Executive
Council Resolution No. (47) of 2025
Approving the
Government Communication Guide of
the
Government of Dubai[1]
ـــــــــــــــــــــــــــــــــــــــــــــــ
We,
Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of
the Executive Council,
After perusal of:
Law No. (5) of 2022 Establishing the Dubai Media Council and
its amendments;
Law No. (11) of 2023 Concerning the Government of Dubai
Media Office;
Law No. (26) of 2023 Concerning the Executive Council of the
Emirate of Dubai; and
Executive Council Resolution No. (10) of 2009 Approving the
Government Communication General Guide for the Departments, Authorities, and
Public Corporations Affiliated to the Government of Dubai,
Do
hereby issue this Resolution.
Pursuant to this
Resolution, the attached Government Communication Guide of the Government of
Dubai (the “Guide”), inclusive of the rules, procedures, and guidelines stipulated
therein, is approved.
a.
The General Secretariat of the Executive Council will be
responsible for supervising the implementation of the Guide approved hereunder;
and for regularly reviewing the Guide, and where necessary, updating or amending
it, in coordination with the Government Entities to which it applies.
b.
The General Secretariat of the Executive Council
must publish the Guide approved under this Resolution, and any updates or amendments
thereto, on its website.
The above-mentioned Executive
Council Resolution No. (10) of 2009 is hereby repealed. Any provision in any
other resolution is also hereby repealed to the extent that it contradicts the
provisions of this Resolution.
This Resolution will be
published in the Official Gazette and will come into force on the day on which
it is published.
Hamdan bin
Mohammed bin Rashid Al Maktoum
Crown Prince of Dubai
Chairman of the Executive Council
Issued in
Dubai on 4 July 2025
Corresponding
to 9 Muharram 1447 A.H.
Government Communication Guide of the
Government of
Dubai
2025
©All rights
reserved by the General Secretariat of the Executive Council of the Emirate of Dubai.
This document is legally protected
under the applicable legislation of the United Arab Emirates governing
intellectual property rights, copyright, and neighbouring rights. No part of
this document may be reused or reproduced in any form without the prior written
permission of the General Secretariat of the Executive Council of the Emirate
of Dubai.
Contents
Introduction:
-
Overview
-
Definitions and Terminology
-
Scope of Application of the Guide
-
Objectives of the Guide
-
Government Communication Governance
Chapter One: Strategic Government
Communication
-
Section One: General Concept of Government
Communication
-
Section Two: General Government Communication
Network
-
Section Three: Communication within the Government
Excellence Programme
-
Section Four: Unified Government Identity
-
Section Five: Unified Announcements of the
Government of Dubai
Chapter Two: Media Communication in the Emirate of Dubai
-
Section One:
Media Capacity-building Programmes
-
Section Two: Communication Management During
Emergencies, Crises, and Disasters
Chapter Three: Corporate Communication
-
Section One: Strategic Planning
-
Section Two: Media
-
Section Three: Social Media
-
Section Four: Marketing and Sponsorship
-
Section Five: Internal Communication
-
Section Six: Events
-
Section Seven: Media Monitoring and Analysis
-
Section Eight: Modern Communication Technologies
Introduction:
·
Overview
The
Government of Dubai has achieved leadership in embedding the concept of future
foresight and adopting innovative systems within government work. Government
Communication constitutes one of the most prominent tools harnessed by Dubai to
enhance its success in implementing plans and initiatives. There is a growing
need to develop Government Communication patterns to become more adaptable to
emerging variables and to keep pace with modern communication tools.
In
2009, the General
Secretariat of the Executive Council of the Emirate of Dubai issued the first
edition of the Government Communication General Guide for the Departments,
Authorities, and Public Corporations Affiliated to the Government of Dubai.
In light of the significant developments in communication and Media,
particularly the growing role of Social Media platforms and modern technologies
as essential tools in Government Communication, it has become imperative to
keep pace with these changes to meet the ambitions and aspirations of the
Government of Dubai.
This
Guide stands out as it draws
on practical experience in institutional and integrated Government
Communication practices within the Government of Dubai. It is thoughtfully
crafted to embody the Emirate’s distinctive excellence in government work. This
Guide addresses a broad spectrum of communication activities, including
strategic communication planning; effective integration among central entities
leading Government Communication across the Government of Dubai; Unified Government
Announcements; Social Media; Media Monitoring and Analysis; Events; Modern
Communication Technologies; and more.
This
Guide is intended for
work teams within organisational units responsible for Government
Communication, Social Media, marketing, and creativity. It aims to empower them
to realise the leadership’s ambitions for Dubai and to advance Dubai’s
strategic vision as a people-centric, future-focused global city, recognised as
a leading international economic hub and a preferred destination for
investment.
·
Definitions and Terminology
- UAE: The United Arab Emirates.
- Emirate: The Emirate of Dubai.
- Ruler: His Highness the Ruler of Dubai.
- Government: The Government of Dubai.
- Executive
Council:
The Executive Council of the Emirate of Dubai governed by Law No. (26) of 2023
Concerning the Executive Council of the Emirate of Dubai.
- General
Secretariat:
The General Secretariat of the Executive Council.
- DMC: The Dubai Media Council established
pursuant to Law No. (5) of 2022.
- GDMO: The Government of Dubai Media
Office established pursuant to Law No. (11) of 2023.
- Government
Entity:
Any of the Government departments; public agencies and corporations; Government
councils; public authorities, including the authorities supervising special
development zones and free zones, such as the Dubai International Financial
Centre; or other public entities affiliated to the Government.
- Senior
Management: The boards of directors, the directors
general, the executive directors/ chief executive officers of Government Entities,
or any equivalent persons or bodies.
- Guide: The Government Communication Guide
of the Government of Dubai.
- Government
Communication:
The outreach strategies and plans, and the internal and external communication
processes, implemented by Government Entities to strengthen their relationship
with the Public through various mass communication channels, including visual,
print, and audio formats.
- Government
Communication Directorate:
The organisational unit responsible for planning and implementing Government
Communication activities within a Government Entity. These activities include
communication, marketing, Media, Social Media engagement, creative production,
and other related functions.
- Government
Identity:
The Government’s overall image that clearly signifies the affiliation and
alignment of Government Entities with the central Government, through a unified
visual identity featuring the Government’s Official Emblem and its distinctive
elements.
- Institutional
Identity: The
image that distinguishes a Government Entity from another and symbolises the
nature of its activities, conveyed through a visual identity that includes the
Government Entity’s logo and all its distinctive elements.
