The UAE has clarified the reasoning behind a policy that restricts the use of traditional Emirati attire in advertisements and social media content to UAE citizens only. The move follows growing concerns over what authorities described as the misuse and misrepresentation of Emirati identity in commercial promotions.
Speaking during a recent media briefing, Jamal Mohammed Al Kaabi, Secretary-General of the National Media Authority, said many residents had expressed frustration over the way Emirati clothing and dialects were being portrayed online.
“Many of you were upset by the presence of advertisements presented by some wearing Emirati attire, especially in real estate advertising, and using broken, non-Emirati dialects,” he said.
“We have banned this now. The Emirati dress is exclusively for Emiratis in advertising” Dr Al Kaabi stated.
He said the regulation was not aimed at disrespecting other nationalities, but at protecting the authenticity of the country’s cultural identity.
“You are presenting content and you’re from another nationality, it’s fine to wear your clothes, we respect that, absolutely. But it is not acceptable to affect people’s feelings when the person presenting this content is wearing Emirati attire and he is not Emirati,” he said.
Dr Al Kaabi also referred to advertisements that, according to authorities, portrayed Emirati identity in an offensive or stereotypical manner.
“The same goes for a person wearing traditional Emirati attire, entering a car showroom, and starting to play with money as if money is something available and accessible to him in a way that offends the Emirati identity. This is unacceptable,” he added.
The policy was first started in April last year during a session of the Federal National Council, where members raised concerns about rapid cultural changes and the growing influence of digital and social media platforms on the presentation of Emirati identity.
