Dubai's Roads and Transport Authority Updates Out-Of-Home Advertising Manual

Dubai's Roads and Transport Authority (RTA) released updated rules of the Out-Of-Home (OOH) Advertising Manual in the city to prioritize "the safety and security of pedestrians and road users."

The 112-page manual, issued in collaboration with Dubai Municipality and Dubai's Department of Economy and Tourism, aims to make government systems and procedures more efficient, aligning with Dubai's leadership and the Dubai Urban Plan 2040 goals. These efforts reinforce Dubai's status as a global center for business and finance, making it an attractive place for investing in OOH advertising.

The RTA emphasized that Dubai's OOH advertising sector is strong and has a bright future. The updated manual is designed to encourage companies and investors to spend more on advertising, helping them to promote their products and brands.

The manual includes better site planning, improved traffic safety standards, revised spacing criteria, standardized design elements, pilot areas, and new billboard construction procedures, as per Khaleej Times.

It also introduces new features not found in other major cities, focusing on standardizing designs and landscaping that showcase Dubai's unique identity. Additionally, the manual helps advertisers with creative options and supports inspectors in enforcing advertising rules.

The updates also add new advertising zones and expand digital ads, supporting Dubai's growth goals by blending assets and offering various billboard types for better investment returns, WAM reported.

The Dubai OOH Advertising Manual provides updated guidelines for advertisers to use new media like 3D ads, drones, modern lighting, and laser technology, all while ensuring the safety of pedestrians and road users.

It categorizes all types of OOH ads by format, location, and how they deliver information. The RTA clarified that the manual does not cover the following items, which can only be installed if they don't interfere with existing signs or road safety:

• Government and political signs and national flags
• Regulatory or guidance signs
• Street and navigation signs
• Traffic signs that manage pedestrian and vehicle movement including street names, building numbers, and car park directions
• Advertising or guidance signs put up by RTA, Dubai Municipality, or other authorities for promoting historical sites or special features
• Warning and security signs, including those that alert to hazards
• Road decorations for seasonal events that are not advertising-related

The RTA said any changes to these guidelines need special approval from a technical committee set up by the RTA and Dubai Municipality. Moreover, the RTA or Dubai Municipality can remove any asset that does not comply with the rules at any time.