New Policy: Only Emiratis Can Use Emirati Dialect in Media

A new rule in the UAE media scene now restricts the use of the Emirati dialect to citizens only. The policy, introduced around three months ago, aims to protect the country’s cultural identity from being distorted in media content, especially on fast-growing digital platforms.

The Federal National Council (FNC) discussed the implementation of the policy on Wednesday, revealing that several violations have already been recorded since it took effect.

Move follows rising concerns over misrepresentation in media

The policy was introduced after officials observed increasing misuse of the Emirati dialect and cultural symbols in marketing and entertainment content. Emirati Arabic is distinct to the UAE and forms a key part of the nation’s identity.

FNC member Naema Al Sharhan said rapid cultural shifts and the rise of social media have contributed to how Emirati culture is being shown inaccurately. She expressed concern about the dialect being used in shallow or incorrect ways, especially when it’s turned into a marketing tool that loses its deeper cultural meaning.

Only Emiratis in national dress may use dialect in media

According to Abdulla bin Mohammed bin Butti Al Hamed, Chairman of the National Media Office and the UAE Media Council, the new policy clearly states that only Emiratis wearing national attire are allowed to speak in the Emirati dialect on media platforms.

He confirmed that actions have been taken against groups and individuals who broke the rule, but details on the penalties were not disclosed.

Authorities push for authenticity in media content

Al Sharhan stressed that the Emirati dialect and cultural references must be portrayed with accuracy and respect. She called for creators to stick to genuine local vocabulary and proper representation in content, especially when showcasing national identity.

“It hurts to see our identity misused or represented poorly,” she said.

Shift in media focus: from traditional to digital

During the FNC session, another point raised was the shift in how audiences consume news. FNC member Waleed Al Mansouri questioned the government’s focus on social media, to which Al Hamed responded that readership of traditional newspapers and magazines has seen a major drop.

Al Hamed added that modern media is now centered around content creation and audience targeting. He noted the growing presence of “personal media,” where individuals use their platforms to reach specific groups—reflecting a global trend.

“Communication only works when you know who’s listening,” he said.