The Dubai government introduces a strict set of rules for publishing health-related social media posts.

The Dubai Health Authority (DHA) has issued a strict set of rules that doctors, hospitals, private clinics, and social media influencers in Dubai must follow when promoting healthcare services. This completely prohibits the dissemination of exaggerated words and false statements through social media.

These regulations apply to advertisements published on social media networks such as Instagram, Facebook, TikTok, YouTube, Snapchat, WhatsApp, and LinkedIn. It is mandatory to obtain prior approval from the medical director of the relevant institution for every post made by social media influencers mentioning or identifying a healthcare institution. Even if filmed with a personal phone or posted from a personal account, the healthcare institution is responsible for promotional content occurring within its premises.

Doctors working as professionals in Dubai and other countries must maintain a separate social media account for Dubai healthcare services, and if information or pictures of patients treated in other countries are included, they must also comply with these new rules.

The use of exaggerated words such as "miraculous," "magical," "unique," "best," "special," "safest," "unparalleled," "unprecedented," "100%," "completely permanent," "guaranteed success," "no side effects," "money-back," "famous," "pioneering," and "instant results" is strictly prohibited for social media advertisements. Furthermore, making baseless or negative statements against other doctors, healthcare institutions, or government bodies is also prohibited.

Healthcare institutions and professionals should refrain from using various false titles not mentioned in their Dubai Health Authority license, such as "aesthetic specialist," "aesthetic consultant," "cosmetologist," "anti-aging specialist," or "beauty specialist." Furthermore, the prefix "Dr" can only be used by medical doctors, dentists, and PhD holders recognized by the Ministry of Education in the UAE, and the relevant degree certificates must be attested by the Ministry.

Every social media post identifying a healthcare institution must be pre-approved by the medical director of that institution, and it is also their responsibility to train staff, appoint a person for account control, and securely store all posts for inspections at any time. The use of the Dubai Health Authority's or any other government agency's logo or name without written approval is prohibited, and the dissemination of information about patients treated in Dubai clinics on international social media accounts is also prevented.

Written consent is mandatory before using a patient's photo, video, or statement for advertisements, and for patients under 18 years of age, written parental consent must be obtained. Before and after photos must be of the same person and presented without any editing, using the same lens. A special note must also be included stating that results may vary from person to person.

Filming or live broadcasting for promotional purposes is strictly prohibited in operating theatres, premises where minor and complex surgeries take place, or when patients are unconscious. Creating false hopes, coercing patients into treatment through fear, exploiting patients' ignorance, claiming superiority over competing doctors, and disseminating content that contradicts the culture or Islamic values of the UAE are also prevented.

These measures are implemented under the 2022-2026 strategic plan, aiming to establish credibility in Dubai's healthcare sector and protect the public from inappropriate advertising. Medical directors must ensure that all staff members are aware of the penalties for violating these rules and that training programs are conducted accordingly.

(Based on Gulf News)