ADG 19 - Roadside Advertising Manual PDF

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ROADSIDE ADVERTISING MANUAL
(TR-539)
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Second Edition
2018
Department of Transport
PO Box 20
Abu Dhabi, United Arab Emirates
© Copyright 2018, by the Department of Transport. All Rights Reserved. This document, or parts
thereof, may not be reproduced in any form without written permission of the publisher.
TABLE OF CONTENTS
1 INTRODUCTION ....................................................................................................................... 1
1.1 Overview ............................................................................................................................. 1
1.2 Definition and Role of Roadside Advertising ...................................................................... 1
1.3 Role of Department of Transport ........................................................................................ 1
1.4 DOT’s Approach to Roadside Advertising Regulation ........................................................ 2
1.5 Role of this Manual ............................................................................................................. 2
1.6 Scope of this Manual .......................................................................................................... 2
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1.7 Manual Layout .................................................................................................................... 3
2 SIGN CATEGORIES ................................................................................................................. 4
2.1 Overview ............................................................................................................................. 4
2.2
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Category 1: Billboards ........................................................................................................ 4
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2.3
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Category 2: Flags and Street Banners ............................................................................... 5
2.4 Category 3: Advertisements in the Right of Way ................................................................ 6
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2.5 Category 4: Roadside Furniture ......................................................................................... 7
2.6 Category 5: Mobile Advertising ........................................................................................... 7
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2.7 Category 6: Miscellaneous Advertising .............................................................................. 8

3 APPROVAL PROCEDURES .................................................................................................... 9
3.1 Overview ............................................................................................................................. 9
3.2 Permits/NOCs ..................................................................................................................... 9
3.3 Requirements and Approvals ........................................................................................... 10
4 GENERAL CRITERIA FOR ROADSIDE ADVERTISING ....................................................... 11
4.1 Overview ........................................................................................................................... 11
4.2 Safety ............................................................................................................................... 12
4.2.1 Construction .................................................................................................................. 13
4.2.1.1 Supporting Structures ................................................................................................... 13
4.2.1.2 Electrical Connections .................................................................................................. 13
4.2.2 Placement ..................................................................................................................... 13
4.2.2.1 Lateral and Vertical Offset ............................................................................................ 14
4.2.2.2 Crash Protection or Attenuation .................................................................................... 14
4.2.2.3 Interchanges and Intersections ..................................................................................... 15
4.2.3 Information Overload .................................................................................................... 22
4.2.3.1 Amount of Information on a Device ............................................................................... 22
4.2.3.2 Spacing between Devices ............................................................................................. 22
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TOC Second Edition – January 2018
4.2.4 Driver Distraction .......................................................................................................... 22

4.2.4.1 Confusion with Traffic Signs ......................................................................................... 23
4.2.4.2 Motion ........................................................................................................................... 23
4.2.4.3 Content ......................................................................................................................... 23
4.2.4.4 Clutter ........................................................................................................................... 23
4.2.5 Visibility ......................................................................................................................... 23
4.2.5.1 Sign Angle..................................................................................................................... 24
4.2.5.2 Device Size ................................................................................................................... 24
4.2.5.3 Character Height ........................................................................................................... 24
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4.2.5.4 Lighting ......................................................................................................................... 25
4.2.5.5 Color ............................................................................................................................. 26
4.2.5.6 Contrast ........................................................................................................................ 26
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4.3 Visual Amenity .................................................................................................................. 27
4.3.1
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Cultural Sensitivity ........................................................................................................ 27
4.3.2 Quality of Design and Materials .................................................................................... 27
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4.3.3 Maintenance of Advertising Devices and Adjacent Areas ............................................ 27
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4.3.4 Preserve Areas of Scenic Beauty ................................................................................. 27

4.3.5 Preserve Areas of Historic Value .................................................................................. 28
5 STANDARDS FOR ROADSIDE ADVERTISING BY SIGN CATEGORY ............................... 29
5.1 Overview ........................................................................................................................... 29
5.2 Category 1: Billboards ..................................................................................................... 29
5.2.1 Standards for Freestanding Billboards (e.g., Unipole and Megacom) .......................... 30
5.2.1.1 Sign Size (area) ............................................................................................................ 30
5.2.1.2 Spacing and Placement ................................................................................................ 32
5.2.1.3 Multiple Messages Within One Sign Face (also applies to digital billboards) ............... 32
5.2.2 Standards for Construction Fences .............................................................................. 32
5.2.3 Standards for Digital Billboards ..................................................................................... 33
5.3 Category 2: Flags or Street Banners ............................................................................... 34
5.3.1 Definition ....................................................................................................................... 34
5.3.2 Standards ...................................................................................................................... 34
5.4 Category 3: Advertisement in the Right of Way ............................................................... 36
5.4.1 Definition ....................................................................................................................... 36
5.4.2 Standards for Bridge Signs ........................................................................................... 36
5.4.3 Standards for Lamp Post Signs .................................................................................... 37
5.4.4 Standards for Roundabout Signs .................................................................................. 38

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5.4.5 Standards for MUPIs ..................................................................................................... 39

5.5 Category 4: Roadside Furniture ...................................................................................... 41
5.5.1 Definition ....................................................................................................................... 41
5.5.2 Standards ...................................................................................................................... 41
5.6 Category 5: Mobile Advertisements ................................................................................. 43
5.6.1 Definition ....................................................................................................................... 43
5.6.2 Standards for Roadway Mobile Advertisements ........................................................... 43
5.7 Category 6: Miscellaneous Advertisements .................................................................... 43
5.7.1 Definition ....................................................................................................................... 43
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5.7.2 Standards for Product Replicas .................................................................................... 44
6 COMPLIANCE AND ENFORCEMENT ................................................................................... 45
6.1 Overview ........................................................................................................................... 45
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6.2 Compliance ....................................................................................................................... 45
6.3
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Enforcement ..................................................................................................................... 45
7 MISCELLANEOUS .................................................................................................................. 46
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7.1 Overview ........................................................................................................................... 46
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7.2 Indemnity .......................................................................................................................... 46

7.3 Insurance .......................................................................................................................... 46
7.4 Removal of Unauthorized Advertising Devices ................................................................ 46
8 REFERENCES ........................................................................................................................ 47
8.1 Cited References .............................................................................................................. 47
8.2 Other References ............................................................................................................. 47
APPENDIX A – STRUCTURAL REQUIREMENTS ..................................................................... 51
APPENDIX B – OUTDOOR ADVERTISING SIGNAGE REGULATIONS…………………………53
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LIST OF FIGURES
Figure 1: Large Unipole Billboard Advertisement ............................................................................. 4
Figure 2: Construction Wall Billboard Advertisement ........................................................................ 5
Figure 3: Typical Flag Advertisements .............................................................................................. 5
Figure 4: Bridge Advertising Sign ..................................................................................................... 6
Figure 5: Mupi & Light Pole Advertisements ..................................................................................... 6
Figure 6: Bus Shelter Advertising ..................................................................................................... 7
Figure 7: Mobile Advertising Vehicle Wrap ....................................................................................... 8
Figure 8: Product Replica ................................................................................................................. 8
Figure 9: Clear Zone Width ............................................................................................................. 14
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Figure 10: Cross Intersection Advertisement-Free Buffer Zone ..................................................... 17
Figure 11: Roundabout Advertisement-Free Buffer Zone ............................................................... 18
Figure 12: T-Intersection Advertisement-Free Buffer Zone ............................................................ 19
Figure 13: Railway Crossing Advertisement-Free Buffer Zone ....................................................... 20
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Figure 14: Diamond Interchange Advertisement-Free Buffer Zone ................................................ 21
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Figure 15: Examples of freestanding billboards .............................................................................. 30
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Figure 16: Example of construction fence billboard ........................................................................ 32
Figure 17: Example of a digital billboard ......................................................................................... 33
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Figure 18: Example of flag or banner signs ................................................................................... 34
Figure 19: Example of a bridge advertisement .............................................................................. 36
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Figure 20: Example of lamp post signs ........................................................................................... 37

