The United Arab Emirates has implemented a new policy strictly limiting the use of traditional Emirati attire in commercial advertisements and social media content to UAE citizens only. This decision follows growing public frustration regarding the misuse of the national dress by non-Emiratis, particularly in real estate promotions and other advertisements where individuals were perceived as portraying the culture inaccurately or disrespectfully. Dr. Jamal Mohammed Al Kaabi, Secretary-General of the National Media Authority, emphasized that while the country deeply respects all nationalities and their own cultural attire, the preservation of the Emirati identity is paramount.

The regulation, which gained momentum after discussions at the Federal National Council, aims to stop the distortion of local customs that have recently been treated as mere props for marketing. Officials highlighted specific concerns, such as the use of broken local dialects or behavior that contradicts traditional values, which have previously offended the community. By mandating that only Emirati citizens represent the nation’s traditional dress in public media, the authorities seek to ensure that their heritage is portrayed with authenticity and dignity, rather than as a superficial commercial tool.