If you’ve ever been interrupted by an unsolicited bank loan offer or credit card pitch at an inconvenient hour, the UAE Central Bank’s latest regulation is here to change that.
The New Rule, Explained
Under Circular No. 2032/2026, the Central Bank of the UAE (CBUAE) has issued a formal Telemarketing Regulation, with immediate implementation upon publication. All licensed financial institutions have 90 days to comply fully with its provisions.
The headline change: telemarketing calls are now restricted to between 9 am and 6 pm UAE time. For weekends, calls are permitted only between12 pm and 5 pm on Saturdays and Sundays, and are strictly prohibited during official holidays.
What Else Does It Require?
The regulation goes well beyond just timing. Financial institutions must obtain prior explicit consent from customers before initiating telemarketing calls, implement robust age verification processes, and use their full registered trade name in all communications with clear, visible caller identification.
There are strict rules for staff too. Telemarketers must complete a minimum of 15 hours of training covering full knowledge of all products and services being offered, and institutions must provide authorised communication channels, including registered landlines, mobile numbers, and official email addresses.
The regulation also governs the use of automated dialing systems and artificial intelligence in telemarketing, and requires stringent security measures and IT controls to protect customers’ personal data.
Why It Matters
The Central Bank had announced its intention to build this framework back in October 2025, and this circular finalises it. For UAE consumers, it marks a meaningful shift — financial institutions can no longer bombard customers at will. For banks and lenders, compliance is now a legal obligation, not a courtesy.
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