UAE Mandates Emirati Citizens for Cultural Representation in Social Media Ads

 In a move aimed at preserving and promoting the country’s cultural heritage, the Federal National Council of the United Arab Emirates has issued a new directive requiring companies to employ Emirati citizens when publishing social media advertisements that feature national dress or cultural symbols.

The decision, announced on Sunday, underscores the UAE's efforts to safeguard its national identity in the digital age. It follows a recent policy barring non-citizens from using the Emirati dialect in media content—another step in ensuring authenticity in cultural representation.

According to local authorities, the initiative is part of a broader strategy to present content that accurately reflects the UAE’s traditions, values, and cultural aesthetics. “These regulations are designed to protect and preserve our national identity,” a council representative said. “Authentic representation by Emirati citizens ensures that cultural symbols are portrayed with respect and understanding.”

The move will impact advertising campaigns across various industries, particularly those that incorporate traditional attire, heritage practices, or national symbols. Companies are now expected to comply with the new rule to avoid penalties and maintain alignment with national media standards.

This directive is seen as part of the UAE’s ongoing commitment to reinforcing cultural integrity amid rapid globalization and the rise of influencer-driven digital media.