOHAP). DHA’s own service portal refers health-advertisement matters to MOHAP. The licence is applied for online through UAE PASS. Reported figures are an AED 100 application fee and AED 1,000 per month or AED 3,000 per year for social media, with a 1–3 working-day turnaround. Fees may have been updated since, so check the current amount on MOHAP’s service page before you apply.
3. DHA authorisation under Dubai law. Executive Council Resolution No. 49 of 2024 lists publishing a “health promotion” without DHA authorisation as a prohibited act. It also sets an AED 2,000 fine for advertising a facility’s services without DHA approval. DHA’s facility licensing manual tells facility management to obtain “prior approval for temporary permit for media and advertisement materials”, but it does not describe a separate advertising e-service. DHA’s online “Request for Temporary Permit for Campaign” covers awareness events and screenings, and refers advertisement matters to MOHAP. For large campaigns, launches or anything unusual, ask DHA’s Health Regulation Sector in writing.

Opening a new clinic? DHA’s licensing manual (clause 6.7.9) bars a facility from promoting or advertising any health services while its licence is still in the “initial approval” (inactive) stage. Plan your pre-launch content around brand awareness and the team, and start promoting services only once the licence is active.

The 21 words and phrases you cannot use

Clause 6.11 of the Standard bans absolute, exaggerated and alarming expressions. It gives this list, “such as, but not limited to”:

Some news reports printed shortened versions of this list (Gulf News, for example, listed 16 of the terms), so work from the full list above. The list has been in DHA guidance since 2019. Because it is “not limited to” these words, DHA can treat similar wording the same way. Appendix 1 separately rules out presenting a treatment as “guaranteed”, “magical”, “miraculous” or a “sure cure”, and terms such as “world-class”, “#1 in Dubai” and “pain-free” carry the same risk. Federal MOHAP rules, as summarised in the IBA’s 2024 UAE survey, also list expressions such as “guaranteed”, “pain free”, “safe”, “permanent” and “seize the opportunity”.

Claims you cannot make

Appendix 1 of the Standard lists what is “not acceptable”. In practical terms, your advertising must not:

• create unrealistic expectations, or promise a result, a cure or a recovery time that may not happen;
• encourage unnecessary use of a service. The Standard itself gives examples such as “don’t delay”, “achieve the look you want” and “looking better and feeling more confident”;
• mislead by what it emphasises, compares or leaves out;
• claim to be better than, or as safe as, another professional, facility or treatment. Comparisons are allowed only when backed by referenced, peer-reviewed evidence;
• use fear: language that causes distress, or suggests someone’s health will suffer if they don’t book;
• encourage self-diagnosis or self-treatment;
• claim exclusive skills, a “secret ingredient”, or that a treatment is always effective;
• leave out the risks of a procedure. Every outcome claim must be substantiated and should include its risks;
• offer someone an appointment they didn’t ask for;
• criticise another professional, facility or government entity;
• use the DHA logo or name, or any government logo or name, without written approval.

What you can say

The same appendix lists what is acceptable. That gives you plenty to build good content with:

• clear facts about your services, office hours, location, contact details and languages spoken;
• qualifications, training, board certifications, specialist registration and teaching positions, as recognised by DHA;
• safety and quality accreditations of the practice;
• peer-reviewed publications;
• fees, instalment plans and accepted insurance, stated accurately and with any conditions;
• evidence-based public health information;
• unedited photos of the team and the clinic.

Before-and-after photos

Before-and-after photos are allowed, but clause 9.6 sets strict conditions:

• both images show the same person, taken with the same lens;
• no Photoshop or any equivalent editing. This includes retouching, beauty filters and skin smoothing;
• only real patients who actually received that treatment;
• a statement that the result is not guaranteed and varies between individuals, together with the risks;
• that statement in the same font size as the rest of the advertisement, not hidden in small print. The Standard gives the wording: “there is no guarantee that the result will be the same, as it might vary from one individual to another”.

