UAE tightens rules on national dress

UAE authorities have limited the use of traditional national attire in advertising and promotional social media content to citizens, setting new boundaries for brands, influencers and content creators using cultural symbols for commercial visibility.

The policy applies to advertisements, sponsored posts, brand campaigns and promotional videos in which the kandura, ghutra, agal, abaya or other forms of UAE national dress are used to represent local identity. Officials have clarified that the rule is aimed at commercial representation, not personal conduct, and does not prevent residents, visitors or tourists from wearing traditional clothing respectfully in daily life, at cultural events or in private settings.

The move follows growing official concern that national symbols were being used casually or inaccurately in online campaigns, sometimes by creators with limited knowledge of local customs, dialect and social etiquette. Authorities have framed the decision as a measure to protect authenticity rather than restrict cultural exchange in a country where expatriates make up the overwhelming majority of the population.

Senior media official Dr Jamal Mohammed Al Kaabi said the national dress carries meaning beyond appearance and should be presented in a manner consistent with UAE customs. The rule places responsibility on advertisers to ensure that depictions of national identity are handled by citizens when used for commercial or promotional purposes.

The decision comes as the UAE continues to tighten oversight of digital advertising, influencer marketing and paid online content. The wider regulatory push has placed more obligations on individuals and companies producing promotional material across social media platforms, websites and apps. Authorities have sought to distinguish personal expression from advertising activity, especially as influencer-led campaigns have become central to retail, tourism, hospitality and real estate marketing.

For advertising agencies, the change is likely to affect casting, campaign planning and approval processes. Brands using UAE cultural themes for National Day promotions, heritage festivals, tourism campaigns or luxury retail advertising will need to ensure that citizens are featured when national dress is part of the promotional message. Agencies may also face greater scrutiny over scripts, accents, gestures and settings that imply official or cultural representation.

The UAE’s cultural sector has long promoted heritage through museums, festivals, poetry events, falconry, traditional crafts, pearl-diving displays and majlis culture. The new advertising restriction reflects a more assertive approach to how those symbols appear in digital spaces, where short-form videos can reach large audiences within minutes and misrepresentation can spread quickly.

The policy has drawn support from citizens who see the national dress as a marker of identity, family heritage and social values rather than a costume for commercial use. Many have argued that inaccurate portrayals can reduce deeply rooted customs to visual props, especially when used to sell products with little connection to UAE culture.

Businesses, however, will need clearer compliance guidance as the rule is applied. Multinational brands operating in Dubai, Abu Dhabi and other emirates often use local visual elements to signal familiarity with the market. The distinction between cultural appreciation and commercial appropriation may require careful review, particularly for campaigns involving hospitality, fashion, education, entertainment and tourism.

The clarification that residents and visitors may continue to wear traditional attire respectfully is significant. It avoids framing the policy as a social ban and preserves the UAE’s long-standing emphasis on openness, coexistence and hospitality. Cultural centres, heritage villages and public events regularly encourage non-citizens to learn about local dress, food, greetings and customs, and that engagement remains unaffected when it is not used for advertising.

The rule also reflects a regional pattern in which Gulf states are paying closer attention to national identity in media, entertainment and digital commerce. As countries invest heavily in tourism, sports, film, gaming and creator economies, officials are seeking to ensure that rapid commercial growth does not dilute cultural representation or allow national symbols to be used without context.