Dubai’s Roads and Transport Authority (RTA) has unveiled a comprehensive update to its outdoor advertising regulations, raising important questions about the future of outdoor advertising in the MENA region.
The new 112-page Out-of-Home (OOH) Advertising Manual, developed in partnership with Dubai Municipality and the Department of Economy and Tourism, emphasizes safety and security for pedestrians and road users, but it also sets stringent new standards for advertisers.
Key Updates to Dubai’s Outdoor Advertising Rules
- Safety First: Signage must avoid obstructing building facilities, emergency exits, and must not interfere with drivers’ line of sight. Specific angles and distances are prescribed to minimize headlight reflections and ensure safety.
- Design and Placement: Advertisements must not imitate traffic control devices or use dominant colors that compete with traffic signs. Freestanding signs must maintain a safe distance from the road and traffic signals.
- Content Restrictions: Video and animated content are banned from road reserves to prevent distractions. Advertisements must have clear fonts and avoid large red displays that could be mistaken for traffic signals.
- Exceptions: Certain signs, like government and political corps signboards, are exempt from these rules, provided they do not compromise visibility or road safety.
The Impact on Outdoor Advertising
As cities across MENA look to modernize their advertising frameworks, Dubai’s updated manual may serve as a model for future regulations, emphasizing a blend of innovation and safety. Whether these changes will influence the broader region remains to be seen, but they certainly signal a shift towards more controlled and responsible outdoor advertising practices.
Source: Khaleej times
