Emirates faces online backlash over ad amid UAE’s alleged arms links to Sudan’s rebels

A recent Emirates Airlines advertisement has sparked intense criticism online amid growing allegations that the United Arab Emirates (UAE) is supplying weapons to Sudan’s paramilitary Rapid Support Forces (RSF), a group accused of committing atrocities in Darfur.

The controversy erupted after Emirates posted a glossy promotional photo on X showcasing its luxurious A380 business class cabin. The image featured lie-flat seats, personal minibars, and wide entertainment screens, accompanied by the caption, “This is how we do Business,” followed by a halo and cloud emoji.

However, the timing of the post drew widespread outrage.

The UAE, home to Emirates, has been accused of sending arms to the RSF, which has been implicated in atrocities in Darfur.

Social media users flooded the airline’s post with angry and sarcastic comments.

One user wrote “BoycottTheUAE” alongside a video that appeared to show RSF fighters laughing on a battlefield littered with dead bodies and destroyed vehicles.

Another commenter called the UAE “Arab zionists.”

Many others shared graphic images from Sudan’s war zones in protest.

The paramilitary group, accused of genocide in Darfur, reportedly gained strength after March when Sudan’s army — backed by Iran, Turkey, and Egypt — regained control of Khartoum.

RSF leader Mohamed Hamdan Dagalo, widely known as Hemeti, is said to maintain close ties with the UAE. His family’s commercial operations are based in Dubai, which has allegedly served as a hub for smuggling gold mined from RSF-controlled areas in Darfur.

Sudan’s civil war, now in its third year, began in April 2023 when the Sudanese Army and the RSF — former allies in power — turned against each other during disputes over merging their forces as part of the country’s stalled democratic transition.