Figure 21: Examples of prohibited advertisements on roundabouts ............................................... 38
Figure 22: Example of a MUPI sign ............................................................................................... 39
Figure 23: Guidelines for Locating Street Furniture on Bus Stops .................................................. 42
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LIST OF TABLES
Table 1: Zone A – Minimum Advertisement Free Buffer for Interchange, Intersection, and
Roundabout Exits and Longitudinal Sign Spacing On Tangents .................................................... 15
Table 2: Zone B – Minimum Three Second Advertisement Free Buffer for Interchange, Intersection,
and Roundabout Approach ............................................................................................................. 16
Table 3: Minimum Letter Height ...................................................................................................... 24
Table 4: Maximum illuminance as a function of ambient illumination ............................................. 25
Table 5: Maximum luminance as a function of ambient illumination and sign size ......................... 26
Table 6: Maximum Sign Size (area) by Roadway Speed ............................................................... 31
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1 INTRODUCTION
1.1 Overview
In 2017 the Department of Transport (DOT) commenced with the update as well as roll out of the
“Unifying and Standardizing of Road Engineering Practices” Project. The objective of the project was
to enhance management, planning, design, construction, maintenance and operations of all roads
and road related infrastructure in the Emirate.
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To achieve this objective a set of standards, specifications, guidelines and manuals were developed
in consultation with the relevant authorities. It is anticipated that all road and road related
infrastructure authorities or agencies in the Emirate shall adhere to these standards, specifications
and recommendations. It is also recognized that there are already published documents with similar
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objectives and contents prepared by other authorities and these publications have been referenced
in this document.
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1.2 Definition and Role of Roadside Advertising
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Roadside advertising provides guidance and information to road users about the location, types of
products, activities, and services available to them either in the local market specifically or the greater
world in general. This manual covers roadside advertising on E-roads and any other road under the
jurisdiction of the DOT.
1.3 Role of Department of Transport

The DOT is the authority in charge of transport in the Emirate of Abu Dhabi and this includes
management of roadside advertisement along its road corridors. This manual will establish the
general principles of road safety and visual amenity that underpin sign size, spacing, lighting, and
maintenance access for each of the six major categories of roadside advertising signs defined in this
document. The DOT is also the enforcement authority empowered to remove, relocate, or modify
any sign that contravenes the requirements set out in this manual.
In addition to the principles and requirements set out in this manual, roadside advertising should be
compliant with the overriding outdoor advertising signage regulations issued by the Department of
Urban Planning and Municipalities as shown in Appendix B of this manual. In the event of any
conflict, the outdoor advertising signage regulations will prevail.
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01-INTRODUCTION Second Edition-January 2018
1.4 DOT’s Approach to Roadside Advertising Regulation

International studies indicate that distraction is a significant contributor to crashes. While there has
been a strong focus on in-vehicle distraction especially from mobile phone use, there is growing
recognition that distraction may arise from sources outside the vehicle, in particular roadside
advertising. It is anticipated that with increasing demand for roadside advertising, some mechanism
for controls is required without which road safety could be severely compromised.
The key decision making principles that underpin roadside advertising regulation are based on; road
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user safety, maintenance of the environment, societal standards and traffic efficiency. Other related
principles include; attention to any plans and proposals that may in the foreseeable future affect the
location where the roadside advertising sign is to be placed. All other matters such as proposals,
submission details, agreements and fee payment shall be guided by the Abu Dhabi Municipality
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Roadside Advertising guidelines.
1.5 Role of this Manual

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The role of this manual is to establish the official roadside advertising control and management
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requirements intended for use throughout the Emirate. The primary challenge in the development of
this manual has been balancing between providing the necessary information to establish control
and management of roadside advertising without imposing onerous conditions on advertisers in the
design, installation, maintenance, and removal of advertising signs. The manual is intended to
provide infrastructural guidance and advice on the safe display of roadside advertising. It is the result
of extensive consultation with the various stakeholders and designed to promote on-going
consultation throughout the implementation process. The manual focuses on the requirements, best
practices, design, installation and the associated processes to achieve them. It was developed in
coordination with the following transportation manuals, including but not limited to; Road Geometric
Design Manual, Road Side Design Guide, Manual of Uniform Traffic Control Devices, Traffic Signals
and Electronic Warning and Information Systems, Road Lighting Manual and Road Landscaping
Manual. The ultimate goal of this manual is to allow roadside advertising in a controlled and safe
manner that respects visual amenity.
1.6 Scope of this Manual

The scope of this manual encompasses guidelines and regulations related to roadside advertising
on E-roads and other roads managed by the DOT erected with the purpose of the message being
read by the roaduser. All such signs shall require a permit/NOC from the DOT.
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It is acknowledged that previously approved Roadside Advertising permits by the Municipalities will
remain in force but renewals will come under the purview of the DOT.
1.7 Manual Layout

The Roadside Advertising Manual is divided into eight chapters. The first chapter is the Introduction,
which establishes the definition and role of roadside advertising as well as DOT’s role and approach
to roadside advertising regulation. Chapter 2 categorizes and provides a brief definition and
illustration of six distinct types of roadside advertising signs. The subsequent chapter lists the
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requirements for DOT approval procedures and permits. Chapter 4 provides detailed information on
the general criteria for roadside advertising regulation and is divided into two major sections; Safety
and Visual Amenity. Chapter 5 outlines detailed criteria for roadside advertising regulation, including
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size, spacing, lighting, and maintenance access. Chapter 6 addresses compliance and enforcement
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related issues and Chapter 7 covers issues related to indemnity, insurance, removal of unauthorized
roadside advertising devices and potential compensation. Chapter 8 contains a list of references that
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were directly or indirectly used in the development of this manual.

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2 SIGN CATEGORIES
2.1 Overview
The Roadside Advertising Manual has seven sign categories as outlined below:
 Category 1 - Billboards
 Category 2 - Flags or Street Banners
 Category 3 - Advertisements in the Right of Way
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 Category 4 - Roadside Furniture
 Category 5 - Mobile Advertising
 Category 6 - Miscellaneous Advertising
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2.2 Category 1: Billboards
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Billboards are permanently fixed structures used exclusively for outdoor advertising and can be
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either freestanding or attached to an existing structure, such as a building. These are some of the
largest roadside advertising signs and intended to be viewed from long distances, in some cases up
to and beyond half a kilometer. Billboards signs can be single or multi-sided, and those found in Abu
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Dhabi and neighboring areas include; Unipole, Multipole, Megacomm, Rooftop, Wall, Construction
(Hoarding), and Digital.
The following Figure 1 and Figure 2 illustrate unipole and construction wall advertisements.
Figure 1: Large Unipole Billboard Advertisement

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02-SIGN CATEGORIES Second Edition-January 2018
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Figure 2: Construction Wall Billboard Advertisement
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2.3 Category 2: Flags and Street Banners

Flags and Street Banners are defined as fabric-manufactured advertisements. Banners are typically
mounted horizontally, while Flags are attached upright on a single flagpole (Figure 3). Category 2
signs are unique in that they are constructed of soft material which blows in the wind resulting in a
motion effect that has an impact on driver attention and the legibility of the signs themselves.
Figure 3: Typical Flag Advertisements
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2.4 Category 3: Advertisements in the Right of Way

Right-of-way in general refers to land used for and alongside roadways such as sidewalks, streets,
crosswalks, curbs, roadway shoulders, and parking areas. Any type of roadside advertisement that
has a limited vertical or lateral offset might fall into this category, but by and large they are smaller
advertisements. These include, but are not limited to: MUPI’s (the Spanish acronym for “Mobiliario
Urbano para Publicidad e Información,” translated into English as “Urban (Street) Furniture for
Advertising and Information.”), Pole Signs, and Bridge Signs. Advertisements in the right of way are
generally prohibited.
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Figure 4 and Figure 5 illustrate advertisements in the right of way.
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Figure 4: Bridge Advertising Sign

Figure 5: Mupi & Light Pole Advertisements

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2.5 Category 4: Roadside Furniture

Category 4 defines roadside advertising that is affixed to or integral with elements of the roadway
infrastructure such as bus shelters and benches, as well as other non-roadway related objects like
trash bins and kiosks. While these signs are visible to motor vehicle users, they are often designed
for and targeted at pedestrians. Figure 6 illustrates bus shelter advertising.

