Overview of the New Regulation
The United Arab Emirates has implemented a stringent rule mandating the immediate removal of counterfeit goods from store shelves within a 24-hour window. This decisive measure is part of a broader initiative by the Ministry of Economy and Tourism to combat commercial fraud and safeguard the interests of consumers and trademark owners.
Legal Framework and Enforcement
The regulatory framework for these actions is detailed in Cabinet Resolution No. 107 of 2026, which operates under the auspices of the UAE’s Anti-Commercial Fraud Law—Federal Decree-Law No. 42 of 2023. This legal structure delineates the processes and responsibilities involved in the swift recall of counterfeit or damaged goods.
Immediate Action Required
Upon identification of counterfeit items, the Ministry or relevant authority issues a notification to the supplier. According to Article 5 of the Cabinet Resolution, the supplier is required to cease the sale or display of these goods immediately. The items must be removed from both markets and warehouses within a strict 24-hour period following notification.
Distribution and Market Withdrawal
In scenarios where counterfeit products have already entered the distribution network, the law provides clear guidelines. The obligation to withdraw the goods extends to all points of sale beyond the supplier’s own premises. Suppliers must inform all entities involved and ensure the withdrawal is completed within the specified timeframe.
Consumer Notification and Safety
To protect consumers, the law mandates that suppliers publish announcements about the product withdrawal within 48 hours. These notifications must appear in print, social, and online media, and be available in both Arabic and English. The Ministry may expedite this timeline if the products pose a significant health or safety risk.
Consumer Rights and Refunds
The legislation also addresses consumer rights concerning refunds. Suppliers are required to provide clear instructions in their advertisements about how consumers can obtain refunds for recalled items. This ensures transparency and maintains consumer trust in the market.
Reporting and Compliance
Suppliers must submit a detailed report to the Ministry or the relevant authority within five working days of initiating the recall. This report should document all actions taken to comply with the recall requirements.
Consumers who suspect they have purchased counterfeit or adulterated goods can report their concerns through the UAE-wide consumer protection hotline at 800 1222 or via WhatsApp at +971 800 1222. In Dubai, the Department of Economy and Tourism manages a separate hotline at 600 54 55 55.
Implications for Businesses and Consumers
This regulation underscores the UAE’s commitment to maintaining a safe and honest marketplace. By enforcing these stringent measures, the country aims to deter commercial fraud and protect both consumers and legitimate businesses from the adverse effects of counterfeit goods.
