Marketing Medicines in the UAE: Regulations and Best Practices

 

Marketing Medicines in the UAE: Regulations and Best Practices

After completing the medicine registration process and securing approval from the Ministry of Health and Prevention (MOHAP), pharmaceutical companies and their local agents can begin marketing their products in the UAE. However, marketing medicines—especially prescription drugs—is heavily regulated to protect patient safety, promote ethical practices, and prevent misleading claims.

This article outlines the regulatory framework and best practices for pharmaceutical marketing in the UAE.

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1. Who Can Market Medicines in the UAE?

Only the registered Marketing Authorization Holder (MAH) or its licensed distributor can promote and market a medicine in the UAE. These entities must:

• Be licensed by MOHAP or relevant emirate-level health authorities (e.g., DHA, DOH)

• Employ qualified medical representatives

• Follow MOHAP guidelines for advertising and promotion

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2. MOHAP Approval for Promotional Materials

Before any promotional material is used, MOHAP approval is mandatory. This includes:

• Brochures

• Posters

• Digital ads

• Presentations for doctors

• Product samples

• Website content or social media promotions

All materials must:

• Be accurate and evidence-based

• Not contain misleading or exaggerated claims

• Include approved product labeling and indications

• Be in Arabic or bilingual (Arabic + English)

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3. Promotional Activities: What Is Allowed?

Permitted marketing methods include:

• Detailing to healthcare professionals by licensed medical representatives

• Scientific seminars, workshops, or symposia (must be pre-approved)

• Distribution of samples to licensed doctors (with records maintained)

• Presence at medical conferences or exhibitions

Note: Direct-to-consumer advertising of prescription medicines is prohibited. Only OTC products may be advertised to the general public with MOHAP approval.

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4. Restrictions and Compliance

Pharmaceutical marketing must avoid:

• Offering financial or material incentives to healthcare providers

• Promoting off-label uses

• Using unapproved or misleading images, slogans, or testimonials

• Advertising prescription-only medicines on TV, radio, or public platforms

Violation of these rules can result in:

• Suspension or cancellation of product registration

• Fines or penalties

• Blacklisting of the MAH or distributor

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5. Pharmacovigilance & Post-Marketing Surveillance

As part of marketing responsibilities, the MAH must:

• Report any adverse drug reactions (ADRs)

• Submit periodic safety updates to MOHAP

• Cooperate with post-marketing inspections or audits

This ensures ongoing safety monitoring even after the product reaches the market.

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6. Digital and Social Media Marketing

Digital marketing in the UAE must adhere to the same regulations:

• All content must be approved by MOHAP

• Social media promotions must not mislead or offer unapproved health claims

• Influencer endorsements must be avoided for prescription drugs

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Conclusion

Marketing medicine in the UAE is a highly regulated process designed to ensure public safety, scientific integrity, and ethical practices. Success in this market depends not only on product quality but also on compliance with MOHAP regulations throughout your promotional strategy.

Partnering with an experienced regulatory advisor or local agent can help ensure that your marketing activities are both effective and compliant with the latest UAE laws.