Edited before-and-after images were a central theme of the press coverage of the 2026 circular, especially for aesthetic clinics. If an image has been touched in any way, don’t post it.

Testimonials, consent and patient privacy

• Written, documented consent is required from anyone whose picture, video or statement you use. The consent applies only to the subject and the period it was given for, so a patient who agreed to one reel has not agreed to everything. In practice, a good consent form names the purpose, the platforms and the time period.
• Testimonials are not banned, but a patient testimonial without written consent is prohibited. So is a testimonial that compares different health professions.
• Under-18s need verifiable consent from a parent before any of their personal or health information is used.
• No patient-identifiable details. Don’t discuss patients’ health in comments or DMs.
• Patients treated in Dubai must not appear on a doctor’s international account. A doctor practising in more than one country needs a separate Dubai account.

Filming and live-streaming

Filming or live-streaming for promotion is not allowed while a patient is undergoing minor or major surgery, is under general anaesthesia, or is in a procedure room. The facility is liable for everything filmed on its premises, by its own team, an influencer or a staff member’s phone, so plan clinic video shoots around these limits. Content must also respect UAE culture: no nudity, intimacy or sex appeal, and no use of national symbols or images of officials without approval.

Titles, qualifications and the “Dr” prefix

• Professionals must state their name, title, qualification and speciality exactly as shown on their DHA licence.
• Titles that differ from the licence are prohibited. The Standard specifically names titles such as “Cosmetic Specialist”, “Aesthetic Specialist”, “Aesthetician”, “Cosmetologist”, “Anti-Aging Consultant”, “Beauty Expert” and “Diet Specialist” when they are not on the licence.
• “Dr” may be used only by physicians, dentists, and other healthcare professionals with a recognised PhD. A PhD must be attested by the UAE Ministry of Education. If you hold a professional doctorate (PharmD, DPT), ask DHA before using the title, because the wording is not explicit.

Prices, offers and promotions

You can advertise prices, instalment plans and insurance arrangements. The Standard prohibits prices that are inaccurate, prices that don’t state their conditions, and “time-limited discounts or inducements that cannot be met”. It also bans the phrases “very limited quantity” and “get money back”, and offering “trial usage” of medical services.

The Standard says nothing specific about free consultations, gift vouchers, packages or referral rewards. Be wary of anyone who claims a clear rule either way. Prize draws and giveaways are a known risk area. In March 2019 DHA announced legal action against a dental clinic in Al Wasl that ran a promotional campaign without its final approval; the clinic’s giveaway of TVs and mobile phones caused a traffic jam. Dubai’s Department of Economy and Tourism (formerly Dubai Economy) also requires a permit for promotional offers. Clear any giveaway before you post it.

Influencers and the UAE Advertiser Permit

• Under the DHA Standard, an influencer post that names your clinic needs your Medical Director’s approval, and your clinic is liable for content filmed at your premises.
• Any paid or material benefit must be documented and disclosed.
• Separately, anyone producing advertising content on social media in the UAE, paid or unpaid, needs an Advertiser Permit from the UAE media regulator. The regulator was the UAE Media Council until a December 2025 federal decree-law set up the National Media Authority to replace it. The permit was reported as mandatory from 1 February 2026. Influencers must display their permit number. Brands and agencies are expected to check that the people they work with hold one. People promoting their own business on their own account are reported to be exempt. Reported fines go up to AED 1 million.
• Medical claims about procedures should come from DHA-licensed professionals, not from lay influencers. Clause 7.1.12 of the Standard says medical content and procedure details should only be advertised by a DHA healthcare professional.

Risk warnings

Any advertisement for a surgical or invasive procedure must show an appropriate warning statement in a clearly visible position. Any procedure advertisement, invasive or not, must not leave out its associated risks. DHA does not prescribe the exact wording. A common, sensible version is a short line saying that all surgical or invasive procedures carry risks, and that patients should seek a qualified professional’s advice and a second opinion. Keep it legible and close to the claim it qualifies.