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Figure 6: Bus Shelter Advertising
2.6 Category 5: Mobile Advertising

Category 5 describes advertising that is either trailered behind a vehicle or affixed directly to the
surface of a vehicle in view of traffic. This can then be transported to a given location and employed
for merchandising purposes at a particular event. The goal of these signs is general advertising of
goods or services to motor vehicle users and pedestrians. They can include simple print media, such
as vehicle wrap illustrated in Figure 7, or complete product replicas, which can also incorporate a
motion element or be static. Vehicles currently used for these purposes in the Emirate of Abu Dhabi
and neighboring communities include cars, trucks, busses, motorcycles, boats, and airplanes.
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Figure 7: Mobile Advertising Vehicle Wrap
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2.7 Category 6: Miscellaneous Advertising

The final outdoor advertising category covers all other roadside advertising devices and strategies
not included in the first five categories. These include, but are not limited to, product replicas,
balloons, service organization signs, and community signs. Figure 8 illustrates product replicas
placed on a roundabout.
Figure 8: Product Replica
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3 APPROVAL PROCEDURES
3.1 Overview
For roadside advertising control to be effective, a set of detailed approval procedures must be
established. These include identifying signs that need to be excluded from the approval process, as
well as the information that needs to be provided to the DOT to undertake its assessment of the
proposed device.
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3.2 Permits/NOCs
All roadside advertising on E-roads and other roads managed by the DOT erected with the purpose
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of the message being read by the roaduser, shall require a permit/NOC from the DOT.
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A person who desires to display a roadside advertisement must apply to the DOT for a permit/NOC:
 All applications to display roadside advertisement must be routed through Abu Dhabi
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Municipality, Al Ain Municipality and the Western Region Municipality respectively.
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 Further details of the application process adopted by the municipalities shall be obtained at
the respective municipalities.
 The respective municipalities will then forward the application to the DOT for
clearance/permit/NOC.
All permit applications are subject to the following conditions:

1. Approval by the DOT of a permit application merely means that the applicant has complied
with all applicable DOT regulations. It is the responsibility of the applicant to also comply with
all applicable local laws, regulations, and ordinances and to obtain from local government
agencies any necessary permits or approvals. The failure to obtain such prior approval or
failure to remain in compliance with all local laws, regulations, or ordinances, may result in
the advertising device being removed without compensation and at the cost of the applicant.
2. Signs must conform to all regulations contained in this manual.
3. The DOT reserves the right to revoke a sign permit/NOC or refuse to issue a sign permit if
any of the department's property on the right of way, including but not limited to trees,
vegetation, or fences, is destroyed, damaged, converted, or altered by or on behalf of a
person, firm, or corporation who owns, erects, maintains, leases, or uses any permitted
outdoor advertising sign or structure.
4. Modification or reconstruction of a sign without the approval of an amended application is
cause for cancellation.
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03-APPROVAL PROCEDURES Second Edition-January 2018
5. Installation and maintenance of the roadside advertisement structures would require the prior
approval of the DOT. Any lane closure would require the prior approval of Abu Dhabi Police
and the DoT
6. Approval of this permit is also contingent upon placing the sign completely off public right-of-
way, including any overhang.
7. In addition, all supporting roadside advertising structures shall obtain structural design NOC.
8. All electrical connections to roadside advertising structures shall be certified by a licensed
electrical engineer. This certification will be in compliance with relevant Abu Dhabi electrical
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design standards and codes of practice.
9. All Outdoor Advertising signs, displays, or devices shall be removed by the permit holder
within thirty (30) days after the date of expiration or revocation of the permit for same.
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Requirements and Approvals
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Considerations and requirements for permit/NOC approval are detailed in Chapters 4 and 5 of this
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manual.
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03-APPROVAL PROCEDURES Second Edition-January 2018
4 GENERAL CRITERIA FOR ROADSIDE

ADVERTISING
4.1 Overview
This manual includes sign control standards that are general and can be applied to all roadside
advertising. Adherence to these standards will ensure road user safety and amenity, reduce driver
confusion and distraction, and guarantee the use of quality devices that reflect the best of local
customs and expectations. These standards will also allow advertisements to reach the intended
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audience in a safe, effective and attractive manner.
The general conditions and principles cover traffic safety, efficiency, advertising sign pollution and
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public decency and morals. These are further divided into roadside advertising practices that are
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mandatory and those that are not permitted.
No outdoor advertisement shall:

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 have content that is similar to that of traffic signs or signals;
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 display colors that will result in confusion with traffic signs or signals;
 imitate traffic signs or signals;
 be mixed with traffic signs or signals on a single mounting device;
 block traffic signs or signals;
 be brighter than traffic signs or signals at night;
 contain content that is not completely legible and discernable from the roadway;
 contain so much information as to make it unreadable in two short glances;
 be mounted above travel lanes;
 be mounted on highway medians;
 be placed in combination with other outdoor advertisement or traffic signs and signals as to
create a complex visual environment that constitutes visual clutter or pollution;
 be mounted in gore areas (An area downstream from the shoulder intersection points at the
divergence of two roadways);
 contain distracting images or provocative photographs or graphics;
 display a combination of text and background colors that produce “chromatic aberration” or
“chromatic depth effect” (e.g., blue and red);
 display poor color contrast between content and background (e.g., tan on brown and light
blue on darker blue);
 have nighttime brightness that causes glare;
 have night time lighting that results in light trespass;

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04-GENERAL CRITERIA FOR ROADSIDE ADEVERTISING Second Edition-January 2018
 have externally mounted lights directly visible to roadway users;

 display flashing and changing elements in roadway users’ line of sight;
 have moving or scrolling elements;
 block drivers’ view of other traffic or pedestrians;
 block pedestrians’ view of oncoming traffic;
 block pedestrian walkways;
 require replacement and maintenance that jeopardize the safety of any of the parties involved
in such activities;
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 emit or utilize any sound or smell capable of being detected by roadway users.
All outdoor advertisement shall:
 be designed to protect drivers who run off the road, for example;
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have appropriate lateral offsets;
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o be protected by barriers;
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o use soft materials;
o have mounting structures that use a “break-away” design if appropriate;
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 be considered at all times as secondary to traffic control devices;

 be oriented toward the driver’s line of sight (perpendicular to oncoming traffic);
 be located outside the “cone of vision” reserved for traffic control devices;
 be internally illuminated:
 if externally illuminated,
o have all external lighting aimed directly at the signs with as little light as possible
falling around or above the signs;
o have all external lighting aimed downward from the top of the sign structure.
The remainder of this chapter is divided into two major sections; safety and visual amenity. The first
section concentrates on the general criteria for traffic safety while the second section is on visual
amenity, dealing with the preservation of Abu Dhabi’s scenic beauty and cultural/religious heritage.
4.2 Safety
Safety is the primary criterion for the design and placement of all roadway signs and traffic control
devices. The goal of official road signs is to provide regulatory, warning, and guidance information
to motorists in the safest and most efficient manner possible. These roadway signs and traffic control
devices are required on modern roadways as they serve critical functions related directly to the safe
operation of motor vehicles. Roadside advertising provides information to road users about products
and services unrelated to driving or pedestrian tasks. The placement of roadside advertising shall
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only be allowed if their existence is demonstrably benign, resulting in a beneficial, or neutral and
harmless effect or influence on roadway users.
4.2.1 Construction
High quality construction remains the cornerstone of roadway signs, traffic control devices and
roadside advertisements. The adoption of sound structural and electrical engineering design and
construction methods is required for all traffic control devices and advertising signs on or around
roadways.
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4.2.1.1 Supporting Structures
The structural design of supports shall comply with the relevant Abu Dhabi Structural Design
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Standards and code of practice. The requirements for supporting roadside advertising structures are
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included in the Appendix section of this manual. In addition, the following policies shall be followed:
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 If deemed appropriate, device supports that are not protected from run off road vehicles shall
employ a safe and approved “break-away” design.
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 Non-reflective glare reducing finish shall be used.

