A new social media campaign urging the boycott of prominent Arab influencers in Dubai has triggered fierce debate across online platforms.
Under the slogans “Boycott the influencers” and “Unfollow Dubai Squad,” users on the Arab side of social media are calling on followers to cut ties with popular figures who have long dominated TikTok, YouTube and Instagram.
Campaigners accuse these influencers of promoting “useless” and “superficial” content that glamorises extravagant lifestyles while offering little educational or social value. Some critics argue that such portrayals create unrealistic expectations among younger audiences and contribute to “making people dumber.”
Among the influencers named in the boycott are Asala Maleh, Narin’s Beauty, Sherin Amara, Osama Marwah, Sara Al-Wara, Ghaith Marwan, Noor Stars and Shahad. Together, these content creators command tens of millions of followers across the Middle East and beyond.
Criticism extends beyond content
While the central accusation revolves around shallow and non-educational content, many users have also accused influencers of exploiting their audiences for profit and fame. Critics point to repeated promotional campaigns for consumer products, some of which are linked to companies accused of supporting Israel amid the ongoing war in Gaza.
The influencers have also been criticised for their silence on the conflict. In a region where political and humanitarian issues often dominate the online space, many social media users see the lack of commentary as a moral failure.
“People are losing their homes and lives, while these influencers keep posting shopping hauls and luxury getaways,” one user wrote on X, formerly Twitter.
Impact on smaller creators
Though the campaign has focused on high-profile names, smaller content creators say they are suffering unintended consequences. Several reported noticeable drops in followers over the past week, despite having no direct links to the targeted group.
“Unfortunately, the wave of unfollows is affecting us too,” one emerging creator posted, arguing that their independent, niche content was being unfairly punished.
Future of the campaign unclear
At the time of reporting, it remains unclear how impactful the boycott will be in the long term. Many of the influencers targeted still maintain strong fan bases that defend their content as light-hearted entertainment.
However, the controversy highlights a growing tension between audiences seeking more meaningful, socially aware content and the dominance of lifestyle-driven posts that prioritise aspirational imagery.
The debate also raises questions about the influence of Arab social media figures who shape cultural trends across the region. Whether the boycott leads to tangible change in online habits remains to be seen, but for now, the campaign continues to gain traction across Arab digital spaces.
