UAE regulator warns Etisalat, du over marketing campaigns
The UAE’s Telecommunications Regulatory Authority (TRA) has again warned both of the country’s mobile licence holders, Etisalat and du, to refrain from misleading advertising as mobile number portability (MNP) takes effect.
MNP, which enables customers to switch operator without changing their telephone number, came into effect at the beginning of this week and is intended to enhance competition.
The TRA said it had “found it necessary to intervene and instruct both Etisalat and du to remove certain material from their respective campaigns” during the last few weeks.
The regulator said that while both firms had complied with the rulings, it “urges each of Etisalat and du to conduct their respective campaigns responsibly.”
Earlier this month, the TRA cracked down on Etisalat for blocking a short code number that allowed its customers to receive information from du about MNP.
Portability has been long awaited in the UAE, since the regulator aimed to introduce it in mid-2008, but has been delayed on numerous occasions since then. MNP is also available in Bahrain and Qatar.
The TRA initially aimed to introduce MNP back in mid-2008, but it and the country’s operators have missed numerous deadlines in the years since.