 The device structure shall be well maintained.
 Traffic control devices and their structures shall not be used as supporting structure for any
roadside advertising device.
 The name of the roadside advertising license holder shall be visibly displayed.
4.2.1.2 Electrical Connections

All electrical connections to roadside advertising structures shall be certified by a licensed electrical
engineer. This certification shall be in compliance with relevant Abu Dhabi electrical design
standards and codes of practice. This will ensure that all electrical connections are designed to
maximize safety and minimize traffic risk, even in the event of accidental knock down.
4.2.2 Placement
Placement is one of the most important considerations when attempting to maximize the
effectiveness of any sign. The area straight ahead of the driver is the area which commands the
driver’s greatest attention. For this reason, roadside advertising companies pay a premium for
locations directly in front of the driver (e.g., bridges). However, from a traffic safety perspective, the
central visual field should be reserved for official traffic signs and signals which help drivers navigate
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safely and legally on public roadways. Therefore, roadside advertising signs shall not be placed
within roadway boundaries, including shoulders, medians, footpaths and cycle-lanes.
4.2.2.1 Lateral and Vertical Offset

Sign placement refers to the lateral and vertical offset of a sign with regard to either the driver’s line
of sight or the right of way. Roadside advertising in Abu Dhabi shall be placed laterally and vertically
outside the right of way.
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4.2.2.2 Crash Protection or Attenuation
Roadside advertising signs and/or their mounting structures shall be designed to minimize the risk
of injury or death to road users. This can be accomplished by providing appropriate lateral or vertical
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offsets (see Figure 9). Furthermore, the use of soft materials, guardrails, safety barriers, and other
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approved devices between the potential path of an oncoming vehicle and the sign structure all
contribute to improved road safety. This is in addition to employing a “break away” design.
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Figure 9 shows the clear zone width for roadside advertising signs based on traffic flow volumes and
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85th percentile speed in the approach direction.
Figure 9: Clear Zone Width
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4.2.2.3 Interchanges and Intersections

Restrictions on roadside advertising should minimize the obstruction of a driver's vision or the
distraction of a driver’s attention when entering or leaving a roadway. These restrictions include
minimum setbacks from areas of potential conflict and high cognitive and visual demand.
Optimal longitudinal sign spacing is shown in
Table 1 and Table 2. The tables indicate advertising-free buffer zones for drivers approaching and
exiting intersections, interchanges and roundabouts. The information in
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Table 1 (Exiting Buffer) is also used for longitudinal sign spacing on tangent sections of roadway.
Table 1 (Exiting and Tangent Buffers), shows the roadway speed on the far left column, and columns
that describe the advertising sign content. The distance in meters is the minimum distance beyond
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an intersection, interchange, or roundabout where a sign is allowed to face the intersection. As an
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example, on a 60 kph roadway, signs with 2-3 units of information facing the intersection must be
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placed further than 83 meters beyond the intersection. Also, on a tangent section of 60 kph roadway,
two signs with 4-8 units of information must be spaced at a minimum of 117 meters apart.
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Table 1: Zone A – Minimum Advertisement Free Buffer for Interchange, Intersection, and Roundabout
Exits and Longitudinal Sign Spacing On Tangents
Units of Information: 1 Units of Information: 2-3 Units of Information: 4-8

Speed
Reading Time: 3.5 sec Reading Time: 5.0 sec Reading Time: 7.0 sec
kph Distance (m) Distance (m) Distance (m)
20 19 28 39
30 29 42 58
40 39 56 78
50 49 69 97
60 58 83 117
70 68 97 136
80 78 111 156
90 88 125 175
100 97 139 194
110 107 153 214
120 117 167 233
130 126 181 253
140 136 194 272
150 146 208 292
160 156 222 311
Table 2 (Approach Buffer), shows the roadway speed on the left column and the buffer zone in
meters in the right column. No advertising signs facing traffic entering the intersection, interchange,
or roundabout may be placed closer than that distance. As an example, on an 80 kph roadway, no

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advertising sign may be placed within 67 meters of an intersection's approach. Illustrated examples
of these tables are provided in 10 through Figure 14.
Table 2: Zone B – Minimum Three Second Advertisement Free Buffer for Interchange, Intersection,
and Roundabout Approach
Speed (KPH) Buffer Zone (m)

20 17
30 25
40 33
50 42
60 50
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70 58
80 67
90 75
100 83
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120 100
C130 108
140 117
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150 125
160 133
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The above advertisement free buffer zones are not to be applied retrospectively but phased over a
period of time when advertisement permits come up for renewal.
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Figure 10: Cross Intersection Advertisement-Free Buffer Zone
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Figure 11: Roundabout Advertisement-Free Buffer Zone
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Figure 12: T-Intersection Advertisement-Free Buffer Zone
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Figure 13: Railway Crossing Advertisement-Free Buffer Zone
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Figure 14: Diamond Interchange Advertisement-Free Buffer Zone
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4.2.3 Information Overload

Driver information load is composed of Information Search Demand and Driving Task Demand
(Lerner, et al., 2003). Information Search Demand incorporates the specific sign or sign array being
attended to and the general visual environment in which the sign is located. Driving Task Demand
on the other hand includes, the number of roadway geometric features (e.g., curves and lane drops),
traffic volume and travel speed. Driver information overload has been defined as “providing a
motorist with too much information, through a series of devices or conditions, for a driver to have
adequate time to perceive and respond properly.” This could be through a proliferation of advertising
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signs or too much information on individual signs.
4.2.3.1 Amount of Information on a Device

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In order to allow drivers to read roadside advertising comfortably, quickly, and with the least
distraction from the primary driving task, they should have no more than six unique units of
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information (also known as “bits”), which include words, numbers, and symbols.
4.2.3.2 Spacing between Devices

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The proliferation of outdoor advertising signs can distract the driver from official traffic control devices
and could consume the greater part of drivers’ visual and mental resources. One way of limiting this
impact is to reduce the number of roadside advertising signs on the roadway to a number that can
actually be read by motorists at any given moment. Research shows approximately 3.5 seconds is
a reasonable estimate of driving time required to read a single word on a sign from the point where
the word becomes legible to the driver. For a sign with 2-3 words, it takes about five seconds, and
it takes seven seconds for a sign with 4 - 8 words. The time it takes to read a sign can be multiplied
by the speed of the vehicle to determine the distance when the sign needs to become legible in order
to read it before passing it. (Please refer to
Table 1 and Table 2 together with Figure through Figure )
4.2.4 Driver Distraction

All roadway signs, including advertisements, must be conspicuous; that is, they must have a high
probability of being detected by the target audience. It is often claimed that roadside advertising
signs in general have a negative impact on road safety, as these signs compete with basic driving
requirements (e.g., attending to other vehicles and traffic control devices) for driver attention, thereby
distracting drivers from the safe operation of their vehicles. When used to describe roadside
advertising signs, the term distraction is seen as synonymous with the creation of a traffic hazard.

