British actress Millie Bobby Brown is under fire after unveiling a tourism campaign in partnership with the Dubai Department of Economy and Tourism, sparking widespread criticism over her association with the United Arab Emirates’ human rights record.
The 20-year-old Stranger Things star shared a behind-the-scenes clip of the campaign on Instagram on Tuesday, featuring herself and her husband, Jake Bongiovi, exploring various iconic locations around Dubai. The six-minute promotional video showcases the couple on a whimsical adventure across the city, from the Museum of the Future and Al Seef to the Burj Khalifa and Al Qudra desert.
“Come behind the scenes with us — relive the laughter, the excitement, and the memories we’ll never forget. Hope you love it as much as we loved creating it,” Brown captioned the post, which also included hashtags such as #VisitDubai and #DTBPartner.
Despite the video’s lighthearted tone, many followers expressed disappointment with Brown’s decision to collaborate with the Dubai Tourism Board. Critics highlighted her advocacy for gender equality and her role as a UNICEF Goodwill Ambassador, questioning the apparent contradiction between her public commitments and the UAE’s strict laws—particularly those affecting women and the LGBTQ+ community.
“This is why no one gives a [expletive] when actors speak on politics,” one Instagram user wrote, referencing Brown’s recent speech at the United Nations in which she stated, “I will not live in a world where girls aren’t treated equally or encouraged to live their lives to the fullest potential.”
Another commenter accused Brown of hypocrisy, saying, “Not even six weeks after you make a speech to the UN about women being treated unequally, you made an advert for the UAE government.”
Dubai has faced sustained criticism from human rights organizations for its restrictive legal framework, including laws criminalizing same-sex relationships and limitations on freedom of expression. Commenters pointed out these issues in response to the campaign, with one user questioning why Brown would promote a destination where “if I go there I can be in jail or even attacked and die.”
Some accused the actress of “selling out” and called for her to “educate herself” on the region’s human rights record and labor practices. “I don’t know—making commercials for a state that literally treats human rights like a punching bag is not really the way to go,” one user commented.
While the video received some praise from fans for its cinematic visuals and upbeat narrative, the backlash was swift and vocal. Several users even alleged that negative comments were being deleted or filtered. “Girl, I love you but there’s no way you aren’t deleting/filtering comments,” one follower wrote.
As of now, Millie Bobby Brown has not publicly responded to the criticism.
