A new law in the UAE regarding the use of traditional Emirati dress in advertisements and social media has once again come to the forefront; a law that has now been officially clarified to state that only Emirati citizens are allowed to wear the national dress of the UAE in advertising content.

According to Dr. Jamal Mohammed Al Kaabi, Secretary-General of the National Media Council of the UAE, this decision was made after a rise in public dissatisfaction; where people felt that traditional Emirati dress was being used incorrectly or even misleadingly in commercial advertisements.

He explained in a press conference: Some advertisements, especially in the real estate sector, showed individuals wearing Emirati dress who were neither Emirati nor even had the correct Emirati accent; a matter that, according to him, has caused distress and a misunderstanding of the cultural identity of the country.

In the examples mentioned, even behaviors in advertisements have been observed that do not align with the values of Emirati society; such as exaggerated displays about money or lifestyle, while the individual was wearing traditional Emirati dress.

Media officials have emphasized that the goal of this law is not to limit culture or attire, but rather to protect Emirati identity in the media space and prevent the incorrect commercial use of national symbols.

This discussion had also been raised last year in the sessions of the Federal National Council; where some members had warned that superficial or incorrect use of cultural symbols in advertisements is on the rise and may distort the true image of Emirati identity.

Ultimately, the new law has a clear message: the national dress of the UAE is not just an outfit; it is a symbol of identity and respect, and it is intended to be seen in advertisements with the same status.

Source: Gulf Times