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The fact that drivers pay attention to commercial signs is not in dispute, however the issue of whether
attention paid to roadside advertisements has a negative impact on driving performance has yet to
be resolved. It is prudent, however to take precautions to reduce the possibility that roadside
advertising devices in Abu Dhabi might now be, or in the future become, a dangerous distraction.
Some precautionary safety measures include recommendations on sign shape, use of motion, and
sign content and clutter that are outlined in the following section.
4.2.4.1 Confusion with Traffic Signs
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Roadside advertising signs in Abu Dhabi shall not mimic the shape, color, content, lighting of any
standard traffic control device (for example, signs or signals).
4.2.4.2 Motion
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Motion shall not be allowed in high-speed environments and in high demand or difficult driving
situations, such as approaches to intersections, roundabouts, and interchanges.
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4.2.4.3 Content
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Disturbing images, language and provocative photographs or graphics shall not be allowed along
the roadway environment.
4.2.4.4 Clutter
Sign clutter, both in terms of the number of signs in a given area and the amount of information on
any given sign, can not only result in information overload, but can also be distracting to roadway
users. This shall be minimized by applying the recommendations in sections 4.2.3.1 and 4.2.3.2 of
this manual.
4.2.5 Visibility
While outdoor advertising signs should not interfere or compete with official highway signs and
signals, it is in the best interest of the media companies, advertisers and the roadway users that
drivers be able to read these signs as fast as possible. The reason for this is that the longer drivers
look at a roadside advertising sign, the longer they look away from the road and official traffic control
devices. A sign that is optimally legible is angled appropriately toward the driver, has optimally visible
sign content (such as letter height), with reasonable limitations on the amount of content, and is
adequately illuminated at night.
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4.2.5.1 Sign Angle

Signs that are perpendicular to their line of sight are the easiest for drivers to read (Zineddin, et al.,
2005). The larger the angle at which the sign is viewed, the more difficult it is to read. Signs that are
parallel (for example most hoardings and many bus stop and bench signs) are the hardest to read.
Their orientation, or tilt, with respect to the driver makes it impossible to see the sign face at certain
distances and lateral offsets. Even when drivers are able to see these signs, the content is often
foreshortened and distorted. Based on these considerations, roadside advertising signs in Abu Dhabi
should be perpendicular to road users’ line of sight or at a minimum angle of 30 degrees.
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4.2.5.2 Device Size
Larger signs are more conspicuous than smaller ones, and as a result are detected at greater
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distances than smaller signs, particularly in highly complex visual environments. Roadside
advertisers typically desire the largest sign they can obtain permission to use. However, at a certain
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size, optimal conspicuity is reached. This manual optimizes sign legibility distance while keeping
sign size reasonable.
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4.2.5.3 Character Height

The minimum sign letter heights are based on previous research and are the minimum letter heights
needed to allow acceptable reading times for given driving speeds. Roadside advertising signs in
Abu Dhabi shall have letter heights conforming to the following Table 3.
Table 3: Minimum Letter Height
Units of Information: 2- Units of Information: 4-

Units of Information: 1
Speed 3 8
Reading Time: 3.5 sec
Reading Time: 5.0 sec Reading Time: 7.0 sec
kph Letter Height (cm) Letter Height (cm) Letter Height (cm)
20 5 8 11
30 8 12 16
40 11 15 22
50 14 19 27
60 16 23 32
70 19 27 38
80 22 31 43
90 24 35 49
100 27 39 54
110 30 42 59
120 32 46 65
130 35 50 70
140 38 54 76

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Units of Information: 2- Units of Information: 4-

Units of Information: 1
Speed 3 8
150 41 58 81
160 43 62 86
4.2.5.4 Lighting
The first step in visual perception is the detection of light. Differences in the quantity (e.g., luminance)
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and quality (e.g., color) of light are necessary to differentiate objects. A roadside advertising sign
with the same luminance and color as its background is undetectable. Differences in the design of
roadside advertising sign lighting and brightness levels can have a large impact not only on sign
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detection and legibility, but also on glare and light trespass.
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Lighting Design
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Internally illuminated signs have been shown to be legible significantly further away than externally
illuminated signs. Roadside advertising signs in Abu Dhabi should be internally illuminated. In
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instances where this is not reasonable, external lighting shall be aimed directly at the signs with as
little light as possible falling around or above the signs, and should be aimed downward from the top
of the sign structure to avoid any contribution to sky glow.
Illumination Levels
Dimly lit signs can be very difficult or impossible to read at appropriate distances. This will result in
the driver ignoring the sign or straining to read it, potentially taking too much time away from the safe
operation of his vehicle. Overly bright signs, on the other hand, can cause glare, which in addition to
being obtrusive, and potentially dangerous, can also reduce sign legibility.
The perceived brightness of a sign depends on the observer’s level of adaptation to darkness. As a
result, to maintain a level of uniformity in brightness within an area, recommendations for optimal
sign brightness must take into consideration the lighting characteristics of the environment
surrounding the sign. Perhaps the best known example of this is the Commission Internationale de
l’Eclairage (CIE) Zoning System (Schreuder, 1997), where illuminance levels (lx) shall be maintained
as a function of CIE environmental zones E1 to E4 as outlined in Table 4 below:-
Table 4: Maximum illuminance as a function of ambient illumination
Environmental Zone Illuminance (lx)

E1 N/A1

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Environmental Zone Illuminance (lx)

E2 3.0
E3 8.0
E4 15.0
1. E1: Areas with intrinsically dark landscapes: National Parks, Areas of outstanding natural beauty
(where roads usually are unlit).
2. E2: Areas of “low district brightness”: outer urban and rural residential areas (where roads are lit
to residential road standards).
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3. E3: Areas of “medium district brightness”: generally urban residential areas (where roads are lit
to traffic route standards).
4. E4: Areas of “high district brightness”: generally urban areas having mixed residential and
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To avoid glare, maximum luminance levels (cd/m2) shall be based on environmental zones and sign
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Table 5: Maximum luminance as a function of ambient illumination and sign size
Illuminated area m2 Zone E1 Zone E2 Zone E3 Zone E4
up to 10 N/A1 600 800 1000
over 10 N/A 300 600 600
4.2.5.5 Color
In general, research indicates that if appropriate luminance contrast, color contrast, and luminance
levels are maintained, the choice of specific colors for background and text does not affect legibility
distance. Based on these research findings (aside from the constraints discussed in Sections 4.2.4.2
and 4.2.5 of this manual) there are no further recommendations for the use of color on roadside
advertising devices in Abu Dhabi.
4.2.5.6 Contrast
Sivak and Olson (1985) reviewed the sign legibility literature pertaining to contrast in order to derive
optimal contrast ratios. Based on this and other available research findings, roadside advertising
signs in Abu Dhabi shall have a contrast ratio from 8:1 to 12:1.

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4.3 Visual Amenity

The primary decision making principles of roadside advertising regulation in Abu Dhabi are based
on road user safety and traffic efficiency. However the approval of roadside advertising, visible to
and targeted at, road users must also consider an element of respect for the inherent splendor of
the Emirate’s natural resources, preserving areas of scenic beauty, historic value and Abu Dhabi’s
cultural and religious identity. These elements are defined as “a measure of the visual quality of a
site or area experienced by residents, workers or visitors.” Therefore, no roadside advertising signs
in Abu Dhabi shall “be detrimental to the environment or to the amenity and local character of a
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human living environment by reason of size, shape, color, texture, intensity of illumination, quality of
design or materials or for any other reason.”2
The following sections (4.3.1 – 4.3.5) apply to roadside advertising visible from the main road, and
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erected with the purpose of the message being read from the main road.
4.3.1 Cultural Sensitivity

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No roadside advertising content shall be in conflict with the Emirate’s cultural sensitivities, religious
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morals and beliefs. No such roadside advertising sign shall contain objectionable content, content
that is indecent or suggestive of indecency, or in general deemed detrimental to the public’s cultural
or religious principles.
4.3.2 Quality of Design and Materials

All roadside advertising shall conform to DMAT Standard Specifications for road and bridge
construction.
4.3.3 Maintenance of Advertising Devices and Adjacent Areas

All roadside advertising (and areas adjacent to that advertising) shall be maintained in a manner that
reduces any negative impact on the amenity of the area. This includes the planting and maintaining
of landscaping at the base of the structure where appropriate and ensuring that the visual aspects
of the sign and sign structure remain in good repair.
4.3.4 Preserve Areas of Scenic Beauty

No roadside advertising shall be permitted to be erected in areas of scenic natural beauty.