- General
Government Communication Network: A work team comprised of the
officials in charge of the organisational units concerned with Government
Communication within Government Entities, chaired by the General Secretariat,
with the objective of coordinating Government Communication efforts across the
Emirate.
- Government
Media Messages:
The directions and information intended to be communicated to the Public.
- Means
of Communication: All
forms of communication channels with the Public, including, without limitation,
advertisements, printed materials, publications, internal communication
networks, and various Media outlets such as newspapers, magazines, radio
stations, and television channels. These also include Social Media platforms
accessed via mobile phones and the Internet, such as websites, blogs,
interactive applications, and artificial intelligence technologies used for
communication.
- Public: Any legal or natural person,
whether a UAE national, resident, or visitor, who interacts or communicates
with Government Entities, as well as any person who receives any Government
Message through various Means of Communication.
·
Scope of Application of the Guide
This Guide applies to all Government Entities
in the Emirate of Dubai.
·
Objectives of the Guide
This Guide aims to:
- Support the priorities
and targets of the Dubai 2033 Plan, and the agendas and strategies aligned with
it;
- Ensure the alignment of Government Entities’ plans with the Emirate’s
overarching plan, priorities, and vision, as well as with the UAE plans
and global directions;
- Maximise
the benefit from this Guide by using it as an authoritative reference for the
organisational units concerned with Government Communication within Government
Entities;
- Establish
a one-voice approach and effectively support the unified Government Identity
across all Means of Communication;
- Enhance
professional practices in Government Communication, including all related
activities in the fields of Media, marketing, and Social Media;
- Standardise
the procedures adopted by Government Entities in their interactions with the
Public and Media outlets; and
- Define
the responsibilities and roles of Government Communication employees in
Government Entities.
·
Government Communication Governance
The Government Communication system operates under a
governance framework that establishes a clear reference point, delineating
responsibilities and powers among the following entities:
-
Executive Council:
The Executive Council has
the authority to approve the general policies of the Emirate across various
strategic fields; set the Emirate's priorities and future directions; oversee
the implementation of such policies; approve the Emirate’s strategic plan and
submit it to the Ruler for final approval; and ensure alignment between
sectoral and Government Entity plans and the Emirate’s strategic plan to ensure
effective implementation.
The General Secretariat
will undertake a range of tasks to support and assist the Executive Council, including
the implementation and management of the Government Communication policies
within the Executive Council, the Strategic Affairs Council, and Government
Entities; and the oversight of the Government Identity, in accordance with the
approved guides and policies.
-
Dubai Media Council
The
DMC plays a vital role in developing, and overseeing the implementation of, the
Emirate’s Media strategy and the strategic plans for the Media sector. It also
sets specialised performance indicators for Media Establishments to enhance
their competitiveness. The DMC is exclusively authorised to represent the
Emirate and Government Entities before federal and local entities in the UAE,
and before regional and international organisations, with respect to matters
related to the Media sector. Under its umbrella operates the GDMO, which is the
competent Government Entity with exclusive authority within the Emirate and at
the level of the Government to provide Media coverage relating to the Ruler and
the Crown Prince of the Emirate, the Deputy Rulers, and the Government.
-
Government of Dubai Media Office
The
GDMO is a key partner in developing and directing Media policies. It
coordinates Media efforts across the Emirate to enhance alignment among
Government activities and ensure consistency in Government Messages. It
contributes to the formulation and approval of communication policies and
ensures the effective delivery of Government Messages. The DGMO also supervises
and monitors Media coverage related to the Ruler and the Crown Prince of the Emirate,
the Deputy Rulers, and the Government, ensuring the accuracy of information and
its alignment with Government strategies. Moreover, the DGMO coordinates with
the concerned entities on managing Government Messages, responding to Crises,
formulating Media policies, and building capacities of Government Communication
teams.
-
Government Entities
The
Government Communication Directorate within a Government Entity is responsible
for applying best practices and standards in Government Communication. This includes
aligning the Government Entity’s messaging with the overarching vision,
strategy, and key messages of the Government; developing qualified national
talent capable of advancing the work of the Government Communication
Directorate; and supporting Government initiatives, decisions, and achievements
while fostering public confidence in them.
Chapter
One: Strategic Government Communication
This chapter aims to clarify the function of
Government Communication within the scope of its application across the
Government. The General Secretariat is responsible for overseeing the
development of the general framework for Government Communication and the
related policies required to ensure the quality of work across Government
Entities. In addition, it coordinates efforts with local and federal entities.
This is carried out in accordance with the following key pillars:
Section
One: General Concept of Government Communication
a.
Government
Communication represents a fundamental component within the Government’s
overall strategy and a key driver of the Government Entities’ excellence. It
functions as a tool that supports the Government Entities in achieving their
objectives and performing the core functions for which they have been
established. This is accomplished through:
1.
Ensuring
alignment in the Government’s Media messaging by convening meetings with
Government Communication Directorates across Government Entities;
2.
Highlighting achievements and
presenting facts to the general Public;
3.
Encouraging the Public to actively
address their community needs;
4.
Raising awareness of the legislation
and Government services that impact the lives of community members;
5.
Utilising various Means of
Communication to reach all segments of the community; and
6.
Managing Media relations and Crises,
and addressing rumours, in coordination with the DGMO.
b.
For
the purpose of enabling the Government Communication Directorate to perform the
roles assigned to it under paragraph (a) of Section One, Senior Management must
support their entity’s Government Communication Directorate by undertaking the
following:
1.
Enabling the Government
Communication Directorate to fulfil its strategic role by ensuring it has
direct communication with Senior Management for informed decision-making;
2.
Engaging the Government
Communication Directorate in the early stages of institutional strategic
planning to provide technical recommendations from a community and marketing
perspective based on Media or social monitoring studies; and
3.
Incorporating Government
Communication tools as a fundamental element in any plan or proposal for
launching a service or platform targeted at the Public.
Section
Two: General Government Communication Network
The
General Government Communication Network comprises the senior officials
responsible for communication within Government Entities. This network seeks to
enable its members to adopt international best practices in communication, and
to ensure the alignment of each Government Entity’s messaging with the
overarching messages and vision of the Government.
