Mind your language, advertisers in Dubai told

Be wary of linguistic errors, establishments cautioned; eateries urged to list menu in Arabic also.

Trade establishments operating in Dubai should check and verify advertisements and pamphlets, posters and other promotional material before they are printed and distributed, said Khalid Al Boom, senior director of promotion events at the Department of Economic Development-Dubai (DED)
"The caution came after it was noticed that there are many linguistic errors, in Arabic and other languages, in several advertisements and printed material," he said. "We advise traders and businessmen to proof-read and go through the matter carefully before they are printed. This will ensure that the material is free of linguistic errors and objectionable phrases or words that go against the sensitivities of the country,
Trade establishments not complying with the rules and regulations governing the advertisement will be booked, he added. Also, the name of the establishment on the signboard should be exactly as mentioned in the trade licence. Establishments should also make sure that the trade name is written in Arabic, too.
"The DED has been carrying out inspections especially targeting restaurants and cafes to ensure menus are written in Arabic, as well. All eateries and cafes should provide menus in Arabic along with other languages of the owners' choice," he added. All printed matter regarding advertisements will be scrutinised and substantiated, he said.
Al Boom called on traders to be careful while drafting phrases and words. Advertisements can have positive and negative impacts on the consumer and it is in the entrepreneur's interest that he gets a positive response, he said. An badly written advertisement will alienate consumers and they will be discouraged from visiting the establishment, he added.
salah@khaleejtimes.com

• Dubai