In this episode of MENA MedTech Insights, we take a deep dive into the United Arab Emirates' stringent regulations for medical device advertising. We unpack the essential framework established by the Ministry of Health and Prevention's (MoHAP) Circular No. 23 of 2020, a critical piece of legislation for any MedTech company operating in or entering the lucrative UAE market. We move beyond the text of the law to discuss its real-world impact. Learn about the absolute necessity of pre-approval for all marketing materials, what regulators look for when reviewing your claims, and the dangerous pitfalls of using social media and influencers without a clear compliance strategy. This is a must-listen for marketing, regulatory, and commercial teams aiming for success in the Middle East. A cautionary tale: A promising European MedTech company entered the UAE and invested heavily in a social media campaign featuring a popular health influencer. Their campaign was abruptly shut down by authorities, and they faced significant penalties. Their mistake? The influencer made performance claims that were not officially approved in the device's registration, and the company failed to submit the campaign for MoHAP pre-approval, assuming digital marketing was a grey area. It cost them their launch momentum and thousands in wasted investment. In this episode: 1. Why is MoHAP pre-approval the absolute first step for any MedTech advertisement in the UAE? 2. What is the full definition of "advertising," and could your Instagram posts be in violation? 3. How do you ensure your marketing claims are considered scientifically substantiated and not misleading? 4. What are the "red lines" in direct-to-consumer advertising that you must never cross? 5. Are you making the common mistake with influencers that got a foreign company's campaign shut down? 6. How do the rules for marketing to a doctor differ from marketing to a patient? 7. What specific details from Circular No. 23 of 2020 have the biggest impact on your budget and timeline? 8. Can you guarantee results in your ads? We'll tell you why you can't. Navigating these complex regulations is what we do best at Pure Global. We provide end-to-end regulatory consulting, from market access strategy and technical dossier submission to acting as your official local representative. We turn regulatory hurdles into a competitive advantage. To streamline your market access in the UAE and beyond, contact us at [email protected] or visit us at https://pureglobal.com/.