The
General Government Communication Network aims to:
-
Enhance the presence of the
Government Identity by supporting efforts to disseminate and promote it regionally
and internationally in an effective, consistent, and impactful manner;
-
Establish a Government forum for
engagement, exchange of expertise and knowledge, and sharing of best practices,
while encouraging collaboration and integration among Government Entities;
-
Adopt and apply international best
practices and foster a culture of innovation in Government Communication; and
-
Endeavour to create effective
channels for feedback and real-time data analysis to evaluate the performance
and impact of Government Communication across the Government.
Section
Three: Government Communication under the Dubai Government Excellence Programme
(DGEP)
Government
Communication constitutes a fundamental component within the evaluation
criteria of the Dubai Government Excellence Programme (DGEP). It focuses on
ensuring that each Government Entity prepares effective internal and external
Government Communication plans and policies to support its strategies,
orientations, and priorities; and to uphold its institutional reputation to the
highest standards. This, in turn, directly and positively impacts the
reputation of the Government. To assess the impact of these efforts, the DGEP
relies on several key performance indicators (KPIs), including those measuring:
-
the
effectiveness
of channels of communication with the target Public;
-
the level of compliance with
Government Identity guidelines across various Media outlets, including
websites, Social Media accounts, building façades, and other communication
channels;
-
the level of satisfaction of the
target Public (employees, customers, the community, and Media outlets) with the
Government Entity’s Media campaigns and Means of Communication;
-
the performance outcomes related to
institutional reputation, public trust in the Government Entity, and adherence
to Government Media Messages; and
-
the achievement of positive
behavioural change among the target Public.
Note:
The examples are subject to change based on updates to the DGEP KPIs.
Section
Four: Unified Government Identity
·
Flag of the United Arab Emirates
The flag represents the identity of the
UAE. Government Communication Directorates must have comprehensive knowledge of
the procedures for handling the UAE flag within their respective Government
Entities and at various occasions and events. All reasonable measures must be
taken to ensure that the UAE flag is not used in any manner that undermines its
dignity. Furthermore, Government Communication Directorates are required to
consult the UAE Flag Guidelines available on the official website of the UAE
Cabinet.
·
Dubai Government Emblem
The Government adopts a unified
identity that integrates the Emirate’s heritage and culture with its
future-oriented vision. This identity aims to highlight the collective role of
all Government Entities and reflect their affiliation with the Government in a
cohesive manner, while simultaneously preserving the distinct identity of each
entity by allowing them to retain their individual logos, thereby achieving
integration and coordination of efforts among them.
Government Entities must comply with
the Government of Dubai Brand Guidelines, as approved by the Chairman of the
Executive Council. These guidelines specify the authorised uses of the
Government visual identity in Media materials, marketing content, events, and
various occasions. The guidelines are available on the official website of the
Executive Council.
·
Official Photographs of
Their Highnesses the Sheikhs
Government Entities must adhere to the
guidelines issued by the Dubai Protocol Department
(the “DPD”) regarding the use of official photographs of His Highness
the President of the UAE; His Highness the Vice President and Prime Minister of
the UAE, and Ruler of Dubai; His Highness the Crown Prince of Dubai, and Their
Highnesses the Deputy Rulers of Dubai. Such use must comply with the format and
order prescribed by the DPD. Furthermore, it is mandatory to display these
photographs together with the full names and correct official titles of Their
Highnesses. Final approvals for the use of these photographs and titles must be
obtained from the DGMO.
For comprehensive details regarding the
guidelines on the use of official photographs of Their Highnesses the Sheikhs,
Government Entities may contact the DPD, via its official website, to obtain
the necessary approvals for the correct and appropriate use of official titles
and photographs.
Section
Five: Unified Announcements of the Government of Dubai
The
process for publishing unified announcements in the name of the Government and
Government Entities follows a coordinated
and consistent framework that reflects the Government’s unified visual identity
and promotes cooperation and coordination among various Government Entities.
This process applies specifically to announcements related to national events
and occasions, as well as Media campaigns supporting certain local and
international initiatives that fall outside the institutional remit of
individual Government Entities. This process seeks to rationalise the related
budgetary expenditures incurred by those entities and sets out the conditions
for unifying and publishing announcements by identifying the relevant
occasions, unifying the design, using the official emblems of the Government
and Government Entities, and allocating the appropriate space and duration for
announcements according to the requirements of the Media plan.
Unified
announcements are
implemented under the supervision of the General Secretariat and in
coordination with the DGMO and concerned Government Entities. This process does
not apply to institutional or operational announcements that fall within the
remit of individual Government Entities.
Chapter Two:
Media Communication in the Emirate of Dubai
Media
communication is considered one of the most effective area of communication
used by the Government.
The DMC is responsible for developing the general Media strategy of the Emirate
and the strategic plans for the Media sector. Given the differing nature of
customers of Government Entities, this Chapter aims to clarify the
considerations related to Media communication under two main sections.
Section
One: Media Capacity-building Programmes
The DMC aims to support the development of
the communication and Media sector and to motivate work teams by providing the
necessary information and resources to design training programmes that serve as
a key resource for enhancing the skills and knowledge of Media specialists,
enabling them to effectively utilise the latest and most advanced Media tools,
with a view to aligning with future trends.
The training programmes, organised in coordination
with the GDMO, focus on building Government Media capacities and skills to
support the aspirations of the Government of the Future. They are also designed
to coordinate the Media efforts of various Government Entities and to enhance
the abilities and capabilities of work teams in applying the knowledge acquired
as Media specialists, while enriching their expertise with the latest
developments, best practices, and future trends in the field of Media.
The evolving communication landscape demands
more adaptable working methodologies to enable swift and effective responses to
change. As a result, it is essential to enhance the readiness of Government
Communication teams, particularly by helping them stay abreast of the latest
developments and best practices, including those related to communication
during Crises. In this context, knowledge exchange emerges as a vital tool.
Alongside continuous training, it contributes to the development of skills and
the improvement of human resource efficiency. It supports their ability to keep
pace with ongoing Media advancements by enabling the rapid and broad
dissemination of knowledge, while also fostering continuous learning and
professional growth.
Knowledge transfer may be achieved through various
methods, including field visits; participation in conferences, seminars, and
external events; attendance at training courses; and the engagement of external
experts to train work teams. It also encompasses collaboration with concerned organisational
units and various work teams.
