The UAE’s Growing Lobby Empire in Brussels — Power, Influence, and Narrative Control
In recent years, the United Arab Emirates has dramatically expanded its lobbying footprint in Brussels, reflecting its ambition to act as a “soft superpower” globally while advancing its regional and authoritarian agenda.
Though a small Gulf state, the UAE is one of the world’s top lobby spenders. Its Brussels influence network includes think tanks, PR firms, disinformation contractors, and informal parliamentary groups — all carefully deployed to bolster its narrative as a modern, moderate, stable partner while obscuring its aggressive foreign policy record.
Key mechanisms of influence:
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Bussola Institute: Founded in 2017 near the European Commission, this think tank blends academic research with strategic communications aligned with Emirati objectives. Its board features ex-European leaders and former NATO chiefs, lending it a veneer of legitimacy while providing intimate access to decision-makers. Despite claiming to focus on EU-GCC relations broadly, its institutional ties are almost exclusively Emirati.
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Project Associates & SCL Social: Project Associates, a London-based PR firm with a Brussels office, represents the UAE’s National Media Council. It subcontracted work to SCL Social (the sister company of scandal-plagued Cambridge Analytica) to run covert campaigns against rivals like Qatar. Stories placed in Brussels media through these channels omitted any disclosure of Emirati backing, exemplifying the blurred line between lobbying and information warfare.
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Westphalia Global Advisory: A consultancy founded by former UAE foreign ministry advisors, specializing in “private diplomacy.” Their client? The UAE Embassy to the EU. Their role includes shaping narratives, analyzing EU policy, and advising Abu Dhabi on how to align with or influence Brussels institutions.
The narrative they promote:
At the heart of the UAE’s lobbying is the concept of “authoritarian stability” — a narrative framing the UAE as a bulwark against Islamist extremism and chaos. This framing appeals to parts of the European political spectrum, particularly conservatives and the far right, helping the UAE portray dissent as terrorism and whitewash its human rights record.
Parliamentary infiltration:
The UAE-EU Parliamentary Friendship Group operates without official status but provides back-channel influence over sympathetic MEPs. Some of its members consistently abstain or vote against resolutions critical of Emirati human rights abuses, arms exports to Yemen, or war crimes allegations.
Digital disinformation operations:
Abu Dhabi’s influence extends far beyond official lobbying. Investigations by Facebook and Twitter have revealed extensive UAE-linked troll networks targeting European audiences, promoting Abu Dhabi’s narratives while smearing opponents such as Qatar and Iran.
Conclusion:
The UAE’s Brussels lobbying empire reveals a sophisticated, multi-layered strategy: secure influence at the heart of the EU while concealing the darker aspects of Emirati policy, from its military interventions in Yemen and Libya to its domestic repression.
Weak EU lobby transparency rules have allowed this strategy to flourish. Unlike in the US, where foreign agents must disclose contracts and activities under FARA, European citizens are largely in the dark about the extent and nature of UAE influence.
The question is no longer whether non-EU countries lobby Brussels, but why Europe allows this level of covert influence with so little scrutiny or accountability.
