In line with new policies implemented by the UAE media, the use of Emirati national dress and local dialect in advertisements is now limited exclusively to UAE citizens. This move aims to preserve cultural authenticity and prevent the distortion of national symbols.
According to the new regulations, only Emirati citizens are permitted to wear the national dress in advertisements, and non-UAE nationals are prohibited from using it as a promotional tool. Additionally, the use of the Emirati local dialect in media programs and projects is also restricted to citizens only.
The Director of the National Media Office stated during a session of the Federal National Council that this policy is a response to increasing cases of misuse and distortion of the country’s cultural symbols. He emphasized:
“The Emirati dialect is a treasure trove of words and meanings that hold the historical memory of a nation, and wearing the national dress symbolizes pride in heritage and a vision for a secure future.”
He further explained that the purpose of these restrictions is not to limit participation, but to set boundaries for the proper and respectful display of national cultural symbols.
During the session, Naima Al-Sharhan, a member of the National Council, warned about the rapid cultural changes and the influence of expanding media, stating:
“While the use of local elements in marketing and entertainment has increased, we are also witnessing concerning distortions that must be addressed.”
In response to these concerns, the Director of the National Media Office confirmed that there have been violations in representing Emirati identity in the past, and actions have been taken against offenders, although the details of the penalties have not been disclosed.
This policy has been in effect for the past three months, and under its terms, only Emirati citizens are allowed to speak in the local dialect for projects or appear in advertisements wearing the national dress.
