Dubai Roads and Transport Authority (RTA) has recently introduced a comprehensive update to the city’s outdoor advertising regulations, emphasizing the importance of pedestrian and road user safety. This 112-page Out-of-Home (OOH) Advertising Manual, developed in collaboration with Dubai Municipality and Dubai’s Department of Economy and Tourism, sets clear standards for images, sizes, lighting, and placement of outdoor ads across the city. Here’s a breakdown of the key points:
Prioritizing Safety and Compliance
The updated manual puts a strong focus on ensuring that outdoor signage does not obstruct building facilities, emergency exits, or roadways. For instance:
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- Building Access and Emergency Exits: Signages must not block emergency exits or building facilities, with clearance depending on the type and capacity of escape routes.
- Driver Visibility: Signage should be positioned to avoid creating headlight reflections in a driver’s line of sight. To reduce glare, it’s recommended that signs be angled five degrees away from the direct line of sight.
- Roadway Clearance: Signages must not overhang or intrude into the road carriageway or paved parking areas. Freestanding signs must maintain a safe setback from the carriageway and have sufficient vertical clearance from the road or footpath.
- Traffic Signal Interference: Freestanding signs must be placed at a reasonable distance from traffic signals to avoid confusion. Advertisements should not mimic traffic control devices like traffic lights.
- Color and Reflectivity: Advertisements with large areas of red or those that contain reflectors can be mistaken for traffic signals, especially in wet, nighttime conditions, and thus should be avoided. Dominant colors should not compete with those of traffic signs.
- Message Clarity: The content of advertisements should be clear and legible, with a recommended font size of at least 150mm high. The manual advises against using distracting or confusing messages that could compromise road safety.
- Video and Animation Restrictions: Video and animated signs are prohibited on road reserves or in areas visible to drivers, as they pose a significant distraction.
Exceptions and Special Considerations
Certain items are exempt from these guidelines, provided they do not interfere with existing signage or road safety. These include:
- Government and Political Signboards: Signboards for government or political entities, along with national flags.
- Regulatory and Guidance Signs: Street, navigation, and traffic control signs, including those for pedestrian and vehicle movement, as well as street names and building numbers.
- RTA/DM Promotional Signboards: Signs promoting historical sites, distinctive features, or similar items placed by RTA/DM and relevant authorities.
- Warning and Security Signs: Signboards that warn of hazards or call for attention to safety.
- Seasonal Road Decorations: Decorations used for events that are not of the same medium as advertising.
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Compliance and Enforcement
The RTA has the authority to remove any signage found non-compliant with these guidelines. Any deviations from the manual must receive exceptional approval from the technical committee appointed by RTA and Dubai Municipality. For full details, the updated manual is available on the RTA website: RTA OOH Advertising Manual.
This new manual marks a significant step toward creating a safer and more organized urban environment in Dubai, ensuring that outdoor advertising serves its purpose without compromising public safety.