2
South Africa Manual for Outdoor Advertising Control (2008)

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4.3.5 Preserve Areas of Historic Value

No roadside advertising shall be permitted to be erected in areas of historic value.
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5 STANDARDS FOR ROADSIDE ADVERTISING BY

SIGN CATEGORY
5.1 Overview
This Chapter provides guidelines and standards specific to the six sign categories defined in this
document. Each category contains signs designed for a specific roadway environment and as an
overall guide the following general standards and recommendations are made:
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 Roads with posted speed limits of 60–80 kph shall only use the smallest of billboards (e.g.,
megacoms). If roadside advertising is used on these roadways, it shall be limited to MUPIs,
street furniture, and small flags or banners.
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advertising at all, but if they do, it shall only be the smallest of billboards (e.g., megacoms)
and shall be restricted to MUPI’s, street furniture, and small flags or banners.
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5.2 Category 1: Billboards
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Billboards are permanently fixed devices intended to be detected and read from long distances.
These are used exclusively for off-premise advertising, and can be single or multi-faced, freestanding
or attached to existing structures.
The following subsections will provide guidelines and regulations for:

 Freestanding unipole, multipole, and megacom type signs,
 Construction fences,
 Rooftop and wall signs, and
 Digital billboards
Figure 15 illustrates an example of freestanding billboards.
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05-STANDARDS FOR ROADSIDE ADEVERTISING BY SIGN CATEGORY Second Edition-January 2018
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Figure 15: Examples of freestanding billboards
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5.2.1 Standards for Freestanding Billboards (e.g., Unipole and
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Megacom)
5.2.1.1 Sign Size (area)

The basis for the development of sign size standards in this manual is sign readability. The size (i.e.,
area) of a sign necessary to allow room for all material to be viewed and read at an appropriate
distance is based on the following variables:
 Letter Height via:

o vehicle speed,
o reading time,
o last glance distance from sign, and
o legibility index of characters used on the sign.
 Sign Area via:
o number of characters on the sign,
o area for each character, and
o area reserved for negative space (e.g., interline spacing, character to border spacing,
and graphics).
The following assumptions were made in developing the maximum sign face area for freestanding
billboards:

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 Reading time = 6.0 seconds

 Last glance distance = 1.0 second before passing the sign
 Character legibility index = 3.6 m/cm
o Every cm of letter height will provide 3.6 m of legibility distance
 Number of characters = 45 (i.e., 9 words x 5 characters per word)
o Assuming that there are 6 unique words per sign, the use of 9 words in the calculation
represents the bilingual nature of roadside advertising signs in Abu Dhabi where all
roadside advertising should have copy in both English and Arabic (though not
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 Area for each character = height of character squared
 Area of negative space = 60 percent of the sign face
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Table 6: Maximum Sign Size (area) by Roadway Speed
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1 Unit of
2 - 3 Units of Information 4 - 8 Units of Information
Speed Information
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kph Sign Size (m2) Sign Size (m2) Sign Size (m2)
20 0.33 0.67 1.31
30 0.74 1.51 2.95
40 1.31 2.68 5.25
50 2.05 4.19 8.21
60 2.95 6.03 11.82
70 4.02 8.21 16.08
80 5.25 10.72 21.00
90 6.65 13.56 26.58
100 8.21 16.74 32.82
110 9.93 20.26 39.71
120 11.82 24.11 47.26
130 13.87 28.30 55.47
140 16.08 32.82 64.33
150 18.46 37.68 73.85
160 21.00 42.87 84.02
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5.2.1.2 Spacing and Placement

The minimum allowable distances on approaches to an intersection, roundabout, or interchange and
between signs on tangent sections are shown in
Table 1 and Table 2 (4.2.2.3).
5.2.1.3 Multiple Messages Within One Sign Face (also applies

to digital billboards)
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 Each message of a changeable message sign shall remain fixed for at least 30 seconds.
 When a message is changed, it shall be accomplished within one second.
 The transition between messages shall be an instantaneous and not use distracting
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transitions like fade-in, scroll, wipe, dissolve, swirl, etc.
 All changeable message signs shall contain a default design that will freeze the sign in one
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position if a malfunction occurs.
 No sign displaying multiple messages in one direction shall be placed within 1.5 km of another
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multiple message sign facing the same direction.
 Maximum size limitations (Section 5.2.1.1) shall apply independently to each side of a multi-
face multiple message sign.
 Anti hacking devices shall be installed into the operating software to prevent unauthorized
messages.
5.2.2 Standards for Construction Fences

A number of international jurisdictions have enacted laws forbidding roadside advertising on
construction fences. For aesthetic reasons, however, it is considered acceptable to allow such
postings in Abu Dhabi, in particular signs that show the public what is being built behind the fence.
Figure 16 shows an example of a construction fence billboard.

Figure 16: Example of construction fence billboard
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The fence dimensions shall only be as large as is necessary to serve their primary purpose, that is,
to protect the public from harm and to secure the construction site. They shall not be increased in
size simply to fit more or larger advertisements. Based on these considerations, the following are
the recommendations for roadside advertising on construction fences in Abu Dhabi.
 The maximum height and length of construction fences shall not exceed what an engineering
study or engineering judgment deems necessary for the security and safety of the
construction site and surrounding area.
 The height and length of construction fence billboards shall not exceed the dimensions of the
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fence.
 The billboard shall not obstruct road user sightlines.
 Construction fence billboards should only advertise the end-product of the construction (e.g.,
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Construction fences shall not be closer than 200 m to another billboard sign.
 Construction fences shall not be illuminated or animated.
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 Construction fences shall only be visible to and targeted at roads with speed limits at or below
80 kph.
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5.2.3Standards for Digital Billboards

Digital billboards are signs with text and graphic information that are controlled via electronic
communication. Digital Billboards are also known as video billboards, electronic billboards,
changeable electronic variable message signs, electronic message centers, and electronic message
displays, among other names. Although there is no direct evidence that digital billboards are a traffic
hazard, due to the increased potential for distraction, great care should be exercised in their
placement and use. Figure17 shows an example of a digital billboard.
Figure 17: Example of a digital billboard

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The following recommendation and regulations apply to digital billboards:
 Digital billboards shall only display static images.

 The permissible maximum sizes shall conform to those outlined for freestanding billboards in
section 5.2.1.1 of this manual.
 The minimum distance from similar signs facing the same side of the road shall be 3.0 km.
 These signs shall not be visible to and targeted at roads with speed limits at or above 80 kph.
 The minimum lateral distance from the edge of the roadway shall be 25 m.
 The offset from the center of any intersection or from any ramp gore at an interchange shall
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be no less than 300m.
5.3 Category 2: Flags or Street Banners

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5.3.1 Definition
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Flags, also known as street banners, are defined as fabric-manufactured advertisements typically
attached upright on a single flagpole. Figure 18 shows an example of flag advertisements. It should
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be noted that national flags are not controlled by this manual.
Figure 18: Example of flag or banner signs
5.3.2 Standards
The application of flags or banners is characterized by multiple treatments in large numbers, closely
spaced with small offsets from the roadway. The upright orientation of many of these signs makes
them very difficult to read. These devices also flap and flutter in the wind. The combination of these
features results in drivers being confronted with dynamic crowding and overloading of very illegible

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signs. The use of flags or banners shall therefore be approved only under short term permits. In
addition, these flags or banners shall be perforated and only be used on low speed roadways. Finally,
they shall be secured and hung individually and not as an array of numerous devices.
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5.4 Category 3: Advertisement in the Right of Way
5.4.1 Definition
Right of way refers to land used for and alongside roadways such as sidewalks, streets, crosswalks,
curbs, roadway shoulders, and parking areas. Any type of roadside advertisement that has a limited
vertical or lateral offset might fall into the Advertisement in the Right of Way category, however, these
are frequently smaller devices.
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5.4.2 Standards for Bridge Signs
Bridge signs are in the direct view of the roadway user, often in high travel demand locations such
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winds, which could affect the integrity of the bridge structure, the use of highway overpasses as a
location for roadside advertising shall generally be discouraged and only under special
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circumstances shall these be permitted. Figure19 shows an example of a bridge advertisement.
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Figure 19: Example of a bridge advertisement

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5.4.3 Standards for Lamp Post Signs

The application of roadside advertising on lamp posts is characterized by multiple treatments in large
numbers. In addition, they are closely spaced, with small offsets from the road edge line and are
poorly legible due to their small size and vertical design. Figure 20 shows an example of lamp post
signs.
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Figure 20: Example of lamp post signs
Due to these issues, lamp post advertising shall only be permitted on low speed roadways. They
shall be hung individually and not as an array of numerous devices. In addition, the minimum
mounting height to the bottom of the sign shall be 2.2 m with a minimum setback of at least 600 mm
from the curb.