Section
Two: Communication Management During Emergencies, Crises, and Disasters
In
accordance with the
strategic plans adopted by the Supreme Committee of Emergency, Crisis, and
Disaster Management in the Emirate of Dubai (the “SCCDM”) pursuant to
Decree No. (4) of 2021, Government Entities are required, in cooperation with
the GDMO, to prepare proactive plans for communication during Crises. These
plans must, based on scenarios specified by the SCCDM, identify potential Risks
that may compromise the reputation or standing of the UAE, the Emirate, or the
Government. The plans must ensure comprehensive awareness of the related
information, measures, and precautions; and may not cover incidents or events
falling outside the scope of Decree No. (4) of 2021, for which a separate
Communication Management Guide will be issued by the GDMO.
Each
Government Entity must ensure representation from its Government Communication
Directorate within its Emergency, Crisis, and Disaster Management Team to
manage Media affairs. The Official Spokesperson must be appointed by the head
of the Government Entity.
In
general, the responsibilities of the Government Communication Directorate's
team during Emergencies, Crises,
Disasters, and Risks include:
-
Identifying
potential Risks and continuously monitoring any indicators or early warning
signs of a Crisis by means of Media monitoring;
-
Developing,
in coordination with the GDMO, the Crisis response plan, including aspects
relating to coordination with the Government Entity’s Risk management team;
-
Maintaining
direct and continuous oversight of operations at the Crisis location, whether
physical, electronic, or virtual;
-
Managing,
through the GDMO, communication with relevant Media outlets and key
influencers; and
-
Conducting
Media monitoring and tracking the progression of events and public sentiment
among the affected audience.
Chapter
Three: Corporate Communication
Section
One: Strategic Planning
Planning
for Government Communication is an integral part of institutional strategic
planning. In view of the need to harmonise the efforts of Government
Communication Directorates, each directorate must develop a general strategy
for communication projects and initiatives that aligns with the overall
institutional strategy of the Government Entity. These strategies must include
the Government Entity’s communication objectives and priorities, identify the
target audience, and incorporate success indicators for the approved campaigns
and programmes, whether aimed at public awareness, correcting misconceptions,
or achieving positive behavioural change. Additionally, Government Entities
must involve the DGMO in the planning process where the campaigns are intended
to be implemented across the Emirate.
Government
Entities play the primary role in performing Government Communication
functions, including internal and external communication, whether for the
purpose of conveying a message or promoting a service or initiative to a target
segment of the Public. This level of communication encompasses a suite of
activities commonly referred to as “Corporate Communication”, as they represent
the core functions of the Government Communication Directorate within each
Government Entity to which this Guide applies.
This
Chapter establishes the general rules and guidelines for undertaking Corporate
Communication functions in respect of the following principal pillars: Media,
Social Media, Marketing and Sponsorship, Internal Communication, Events, Media
Monitoring and Analysis, as well as Modern Communication Technologies.
Section
Two: Media
Government
Communication Directorates serve as the official gateway for managing Media
requests across various platforms and languages, including visual, audio, and
print Media; Social Media; and any emerging forms of Media. It is worth noting
that the Government’s approach to Media engagement is grounded in a proactive
approach, credibility, responsibility, and prompt responsiveness. Accordingly,
Government Entities must adopt this approach by taking the initiative and
communicating with the Public to provide and clarify information. This must be
done while taking into consideration the time-sensitive nature of Media work,
including broadcasting and publication schedules and journalistic exclusivity.
These considerations necessitate safeguarding the Government’s interests and
maintaining its overall public image. Government Entities must rely on several
tools to effectively carry out their Media-related activities, including:
·
Media Messages
Media messages are the official
templates or approved formats of Government discourse. They must be
incorporated into all content communicated by Government Entities to the Public
across any Media or public communication platform. These messages are intended
to convey specific information or to communicate the general orientation of the
Government Entity, by articulating its duties and activities through Media and
marketing content that the target Public can consistently relate to and engage
with.
·
Guidelines for Formulating
Media Messages:
These are a set of standards that must
be observed to ensure that the Government Entity’s Media messages, excluding
strategic messages which fall within the remit of the GDMO, are delivered to
the intended Public in a clear and simple manner, through effective methods and
tools. These guidelines include, without limitation, the following:
-
Engaging
the leadership and employee groups of the Government Entity to explore their
perspectives and insights regarding the entity’s role and the messages it must
communicate to the community;
-
Conducting
research and analysis to identify the key elements of the message that support
the narrative highlighting the Government Entity’s distinctive characteristics
and functions;
-
Formulating
messages in a manner that reflects and aligns with the Institutional Identity;
-
Taking
into consideration the views of the Public, emphasising the unique qualities of
the Government Entity, its services, or its initiatives; and providing
supporting evidence for the key elements of the messages, which may include
statistics, facts, testimonials, and recommendations, to enhance the depth and
value of these messages;
-
Using
a writing
style that is simple and direct to ensure that content is accessible to all
segments of the Public;
-
Clearly
assigning
responsibility to the content creation team to maintain a consistent tone
across all activities and events of the Government Entity;
-
Obtaining
the approval of the principal Media messages from the Official Spokesperson or
Senior Management, in coordination with the DGMO, before these messages are
circulated to the wider team or the Government Entity; and
-
Aligning
the Government Entity’s Media messages with those of the Government as a whole.
·
Media Content Planning
Media Content Planning involves
establishing a timeline for the planned and systematic publication of content
in various formats, such as news articles, opinion pieces, interviews, and
other content, across various Media outlets to ensure consistent and well-balanced
visibility of the Government Entity and its Official Spokespersons in the
Media. The following points serve as guidance for effective Media Content
Planning:
-
Diversifying Media content as needed, such as news
articles, opinion pieces, news reports, investigative reports, infographics,
videos, and other content;
-
Using language appropriate to the target Public, including
Arabic, English, and other languages where required;
-
Maintaining a presence in programmes and platforms
relevant to the Government Entity’s activities and audience, such as live radio
broadcasts, television news bulletins, online news services, and specialised
sections in daily newspapers, and similar programmes and platforms;
-
Ensuring that the timing of content is aligned with
public or seasonal events, such as major conferences, national occasions,
holidays, and similar events; and
-
Following the approved policy for publishing
Emirate-related news, including coordination and procedural requirements for
dissemination via Media outlets and Social Media platforms, in collaboration
with the DGMO, through the Dubai Grid platform for content planning and news
distribution.
