The Telecommunications and Digital Government Regulatory Authority (TDRA) governs all electronic marketing in the UAE. Cabinet Resolutions 56 and 57 of 2024 established strict consent requirements that every broker must follow.
Understanding the Requirements
What Constitutes Marketing?
Under TDRA regulations, marketing includes:
- Promotional messages about properties
- Investment opportunities
- Market updates (if commercial purpose)
- Any message encouraging purchase or lease
Consent Requirements
Explicit Consent means:
- Lead must actively opt-in (no pre-ticked boxes)
- Consent must be specific to your business
- You must record when and how consent was given
- Consent must be verifiable
The Do-Not-Call List
The UAE maintains a National Do-Not-Call Registry:
- Numbers registered cannot be contacted
- Violations carry significant fines
- You must check numbers before marketing
Implementation Guide
1. Capture Consent Properly
Your consent capture must include:
✓ Clear statement of what they'll receive
✓ Business name identification
✓ Specific consent for WhatsApp/SMS
✓ Timestamp of consent
✓ Method of consent capture
2. Maintain Records
You must keep:
- Original consent evidence
- Timestamp of opt-in
- IP address or device info (where applicable)
- Any subsequent consent updates
3. Honor Opt-Outs
- Every message must include opt-out instructions
- Process opt-outs within 48 hours
- Maintain opt-out log
TDRA-Aware Workflows with DealPilot
✅ Consent Workflows — Built-in forms designed to support TDRA consent-gathering rules
✅ Automatic Opt-Out — Handles unsubscribes within 48 hours
✅ Audit Trail — Complete consent history for every lead
✅ Do-Not-Call Review — Support for screening against registry checklists
Penalties
TDRA enforcement is active:
- First violation: Warning + fine
- Repeated violations: Up to AED 20,000 per incident
- Serious cases: License review by DLD
Best Practices
- Double opt-in for WhatsApp
- Regular consent refresh (every 12 months)
- Document everything
- Use consent-first templates