DSA UAE & WFDSA

Written By Aman

Last updated 3 months ago

What is the DSA and WFDSA, And Why is BE Proud to Be a Member

What is the DSA (Direct Selling Association)?

A DSA is a trade association for companies that sell directly to consumers through independent representatives. Members commit to ethics, transparency, and consumer protection. The association represents the industry with regulators and the public, providing training, best-practice guidance, and complaint handling.

What is the WFDSA (World Federation of Direct Selling Associations)?

WFDSA is the global federation of national and regional DSAs. Its mission is to build understanding and support for direct selling worldwide and to promote ethical conduct and consumer protection. WFDSA issues the World Code of Ethics, which member DSAs adopt or match in their own codes, and provides forums for collaboration across borders.

The Role DSAs (Including DSA UAE) Play in the Industry

Here’s what DSAs typically do, and what DSA UAE in particular does:

Role

What It Means in Practice

Ethical rules & codes

DSAs define a Code of Practice (or Ethics). Member companies commit to abide by it. Violations may trigger investigations or sanctions.

Consumer protection

The DSA’s code ensures fair disclosures, return policies, complaint handling, and the prevention of misleading or deceptive claims. (DSA members are expected to go above legal minimums)

Vetting / membership screening

New applicants are screened. DSA UAE requires new members to go through probation and scrutiny before full membership.

Regulation interface & advocacy

DSAs represent the industry before government, regulators, and media. They advocate for fair laws, clarity in regulation, and reasonable operating conditions.

Education & training

DSAs run seminars, workshops, and awareness campaigns for companies, their salesforce, and the public.

Industry credibility & trust

By being a recognized, ethical member, a company signals legitimacy and trustworthiness to consumers and regulators.

Complaint/disciplinary mechanism

DSAs often provide a process to handle complaints from consumers or reps against member companies.

International alignment

Through their membership in WFDSA, local DSAs align their practices with global standards, especially for companies operating across borders.

What DSA UAE is and How It Works

  • DSA UAE is the national body representing direct selling in the UAE and the MENA region. It is a Silver Member of WFDSA.

  • DSA UAE was founded in 2012 and works to promote, protect, and regulate the direct selling business in the UAE.

  • It publishes a Code of Practice which defines the expected conduct of member companies, their independent sellers, and how consumers are treated.

  • New companies must pass a provisional membership stage; during this period they are monitored for compliance.

  • DSA UAE also maintains a complaint handling mechanism and ensures member companies publish the code and transparently deal with sales, orders, returns, etc.

  • DSA UAE acts as a liaison with government bodies and public stakeholders to foster favorable regulation and recognition of direct selling practices in the UAE.

Why BE is a Member of DSA UAE

Here’s what BE gains, and why membership matters to us (and to you, as a consumer or partner):

  1. Trust & transparency
    Being a DSA member signals that BE is committed to ethical practices, to accountability, and to abiding by a code that protects consumers and sellers alike. Verify our status in the DSA UAE Member Directory.

  2. Accountability & oversight
    We submit to periodic review and are bound by complaint procedures, which means extra checks on our conduct, product claims, returns, and disclosures.

  3. Alignment with global standards
    Through DSA UAE’s WFDSA affiliation, BE is aligned with internationally accepted ethical norms in direct selling.

  4. Regulatory support & credibility
    In challenging regulatory or reputational environments, membership gives us a credible institutional backing and greater access to industry dialogue.

  5. Access to industry network & best practices
    Membership lets us exchange insights with other credible companies, participate in training, stay updated on trends, and continuously improve.

  6. Protection for consumers and partners
    It ensures we maintain higher standards (beyond minimum legal ones) in how we present opportunities, manage claims, and respond to complaints.