The Department of Economic Development (DED) has instructed that all online portals registered under the .ae domain name or representing companies headquartered in Dubai should display the consumer complaints helpline number of DED when they offer any goods or services for purchase online. DED has given three months for the websites to comply with the new directive. Non-compliance after three months will invite fines. The move is part of DED’s efforts to uphold consumer rights and ensure that every consumer benefits from the mechanisms in place to ensure transparency of business as well as quality of goods purchased in Dubai. Omar Bushahab, Chief Executive Officer of Chief Executive Officer of the Commercial Compliance and Consumer Protection (CCCP) division at the Department of Economic Development, said that the new directive has been issued in view of the increase in online purchases and consumer complaints on such purchases. “A significant level of retailing happens online in Dubai nowadays and the number of such transactions is growing. Online purchases are seen as more convenient and the choices are varied. The UAE being the leader in internet usage in the region and the easy availability of credit cards in the country makes it easier to shop online,” he said. There are more than 100 websites offering e-commerce facility in the UAE and as per available estimates up to March 2012, the value of online purchases in the UAE have crossed AED7 billion. “DED monitors all sales activity and works with retail outlets to ensure a progressive retailing environment in Dubai. We consider it important that any business is transacted in a responsible and sustainable manner, with due regard to quality, integrity and the consumer’s right to know and have his legitimate complaints duly redressed,” Bushahab added.