·
Media Relations Management
The management of Media relations
constitutes a vital link between the Government Entity and various Media
outlets. Government Entities must strive to cultivate relationships with the
Media characterised by professionalism, collaboration, and mutual respect and
trust, with the aim of positively reflecting on the reputation of the
Government as a whole and of each Government Entity in particular. To achieve
this, Government Entities must adhere to the following guidelines when engaging
with local, regional, or international Media:
-
Establishing an internal Media policy for the Government
Entity that includes the rules and guidelines regulating its relationship with
various Media outlets;
-
Maintaining and updating an accredited Media
contacts list to build strategic relationships with various Media outlets and
establish direct communication channels that ensure access to information from
reliable official sources;
-
Arranging all Media interviews in advance and
preparing key messages for the Official Spokesperson;
-
Complying with the Government Identity Guide
when sending Media materials or participating in local and international press
conferences;
-
Selecting the appropriate Media outlet for the proposed
content by strategically identifying in advance the target Public, and its
preferences and interests;
-
Providing accompanying visual materials that uphold
the core values of the national identity and traditional dress, ensuring that
copyright and ownership rights are strictly observed when sourcing external
visual materials. This includes obtaining signed consent or waivers from
concerned individuals and entities authorising the use of photographs, video
footage, and other visual materials; and
-
Coordinating with the DGMO regarding any Media requests
related to topics or issues circulating within the community or across Media
outlets, particularly those that may compromise the reputation of the UAE, the
Emirate, their dignitaries, the Government, the Government Entities, or the Government-owned
companies.
·
Media Content Production
Media content production plays a vital
role in clearly delivering the Government Entity’s message to its target
Public. The content must be engaging and objective, while ensuring it is
comprehensive and diverse so as to guarantee wide Media reach and effective
delivery of the intended message. Media content may include news summaries,
videos, images, infographics, and other content.
Therefore, it is essential for the
Government Entity to achieve balance in Media content production across several
levels, namely:
-
Balance in Language: Preparing Media materials in a manner that
ensures linguistic balance (in Arabic, English, or other languages where
required) to accommodate the demographic diversity in the Emirate.
-
Balance in Tone of Discourse: This involves ensuring that the style of
Media materials aligns with their intended purpose. For example, press releases
refuting rumours must adopt a decisive and clear tone, while communications
during Crises must be empathetic. Conversely, an engaging and motivational tone
may be used for campaign launches.
-
Balance in Publishing: This involves ensuring consistent Media dissemination
in accordance with the approved content publication plan, while avoiding
unplanned Media appearances.
-
Diversity of Platforms: This involves developing and preparing Media
content tailored to the platform for which it is designed and ensuring
alignment with the requirements of traditional and digital Media. The use of
integrated and diverse communication platforms is a key factor in ensuring the
effective dissemination of the intended message.
·
Preparations for Media
Interviews
Government Entities must coordinate in
advance with the DGMO to ensure thorough preparation for Media interviews on
strategic matters that may impact the reputation of the Emirate or that involve
Senior Management.
The following are key rules that
Government Entities must observe when managing Media interviews:
-
Ensuring that Official Spokespersons
are well prepared for visual and audio interviews by reviewing in advance the
interview topics, anticipating the types of questions, and preparing accurate
responses supported by facts and figures;
-
Providing Official Spokespersons
with a comprehensive Media briefing file for the interview, including a summary
of the subject, key talking points, anticipated questions, and model responses;
-
Ensuring that all Media interviews
are coordinated and attended by the communication officer, so that all
questions are appropriately addressed and answered. Interviews must be
continuously evaluated to identify areas for future improvement;
-
Coordinating with the DGMO regarding
messages and talking points when receiving Media interview requests from
foreign Media outlets; and
-
Ensuring that the Official
Spokesperson is proficient in the language of the interview, whether Arabic or
another language as required.
·
Controls for Creating and Publishing Media Content (Visual
and Audio)
Given
the importance and effectiveness of visual content in delivering the Media
message to the target audience and the general Public, a
number of controls must be followed to ensure that messages are communicated
clearly and effectively, and are aligned with the strategies and plans
established to achieve the intended objectives. These controls include:
-
Underscoring the national identity in visual
materials related to the work or messages of the Government Entity, thereby
enhancing the credibility of the used visuals and embodying the Institutional
Identity of the concerned Government Entity. This includes ensuring the
suitability and relevance of the visual content to the subject matter through
incorporating elements such as national dress, local foods and beverages, music
and arts, nature and wildlife, and landscapes; while avoiding full reliance on
pre-existing image libraries;
-
Engaging, wherever possible, employees of Government
Entities in the creation of visual content to authentically reflect the
appearance, attire, and dialect characteristic of Emirati nationals;
-
Carefully selecting shooting locations to
provide comprehensive coverage of the event relevant to the Media
content; and ensuring, wherever possible, that landmarks of the Emirate are prominently
featured within the visual material;
-
Ensuring that visual content depicts the
Emirate and the UAE in a positive light, while highlighting Arab and Islamic
cultural values, as well as the customs and traditions of the UAE;
-
Archiving produced Media materials in a
manner that facilitates easy access in the future; and
-
Respecting copyright and ownership rights
when outsourcing Media content by obtaining signed consent or waivers from the
concerned individuals or entities authorising the use of photographs, video
footage, music, and other content; or by using such materials with proper
attribution to their sources.
·
Official Spokespersons:
The Official Spokesperson is the
authorised representative appointed by a Government Entity to communicate with various Media
outlets during press conferences, official statements, and similar occasions.
He serves as the official source of information and news.
Official Spokespersons are categorised
into three levels. The Government Communication Directorate must consider the
roles of each category and prepare them accordingly based on the topics to be
addressed. Subsequently, tailored Media messages must be developed for each
role. The DGMO oversees the Official Spokesperson programme, coordinates with
concerned entities, and ensures the continuous provision of capacity-building
programmes.
·
Official Spokesperson (Strategic):
Serves as the authorised communication representative of the Government
Entity, addressing issues and topics related to its functions and activities
that align with the entity's strategic direction and the broader vision of the
Government and the Emirate. The spokesperson may also address other matters
concerning the Government Entity when necessary or delegate operational or
specialised issues to other authorised spokespersons.
·
Delegated Spokesperson
(Operational):
Typically appointed from among
second-tier leadership, such as Deputy Directors General, Executive
Directors/Chief Executive Officers, Directors of Government Communication,
Project Managers, or other officials holding supervisory operational roles.
Delegated Spokespersons may provide comments on matters such as the launch of
new services, provided that prior authorisation has been obtained from the
Official Spokesperson.
