The UAE has set out plans to ensure only its citizens can speak in Emirati dialect and wear national dress when filming social media content, in an effort to protect and preserve the country's identity.
The Federal National Council - the UAE's consultative parliamentary body - recently heard that a regulatory policy had been issued that would lead to a ban on non-citizens appropriating Emirati attire and vocabulary in online advertisements when brought into law.
Concerns were raised by members at the latest FNC session over non-Emirati content creators misrepresenting local culture and customs for monetary benefit.
The policy would not stop the general use of the Emirati dialect, nor its use in the media in general, and will only apply to social media posts made by content creators and advertisers, an official source told The National.
"The Emirati dialect is a rich vessel of vocabulary and meanings that store within its letters the memory of a nation," Abdulla Al Hamed, chairman of the National Media Office, posted on X.
"It is a mirror of national identity and an echo of the lives of our ancestors who wove the details of their daily lives in this homeland with its words.
"Preserving it is a national duty and a manifestation of loyalty and belonging to our cultural heritage and our pride in our roots that provide us with strength and inspire us to continue on the path of achievement.
"Therefore, the decision referred to in the Federal National Council, which is concerned with regulating advertising content, came to emphasise that anyone wearing the Emirati national dress in advertisements must be an Emirati citizen, as they are the most capable of conveying the true image of authentic Emirati customs and traditions.
"The decision comes at a significant time, when the use of Emirati heritage has increased in advertising contexts that may empty it of its profound connotations by non-Emiratis who are unfamiliar with the Emirati dialect and do not understand the symbolism of the Emirati national dress and its cultural dimensions."
He also said that the decision doesn't aim to limit the use of the dialect or the national dress but to frame their appearance in a manner that preserves its cultural status, especially in an age where the public taste is affected by influencers.
The policy marks a significant move with myriad consequences. Here, The National breaks down its implications.
Why has a dialect directive been introduced?
The measures are set to be introduced to protect national identity and make sure content using the UAE dialect or other national symbols reflects the country's cultural values.
Once the policy is implemented, the regulation would require any advertisements featuring the dialect or cultural symbols to be done by an Emirati citizen.
What is the difference between the dialects?
Across the Gulf and the Arab world, the official language is Arabic, but each country has its own dialect. A dialect is an offshoot of the language developed through the country's history and culture, and its history with its neighbouring countries.
Dialects can be categorised in groups sometimes because of their similarities, such as "Levantine Arabic" or "Gulf Arabic" but there is a palpable difference between Levantine dialects and Gulf ones.
The differences are usually informed by their different histories and cultures. Additionally, even within the countries themselves, there can be differences in the dialects between regions.
What are the key characteristics of the Emirati dialect?
Emirati Arabic is the native dialect of the Emirati people and serves as a key marker of national identity. Known for preserving ancient Arabic words, it reflects the UAE’s deep-rooted cultural and linguistic heritage.
Within the country, dialects vary by region, with Bedouin Arabic common in rural areas and more traditional in tone. In contrast, urban centres like Dubai and Abu Dhabi feature modernised dialects influenced by globalisation and multicultural interaction.
Examples of the Emirati dialect include expressions such as "hayyak Allah" (a respectful greeting meaning 'welcome').
What will the ban on non-Emiratis using the dialect achieve?
"The decision to ban the use of the Emirati dialect by non-Emiratis in social media ads has several positive effects. First, it protects cultural identity," said Fahad Alotaiba, an Emirati social media influencer. "It reflects the leaders' commitment to protecting and promoting Emirati cultural identity. Second, it enhances local communication."
"This decision can contribute to strengthening communication between brands and Emirati consumers, as advertisements using the local dialect may be more able to reach the emotions and interests of the Emirati audience," she added. "Third, it can increase awareness of local culture by focusing on the Emirati dialect. The decision can contribute to increasing awareness of Emirati culture among consumers. Overall, this decision has a positive impact on Emirati society by strengthening cultural identity and improving the quality of local advertisements."
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The Byblos iftar in numbers
29 or 30 days – the number of iftar services held during the holy month
50 staff members required to prepare an iftar
200 to 350 the number of people served iftar nightly
160 litres of the traditional Ramadan drink, jalab, is served in total
500 litres of soup is served during the holy month
200 kilograms of meat is used for various dishes
350 kilograms of onion is used in dishes
5 minutes – the average time that staff have to eat
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
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Horticulturists suggest the best time for watering is before 8am or after 6pm, when water won't be dried up by the sun.
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
