Matchmaking ad taken down

Billboards put up in Dubai removed after residents complained.

Residents said such services should not be advertised in such a way, saying it went against local culture. Reem Mohammed / The National

DUBAI // Billboards advertising the services of a matchmaking company have been removed after complaints from residents.

About 40 adverts for Matchmaking Bureau Services were put up around the emirate more than a month ago. The signs showed an image of a man on bended knee in front of a woman as if proposing marriage.

Mona Khamis, head of advertising at Dubai Municipality, said that after “many” complaints, staff received “orders” that the billboards were to be removed.

“We informed the company on Tuesday and all the billboards were removed because we received many complaints about its content.”

Ms Khamis said the municipality had approved the adverts but only after checking that the company had a valid licence from the Dubai Department of Economic Development.

“We checked the licence, the office and the website and it was all legitimate, which is why we approved the billboards. The company isn’t a chatting or a dating service but a legitimate matchmaking service.”

But some residents said such services should not be advertised in such a manner, arguing that this went against local culture.

Emirati Nada Al Zarooni, one of the first to complain to the municipality, said she was “shocked” when she first saw the billboards last month.

“They are everywhere – in residential areas and main streets in Dubai. It’s like Tinder on a billboard. Is that the image we want to give of Dubai?” she said.

Ms Al Zarooni said she was further alarmed when she logged onto the company’s website.

“When I saw the different packages and prices to meet as many different partners as you want, alarm bells went off in my head. This isn’t the image we want for Dubai. We might be westernised and open to changes but we maintain our traditions and culture.”

Previously, matchmaking companies were supervised by the Ministry of Social Affairs. However, after last year’s Cabinet reshuffle, the ministry became the Ministry of Community Development and its responsibility for overseeing matchmakers was dropped.

Under the old rules, matchmakers had to have specific qualifications, be of a certain age, have at least five years of experience and be a UAE national to open such a business.

Neha J, from India, said she almost choked on her lunch when she first saw the billboards.

“Why was this on a billboard was my first thought, and then I saw the website and it was pure shock.”

Matchmaking, she said, was about “making real connections and shouldn’t be advertised or dealt with in such away”.

“To charge people to look at a portfolio cheapens the whole process. Also, what qualifies this person to be a matchmaker? What are her credentials? Is she a psychologist or a social worker?”

Ms Neha said she was relieved when the billboards were removed. “We feel like we have a voice and that we were heard.”

The DED has said it will “investigate” the matter. Matchmaking Bureau Services could not be reached for comment.