·
Specialist Spokesperson:
A spokesperson whose role or organisational unit is of a technical or
specialised nature, thereby lending scientific or professional credibility to
the Media message. The Specialist Spokesperson is delegated by the Official
Spokesperson to address the Public on technical matters and is responsible for
communicating the message in a simplified manner to ensure understanding and
accessibility. Examples of Specialist Spokespersons include medical
practitioners, environmental experts, artificial intelligence specialists, and
other professionals.
General Guidelines for Official Spokespersons:
-
Mastering
the necessary Media communication skills. The Government Communication
Directorate is responsible for providing appropriate preparation and training
for delivering speeches, issuing statements, and responding to Media inquiries.
-
Providing
Media outlets with the contact details of Official Spokespersons and
facilitating communication with them.
-
Ensuring Arabic proficiency, which
must be used during local Media events, as well as English proficiency to
facilitate communication with international Media.
-
Ensuring that a Specialist
Spokesperson has a thorough understanding of his specific field or area of
expertise before addressing the Media.
-
Encouraging Delegated Spokespersons
and Specialist Spokespersons to maintain strict focus on their areas of
specialisation or operational matters, except where deviation is necessary and
has received prior approval.
-
Ensuring that the Official
Spokesperson is provided with accurate information through documented exchanges
to guarantee precision.
-
Requiring all spokespersons to
demonstrate skills essential for effective Media presence, such as quick
thinking, meticulous preparation, clear messaging, confidence on camera, and a
thorough understanding of the Emirate’s plans and strategies.
Section
Three: Social Media
Social Media platforms offer a range of advantages that
Government Entities can harness to achieve their communication objectives.
Given the constantly evolving nature of these platforms, it is essential to
prepare and continuously train those responsible for managing official Social
Media accounts to keep pace with such changes, in accordance with the following
principles:
·
Official Accounts and
Initiatives of Government Entities
The following general guidelines must be observed in
managing the official Social Media accounts of Government Entities:
- The
value of maintaining a presence on each new Social Media platform must be
carefully assessed, based on the nature of the Government Entity’s work, the
services it provides, and the platform’s ability to enhance engagement with the
Public, monitor Public sentiment, and serve as an archive for Media content.
- Periodic
field studies must be conducted to obtain a clearer understanding of the
digital content the Public seeks. These studies must be carried out at appropriate
intervals
to allow measurement of changes in Public expectations over time.
- A
publishing schedule must be developed to include key occasions, relevant
events, and initiatives or services identified for promotion.
- A
consistent visual identity that aligns with the Government Entity’s approved
communication strategy must be adopted and maintained across all images and
posts to safeguard the overall image of the Government Entity.
- Languages
used on the Government Entity’s official accounts must be diversified as
appropriate to the target Public, the platform in use, and the objectives of
each initiative.
- A
clear mechanism for managing the official account must be established, together
with a process for approving content prior to publication to the Public.
- Prompt
and effective responses to enquiries and feedback from the Public across Social
Media platforms must be ensured by a dedicated support team that is properly
trained and equipped to manage official accounts in accordance with the
relevant best practices.
- Management
of the Government Entity’s official account must be restricted to a limited
number of authorised employees, and an internal register must be maintained to
record each employee’s name and specify his level of access.
- A
comprehensive data protection plan must be developed to prevent any security
breaches or violations of confidentiality. The official account management team
must receive regular training on the use of protection tools and software, in
accordance with international best practices.
- The
official Social Media accounts of Government Entities and Official
Spokespersons must be verified on the relevant platforms.
- The
official logo of the Government Entity must be used in high resolution,
accompanied by a brief overview of the entity and a clear indication that the
account is official.
- Appropriate
and diverse content must be prepared for the various available Media tools,
such as: brief news items written in formal language; engaging, high-quality
images; impactful videos; innovative and simplified infographics; and links to
official and reliable sources. Any links that do not align with the general
principles or political orientation of the Government or the UAE must be
strictly avoided.
- Published
content must reflect a high level of professionalism and support views that
align with the Government Entity’s orientations, vision, and strategic
objectives. Personal opinions must be avoided, and no content may be published
without the approval of the concerned official within the Government Entity.
- Only
content and information relevant to the Government Entity and its scope of work
may be reposted, and reposting must be limited to content published by official
and verified accounts. Reposting from unreliable or unverified sources must be
avoided.
- Only
official accounts of other Government Entities and related accounts that
support the Government Entity’s objectives may be followed.
- A
response template must be developed for followers’ inquiries and messages.
Designated employees must comply with this template and respond promptly and
directly, within the time frame agreed upon in the approved communication
strategy.
- Media
content published on the Government Entity’s Social Media platforms must be
electronically archived and retained in accordance with the approved archiving
guidelines, as it constitutes official public statements.
- The
highest standards of professionalism must be maintained in interactions and
responses to followers’ inquiries, demonstrating openness to constructive
criticism. Responses must be limited to matters related to the work, scope, and
initiatives of the Government Entity, adhering to best practices aligned with
the Customer Happiness Policy. Lengthy discussions or arguments with any
individual or entity must be avoided.
- Content
and comments received from followers must be monitored and analysed, along with
tracking hashtags and keywords related to the Government Entity, to gauge
perceptions of the Public. Periodic reports must be produced to assess the
performance of official accounts and identify areas for improvement and
development.
- Accounts
that disparage the UAE, the Emirate, or their dignitaries must be blocked.
- Dedicated
devices must be provided for use by authorised employees to manage official
accounts. The use of personal devices must be avoided.
·
Senior
Management Accounts
If
the presence of any Senior Management official on Social Media is approved,
whether in a personal or
official capacity, the official and governmental nature of the account must be
emphasised in accordance with the approved communication strategy, from which
the Government Entity’s Social Media strategy is derived. Accordingly, the
following guidelines must be observed when interacting through these accounts:
-
Official and approved photos of the Senior
Management official must be used, ensuring appropriateness for the nature of
the work.
-
If the account is official, the full
name and official job title of the Senior Management official must be
prominently displayed.
-
Content must be prepared in line
with the Institutional Identity, ensuring that it is accurate and clear.
-
Guidelines regarding the use of
appropriate words must be followed, and offense, belittlement, or mockery of
any individual or entity must be avoided.
-
Only accounts that serve the objectives
of the Government Entity, the Emirate, and the UAE may be followed.
·
Employee
Personal Accounts
All
employees of Government Entities must adhere to a set of guidelines when
interacting on Social Media, in accordance with the principles set out in the
Code of Ethics and Professional Conduct of Dubai Government Employees, approved
pursuant to Executive Council Resolution No. (12) of 2020, under which
employees undertake to abide by the provisions contained therein.
