Aesthetic clinics have the strictest advertising rules of any field we work with in Dubai. That is a reason to understand them well, not to stay off social media. This page summarises the published standard as we read it. It is not legal advice. The DHA’s own document is the authority.
The rules that apply
- DHA’s Standards for Medical Advertisement Content on Social Media, version 1.1, in force since 3 October 2022. A circular in August 2026 sent them to every private facility again.
- Federal MOHAP health advertising rules, including the licence for health advertising on social media.
- For clinics in Dubai Healthcare City, the DHCR Advertisement Policy, which adds approval of every advert before posting.
- The UAE media rules that apply to all advertising, including the Advertiser Permit that influencers need.
Approvals
- The Medical Director approves every post that names the clinic or its location, including posts by staff and influencers. A delegate needs written confirmation.
- Posts are archived with their edits.
- The clinic’s official account shows its MOHAP advertising licence number.
- DHCC clinics apply to DHCR at least 14 working days before posting. Approval lasts six months if unchanged and any edit needs a new one.
Words and claims to leave out
- Superlatives and absolutes: best, only, unique, exclusive, safest, pioneer, 100%, guaranteed, miraculous, magic, immediate results, no side effects, money back.
- MOHAP adds: pain free, safe, permanent, get rid completely and recovery times or kilos lost as numbers.
- Comparisons with other doctors or clinics and negative remarks about anyone.
- Fear to drive bookings and promises of cure.
Titles
Use each doctor’s name and title exactly as on their DHA licence, specialty included. Titles such as aesthetic consultant, cosmetologist, anti ageing specialist and beauty expert are not licensed titles. “Dr” is for physicians and dentists plus recognised PhD holders.
People and images
- Written consent from anyone identifiable, limited in subject and time. Parental consent under 18.
- No filming during surgery or in procedure rooms.
- No AI generated or stock images presented as patients or results.
- Before and after only under the standard’s conditions, covered in our before and after guide.
Paid posts and offers
Paid posts are labelled “#ad” or “paid ad” at the start. Prices may be stated. Free trials, refunds, prizes and discounts the clinic cannot honour are out and discount campaigns may need a licence.
How we apply it
Every clinic post we make is written to the published standard and reaches the clinic before it goes out. Nothing goes out on silence: the Medical Director’s approval is recorded first. The clinic remains the licensee and decides. Our wording is “built to the published standard, approved by you”, never a promise of compliance.