What are the penalties?

The DHA Standard itself doesn’t list penalties, and the August 2026 circular only warns of “suitable disciplinary actions”. The actual penalties sit in Dubai Executive Council Resolution No. 49 of 2024, which regulates health professions and health activities in Dubai. The provisions relevant to advertising:

DHA can also close a facility or suspend a professional as a precaution for up to three months (extendable) while it investigates. Separately, the media regulator can fine influencers and advertisers, and federal law covers advertising of medicines and medical devices. Figures above are from the English translation of Resolution 49/2024, and the Arabic text prevails. Check with a lawyer before relying on a specific amount.

Clinics in more than one emirate

Medical advertising rules in the UAE are set by more than one regulator, and the DHA Standard is a Dubai rulebook. Abu Dhabi’s Department of Health runs its own system: facilities complete training on its health media and advertising guidelines and log their advertising materials with DoH. Dubai Healthcare City has its own regulator, which runs its own advertisement approval policy. The MOHAP licence is federal. If you operate in several emirates, treat each regulator’s rules separately. Don’t assume Dubai’s word list or approval model carries over.

Pre-publish checklist

Run every post, reel, ad and influencer brief through these questions before it goes live:

• Has the Medical Director approved it, and is the approval stored?
• Does the official account show the MOHAP advertisement licence number?
• Is the facility licence active?
• Is it free of all 21 banned terms and their synonyms (“best”, “safest”, “100%”, “guaranteed”, “no side effects”, “immediate results”…)?
• Is it free of guarantees, “sure cure”, “always works” and recovery-time promises?
• Is it free of comparisons with other doctors, clinics or treatments (unless peer-reviewed and referenced)?
• Is it free of fear-based or “don’t delay” urgency messaging?
• Are outcome claims substantiated, with risks stated and fine print legible?
• Do you have written consent for every patient shown or quoted, covering this use and period (and parental consent for under-18s)?
• For before-and-after: same patient, same lens, unedited, with the results-vary and risk statement in the same font size?
• Are there no identifiable patient details, and no Dubai patients on international accounts?
• Was nothing filmed in a procedure room, during surgery or under anaesthesia?
• Are names, titles and specialities exactly as on the DHA licence, with “Dr” only where allowed?
• Are prices accurate with conditions stated, with no unachievable offers, “limited quantity”, “money back” or trial usage?
• Has any giveaway or prize draw been cleared first?
• Has an influencer post been approved by the Medical Director, does the influencer hold an Advertiser Permit, and is the paid relationship disclosed?
• Does a surgical or invasive procedure carry a clearly visible risk warning?
• Is the post archived with its edits for audit?

Rewriting non-compliant copy

Compliance does not have to make your marketing dull. A few typical rewrites:

What the rules don’t say

Several claims circulating online are not in the DHA Standard:

• “DHA approves every post.” The Standard has no per-post DHA approval. Approval sits with your Medical Director, plus the MOHAP licence.
• “You must show your DHA licence number on every ad or landing page.” The Standard requires the MOHAP advertisement licence number on the facility’s official account. Showing licence details on your website is good practice, but not a rule we could find.
• “Before-and-after photos are banned.” They are allowed under the conditions above.
• “Free consultations are illegal.” The Standard doesn’t address them. It does ban “trial usage” of medical services, so word any free offer carefully.
• Google and Meta ads, hashtags and online reviews are not specifically mentioned. The general principles still apply to anything that promotes your clinic, and the ad platforms have their own healthcare policies on top.

How we work with clinics

At frex.digital we plan, write and produce social content for clinics and doctors in Dubai. Our healthcare work is built to follow DHA guidelines: evidence-led claims, documented consent, unedited before-and-after images and clear risk statements. Every post is prepared for your Medical Director’s sign-off, and final approval always rests with the clinic. See our healthcare marketing services, how we run clinic social media or our step-by-step guide on how to market a clinic in Dubai.

