Dubai’s Roads and Transport Authority (RTA) has released an updated manual governing outdoor advertising across the city, emphasizing the safety and security of pedestrians and road users. The new guidelines, detailed in a 112-page Out-of-Home (OOH) Advertising Manual, were issued in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism.
#RTA has unveiled an updated edition of the Dubai Out-Of-Home (OOH) Advertising Manual in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism. The release of this Manual underscores the collaborative efforts of RTA and its partners to streamline… pic.twitter.com/X8ncM5X62v
— RTA (@rta_dubai) August 15, 2024
The manual specifies various aspects of outdoor advertising, including the types of images, measurements, lighting, dimensions, and locations. Key points include:
- Safety and Obstruction: Signages must not obstruct building facilities and emergency exits, with clearances determined by the type and capacity of escape routes.
- Driver Visibility: Signs should be angled to avoid creating headlight reflections in the driver’s line of sight. A five-degree angle away from the right angle to the driver’s view is recommended.
- Road Clearance: Signage structures must not protrude into the road carriageway or paved parking surfaces. Freestanding signage within rows must not overhang the road carriageway and should maintain a safe distance and vertical clearance from the carriageway or footpath.
- Traffic Signal Proximity: Certain freestanding signages must be set back at a reasonable distance from traffic signals to avoid confusion.
- Traffic Device Imitation: Advertisements must not imitate traffic control devices like traffic lights or use dominant colors that compete with large traffic signs. Reflectors that could be mistaken for traffic control devices at night are also prohibited.
- Legibility and Distraction: Advertisements should be legible, using a clear font of at least 150mm high, and must not contain messages that are distracting or inconsistent with road safety. Large areas of red display are discouraged for illuminated signs as they may cause confusion with traffic signals in wet, night-time conditions.
- Prohibited Content: Video and animated signs, including any portion of video or animated content, will not be approved on road reserves if they are visible to drivers.
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Exceptions
The RTA clarified that certain items are not covered by the manual and can be permitted if they do not hinder the visibility and safety of existing signages. These include:
- Government and political corps signboards and national flags
- Regulatory or guidance signs
- Street or navigation signage
- Traffic signs and signboards regulating pedestrian and vehicle movement, including street names and building numbers
- Advertising or guidance signboards placed by RTA/DM for promotion of historical sites and distinctive features
- Warning and security signboards
- Road decorations for seasonal events
Any deviation from these guidelines must receive exceptional approval from the technical committee appointed by RTA and Dubai Municipality. The RTA and DM retain the authority to remove any non-compliant assets at any time.
