News that Dubai malls are becoming active in the issue of what visitors wear has created a bit of a stir.
There's also the use of 'respectful', also not the right word in my opinion, and it's all exclusively about the way women dress.
But that's only half the story.
Surely it's really about what's appropriate dress in the country and what's appropriate dress in the specific location.
Go to, for example, Thailand and visit temples as most tourists do, and conservative clothing is required. I don't see any debate about whether that's right or wrong, or people insisting that 'nobody can tell me what to wear'.
In this area it's inappropriate for women to wander around the city or malls in hotpants, mini skirts, low tops.
But as far as I'm concerned it's equally inappropriate for men to wear beach clothing in cities, malls and restaurants. Not just here, by the way, but anywhere.
For example, we were having dinner in a restaurant the other evening. Nice restaurant, tablecloths, waiters in formal uniforms etc. At the next table were two young men in thongs, football shorts and singlets. Totally inappropriate - and the restaurant was at fault for allowing them to dine in their beachwear.
It's hot outside? That has nothing to do with it. You're in an air-conditioned restaurant or shopping mall, usually at an uncomfortably low temperature.
What's appropriate clothing in Dubai is not a new issue by the way. People who've been here a while have always known what was appropriate. There was no need for guidance to be issued by the authorities, no need for coverage in the media.
That all changed with the big boom which started six or seven years ago.
Hundreds of thousands of new people arrived together, they didn't mix with the old hands, they simply brought their own standards with them and ignored the local culture.
Added to that is the influx of millions of tourists, again with little thought for the local culture.
Dubai's authorities and tourism industry must share a large part of the responsibility. They thought only of the commercial benefits and didn't anticipate what else the huge influx would mean.
They've allowed standards to be ignored for the last several years and now there's a predictable backlash from Emiratis, concerned that they're being swamped by the influx of foreigners, that their culture and standards are being lost.
So now, several years too late, there's action being taken to try to re-establish standards.
The backlash is not unique by the way, the same complaint is made by people all over the world about newcomers to their country. Think of the UK, Germany, France, Australia for example, where there are complaints that immigrants don't fit in, don't assimilate, and there are campaigns to stop immigration.
People arriving here say that they weren't aware of the dress code, and that argument has some validity.
But there's also an arrogance about people, with examples given in the Gulf News feature.
Tania N. a 29-year-old Russian businesswoman, said she got confused when a security guard at the Mall of the Emirates handed her a brochure on how to dress appropriately.
"I respect Dubai, its religion, culture and people, I come here frequently for business and pleasure...I used to wear a sleeveless short gown or miniskirt and according to my background it is a decent outfit and doesn't cause any kind of embarrassment.
Asked whether she will adhere to the mall's dress code, she said: "I really don't find it necessary, besides I don't have long or covered outfits, and the most importantly I didn't do something bad to Dubai or its people."
Katayoon Tahmoress M, an Iranian writer based in Dubai agrees with Tania.
"I love Dubai and I like its style. But the way I dress is completely a personal matter and I don't allow anybody to educate me on what to wear and what not to wear."
So we have a combination of arrogance, lack of awareness, lack of knowledge, lack of information and standards allowed to be ignored in the pursuit of dollars.
The Gulf News feature is here.