The United Arab Emirates (UAE) has introduced new cultural guidelines in 2025 that prohibit non-citizens from using the Emirati dialect or wearing traditional Emirati attire in media content. This move is part of a broader effort to preserve the country’s cultural identity and prevent the misuse or misrepresentation of national symbols.
What’s the New Rule About?
According to UAE authorities, non-Emiratis are not allowed to use the Emirati dialect or wear national clothing in media productions, including:
- Social media videos
- TV shows or interviews
- Marketing or advertising campaigns
- Public skits, parodies, or scripted content
These elements are considered cultural identifiers, and the government aims to ensure they are represented authentically and respectfully — only by Emirati citizens. 
What’s Included as “Traditional Attire”?
The ban covers the most recognizable pieces of national dress:
- Kandura (white robe worn by men)
- Ghutra (traditional headscarf for men)
- Abaya (black cloak worn by women)
While visitors and expats may still wear these items at cultural events or in private, they are not allowed to feature them in public-facing media unless they are Emirati.
Why the Emirati Dialect?
The Emirati dialect is a local variation of Arabic, rich in cultural expression. The concern is that non-citizens may misuse or misrepresent it — especially in comedic or dramatic content — which could lead to misunderstandings or stereotyping.
What Are the Consequences?
While the UAE has not announced specific punishments, authorities have taken action against companies and influencers who violated the rule. Media creators are now urged to avoid using these elements without proper context or citizenship.
Summary: What You Need to Know
- Non-Emiratis can still speak the dialect and wear traditional clothes in respectful, personal settings.
- Publishing media content portraying themselves as Emirati is not allowed.
- The goal is to protect cultural identity and avoid misuse in modern media.
For those creating content in the UAE, it’s important to respect local traditions and stay informed about cultural policies. When in doubt, consult local guidelines or seek advice before publishing.
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