Want a second pair of eyes on your content plan before your Medical Director reviews it? Talk to our healthcare team or call +971 50 242 6085.

Frequently asked questions

What are the DHA advertising guidelines?

They are set out mainly in DHA’s Standards for Medical Advertisement Content on Social Media (Version 1.1, effective 3 October 2022), re-circulated to Dubai’s private sector in August 2026. They cover banned words and claims, before-and-after photos, consent, filming, titles, prices, influencers and risk warnings. Penalties come from Dubai Executive Council Resolution No. 49 of 2024.

Are the 2026 DHA rules new?

No. The circular dated 17 August 2026 re-circulated the 2022 Standard with a warning of disciplinary action. The rules have applied since October 2022, and the banned-word list dates back to DHA’s 2019 guidelines.

Do I need DHA approval for each Instagram post?

The DHA Standard requires your Medical Director to approve any post that names your facility or location, and your official account to show your MOHAP advertisement licence number. It does not set up a per-post submission to DHA. Dubai’s Resolution 49/2024 does require DHA authorisation for health promotion, so confirm larger campaigns with DHA’s Health Regulation Sector.

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

Yes, if both photos show the same patient with the same lens, are not edited, show a real treatment result, and carry a results-vary statement and the risks in the same font size as the rest of the post.

Can doctors in Dubai post patient testimonials?

Yes, with the patient’s written, documented consent for that specific use and period. A testimonial must not compare different health professions or create unrealistic expectations.

What is the fine for breaking DHA advertising rules?

Under Resolution 49/2024, fixed fines include AED 2,000 for advertising a facility’s services without DHA approval and AED 5,000 for false information on a website. More serious violations can bring fines of up to AED 200,000 for a facility, suspension, licence revocation, or closure of up to six months. Repeat fixed fines double, up to AED 400,000.

Do influencers promoting a clinic need a licence?

Yes. Influencers advertising in the UAE need an Advertiser Permit from the national media regulator, and the clinic’s Medical Director must approve posts that name the clinic. Paid relationships must be disclosed.

Sources

• Dubai Health Authority, Standards for Medical Advertisement Content on Social Media, v1.1 (issued 3 Aug 2022, effective 3 Oct 2022)
• Dubai Health Authority, Circular CIR-2026-00000144 (17 Aug 2026)
• Dubai Health Authority, Guidelines for Medical Advertisement Content on Social Media (2019)
• Dubai Legislation Portal, Executive Council Resolution No. 49 of 2024
• Dubai Health Authority, Manual for Licensing Health Facility v1.2 (30 Sep 2026)
• Dubai Health Authority, Request for Temporary Permit for Campaign (e-service)
• Ministry of Health and Prevention, License for Healthcare Advertisement on Social Media
• Gulf News, Dubai issues social media rules for doctors, health facilities and influencers (1 Sep 2026)
• The National, Dubai aesthetic clinics to face disciplinary action over edited images (3 Sep 2026)
• Emirates 24|7, What’s allowed, what’s banned: DHA social media advertising rules (4 Sep 2026)
• Gulf News, Advertiser Permit now mandatory for influencers and creators (1 Feb 2026)
• Gulf News, UAE establishes National Media Authority (18 Dec 2025)
• Pinsent Masons, UAE influencer licence deadline looms (29 Jan 2026)
• IBA Healthcare and Life Sciences Law Committee, Promotion of pharmaceuticals and medical devices: UAE (2024)
• Gulf News, DHA to take action against dental clinic (23 Mar 2019)
• Dubai Media Office, Dubai Economy on permits for sales and promotions (13 Jul 2020)
• Dubai Healthcare City Authority, DHCR Advertisement Policy and Procedure

This guide is general information, not legal advice. It reflects our reading of the published documents as of 24 October 2026. Regulations, fees and their interpretation change, so confirm specifics with the Dubai Health Authority, MOHAP or a UAE healthcare lawyer before you rely on them.