UAE Consumer Protection Law: What Startups Selling to Customers Must Get Right

When you sell directly to customers, trust is everything. In the UAE, that trust is backed by law. Whether you run a shop, a delivery brand, an online store or a service business, consumer protection rules shape how you price, invoice, advertise, run promotions and handle complaints.

This guide covers the main points of Federal Law No. 15 of 2020 on Consumer Protection and its Executive Regulation, Cabinet Decision No. 66 of 2023, using the u.ae consumer protection page and the texts published by the Ministry of Economy and Tourism, all linked at the end.

General information, not legal advice. Procedures change; always check the official source.

Who the law covers

According to u.ae, the consumer protection rules apply to goods and services in the mainland and the free zones, and to e-commerce businesses registered in the UAE. Article 3 of the law sets out its scope. The law was later amended by Federal Decree-Law No. 5 of 2023.

The consumer's rights

Article 4 says every obligation in the law is a right of the consumer. The rights it lists include:

• an appropriate and safe environment when buying goods or receiving services
• correct information about what they buy or use
• choosing the most suitable product or service
• privacy and security of their data, and not having it used for promotion and marketing
• respect for their religious values, customs and traditions
• fair and prompt settlement of disputes, and fair compensation for damage.

The data point matters for startups that rely on marketing lists: check how you use customer data before you send promotions.

Clear information and prices

Under Article 7, suppliers must place explanatory information on the package or where the product is displayed, including how to install and use it, and must clearly state any hazards.

Under Article 8, the supplier must place the price clearly on goods for sale and must not advertise prices in a misleading way. It must give the consumer a dated invoice showing its trade name, address, the goods or service, price and quantity. The invoice must be in Arabic, and other languages may be added. Article 26 adds that data, advertisements and contracts for consumers must be in Arabic, with other languages allowed alongside.

The Executive Regulation adds detail:

• Article 5 covers price display. Suppliers must state clearly whether debit cards are accepted, and must not add any extra amount when a customer pays by credit card.
• Article 6 lists what an invoice must contain, including contact details, delivery date, warranty period, price in the local currency, the commercial registration number and the tax number (if any).
• Article 7 requires suppliers of used or renovated goods to state their condition clearly, on the goods, at the shop and on the invoice or contract.

For a startup, this means your POS system, checkout pages and invoice templates should be set up correctly from day one.

No misleading advertising

Article 17 prohibits advertisers, suppliers and commercial agents from describing goods or services with incorrect data or running misleading advertisements. Article 8 of the Executive Regulation lists claims that can make an offer deceptive, including claims about composition, origin, country of origin, warranty, price, awards and quality marks, and the expected results of use.

Promotions and discounts need prior approval

This is the rule many young brands miss. Under Article 18, a supplier may not promote goods or services, run general price discounts or advertise them in any way without a prior licence from the competent authority.

Article 31 of the Executive Regulation repeats that discounts and promotions need prior permission. It adds a rule about timing: the supplier must tell the consumer about any discount due to start within one week of their purchase. If it does not, the consumer has the right to a refund of the price difference within 30 days of the purchase.

In Dubai, the Department of Economy and Tourism provides a retail promotion certificate service. Other emirates have their own competent authorities.

Warranties, defects and repeated faults

The law sets out several after-sale duties:

• Article 10: the supplier must implement all warranties, provide spare parts and maintenance, and guarantee services are free of defects for a reasonable period. The Executive Regulation (Articles 11 and 12) covers the warranty document and its particulars.
• Article 11: if a supplier discovers a defect or danger that could harm consumers, it must immediately inform the ministry or competent authority and recall the product.
• Article 12: for a malfunction, the supplier must repair or replace the goods, refund the price, or re-perform the service free of charge.
• Article 13: if the same malfunction happens three times in the first year and substantially affects performance, the supplier must replace the goods free of charge or refund them.
• Article 16: a commercial agent or distributor must provide a similar product free of charge if implementing the warranty takes more than 7 days.

Unfair contract terms

Under Article 21, suppliers may not include any condition that harms the consumer, and any clause in a contract, invoice or other document that exempts the supplier from its obligations under the law is void.

Article 34 of the Executive Regulation lists examples of void clauses, including the classic sign "Goods sold are neither returnable nor substitutable". The exceptions are narrow: for example, where the consumer knowingly accepted a defect shown on the invoice, goods whose nature or packaging means they cannot be restored and resold (unless there is a manufacturing defect), perishable goods, items made to the consumer's specifications, and books, newspapers and magazines. If that line is on your receipts or website, review it.

Under Article 24, a consumer may claim compensation for personal or material damage caused by goods or services, and any agreement to the contrary is void.

Online selling

Article 25 says UAE-registered e-commerce suppliers must give consumers and the authorities their name, legal status, address and licensing body, plus adequate information in Arabic about the product or service, its specifications, and the terms of contract, payment and warranty.

Article 40 of the Executive Regulation lists the particulars an online listing must show, including producer and importer details, ingredients and specifications in Arabic, country of origin, production date and shelf life, and the return and replacement terms. Sellers must keep proof of conformity and show the conformity mark on the page. A supplier is also responsible for failures in goods sold by a third party using its e-platform.

If you run a marketplace, that last point means your obligations can extend to sellers on it.

A founder's checklist

1. Show prices clearly and never add an extra charge for credit card payments.
2. Use an Arabic, dated invoice with your commercial registration and tax numbers.
3. Check every advertising claim for evidence.
4. Get prior approval before any promotion or discount.
5. Write a clear warranty and returns policy that does not cut legal rights.
6. Remove "no return, no exchange" wording unless an exception applies.
7. Complete your online listing details, including identity and contact information.
8. Train your team to log and resolve complaints quickly.

Common mistakes

• Running a flash sale without permission. Promotions need prior approval.
• English-only invoices. The invoice must be in Arabic.
• Credit card surcharges. The Regulation prohibits them.
• Blanket no-refund policies. Clauses that cut consumer rights are void.
• Missing seller details online. E-commerce sellers must disclose who they are.

Official sources

• u.ae, Consumer protection: https://u.ae/en/information-and-services/justice-safety-and-the-law/consumer-protection
• Ministry of Economy and Tourism, Federal Law No. 15 of 2020 on Consumer Protection (PDF): https://www.moet.gov.ae/documents/20121/0/Law_15_2020_pdf.pdf
• Ministry of Economy and Tourism, Cabinet Decision No. 66 of 2023 on the Executive Regulation (PDF): https://www.moet.gov.ae/documents/20121/0/CabinetDecision_66_2023_pdf.pdf/01f05bd9-a15b-b353-b297-f834152e1c3a?t=1715053584650
• Dubai Department of Economy and Tourism, Retail promotion certificate: https://www.dubaidet.gov.ae/en/our-services/for-consumers-and-students/apply-retail-promotion-certificate

Last checked: 24 October 2026.

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