What it means for a Dubai business
Version 1.1 of the standard has applied since 3 October 2022. A DHA circular in August 2026 sent it to every private facility again. Its main points: the Medical Director approves every post naming the facility, the account shows the MOHAP advertising licence number, titles appear exactly as licensed and anyone shown has given written, limited consent.
It bans words such as best, unique, exclusive, safest, guaranteed, miraculous, 100% and immediate results. MOHAP’s guidelines add more, like pain free and permanent.
Example
A clinic rewrites “The best Botox in Dubai, guaranteed natural results” as “Botox at our clinic is given by Dr Name, licensed as a dermatologist. Results vary from person to person. Ask about the risks at your consultation.”
Common mistake
Titles not on the licence, like “aesthetic expert” or “cosmetologist” and “Dr” for professionals who do not hold it under the standard. Check every name and title against the DHA licence. This is a summary, not legal advice.