Dermatology advertising rules in the UAE, and the content AI reads

Rule two: the title on the licence

A practitioner may not use a specialty title different from the licence (Standard 6.1). Skin care specialist, aesthetic dermatologist and cosmetic doctor are the usual breaches. Use dermatologist, or consultant dermatologist, exactly as licensed.

The standards also list the words a health advertisement may not use: the best, the only, safest, guaranteed, 100% and immediate results (Standard 6.11). Patients type the best dermatologist in Dubai into an assistant every day. Your page answers that question by stating what you treat and who treats it, never by using the phrase.

Rule three: images, results and prices

Before and after images must show the same person, taken with the same lens, unedited, with a statement that the result is not guaranteed in the same font size as the rest of the content (Standard 9.6). Miss the statement and the whole advertisement is prohibited.

Inside Dubai Healthcare City the DHCR Advertisement Policy adds that a fixed or range price may be advertised only where the advertisement states whether additional charges may apply, and that advertisements may not offer money refunds (DHCR, 27 October 2019). A covered dermatology visit rarely needs a price on the page at all; the insurers you take do more work.

What this means for each page

Written to the rules, a skin clinic site has fewer photos and more sentences than the ones you compete with. That is the point.

• Condition pages

  The condition, the visit, the treating doctor by licensed title, the follow up. No result promised, no countdown, no banned word.

• Doctor pages

  Name, licensed title, qualifications, licence details, conditions seen, languages.

• Galleries

  Either meet Standard 9.6 in full, including the disclaimer at body font size, or leave them out. A gallery adds nothing to an AI answer.

• Reviews and replies

  Ask for reviews that name the condition. Reply without discussing a named patient's care and without claiming a result.

• Sign off

  The medical director reviews every page before it is published, which is what the standards expect of the facility.

Why compliant content and cited content are the same content

An assistant builds its answer from sentences it can check. Which conditions a clinic treats, which licensed doctor treats them, where the clinic is, what a visit involves. Those are the sentences the rules allow. The aspirational copy the rules ban is also copy a model cannot verify, so it leaves it out.

So the clinic that writes to the rules is not giving anything up. It is writing the only kind of page that gets quoted.

This is what we write to, not legal advice. Rules change and they change quickly, so check the current rules with your regulator.