Social Media Use By Healthcare Professionals In The UAE

The Dubai Health Authority has issued Guidelines for Medical Advertisement Content on Social Media. The Guidelines provide for organisational accountability, patient protection and safeguarding of data and reinforce the need for healthcare advertising to be accurate and safe. This article looks at the Guidelines and other important compliance considerations for healthcare businesses and professionals in the UAE.

The Guidelines recommend that Medical Directors of health facilities are responsible for the content of any social media advertising which names the facility or its services.

Reinforcement of the need for healthcare advertising in the UAE to be accurate and safe has been provided by the Dubai Health Authority's Guidelines for Medical Advertisement Content on Social Media. As the delivery of medical services becomes increasingly enabled via technology and such services by extension become more accessible to people (including, in countries and areas where access to modern medicine has been limited or difficult) it is vitally important that patients are equipped with the necessary information to make informed and sensible decisions regarding their care and that they are not misled through advertising. Online advertising, due to its ability to be tailored and personalised, is likely to be a dominant force in healthcare advertisement and sensible regulation of such activities is needed for the protection of patients and reputable and conscientious healthcare providers alike.

Social Media Advertising Guidelines

At a national level, the supply of both medical products and medical services is already subject to a comprehensive licensing and regulatory regime in the UAE. Healthcare advertising is also subject to a licensing regime operated by the Ministry of Health and Prevention.

The Emirate of Dubai has its own health strategy for the years 2016 through to 2021 and the recently issued Guidelines for Medical Advertisement Content on Social Media (Guidelines) aim to support the overarching objectives of the strategy; in particular, the recognition of Dubai as a medical destination of choice, the promotion of excellence and enhancement of patient happiness and the promotion of a happy, healthy and safe environment for the population of Dubai. Any licensed medical facilities, distributors and professionals operating in Dubai will be expected to comply with the Guidelines.

"Social Media" is defined by the Guidelines in a broad way, as the "collective of online communications platforms dedicated to community-based input, interaction...