What it means for a Dubai business
Federal Law No. 15 of 2020 on consumer protection applies across the UAE, free zones included. Its executive regulation counts an advert as misleading when it misleads about price, contract terms, certificates or quality marks. Penalties for serious breaches can include large fines.
Some fields add their own lists. Clinics may not use words like best or pain free. Brokers may not suggest guaranteed returns.
Example
A setup firm’s post says “Company setup from AED 5,000” while a one visa package with the establishment card and medical costs much more. The fix is to show the full itemised cost for a typical case in the same post, with the date the fees were checked.
Common mistake
Superlatives and promises you cannot prove: best, number one, guaranteed approval. They are risky everywhere and banned outright in some fields. This is a summary, not legal advice.