EOSB Savings Scheme: How to evaluate promotional content?

As awareness of the UAE End-of-Service Benefits (EOSB) Savings Scheme grows, more content is appearing online from media outlets, consultants, influencers and service providers.

Greater awareness is positive and helps employers and employees better understand the transition from traditional gratuity to funded savings arrangements. However, it is important to remember that the EOSB Savings Scheme is not simply an administrative change to the gratuity system.

The scheme is built on regulated investment funds, meaning outcomes may be influenced by factors such as provider selection, investment choices, fees and market performance. Investment returns are not guaranteed.

And like other investment products in the UAE, EOSB funds fall under the regulatory framework of the Capital Markets Authority (CMA). Promotional content is therefore subject to the CMA financial promotion rules.

What should employers and employees look for?

When reviewing promotional content about the EOSB Savings Scheme, consider the following pointers (list not exhaustive):

Is the promoter appropriately authorised? Content relating to regulated financial products should generally be communicated by CMA-registered finfluencers, CMA-licensed financial institutions or appropriately authorised representatives.

Is the content balanced? Be cautious of content that promotes a single provider without providing context, comparison or transparency around alternative options.

Are risks and costs disclosed? Promotional content should provide a balanced picture, including relevant information on investment risks, market volatility, fund charges and fees, and potential downside outcomes.

Are outcomes being presented as guaranteed? Language suggesting employees can automatically "increase" or "grow" their EOSB benefits without acknowledging investment risk should be viewed carefully. Fund performance can move both up and down, and future returns are not guaranteed.

Does the content imply official endorsement? Government or regulator logos should not be used in a manner that may suggest official endorsement, approval or verification of the content unless such endorsement has been expressly granted.

Is any sponsorship disclosed? Where content is paid for or sponsored, appropriate disclosure helps audiences understand potential conflicts of interest.

Why this matters?

The transition from gratuity to a funded scheme is a positive step for the UAE labour market. For the system to succeed over the long term, employers and employees must be able to access information that is accurate, balanced and transparent.

As participation grows, responsible communication is essential so that those who participate in the scheme can maintain trust in it.

If you come across promotional content on the scheme that may not comply with financial promotion rules, you can report it to the CMA enforcement team here.