UAE’s Most Unwanted Call? Telemarketers Overtake Influencers in Worst Reputation Rankings
Telemarketers and call centres have overtaken social media influencers as the most frequently selected category for the worst reputation in the UAE, according to a new survey of 1,028 residents.
The eighth annual Worst Reputation in the UAE study, conducted with YouGov on behalf of Insight Discovery in partnership with Compare Wealth Managers, found that 16 per cent of respondents selected telemarketers and call centres as their first choice for the worst reputation.
Social media influencers ranked second with 12.7 per cent, followed by credit card issuers at 11.6 per cent, estate agents at 10 per cent and executive search firms and recruitment companies at 9.2 per cent.
The findings reverse the 2025 rankings, when influencers received 21 per cent of first-place votes and telemarketers and call centres received 19 per cent.
Both categories recorded lower shares of negative first-place votes in 2026, despite remaining at the top of the rankings.
UAE professions with the worst reputations in 2026
According to the survey, the categories receiving the highest proportions of first-place votes were:
- Telemarketers and call centres: 16%
- Social media influencers: 12.7%
- Credit card issuers: 11.6%
- Estate agents: 10%
- Executive search firms and recruitment companies: 9.2%
- Insurance companies: 6.1%
- Healthcare providers: 5.9%
- Independent financial advisers: 5.6%
- Internal or in-house recruiters: 5.3%
- Wealth managers: 4.7%
Financial advisers working for banks received 4.5 per cent of first-place votes, while property developers recorded 3.4 per cent.
The percentages represent respondents’ first-ranked choices for the category with the worst reputation, rather than the proportion of residents expressing a negative opinion about each profession.
UAE telemarketing complaints
Nigel Sillitoe, CEO of Insight Discovery, said telemarketers had consistently featured near the top of the annual rankings.
“Telemarketers have been near the top of our rankings for years, so their return to first place is hardly surprising. Influencers slipping to second is more interesting,” he said.
Sillitoe highlighted the UAE’s Do Not Call Registry as a way for consumers to reduce unwanted sales calls.
“The good news is that UAE residents can register their numbers on the Do Not Call Registry to reduce unwanted sales calls. Companies that ignore the rules risk substantial fines. The challenge now is ensuring consumers know their rights and the rules are properly enforced.”
UAE financial services reputation challenge
The survey also highlighted reputational concerns across financial services.
Credit card issuers ranked third overall, receiving 11.6 per cent of first-place votes.
Independent financial advisers attracted 5.6 per cent, compared with 4.5 per cent for financial advisers employed by banks. Wealth managers were measured as a separate category for the first time in the annual study, receiving 4.7 per cent of first-place votes. Insurance companies received 6.1 per cent.
Rory Scott, CEO of Compare Wealth Managers, said the findings reinforced the importance of transparency and investor due diligence.
“It’s encouraging that fewer than 5 per cent of respondents ranked wealth managers negatively, but the industry cannot afford to be complacent,” Scott said.
He urged investors to check firms’ regulatory status, understand investment risks and question promises of unusually high returns before committing savings.
The study was conducted with YouGov on behalf of Insight Discovery, in partnership with Compare Wealth Managers, and surveyed 1,028 UAE residents.
The findings reflect respondents’ first-ranked choices rather than an overall satisfaction score for each profession.