Can clinics use before-and-after photos in Dubai?

They are heavily restricted and subject to specific conditions, and many clinics use them non-compliantly. Confirm exactly what is permitted for your treatment and licence with the DHA before publishing any before/after content, and keep documented patient consent.

Do the DHA rules apply to my clinic's Instagram and website too?

Yes. The rules apply to how you promote healthcare services across channels - website, social media, paid ads and printed material - not only to formal advertisements.

Are patient testimonials allowed?

Testimonials are among the most restricted areas because they can imply a typical outcome. Where permitted at all they carry conditions; treat them as high-risk and verify current requirements before using them.

Will building for compliance limit our growth?

No. Compliant, education-led campaigns that move patients toward a consultation convert well. The clinics that grow fastest are usually the ones patients trust - and trust and compliance point in the same direction.

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UAE market8 July 20267 min read

DHA Advertising Rules for Clinics: What You Can and Cannot Say in Dubai

DHA advertising rules govern how clinics licensed in Dubai can promote their services. In broad terms, healthcare advertising must be truthful, not misleading, and free of unsupported outcome claims, with specific restrictions on before-and-after images and patient testimonials. The rules evolve and are actively enforced, so confirm current guidance with the DHA before you run a campaign.

What does the DHA regulate in healthcare advertising?

The Dubai Health Authority oversees how licensed providers advertise: the claims you make, the imagery you use, testimonials, promotions on medical services, and the platforms you advertise on. The principle is patient protection - advertising should inform, not mislead a person making a health decision. In practice that means your website, social media, paid ads and printed material all fall within scope, not just formal advertisements.

What can clinics not say?

You cannot guarantee specific outcomes ('permanent results', '100% safe', 'no risk'), cannot disparage other providers, cannot advertise in a way that creates unrealistic expectations or exploits patient anxiety, and cannot make claims you cannot substantiate. Superlatives ('the best', 'the only') and pressure tactics around medical decisions are exactly the kind of language that draws scrutiny.

How are before-and-after images and testimonials treated?

Before/after imagery and patient testimonials are among the most restricted areas, because they can imply a typical result that is not typical. Where they are permitted at all, they are subject to specific conditions, and many clinics get this wrong. Treat any before/after or testimonial content as high-risk: confirm exactly what is allowed for your treatment and licence before publishing, and keep patient consent and records in order.

Which claims need extra care?

Anything touching outcomes, safety, the pricing of medical services, prescription products, and specialised treatments needs care, and some treatments and claims require particular approval before being advertised at all. When in doubt, describe the service and the consultation rather than promising a result - 'book a consultation to discuss your options' is almost always safer than a claim about what the treatment will achieve.

What happens if you get it wrong?

Non-compliant advertising can lead to takedown requests, fines, and action against the clinic's licence - a far higher cost than any campaign is worth. Because platforms and regulators can act quickly, a single non-compliant ad or page can create real disruption, and the reputational damage of a public compliance issue in healthcare is its own penalty.

How do you advertise compliantly and still grow?

Compliance and growth are not in tension. Lead with education and trust rather than hype; describe services accurately; move patients toward a consultation instead of promising outcomes; and build compliance review into your marketing process from the start. A specialist healthcare marketing partner designs campaigns that are compliant by construction, so you grow without gambling your licence.

Key takeaways

DHA advertising rules exist to protect patients, so they restrict unsupported outcome claims, disparagement, and the use of before/after images and testimonials. Getting it wrong risks takedowns, fines, and licence action. The safe path is to educate, describe services accurately, move toward a consultation rather than a promise, and build compliance review in from the start - which lets you grow without risk. Rules evolve, so always confirm current guidance with the DHA.

Frequently asked questions

Can clinics use before-and-after photos in Dubai?: They are heavily restricted and subject to specific conditions, and many clinics use them non-compliantly. Confirm exactly what is permitted for your treatment and licence with the DHA before publishing any before/after content, and keep documented patient consent.
Do the DHA rules apply to my clinic's Instagram and website too?: Yes. The rules apply to how you promote healthcare services across channels - website, social media, paid ads and printed material - not only to formal advertisements.
Are patient testimonials allowed?: Testimonials are among the most restricted areas because they can imply a typical outcome. Where permitted at all they carry conditions; treat them as high-risk and verify current requirements before using them.
Will building for compliance limit our growth?: No. Compliant, education-led campaigns that move patients toward a consultation convert well. The clinics that grow fastest are usually the ones patients trust - and trust and compliance point in the same direction.

Related services

Book a free growth audit with Veridion & Partners - we will review your current advertising for compliance risks and show you how to grow within the DHA's rules.

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