These
guidelines include, without limitation the following obligations for employees:
- Employees must refrain from
making any negative or derogatory statements or comments concerning the
decisions, regulations, or projects of the Government Entity they work for or
any other Government Entity, through their personal accounts on Social Medial
platforms.
- Employees must
exercise self-censorship in filing any grievance or raising any complaint in
respect of Government services, in line with public morals and in accordance
with the relevant legislation in force in the UAE, and instead use the official
reporting channels adopted by the concerned Government Entity or across the
Government for filing any complaints or grievances.
- Employees must
maintain an honourable image that reflects Government service ethics and
embodies the high moral standards and national values upheld by Government
employees within and beyond the scope of their employment duties.
- Employees must
not use the official emblem of the UAE, of the Government, or the logo of the
Government Entity for which they work for personal purposes, on Social Media
and platforms or accounts, without first obtaining the approval of the
Government Entity for which they work, and subject to the legislation in force.
- Employees must not abuse the powers associated with
their positions or with their Government Entities to achieve personal gains or
interests, or promote or market any products or goods on Social Media platforms
without obtaining the prior official approval of the Government Communication Directorate
of the Government Entity for which they work.
- Employees
must not capture or share any content related to the workplace, including
customers and employees, on Social Media platforms without obtaining prior
authorisation from the concerned directorate within the Government Entity and
the consent of the individuals featured in such content.
Employees
must comply with all provisions outlined in the Code of Ethics and Professional
Conduct of Dubai Government Employees and ensure continuous follow-up to any
updates through the website of the Government of Dubai Human Resources
Department.
·
Influencers
and Content Creators
Influencers
and content creators represent highly impactful channels for shaping societal
perceptions and effectively persuading
community members to adopt new behaviours and make informed decisions on a wide
range of topics. They serve as valuable
partners in supporting promotional campaigns for services and initiatives,
enabling direct and effective engagement with the Public. To determine the
appropriate influencers to support communication plans, the Government
Communication Directorate must first identify the target Public, then consider
the topics, blogs/vlogs, and the types of visual materials most likely to generate
the highest levels of engagement and interaction.
In
selecting influencers and content creators, key factors must be considered to
achieve maximum effectiveness and ensure that the content they present aligns
with the Government Identity and community values. These factors include, but
are not limited to:
-
Selecting influencers whose personalities aligns with the nature of the Government
Entity’s work, and who are known for credibility and objectivity, in order to
achieve the desired impact;
- Ensuring
that the content to be presented aligns with the orientation of the Government
Entity or its initiative;
- Providing
the influencer with an overview of, and all essential information about, the
event or initiative;
- Ensuring
the influencer’s commitment to maintaining the privacy of VIPs and individuals
attending any event, and to refraining from publishing any content, whether
written or visual, related to those individuals without prior permission;
- Monitoring
influencers’ and content creators’ posts in real time during the event or
initiative to ensure that no negative or inappropriate content is published.
The Government Entity may also require that no content be published or
broadcast without its prior approval; and
- Avoiding
promotion through collaboration with controversial personalities; obtaining
prior approval from the DMC for any influencer the Government Entity wishes to
collaborate with, taking into account the accreditation procedures and time
frames so as not to affect the Government Entity’s performance. The list of
influencers licensed by the DMC must be readily available for easy reference.
Section
Four: Marketing and Sponsorship
Marketing activities cover various areas,
including promoting services, initiatives, and strategic and service-oriented
directions, as well as encouraging behavioural change among the target Public
through awareness and national campaigns.
Marketing is often associated with
advertising and community awareness, while sponsorship relates to outreach and
community engagement. Both approaches share the same objectives, which revolve
around reaching out to the target Public, reinforcing the Government Entity’s
Institutional Identity, and achieving the desired community impact in
accordance with the approved communication strategy.
To achieve maximum effectiveness from
marketing and sponsorship, the following must be observed:
-
Measurable marketing objectives and targets must be set
for each campaign or initiative.
-
An approved budget must be allocated for the marketing
campaign or sponsorship.
-
Innovative methods must be explored to achieve budget
savings for the Government Entity.
-
A report must be prepared on the effectiveness of the
marketing plans against the allocated budget.
·
Government Advertising
The success of advertising campaigns
conducted by the Government Entity to promote its services and initiatives
within its institutional scope depends on how effectively and accurately it
identifies the target Public. This entails selecting appropriate outreach
channels based on location, timing, language, and creative style, while
ensuring the efficient use of financial resources by choosing promotional
platforms that best align with the nature of the advertised material.
Types of Government advertising include, but
are not limited to, the following:
-
Digital advertising via social Media platforms and
search engines, as well as through collaboration with influencers and content
creators, in coordination with the DMC;
-
Visual, radio, and print advertisements;
-
Outdoor advertisements on roads and bridges;
-
Advertising on other platforms, such as shopping
centres, public transport, and other sites; and
-
Government Advertorial via official Government email.
·
Sponsorship
This refers to the funds or services provided
by the Government Entity to sponsor events or initiatives organised by other
entities, provided that these events or initiatives serve the Government
Entity’s objectives or its Government communication strategy. Sponsorship is
recognised as a marketing- and promotion-oriented domain of Government
Communication. It may take various forms, including: Honorary Sponsorship,
which entails supporting specific external events by authorising the use of the
Government Entity’s Institutional Identity. This may include permitting the use
of the Government Entity’s name or logo, or referencing its programmes and
initiatives; Financial Sponsorship, which refers to a direct investment
in promoting an event through a selected sponsorship package, in alignment with
the Government event sponsorship policy adopted by the Department of Finance.
Additionally, knowledge-based sponsorship involves the provision of statistical
or informational data by the Government Entity to enhance the event’s
informational depth; and Logistical Sponsorship, which entails the
Government Entity offering its facilities, services, or infrastructure in
support of the target event or campaign. In any event, when evaluating
sponsorship opportunities, Government Entities must:
- Prepare
an evaluation form that covers the objectives, reputation, promotion channels,
and the desired impact of the opportunity;
- Assess
the level of the event by ascertaining the credibility of the organising entity
and the stature of the official patron;
- Ensure
the sponsorship area aligns with the Government Entity’s area of work;
- Review
the content related to the visibility of the Government Entity’s name and the
manner in which its logo is displayed;
- Identify
other sponsoring entities, and evaluate the placement and visibility of the
Government Entity’s logo in relation to theirs; and
- Use
only the official logo of the Government Entity and assess the necessity of
using the emblem of the Government.
