UAE Introduces 24-Hour Rule Against Counterfeit Products in E-Commerce
The United Arab Emirates (UAE) has introduced new implementation rules directly affecting the retail and e-commerce sectors as part of its efforts to combat commercial fraud. Under the new regulations, the sale of products identified as counterfeit, adulterated, spoiled, or non-compliant with regulations will be stopped immediately, and the products must be withdrawn from stores, markets, and warehouses within no more than 24 hours of notification by the competent authorities.
UAE Also Brings E-Commerce Platforms Within the Scope of the Regulation
The regulation in the UAE covers not only physical retail but also online sales channels. Supermarkets, pharmacies, retailers, and e-commerce sellers will be subject to the same obligations. Suppliers will be required to notify the points of sale to which the problematic products were distributed and provide authorities with documentation confirming that the products have been withdrawn. The Ministry will also be able to contact e-commerce platforms directly and request the removal of the relevant products or the display of clear warnings to consumers.
Consumers Will Be Notified Within 48 Hours
A public announcement regarding the product withdrawal must be published in Arabic and English within no more than 48 hours. This period may be shortened further for products that pose risks to human or animal health, safety, or the environment. If a supplier fails to meet the 24-hour obligation, the competent authorities may directly withdraw the products from the market within the following 48 hours and recover the resulting costs from the supplier.
Digital Market Monitoring with Artificial Intelligence
The UAE Ministry of Economy and Tourism announced that artificial intelligence and smart monitoring systems have also begun to be used in the fight against commercial fraud. These systems support the detection of potential violations in e-commerce by monitoring open sources and electronic platforms. The Ministry is also tracking the prices of essential goods through digital price-monitoring systems.
189 Violations Detected in More Than 10,000 Inspections
In the first quarter of 2026, 10,023 inspections targeting commercial fraud were conducted across the UAE, and 189 violations were identified. While some seized products are expected to be sent to their country of origin or export within 30 days, products ordered to be destroyed must generally be disposed of within 15 business days following a court or relevant committee decision. The new framework aims to limit the circulation of counterfeit products in the UAE retail and e-commerce market, protect consumers and brand rights, and strengthen oversight in digital commerce.