Dubai’s Roads and Transport Authority (RTA) unveiled a revised manual on Thursday to regulate outdoor advertising throughout the city, with a focus on enhancing the safety and security of pedestrians and road users. The 112-page Out-of-Home (OOH) Advertising Manual, issued in partnership with Dubai Municipality and the Department of Economy and Tourism, outlines specifications for outdoor ads, including image types, measurements, lighting, dimensions, and locations.
Key highlights from the outdoor advertising manual include: Signages should not block building facilities and emergency exits, with clearances determined by the type and capacity of exits. Signs should be positioned to avoid headlight reflections in drivers' sightlines, with a suggested angle of five degrees away from a right angle to the driver's line of sight. Signage structures must not extend into roadways or paved parking areas. Freestanding signs within rows should not overhang roadways and should be set back at a safe distance, with adequate vertical clearance.
Certain freestanding signs must maintain a reasonable distance from traffic signals. Ads should not mimic traffic control devices like traffic lights. Large and medium freestanding ads, such as unipoles and megacoms, should not use dominant colors that clash with large traffic signs. Advertisements must not include reflectors that could be mistaken for traffic control devices at night. Ads should not display distracting messages or inconsistent with road safety.
Legibility is crucial; a font height of at least 150mm is recommended. Ads with large red areas should not be illuminated, as they may confuse drivers in wet, night-time conditions. Video and animated signs, including any with video or animated content, will not be approved if visible to drivers.
Exceptions include: Government and political corps signboards, national flags, regulatory or guidance signs, street or navigation signage, traffic signs regulating pedestrian and vehicle movement, advertising or guidance signboards promoting historical antiquities, warning and security signboards, and road decorations for seasonal events.
RTA clarified that deviations from these guidelines require exceptional approval from the technical committee appointed by RTA and Dubai Municipality. RTA or DM reserves the right to remove any non-compliant assets. More detailed information can be found on the RTA website: RTA Out-of-Home Advertising Manual.
