UAE bans non-citizens from wearing the national dress and using the local dialect

The UAE has introduced a new decision regarding national identity, which prohibits non-citizens from wearing the national dress in television advertisements or on digital platforms as part of presenting an “advertisement.” This step is the latest move toward preserving Emirati identity, according to the Federal National Council.

The Federal National Council also approved a new media policy that bans non-citizens from using the Emirati dialect in media, as part of efforts to preserve national identity and protect cultural heritage.

For his part, Abdullah Al Hamed, Head of the UAE National Media Office, affirmed that the decision made by the Federal National Council “comes at an important time, when there has been a growing use of Emirati heritage in advertising contexts that may strip it of its deep meanings—particularly when used by non-Emiratis who are unfamiliar with the Emirati dialect and unaware of the symbolic and cultural significance of the national dress.”

He said via his account on X: “The decision does not restrict the use of the Emirati dialect or dress, but rather frames their appearance within standards that preserve their cultural significance—especially given the increasing influence of content creators on public taste.”

Abdullah Al Hamed further explained that the decision carries “a call to preserve the essence of our heritage and present it in a manner worthy of its place in the heart of the Emirati community.”