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5.4.4 Standards for Roundabout Signs

Roundabouts inherently generate traffic conflicts and require acute concentration by drivers to
merge, enter, exit and change lanes safely. The use of roadside advertisements within roundabouts
is therefore prohibited. The ad-free buffer zone guidelines found in
Table 1 and Table 2 and illustrated in Figure shall be applied to all roundabout approaches and
exits. Figure 21 shows an example of a roundabout advertisement.
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Figure 21: Examples of prohibited advertisements on roundabouts

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5.4.5 Standards for MUPIs

These small freestanding roadside advertising signs are often installed on pedestrian pathways and
road separators, and are mainly intended for pedestrian audiences. Figure 22 shows an example of
a MUPI sign.
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Figure 22: Example of a MUPI sign
The following are the recommendations and regulations for MUPI advertisement:
 If a MUPI is targeted at drivers, letter heights shall conform to Table 3.

 If the target audience is pedestrians, they shall be angled so as not to be visible from passing
vehicles. In addition, letter heights may be smaller than those found in Table 3.
 Maximum height shall be 2.0 m
 Maximum width shall be 1.5 m
 Shall not be placed on medians, islands, or gore areas
 Shall not be placed on footpaths or cycle lanes so as to cause a hazard to road users
 Shall not obstruct sightlines at junctions
 Shall not obstruct the inter-visibility of pedestrians, cyclists and/or drivers
 Shall not hide pedestrians waiting to cross the road
 Shall only be used on roadways with speed limits at or below 80 kph
 Minimum distance from any other advertising sign, traffic sign, or signal shall be 150 m
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 Minimum distance from approach to any intersection or interchange shall be 65 m

 Minimum distance beyond any intersection or interchange shall be 150 m
 Offset of sign face edge from edge of roadway shall be 1.5 m
 No electronic devices shall be used.
o Shall not be animated, or scrolling
 If illuminated at nighttime, it shall be by internal illumination.
o To avoid glare, white or light background shall not be used.
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5.5 Category 4: Roadside Furniture
5.5.1 Definition
Category 4 defines roadside advertising that is affixed to, or integral with, elements of the roadway
infrastructure such as bus shelters, benches, as well as other non-roadway related objects like trash
bins and kiosks. This form of advertising is very often an attractive proposition for government
agencies. The roadside furniture in this case is frequently built and maintained by the advertiser,
providing advertising revenue as well as savings in the cost of construction and maintenance of
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these structures. While these signs are often visible to motorists, they are typically targeted at
pedestrians.
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The following are recommendations on standards for roadside furniture advertising.
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 These shall not extend beyond the exterior limits of the roadside furniture.
 If targeted at motorists, letter heights shall conform to Table 3.
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 If targeted at pedestrians, they shall be designed so as not to be visible from passing vehicles
and letter heights may be smaller than those found in Table 3.
 These shall not be placed on medians, islands, or gore areas
 These shall only be used on roadways with speed limits below 80 kph
 Minimum distance from other advertising sign, traffic sign, or signal shall be 150 m
 Minimum distance from approach to any intersection or interchange shall be 65 m
 Minimum distance beyond any intersection or interchange shall be 150 m
 Offset from edge of curb shall be 1.5 m
o Shall not be animated or scrolling.
 If lit at nighttime, it shall be by internal illumination only.
o To avoid glare, white or light background shall not be used.
In addition to the above recommended standards as well as to ensure that outdoor advertising does
not block the view of commuters waiting at bus shelters, the following Figure 23 details guidelines
on placement and size.
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Figure 23: Guidelines for Locating Street Furniture on Bus Stops
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5.6 Category 5: Mobile Advertisements
5.6.1 Definition
Category 5 describes roadside advertising that is not permanently fixed in a particular location.
These include advertisements that can be trailered behind a vehicle, transported to a location and
employed for merchandising purposes at a particular event. In addition, they can be affixed directly
to the surface of a vehicle and driven on roadways, waterways, or flown through the air with the goal
of general advertising of goods or services to roadway users. Mobile roadside advertisements can
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include simple print media, such as vehicle wrap or complete product replicas; they can incorporate
a motion element or be static. Vehicles currently used for these purposes in Abu Dhabi include; cars,
trucks, busses, motorcycles, boats, balloons, zeppelins and airplanes.
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5.6.2 Standards for Roadway Mobile Advertisements
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The following are the recommendations for regulating Roadway Mobile Advertisements:
 Only the static type is to be permitted. If there is rotation/change, this should be restricted to
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one every two minutes.

 Movement of “fleets” of vehicles prohibited.
 Travel speed of vehicles to match posted speed limits or normal operating speeds.
 No parking in the right of way
 Display should not exceed a maximum of two screens and six words.
 No illumination.
5.7 Category 6: Miscellaneous Advertisements
5.7.1 Definition
The category of miscellaneous advertisements covers all roadside advertising devices and
strategies not included in the first five categories. The regulation of this category of roadside
advertising will depend on application of the general guidelines and regulations detailed in Chapter
4. The development of specific regulations in response to requests to use these unique signs is
required. An example of the specific regulations for product replicas is shown below.
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5.7.2 Standards for Product Replicas

 Only applies in an urban shopping center or other commercial area or in an entertainment or
industrial area.
 Maximum dimension 4 x 10 x 5 meters.
 Shall only be used on roadways with speeds below 80 kph
 Minimum distance from any other advertising sign, traffic sign, or signal: 150 m
 Minimum distance from approach to any intersection or interchange: 65 m

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Minimum distance beyond any intersection or interchange: 150 m
 Shall not be animated
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6 COMPLIANCE AND ENFORCEMENT
6.1 Overview
Chapter 6 addresses issues related to compliance and enforcement to the guidelines and regulations
in this manual.
6.2 Compliance
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All roadside advertising on E-roads and other roads managed by the DOT erected with the purpose
of the message being read by the roaduser is required to comply with the guidelines and regulations
appearing in this manual.
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6.3 Enforcement
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Compliance with the guidelines and regulations in this manual will be enforced by law and failure to
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do so may result in the forced removal of the roadside advertisement, followed by legal proceedings,
and/or imposition of fines.
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06-COMPLIANCE AND ENFORCEMENT Second Edition-January 2018
7 MISCELLANEOUS
7.1 Overview
Chapter 7 provides information related to indemnity, insurance, and the removal of unauthorized
advertising devices.
7.2 Indemnity
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Any person, persons, agency or company erecting and maintaining a roadside advertisement
accepts all responsibility and liability for the sign. The approval given by the DOT indemnifies the
DOT against any actions, proceedings, claims, demands, costs, losses, damages, and expenses
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that may arise from the erection, display, construction, and/or maintenance of the roadside
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advertisement.
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7.3 Insurance
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The owner of any approved roadside advertisement shall at his sole cost and expense provide and
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show evidence of public liability insurance for the advertisements and maintenance thereof. The
public liability insurance policy will be in respect of accidental death of, or accidental bodily injury to,
persons; or accidental damage to property.
7.4 Removal of Unauthorized Advertising Devices

