The Roads and Transport Authority (RTA) in Dubai recently released an updated manual for outdoor advertising in the city. The aim of this manual is to prioritize the safety and security of pedestrians and road users. Collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism resulted in the 112-page Out-of-Home (OOH) Advertising Manual that outlines specifications for outdoor advertising such as images, measurements, lighting, and dimensions.
One of the main points of the manual is that signages should not obstruct building facilities and emergency exits. Moreover, they should be oriented in a way that does not create headlight reflections in the driver’s line of sight. Additionally, signage or signage structures should not protrude into the road carriageway or paved parking surface. It is also important for freestanding signages to be setback at a safe distance from the carriageway and traffic signals.
The manual also specifies that advertisements should not imitate traffic control devices like traffic lights. Large and medium advertisements should avoid dominant colors that compete with large traffic signs and should not contain reflectors that could be mistaken for a traffic control device. Additionally, messages on advertisements should not be distracting or inconsistent with road safety, and they should be legible with a clear font and not contain large areas of red if illuminated.
Video and animated signs are not permitted on road reserves if visible to drivers. The manual also includes exceptions for certain types of signages that are not covered, such as government and political corps signboards, national flags, regulatory or guidance signs, street or navigation signage, and traffic signs regulating pedestrian and vehicle movement. These exceptions can be permitted for installation if they do not hinder existing signages in terms of visibility and road safety.
Any deviations from the guidelines outlined in the manual must have exceptional approval from the technical committee appointed by RTA and Dubai Municipality. RTA or Dubai Municipality have the authority to remove any non-compliant assets at any given point. More information and details about the updated manual can be found on the RTA website.
