Picture for illustrative purposes only. ARCHIVE

The UAE has introduced a new regulatory policy that bans non-Emirati content creators from wearing national dress or using the Emirati dialect in social media advertisements, in an effort to preserve cultural identity and prevent misrepresentation. The Federal National Council (FNC) confirmed that the policy, discussed on April 16, is intended to regulate advertising content and safeguard national traditions from misuse for monetary gain. Sheikh Abdulla Al Hamed, Chairman of the National Media Office, explained on X (formerly Twitter): “The decision does not aim to limit the use of dialect or dress, but rather seeks to frame their appearance within standards that preserve their cultural status, especially in light of the growing role of influencers in directing public taste.” The policy applies specifically to paid content and influencer marketing on social media platforms. It does not affect the general or cinematic use of Emirati dialects or attire. “The Emirati citizen is best able to understand the true value of the national dialect and dress, as they are a symbol of national identity and an embodiment of the country’s cultural and historical heritage,” said Al Hamed. The Emirati dialect, known for preserving ancient Arabic expressions, varies across the country but is considered a critical marker of national identity. Officials expressed concern that non-Emirati influencers often misuse or misrepresent these cultural symbols. “The decision... comes at a significant time, when the use of Emirati heritage has increased in advertising contexts that may empty it of its profound connotations by non-Emiratis who do not understand the symbolism of the Emirati national dress and its cultural dimensions,” Al Hamed said. Content creators and advertisers with questions can contact the UAE’s National Media Council at +971 800 82362 or email info@uaenmc.gov.ae. ICA/Expat Media
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