A national initiative seeks to promote responsible creativity while combating misinformation.
The National Media Authority has announced the launch of the National Campaign to Promote the 2026 Media Content Standards under the slogan “Creativity… Inspiration… Integrity,” as a strategic initiative aimed at empowering purposeful content creation, enhancing the quality of media output, and strengthening the UAE’s position as a global hub for responsible media creativity and innovation.
The campaign reflects the UAE’s strategic vision to develop a progressive and responsible media sector, with the standards serving as a framework to protect social cohesion while reinforcing the country’s commitment to credible and innovative media that highlights its achievements.
The nationwide campaign, set to run for five weeks across the UAE, targets both citizens and residents. It aims to build a unified national vision that positions media awareness as a tool for strengthening critical thinking and promoting core values.
Beyond simply defining standards, the campaign aims to equip individuals with the ability to distinguish credible, high-quality content from misinformation and superficial material, based on the belief that words carry responsibility and reflect society. Enhancing media content is therefore seen as a way to strengthen a proud national identity that engages with the modern world while preserving its authentic values. In this context, every individual becomes an active participant in shaping a responsible and creatively dynamic media landscape.
An integrated national role
The campaign is supported by coordinated efforts among media offices across the UAE, underscoring the complementary roles of government entities, media offices, and cultural councils as strategic partners in guiding and supporting the development of a sustainable media future.
At the same time, the campaign places content creators at the centre of the initiative, offering them an opportunity to strengthen their creative responsibility and enhance their credibility as custodians of the UAE’s digital and cultural narrative.
The initiative also reflects a strong commitment to designing comprehensive, interactive programmes that engage all segments of society, with particular focus on youth and media students. It aims to equip them with the tools needed to understand and professionally apply media standards, supporting the sustainable growth of the sector within a safe and competitive environment.
Interactive innovation
Dr. Jamal Mohammed Al Kaabi, Secretary-General of the National Media Authority, said the campaign adopts a partnership-based approach that places young people, academic institutions, and strategic partners at the core of the development process, with the goal of fostering a community culture that enables creativity while remaining resilient to misinformation.
He stated: “We aim to establish an intellectual charter that bridges youth enthusiasm with institutional wisdom, ensuring Emirati content reflects our leadership and achievements, while also serving as a safeguard for internal cohesion and presenting a civilizational model to the world defined by responsibility and balance.”
He added: “From a strategic perspective, we are working to elevate the role of content creators into custodians of the national narrative and trusted partners in preserving our values and authentic identity. To achieve this, we have strengthened collaboration with universities, media offices, and cultural councils to develop specialised programmes that not only provide young people with technical skills, but also build awareness and intellectual resilience, enabling them to confidently convey the UAE’s message and shape its global presence with a level of responsibility that reflects the nation’s status and leadership.”
The National Campaign to Promote the 2026 Media Content Standards officially began yesterday with the first Community Media Council held at Majlis Al Mushrif in Abu Dhabi. The event was jointly organised by the National Media Office and Abu Dhabi Majalis, and was attended by media professionals, influencers, content creators, media students, and individuals involved in the creative industries.
During the session, Dr. Jamal Mohammed Al Kaabi outlined the campaign’s objectives and emphasized the role of responsible media professionals, influencers, and content creators in supporting the UAE’s strategic vision to build a safe, trusted media landscape that reflects the nation’s values and identity, enhances public media awareness, and reinforces the UAE’s position as a leading regional and global hub for media excellence and content creation.
