Dubai bans misleading health claims on social media for doctors, clinics and influencers

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

The rules extend to social media influencers who promote health facility services, treatments or outcomes. Any post naming or identifying a facility must be approved by that facility's medical director, and the health facility remains liable for content filmed on its premises, even if posted from a personal account.

Banned words include: "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."

Facilities must not use titles that differ from their DHA licence. The prefix "Dr" may only be used by physicians, dentists and professionals holding a recognised PhD. Every social media post naming a health facility must be approved by its medical director, who is responsible for training staff, appointing account moderators, and archiving posts for DHA audits.

Written consent is mandatory before using any patient's picture, video or statement in an advert. Before-and-after photos must be of the same person, shot with the same lens and without editing. Filming or live-streaming inside operating theatres during surgery or under general anaesthesia for promotional purposes is banned.