As e-commerce expands, phishing emails, scams, and false advertising are on the rise, a local official notes. The Dubai Corporation for Consumer Protection and Fair Trade is intensifying efforts to shield consumers from scams and ensure their rights are upheld.
“Scammers have become increasingly inventive in illegal exploitation,” stated Ahmad Ahli, Acting Director, Consumer Protection Department, Dubai Corporation for Consumer Protection and Fair Trade. “We urge consumers to be aware of their rights, read carefully, especially online, and know the businesses they engage with. They should verify the business’s reputation, use accredited payment links, and never share OTPs. We continuously ensure our customers’ protection.”
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Ahmad Ahli speaking at KT Event’s CX Evolve conference in Dubai on August 28. Photo: Neeraj Murali
Ahmad addressed the significance of fostering trust in the retail economy at CX Evolve, hosted by Khaleej Times. The event gathered key regional leaders and decision-makers redefining customer experience (CX) in the UAE.
He noted the department’s innovative approaches, including collaborations with social media influencers, to educate consumers on product pricing, purchasing options, and identifying licensed sellers.
Building Trust
Ahmad emphasized that a single negative shopping experience can shatter trust, harming not only a brand but the broader ecosystem. “Trust is essential in today’s digitally-driven customer experience era,” he remarked.
His department strives to nurture this trust through transparent pricing, quality assurance, and timely delivery, a demanding and time-consuming process.
They also combat counterfeit goods, conducting regular campaigns to inform about the damage fakes cause brands. “We support registered brands by tackling unlicensed sales in Dubai,” he said.
Counterfeit items are seized, and offenders fined based on the offense’s severity.
Regulatory Innovation
Dubai has implemented several innovative regulations to protect consumer rights and foster a competitive, fair, and just marketplace, Ahmad explained.
“Our policy drafting simplifies compliance for businesses while clarifying consumer rights and protections,” he said. “The Dubai Corporation for Consumer Protection and Fair Trade focuses on fair trade to ensure market competitiveness, enabling retailers and investors to thrive and sustain industry growth.”
His department aims to build a robust ecosystem balancing digital transformation and e-commerce growth with consumer rights and protection.
