The warning, issued through the Anti-Economic Crimes Department at the General Department of Criminal Investigation, targets commercial account owners, advertisers and young social media users who may be approached by unknown parties offering payment to market products without verifying their origin. Authorities said such conduct violates intellectual property rights and trademark protection laws, and may expose those involved to prosecution even when the activity is presented as ordinary advertising or e-marketing.
The move reflects a wider enforcement push against counterfeit trade as sales shift from physical markets to encrypted messaging apps, social media pages, livestream promotions and temporary online stores. Fake luxury goods, cosmetics, perfumes, electronics, automotive parts, fashion accessories and wellness products remain among the most common categories promoted online. Investigators have also seen fraudsters use copied brand images, discounted “limited offers” and cash-on-delivery sales to reduce consumer suspicion.
Dubai Police said promoters cannot avoid responsibility by claiming they were only advertising a product on behalf of another party. Accounts that publish promotional material, direct buyers to sellers, arrange delivery or collect payment can be treated as part of the supply chain if the goods are counterfeit. The warning urged users to reject suspicious offers from unverified accounts and to check whether products are being sold through authorised distributors or licensed platforms.
UAE law treats counterfeit trade as both a consumer protection issue and an economic crime. Federal trademark rules prohibit the unauthorised use of registered marks and the sale or distribution of goods carrying falsified branding. Commercial fraud legislation also covers the manufacturing, import, promotion and sale of counterfeit, fraudulent or adulterated goods. Penalties can include imprisonment, heavy fines, confiscation and destruction of goods, business closure and referral to prosecutors, depending on the scale and nature of the offence.
The legal framework has become more important as counterfeiters increasingly exploit digital channels that allow sellers to appear and disappear quickly. A seller can set up a social media shop within hours, use paid promotions to reach thousands of buyers, close the account after receiving payments and reopen under another name. Enforcement teams now rely on online monitoring, consumer complaints, cooperation with rights holders and coordination with customs and market regulators to identify repeat networks.
Dubai has recorded sustained enforcement activity against counterfeit trade in both online and physical markets. Customs and market inspection teams have seized millions of fake items over the past year, with categories ranging from luxury handbags and watches to mobile phone accessories and branded clothing. The value of goods intercepted has run into tens of millions of dirhams, highlighting the commercial scale of the problem and the role of Dubai as a major retail and logistics hub.
The latest warning also carries a consumer safety dimension. Counterfeit cosmetics, perfumes, medicines, spare parts and electronic accessories can pose risks beyond financial loss. Poor-quality batteries, untested skin products, fake car components and imitation medical or wellness items may endanger users, while buyers often have little recourse when sellers operate through anonymous accounts. Authorities have repeatedly advised consumers to avoid unusually low prices, check invoices, verify trade licences and report suspicious sales channels.
Brand owners have become central partners in enforcement. Many companies register trademarks with UAE authorities and work with investigators to identify fake goods, train inspection teams and support legal complaints. Luxury brands, electronics manufacturers and consumer goods companies have stepped up cooperation as counterfeiters use more sophisticated packaging and online marketing strategies to mimic legitimate products.
The crackdown also affects influencers and small online businesses. Paid posts for unverified sellers can create legal exposure if the campaign supports the sale of counterfeit goods. Marketing agencies and account managers may also face questions over due diligence when they handle promotions, payment links or customer referrals for illegal traders. The authorities’ message is that digital visibility carries responsibility, particularly when commercial activity reaches large audiences.
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