Harith Yas, Adel Salem AlLouzi, Issa Ghassan Al Rabadi, Mohammad Ibrahim Sarhan, Maha Mustafa Omer Abdalaziz, Fanar Shwedeh
ABSTRACT
Digital marketing, which has experienced exponential growth in the United Arab Emirates (UAE) through social media, influencer culture, and online shopping platforms, has heightened concerns about regulating these emerging industry segments, with a focus on consumer protection in the online environment. This paper will discuss the scope within which the existing laws of the UAE can be said to control digital advertising activities and protect consumers against false or misleading representations. The study applies the doctrinal approach to legal methods to examine such fundamental legislative sources as the Federal Law No. 15 of 2020 on Consumer Protection, the Cabinet Decision No. 66 of 2020, the UAE Cybercrime Law (the Federal Decree-Law No. 34 of 2021), and the influencer licensing regulations of the Ministry of Culture and Youth. Among the critical compliance functions of businesses and influencers that the paper presents are transparency of promotional materials, compulsory licensing, and factualness of advertisement claims. It also assesses the enforcement environment and identifies issues like the overlap of jurisdiction, digital content across borders, and a low level of awareness among the audience. The analysis of the international best practice in regulation drafts of the UK, EU, and the US shows that the UAE can improve oversight mechanisms and do more to detect manipulations of its regulatory framework. The results indicate a pre-existing gap in regulation, particularly about micro-influencers, AI-generated content, and the division of enforcement powers. The paper ends by making policy recommendations that aim at making the legal thresholds clear, making monitoring technology better, and enhancing education among stakeholders. Overall, the study has added to the literature on legal regulation of digital Marketing in the Gulf countries and has provided political implications that policymakers should implement to promote a legal and ethical digital business market that is transparent in the UAE.
