Shop discount rules in Dubai: what the price tag must show

Short answer

• Dubai retailers must show the original price, the discounted price and the discount percentage.
• A percentage on its own isn't enough, according to Dubai's Consumer Protection teams.
• Offers such as buy two, get one should be tied to specific products.
• Shops may not charge more for paying by card, and the displayed price is final.

A discount tag in Dubai must show three things: the original price, the discounted price and the discount percentage. A percentage alone isn't enough, according to Dubai's consumer protection teams, who were checking this in shops in August 2026. Multi-buy offers should also be tied to specific products, and the displayed price is what you should pay, including by card.

This guide is for shoppers checking a tag and for small shop owners who have to write one.

What the tag must show

Emirates 24|7 reported on 20 August 2026 that retailers must display the original and discounted prices along with the percentage. Gulf News quoted Ahmed Ahli, Acting Director of Consumer Protection, on 29 August 2026 as saying a percentage on its own isn't enough. Here's what that looks like in practice:

These example tags are ours, for illustration. The check is easy to do at the rail: the percentage should match the two prices. AED 200 down to AED 150 is 25%, so a tag saying 40% would need explaining.

Gulf News also reported that offers such as buy two, get one should be tied to specific products. A sign above a whole table doesn't tell you which items count, so ask before you get to the till.

A quick way to check the percentage

You don't need a calculator app to test a tag. Take the saving, divide it by the original price, then multiply by 100. Here are a few examples, using invented prices:

If the tag says "up to" a figure, that's a headline for the whole rail. Check your item's own tag instead. And remember that the percentage is only as good as the original price, which is why a photo from before the sale is useful.

How it's being checked

Dubai's teams were running inspection campaigns during the back-to-school period. Gulf News reported more than 500 campaigns by 19 August, with a target of 800 by the end of the month. We don't have a figure for what those campaigns found, or for any of the other months.

Administrative sanctions in the consumer rules are significant. According to CMS, they run from notices to fines of AED 50,000 to AED 1 million, closure of 24 hours to 90 days, and licence revocation.

Is the discount genuine?

LY Lawyers says offers must reflect genuine prices and be honoured for the full advertised period. As a shopper, you can't see a shop's pricing history, but you can do these things:

1. Take a photo before the sale. If you're waiting for an item, a dated photo of the tag or web listing gives you a real comparison.
2. Do the sum. Check that the percentage matches the two prices.
3. Note when the offer is meant to end. If it's advertised until Sunday and withdrawn on Friday, tell the shop, and keep a photo of the advert.
4. Keep the receipt. Check that it matches the tag before you leave the till.

If you think a tag is misleading, start with the store. Misleading advertising is one of the things Dubai's service covers, so you can then file a complaint.

If the price drops right after you buy

There's a rule on this, but the sources describe it differently, so we'd treat it with care.

CMS's 2023 summary of the Executive Regulations says suppliers must notify consumers of discounts that start within one week of purchase, and that if they don't, a price-difference refund can be claimed within 30 days of purchase. Khaleej Times in May 2026 and LY Lawyers in October 2026 word it differently. We haven't read the Regulations themselves.

If this happens to you, take the receipt and a photo of the new price to the store, ask for the difference, and mention the one-week rule. If they refuse, ask the consumer protection service how it applies.

Paying by card

Pinsent Masons says prices may not be increased for credit card use. LY Lawyers says the displayed price is final, citing Article 5 of the Executive Regulation. So if a till adds a percentage for paying by card, you can raise it with the shop and, if needed, with the consumer protection service.

Much of what you'll find online on this is from 2014 to 2016, before the current rules. Rely on the newer sources.

What small shops should do

This is general information. Treat it as a starting checklist rather than legal advice.

• Show all three figures on every discount tag, whether on the rail or the shelf.
• Tie multi-buy offers to named products.
• Keep your pricing records, so you can show that the original price was genuine.
• Honour the offer for the full advertised period.
• Don't charge more for card payments.
• Tell recent buyers about price drops as the one-week rule describes, or be ready to refund the difference, and check how it applies to you.
• Get approval before promoting. CMS says prior approval from the authorities is needed before promoting goods or discounts.

On that last point, we couldn't confirm the current permit type, fee or process. The Department of Economy and Tourism's service pages didn't display readable content when we checked. Ask the department directly rather than relying on a consultant's page or an old article, including this one.

Older rules you may read about

Two older items come up often. We list them so you know how old they are, not because we can confirm they still apply.

• Clearance sales: Dubai Festivals and Retail Establishment said in 2018 that clearance sales were limited to two periods a year under 2017 rules (Gulf News, 1 Nov 2018).
• Promotional draws: Al Tamimi said in 2020 that these needed permits from what was then the Department of Economic Development, with no cash prizes, while noting the policy was under review.

Both may have changed. If either affects you, confirm with the department.

When sale dates matter

If you're planning around an event, the sales calendar has the confirmed dates, and the calendar guide explains what "up to 90%" does and doesn't tell you. Your rights on faulty goods still apply to items bought in a sale.

What to check before you act

• Does the tag show the original price, the sale price and the percentage?
• Does the percentage match the two prices?
• Is the offer tied to specific products, and does yours qualify?
• Does the receipt match the tag?
• Shop owners: have you confirmed the current permit position with the department?

Questions people ask

We can't take or pursue complaints. File only through the authority's own channels. Dubai Police have warned about fake consumer protection sites in search results. Check the web address, and never share an OTP or install a remote-control app.

General information, not legal or financial advice. Rules and fees change, so check the sources below. Spotted something out of date? Tell us.

Sources

1. Dubai retailers must clearly display pre-discount and post-discount prices (Emirates 24|7, 20 Aug 2026) checked 5 November 2026
2. Dubai parents urged to check discounts (Gulf News, 29 Aug 2026) checked 5 November 2026
3. The UAE's new consumer protection rules: key provisions (CMS, 4 Oct 2023) checked 5 November 2026
4. Consumer protection in the UAE (LY Lawyers, 27 Oct 2026) checked 5 November 2026
5. UAE consumer protection regime revamped (Pinsent Masons, 6 Oct 2023) checked 5 November 2026
6. Eid Al Adha shopping: 5 tips (Khaleej Times, 8 May 2026) checked 5 November 2026
7. Why you can only get 2 clearance sales in Dubai (Gulf News, 1 Nov 2018) checked 5 November 2026
8. Promotional activities in Dubai (Al Tamimi, Sep 2020) checked 5 November 2026
9. Consumer complaints (Dubai Corporation for Consumer Protection and Fair Trade) checked 5 November 2026