What a Dubai Clinic Can and Cannot Write on Its Website
Which authority applies to your clinic
Which rules apply depends on where your clinic is licensed:
- In Dubai mainland, healthcare facilities are licensed by the Dubai Health Authority (DHA)
- Clinics in Dubai Healthcare City are regulated by the Dubai Healthcare City Authority (DHCR)
- The Ministry of Health and Prevention (MOHAP) covers the northern emirates and some federal matters
- In Abu Dhabi the Department of Health applies
The rules and wording differ between them, so check which licence you hold before you write anything.
What the DHA standard says
As reported by UAE media and compliance sources, the DHA Standards for Medical Advertisement Content on Social Media set clear limits on what a facility may say:
- Absolute claims such as best, 100 percent, no side effects, immediate results, guaranteed, unique or miraculous are banned
- Claims that a service is better or safer than another provider are not allowed
- Advertising that uses fear is not allowed
- Titles must match the DHA licence, and the title Dr is limited to physicians, dentists and recognised PhD holders
- Before and after photos must show the same person, the same lens and angle, no editing or filters, include a disclaimer and have written consent, with parental consent for anyone under 18
- Content that names the facility must be approved by the medical director
- Allowed content includes clear service facts, contact details, opening hours, approved qualifications and titles, accreditations and evidence-based public health information
These points are summarised from published reports and may be updated. Read the current DHA text before you publish.
Does it apply to a website?
The published standard talks about social media. A website is not named in that wording. But a website is public advertising of a licensed facility, other authorities such as MOHAP and DHCR have their own advertising rules, and compliance advisers treat websites in the same way. A regulator could judge a claim on a website by the same logic. So write the website as if the standard applies, and ask your medical director or the DHA if you are unsure.
A wording guide
Most risky claims have a neutral alternative that still tells patients what they need to know.
| Instead of | Write |
|---|---|
| Best dentist in Dubai | Dental clinic in [area], Dubai, licensed by the DHA |
| 100 percent painless | We discuss comfort options before treatment |
| Guaranteed results | Results vary from person to person. Your doctor will explain what is realistic for you |
| No side effects | Your doctor will explain the risks and alternatives before you decide |
| Immediate results | Many patients see change over a period of time. Your doctor will explain what to expect |
| Safer than other clinics | We follow the infection control rules required by our licence |
| Our unique miracle treatment | A description of what the treatment is and how it is done |
| Don't wait or you will lose your teeth | Regular check-ups help find problems early |
Before and after photos and testimonials
Patient photos and stories are where clinics most often go wrong:
- Only use photos of the same patient with the same angle, lighting and lens, no filters or retouching
- Get written consent from the patient, and from a parent or guardian if the patient is under 18
- Add a short disclaimer that results vary
- Ask your medical director to approve each set
- Check whether your licensing authority allows patient testimonials at all and, if it does, do not edit them or pay for them
- Never invent reviews or use stock photos as if they were patients
Titles, qualifications and credentials
Every title and credential on the site should be one you can prove:
- Use the title exactly as on the DHA licence
- List the licence holder and specialty accurately
- Do not call someone a specialist or consultant unless the licence says so
- Show qualifications that can be proven
- Show accreditations only if they are current
- Keep a copy of licence and certificates
Prices and offers
Check with your authority how prices and promotions may be shown, because discounts on treatments can be restricted. If prices are shown, state what is included and avoid pressure wording such as limited time, last chance or free treatment.
Who approves the content
Approval should be a clear step, not an afterthought:
- The medical director should review every page that describes treatments or names the facility
- Keep a dated record of what was approved
- Recheck pages when rules or services change
- Ask the agency to send drafts for approval before anything is published
A checklist for your clinic website
- Facility name and licence details match your licence
- Doctor names and titles match licences
- No absolute, comparative or guaranteed claims
- No fear wording
- Before and after photos meet the rules and have consent
- Prices and offers checked with the authority
- Disclaimer on results
- Contact details, address and hours are correct
- Medical director approval recorded
- Page review date set
How Nordvia Digital works on clinic websites
We write the draft in neutral wording, send it to your medical director for review, and publish only after approval. We do not write claims we cannot support. See our pages for dental clinics and medical aesthetics clinics.
Frequently asked questions
Does the DHA standard apply to my clinic website?
The published DHA standard refers to social media. A website is not named, but regulators and advisers treat clinic websites as advertising, so apply the same rules and confirm with the DHA or your medical director.
Can I say we are the best clinic in Dubai?
No. Absolute and comparative claims such as best are among the claims the DHA standard lists as not allowed.
Can I show before and after photos?
Only with the same patient, the same angle and lens, no editing, written consent and a disclaimer, and with the medical director's approval. Parental consent is needed for anyone under 18.
Who should approve my website text?
Your medical director should review any page that describes treatments or names the facility, and you should keep a dated record of the approval.
Can I use patient reviews on my site?
Check your licensing authority first. If allowed, use real reviews without editing and without payment, and never write them yourself.
What if my clinic is in Dubai Healthcare City or Abu Dhabi?
Different authorities apply, the Dubai Healthcare City Authority in DHCC and the Department of Health in Abu Dhabi. Check their current advertising rules.
Sources
- Khaleej Times report on DHA medical advertisement rules
- Gulf News report on DHA social media advertising standard
- voctos.net DHA social media standard guide
- slmarketing.ae clinic advertising guide
Rules change. Read the current DHA text and ask your authority before you publish.
This article is general information, not legal advice. It does not replace the advice of your medical director or the DHA.