DHA Social Media Advertising Rules 2026

By Nasir Jamal · Founder, Marketify Partners · Updated 6 November 2026 · 5 min read

In short

The DHA social media advertising rules (circular CIR-2026-00000144, 17 August 2026) ban words that overpromise, like “the best”, “100%” and “no side effects”. Staff can only use the title on their DHA licence. The medical director must approve every post.

Does your clinic’s Instagram say “the best” or “no side effects”? Those posts now break the rules.

The rules came out on 17 August 2026. They are in a Dubai Health Authority (DHA) notice called circular CIR-2026-00000144. They cover every licensed clinic and health worker in Dubai. Clinics that break them can be punished.

Official source: Dubai Health Authority, circular CIR-2026-00000144 (dha.gov.ae), 17 August 2026.

Who do the DHA rules apply to?

The rules cover every DHA-licensed clinic and health worker who advertises on Instagram, Facebook, TikTok, YouTube, Snapchat, WhatsApp or LinkedIn. They also cover influencers who promote a clinic.

Two things surprise most clinics:

The clinic is responsible for videos filmed inside it. This is true even when an influencer films on their own phone.
Doctors who also work outside Dubai need a separate account for Dubai.

Reported by Gulf News and Khaleej Times, September 2026.

Which words can clinics no longer use?

DHA does not allow words that overpromise. News reports list words like these:

miraculous
magic
unique
exclusive
the best
the only
safest
100%
guaranteed
no side effects
instant results
money back
famous
pioneer

Quick testDoes the word promise a result? Does it say you are better than others? Then cut it.

Ads also can’t attack other doctors, other clinics or the government.

Which job titles can staff use?

Staff can only use the title on their DHA licence. So titles like “Aesthetic Consultant”, “Cosmetologist” or “Beauty Expert” are out.

Only doctors, dentists and people with an approved PhD can use “Dr”. The UAE Ministry of Education must check the PhD.

Can clinics still post before-and-after photos?

Yes, if you follow these rules:

Get written permission before you use a patient’s photo, video or words.
For patients under 18, a parent must agree too.
Both photos must show the same person, taken with the same camera lens. No editing.
Add this line: “Results vary from person to person.”
Don’t film ads in an operating room during surgery.

Does the medical director have to approve posts?

Yes. The medical director must approve every post that names the clinic. They must also:

Teach staff the social media rules.
Pick one person to look after the clinic’s accounts.
Save every post, so DHA can check it later.
Tell staff what happens if they break the rules.

You also need written permission to use the DHA logo or name.

8 clinic posts, fixed

Here are posts we often see from Dubai clinics, with safer versions. Ask your medical director to check each one before you post.

Don’t say“Dubai’s best dental clinic for veneers!”

Say this instead“Veneers by DHA-licensed dentists. Book a visit to see if they suit you.”

Don’t say“100% painless laser hair removal.”

Say this instead“Our laser uses cooling. Ask us what a session feels like.”

Don’t say“Botox with no side effects.”

Say this instead“Ask about Botox side effects and recovery at your visit.”

Don’t say“Guaranteed results in one session.”

Say this instead“Most people need a few sessions. We’ll make a plan with you.”

Don’t say“Meet our Aesthetic Consultant, Sara.”

Say this instead“Meet Dr Sara [surname], [title on her DHA licence].”

Don’t say“Look 10 years younger instantly!”

Say this instead“Learn how skin treatments work and how long results last.”

Don’t sayEdited before-and-after photo, no caption

Say this insteadSame person, same lens, no editing, written permission on file. Caption: “Results vary from person to person.”

Don’t say“Unlike other clinics, we actually care.”

Say this instead“We’ll explain every step of your treatment.”

What can clinics still post?

The rules stop overpromising. They don’t stop marketing. You can still post:

Posts that explain a treatment, its risks and recovery.
Posts that introduce your doctors with their real titles.
Clinic tours, equipment and team stories.
Patient stories, with written permission and a “results vary” line.
Answers to real patient questions.

DHA wants ads to help people make good choices, not push them.

Your 10-step DHA checklist

Remove “best”, “100%” and similar words from captions, bios and highlights.
Check every staff title against their DHA licence.
Make sure you have written permission for every patient photo, video or quote.
Check before-and-after posts: same person, same lens, no editing, “results vary” line.
Give influencers the rules in writing. Send their drafts to the medical director.
Make the medical director approve posts before they go live.
Pick one person to look after your accounts.
Save a copy of every post.
Remove any DHA or government logo you don’t have permission for.
Keep doctors’ personal and work accounts separate.

Questions clinics ask

What are the new DHA social media rules?

They are standards for medical ads on social media, set out in DHA circular CIR-2026-00000144 on 17 August 2026. They ban words that overpromise, limit job titles to the DHA licence, set rules for patient photos, and make the medical director approve every post.

Can Dubai clinics post before-and-after photos?

Yes. You need written permission from the patient, the same person and camera lens in both photos, no editing, and a line saying results vary from person to person.

Who can use “Dr” in a clinic ad?

Doctors, dentists and people with an approved PhD. The UAE Ministry of Education must check the PhD.

Is the clinic responsible for influencer posts?

Yes, for content filmed inside the clinic, even on the influencer’s own phone. Give influencers the rules in writing and send their drafts to your medical director.

What happens if a clinic breaks the rules?

DHA says clinics that don’t follow the standards face disciplinary action.

This article uses public information from 6 November 2026. It is not legal advice. Always check the DHA rules and ask your medical director. Sources: Dubai Health Authority; Gulf News; Khaleej Times; Emirates 24|7.

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