Over the last number of years, the restaurants laws in Dubai have relaxed during the Holy Month of Ramadan.

Before where no alcohol was served, now restaurants can apply for a permit, and may serve alcohol and food, as long as they abide by strict regulations…

The permit allows permission for non-fasting individuals a place to eat and drink during Ramadan, while it notes that non-Muslims shall respect the Muslim Ramadan practices by not eating, drinking, or smoking in front of Muslims or in any public place in the zone during daylight hours.

Recommended

OPINION: The UAE Is Quickly Set To Become The Publishing Capital Of The Middle East and North AfricaOPINION: The UAE’s Compassion For People Of Determination Knows No BoundsIndia-UAE Travel Ban: Why I Decided To Fly From Delhi To Dubai Onboard A Charter Flight

It’s a fair practice, considering thousands of food and beverage outlets operate in Dubai, a full month without business during daylight hours could be the breaking of a business

However yesterday a press release went out about a bar that’s relatively new on the Dubai scene titled, ‘things don’t quiet down this May and June’…Read on, as we reckon this bar took their Ramadan offerings a little too far.

‘Ramadan noontime quickie’….’Ramadan dirty brunch’

The wording for these brunch and lunch specials is up for serious debate

It’s fine to promote your opening hours during Ramadan, but this is too far. The insensitive and suggestive phrases caused shock.  Does anyone need to use ‘sensuously smooth buttermilk’ or ‘give yourself over to pure pleasure with options such as the 150g bavette steak’ to advertise a brunch that’s taking place during Ramadan?

The information was shared to a private UAE journalist Facebook page

And the reaction of people in the industry was basically this…

Restaurants will remain open, don’t abuse it

Ramadan is an amazing time to be in the UAE.

Attitudes change and the incredible success of initiatives like the Ramadan fridges are proof that people go above and beyond for others during the Holy Month. 

Restaurants are lucky the laws have loosened in the last number of years, but an abuse of this shows no class and advertisements willing people to get behind it are even worse.

Let’s hope the negative reaction to this release, (and the swift recall from the PR company following feedback) is a reminder to everyone that the Holy Month is nearly upon us and to remain sensitive to all during the period.

Read: Here Are 6 Top Tips For Non-Muslims To Embrace During Ramadan