A new UAE advertising rule is now officially in effect, and it has direct consequences for every brand, agency, and content creator operating in this market. Non-Emiratis are banned from wearing the traditional kandura or speaking in the Emirati dialect in advertising, social media promotions, and branded media content. The National Media Authority is enforcing it, violations have already been recorded, and the penalties are significant.
What the New UAE Advertising Rule Actually Says About Kanduras
The new UAE advertising rule is straightforward: wearing the kandura and speaking in the Emirati dialect in advertising content is now reserved exclusively for UAE nationals.
Dr. Jamal Mohammed Al Kaabi, Secretary-General of the National Media Authority, confirmed it plainly during a recent media briefing: “The Emirati dress is exclusively for Emiratis in advertising.” He addressed concerns that had been growing for years, particularly around real estate advertising, where non-Emiratis appeared in kanduras while speaking in non-Emirati Arabic accents. “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,” Al Kaabi said.
The Federal National Council, the UAE’s consultative parliamentary body, heard the policy at its April 2025 session, where members raised concerns about non-Emirati content creators misrepresenting local culture and customs for monetary benefit. FNC member Naema Al Sharhan flagged what she described as increasing distortion of Emirati cultural symbols in media content. Since the policy went live, authorities have already recorded violations from non-compliant entities.
Why This Rule Exists
This did not come out of nowhere.
For years, Gulf advertising had a recognisable pattern: actors in kanduras, speaking in approximate Emirati accents, fronting campaigns for real estate, banking, and lifestyle brands. It was faster, cheaper, and most brands got away with it.
That is no longer the case.
Abdulla bin Mohammed bin Butti Al Hamed, Chairman of the National Media Office, explained the cultural weight behind the decision in a statement on X, describing the Emirati dialect as “a rich vessel of vocabulary and meanings that store within its letters the memory of a nation.”
Al Hamed was clear about the intent: “The decision does not aim to limit the use of dialect or dress, but rather seeks to frame their appearance within standards that preserve their cultural status.”
The UAE is not restricting culture broadly. It is specifically protecting how Emirati identity gets used commercially.
What Brands and Content Creators in Dubai Need to Know
The new UAE advertising rule falls under UAE Cabinet Decision No. 42 of 2025, in effect since May 29, 2025. Under this framework, penalties for national identity violations in content range from AED 5,000 to AED 100,000. For more serious media violations, fines can reach AED 1 million, with repeat offences potentially doubling that to AED 2 million. In serious cases, entities may face temporary shutdowns of up to six months or permanent closure.
Non-Emiratis are still entirely welcome to appear in advertising content. The restriction is specific: no kanduras, no Emirati dialect used to represent an Emirati persona in commercial or promotional media.
Does This Affect Tourists or Everyday Life?
No, and this distinction matters.
The policy only applies to social media posts made by content creators and advertisers, not to the general use of the Emirati dialect in media overall. Tourists, residents, and visitors to the UAE can still wear traditional Emirati attire respectfully in daily life. There is no restriction on how the general public dresses or speaks in a personal capacity.
The policy is specifically about commercial representation, not cultural participation.
The Message to the Market
The new UAE advertising rule makes it official: Emirati culture is not a casting shortcut. For brands, agencies, and content creators operating in this market, the message is direct. Get your casting right, get compliant, and know that authorities are already logging violations. This is not a guideline. It is policy.
Cover Image: AI-Generated for Illustration Purposes
