Healthcare professionals and facilities licensed by the Dubai Health Authority (DHA) must avoid exaggerated or absolute claims when promoting medical services on social media, under advertising standards issued by the authority.

The guidelines prohibit phrases such as “the best,” “100%,” “no side effects,” “immediate results,” “miraculous,” “safest” and “assured success.” The restrictions apply to advertisements promoting healthcare facilities, professionals, treatments, therapies, products and medical services.

Also read: Dubai Athletes Join Anti-Doping Awareness Drive to Promote Clean Sport

DHA requires advertising claims about treatment outcomes to be supported by credible evidence. Promotional material should provide accurate, clear and current information based on accepted medical practices, peer-reviewed research or recognised scientific and medical sources.

The standards also prohibit misleading or fear-based advertising, including content that exploits patients’ limited medical knowledge, creates unnecessary demand for healthcare services or gives unrealistic expectations about treatment outcomes.

Click here to join our WhatsApp channel here

Healthcare professionals are also not permitted to claim that their services are superior, safer or more effective than those offered by another provider. For invasive and non-invasive procedures, advertisements must clearly communicate relevant risks, while surgical and invasive procedures require prominent warnings.

Permitted advertising content can include factual service information, contact details, operating hours, approved qualifications, professional titles, recognised accreditations and evidence-based public health information.