Additionally,
Government Entities may seek sponsors for their own events or initiatives,
thereby enhancing community engagement, promoting optimal resource utilisation,
and strengthening partnerships with the private sector.
Section
Five: Internal Communication
Internal
communication and engagement with the employees of the Government Entity are
key factors in achieving institutional happiness. Employees must be regarded as
the primary target Public for delivering Media messages to the broader
community and for introducing the Government Entity’s initiatives and services.
Government Entities must adopt internal communication as a core component of
Government Communication, as outlined below:
- Developing
and implementing tailored internal communication policies to ensure effective
communication and synergy between Senior Management, heads of concerned
organisational units, and employees, thereby contributing to the efficient
achievement of Government objectives;
- Keeping
employees regularly informed of the Government Entity’s services, projects,
current achievements, and future aspirations;
- Notifying
employees of important decisions, significant changes, and challenges that may
affect work activities; and exploring innovative methods to solicit their
opinions and suggestions that may contribute to addressing challenges and
achieving the strategic objectives; and
- Introducing
effective internal communication channels to ensure the efficient delivery of
messages.
·
Internal Communication
Channels
Internal
communication primarily utilises a variety of effective channels that enable
seamless and efficient interaction among, and engagement of, employees. These
channels must be selected based on best practices, ensuring a diversified mix
of methods that align with employees’ preferences.
Examples
of internal communication channels include, but are not limited to:
- Digital
channels, such as Social Media platforms (e.g., WhatsApp groups), email, and
other channels;
- The
internal network (intranet);
- Meetings
and open forums or presentations; and
- Social
events and national occasions.
Section
Six: Events
Events
are effective tools for communicating with the Public and enhancing the
positive reputation of the Government Entity and the Government as a whole.
Managing events requires skills to handle them as projects with precise
attention to detail.
To
ensure the success and efficiency of events, the following guidelines must be
observed:
- The
customs and traditions of the UAE and the cultural diversity of its society
must be respected, particularly with regard to the timing and location of the
event, the selection of speakers and guests, and the provision of appropriate
hospitality.
- The
official dress code must be observed during events, ceremonies, and official
engagements representing the Government Entity and the Government, particularly
when there is Media coverage.
- The
venue for the event must be selected in accordance with the intended objectives
and the anticipated number of attendees, ensuring that all technical,
operational, and logistical requirements are met; the venue must be inspected
in advance, with due consideration given to the specific needs of invitees,
including accessibility services for people of determination. Additionally,
safety standards and security requirements must be thoroughly assessed and
coordinated with the Events Security Committee in the Emirate.
- The
guest list must be determined in coordination with the concerned parties;
invitations must be sent sufficiently in advance of the event; the accuracy of
titles and designations must be verified; and full event details must be
included in the invitations.
- The
approved protocol must be followed in the event of expected attendance by VIPs,
particularly concerning seating arrangements and reception procedures.
- Coordination
with the Dubai Protocol Department and the Event Security Committee of the
Emirate is required in case of attendance or participation by any of Their
Highnesses the Sheikhs.
- An
operational plan for the event must be developed, clearly defining the roles
and responsibilities of the event management team; ensuring that all necessary
approvals and permits are obtained; and confirming the logistical arrangements
and site readiness.
- Coordination
with the GDMO is required for all strategic events occurring at the Emirate
level.
Section
Seven: Media Monitoring and Analysis
All Government Entities are required to
develop a clear and effective mechanism for the continuous monitoring of news and coverage concerning their
activities across print, audio, visual, and modern Media platforms. Media
monitoring is a vital tool for Government Entities to measure the success of
project launches, service rollouts, and awareness campaigns.
It
is also essential to establish a clear plan for monitoring discussions and
opinions on Social Media related to specific topics, keywords, or sectors
associated with the Government Entity. This ensures constant awareness of any
news or developments that may undermine the reputation of the Government Entity
or the Government as a whole.
It is important to distinguish between the concepts of "Media
Monitoring" and "Media Analysis”. Media monitoring refers to the
continuous process of tracking and recording coverage across various types and
formats of Media for subsequent archiving and detailed examination. On the
other hand, Media Analysis is a subsequent step following Media Monitoring,
aimed at examining the content of Media materials and proposing recommendations
to enhance the Media presence of the Government Entity, its initiatives, and
the Government as a whole. There are two types of Media Analysis:
- Quantitative
Analysis, which includes counting the number of Media coverages; comparing the
proportions of different languages used in the Media content; determining the
number of countries to which the Media outlets belong; tracking the number of
likes or audience engagements with the content; measuring the number of shares
or reposts; assessing the reach or circulation of the coverage; and other
similar indicators.
- Qualitative Analysis, which
includes analysing the tone of Media coverage, whether positive, negative,
or neutral; and examining public opinion trends according to demographic
diversity, such as nationality, age, and gender.
The preparation of Media Monitoring and
Analysis reports involves the systematic collection and examination of data on a regular basis (daily,
monthly, annually, post-campaign, during Crises, etc.). These reports enable
Government Entities to effectively track public opinion trends related to their
communication and to develop plans that support continuous improvement.
Section
Eight: Modern Technologies
Given
the dynamic and multifaceted nature of Government Communication, continuous innovation
has become a fundamental requirement. The use of modern technologies such as
artificial intelligence, big data, and others has become indispensable. These
technologies provide practical and professional solutions for content creation
and verification, the production of visual and audio materials, as well as data
analysis.
When
engaging with modern technologies, the following aspects must be duly observed:
- Keeping
abreast of the latest developments in modern technologies through specialised
journals, conferences, and other relevant sources;
- Conducting
an evaluative review to assess the quality and standards of visual and written
content produced;
- Keeping
informed about tools for the identification of false information;
- Adhering
to the ethics and legislation related to the protection of user data and
intellectual property rights;
- Utilising
modern technologies as an auxiliary means to support human creativity, rather than
as a substitute for it; and
- Complying
with the regulations and policies approved by the Dubai Digital Authority and
the relevant legislation concerning the protection of personal data,
particularly those relating to cybersecurity controls and artificial
intelligence policies.
©2025 The Supreme Legislation Committee in the
Emirate of Dubai
[1]Every effort has been made to produce an
accurate and complete English version of this legislation. However, for the
purpose of its interpretation and application, reference must be made to the
original Arabic text. In case of conflict, the Arabic text will prevail.