The guidelines and regulations in this manual are not to be applied retrospectively but phased over
a period of time when advertisement permits come up for renewal.
Where a roadside advertisement has been erected or displayed without the approval of the DOT as
defined in this manual; has been erected or displayed prior to the guidelines and regulations in this
manual, the owner of the advertisement must apply to the DOT for approval when the permit/NOC
expires. If the subsequent modified roadside advertisement is approved with alterations by the DOT,
the modifications will be performed will be at the owner’s expense.
When a roadside advertisement is required to be relocated for any reason, the DOT does not
guarantee a suitable replacement site. In addition, the DOT is not responsible for, nor will it
compensate for any loss of revenue associated with such relocation. In the event roadway
construction or the installation or maintenance of public utility services necessitate the removal
and/or relocation of an approved roadside advertisement, the owner of the advertisement will carry
out this work promptly and at the owner’s expense.
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07-MISCELLANOUS Second Edition-January 2018
8 REFERENCES
8.1 Cited References

1. Abu Dhabi Road Geometric Design Manual
2. Abu Dhabi Road Side Design Guide
3. Abu Dhabi Manual of Uniform Traffic Control Devices
4. Abu Dhabi Traffic Signals and Electronic Warning and Information Systems
5. Abu Dhabi Road Lighting Manual
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6. Abu Dhabi Road Landscaping Manual.
7. Abu Dhabi Law no. 5 of 2008
8. Abu Dhabi Structural Design Manual
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9. Abu Dhabi electrical design standards and codes of practice
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10. Abu Dhabi DoT Standard Specifications for road and bridge construction.
11. Crawford, R.B. and Bertucci, A.D. (2011). Model code for regulation of on-premise
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signs. United States Sign Council Foundation Final Report, 68 pgs. USSC, Bristol,
PA.
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12. Lerner, N.D., Llaneras, R.E., McGee, H.W., Taori, S., and Alexander, G. (2003).
Additional investigations on driver information overload. Transportation Research
Board National Cooperative Research Program (NCHRP) Report 488.
13. Schreuder DA. 1997. Bilateral agreements on limits to outdoor lighting: The new CIE
Recommendations, their origins and implications. Presented at the XXIIIrd General
Assembly International Astronomical Union. Kyoto (Japan).
http://www.eplioan.gr/LP/artic3.htm
14. Sivak, M., and P. L. Olson. 1985. “Optimal and Minimal Luminance Characteristics
for Retroreflective Highway Signs. Transportation Research Record 1027, 53–56.
15. South Africa Manual for Outdoor Advertising Control (2008)
16. Zineddin, A.Z., Garvey, P.M., and Pietrucha, M.T. (2005). Impact of sign orientation
on on-premise commercial signs. ASCE: Journal of Transportation Engineering. Vol.
131(1), 11-17.
8.2 Other References

1. Abu Dhabi DOT Main Roads Policy Framework 2011-2015 (2010)
2. Abu Dhabi Municipality Outdoor Advertising Guidelines (2011)
3. Advertising Signs on or Visible from National Roads (2001) 20th South African
Transport Conference
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08-REFERENCES Second Edition-January 2018
4. Andreassen, D.C. (1985). Technical Note No. 1: Traffic accidents and advertising
signs. Australian Road Research, 15(2), 103-105.
5. Byrne, M.D. (2002). Reading vertical text: rotated vs. marquee. Proceedings of the
Human Factors and Ergonomics Society 46th Annual Meeting. Santa Monica, CA:
Human Factors and Ergonomics Society, 2002.
6. Claus, K., and J. R. Claus. 1974. Visual Communication through Signage, vol. 1,
Perception of the Message. Cincinnati: Signs of the Times.
7. Daluge, M.J., DeLong, M., Hanig, L., Kalla, H., Klauer, C., Klein, K., Klekar, S.,
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McMillan, L., Quiroga, C., Soule, J., Tracy, M., and Wessinger, B. (2011). Outdoor
advertising control practices in Australia, Europe, and Japan. Federal Highway
Administration Final Report FHWA-PL-10-031. Washington, D.C. USA.
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8. The Dubai Outdoor Advertising Control Manual (2005)
9. Dudek, C. L. 1991. Guidelines on the Use of Changeable Message Signs. Final

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Report, DTFH61-89-R00053, U.S. DOT, Federal Highway Administration,
Washington, DC.
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10. EDMA. (2004). Electronic Display Manufacturer’s Association Report.
11. Garvey, P.M. (2005). On-premise commercial sign lighting and light pollution. Leukos:
The Journal of the Illuminating Society of North America. Vol. 1(3), 7-18.
12. Garvey, P.M. (2006). Determination of parallel sign legibility and letter heights. United
States Sign Council (USSC) Research Project, Final Report.
13. Garvey, P.M. and Kuhn, B.T. (2011). Highway sign visibility. Chapter 11 in Handbook
of Transportation Engineering, 2nd Edition. M. Kutz, Editor. McGraw-Hill, New York,
New York.
14. Garvey, P. M., and Mace, D.M. (1996). Changeable Message Sign Visibility.
Publication No. FHWA-RD94-077.
15. Garvey, P.M. and Pietrucha, M.T. (2005). Electronic message center research review.
United States Sign Council Foundation Final Report, 60 pgs. USSC, Bristol, PA.
16. Garvey, P.M., Pietrucha, M.T., Damin, S.J., Deptuch, D. (2010). Relative visibility of
internally vs. externally illuminated on-premise signs. Transportation Research
Record, No. 2149, 94-102. National Academy Press, Washington, D.C.
17. Garvey, P.M., Thompson-Kuhn, B. and Pietrucha, M.T. (1995). Sign visibility literature
review. United States Sign Council (USSC) Research Project, Final Report. USSC,
Bristol, PA.
Page 48
18. Garvey, P.M., Zineddin, A.Z., and Pietrucha, M.T. (2001) Letter legibility for signs and
other large format applications. Proceedings of the Human Factors and Ergonomics
Society 45th Annual Meeting. Human Factors and Ergonomics Society, Santa
Monica, CA. Pp. 1443-1447.
19. Gordon, D.A. (1981). The assessment of guide sign information load. Human Factors
23(4), 453-466.
20. Guide to Iowa Outdoor Advertising Sign Regulations (2009)
21. Jenkins, S.E. Recommendations for the Maximum Level of Disability Glare from
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Advertising Signs.
22. Jenkins, S. E., and B. L. Cole. 1986. “Daytime Conspicuity of Road Traffic Control.”
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Transportation Research Record 1093, 74–80.
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23. Johnston, A.W., and Cole, B.L. (1976). Investigations of distraction by irrelevant
information. Australian Road Research, 6(3), 3-23.
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24. Kuhn, B.T., Garvey, P.M., and Pietrucha, M.T. (1997). Model guidelines for visibility
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of on-premise advertisement signs. Transportation Research Record, No. 1605, 80-

87. National Academy Press, Washington, D.C.
25. McNees, R. W., and C. J. Messer. 1982. “Reading Time and Accuracy of Response
to Simulated Urban Freeway Guide Signs.” Transportation Research Record 844, 41–
50.
26. Molino, J.A., Wachtel, J., Farbry, J.E., Hermosillo, M.B., and Granda, T.M. (2008).
The effects of changeable electronic variable message signs (CEVMS) on driver
attention and distraction: an update. Federal Highway Administration Publication No.
FHWA-HRT-09-018.
27. Outdoor Advertisements and Signs: a Guide for Advertisers (2007)
28. Pastoor, S. 1990. “Legibility and Subjective Preference for Color Combinations in
Text.” Human Factors 32(2): 157–71.
29. Queensland Government Roadside Advertising Guide (2009)
30. Schnell, T., K. Bentley, E. Hayes, and M. Rick. 2001. “Legibility Distances of
Fluorescent Traffic Signs and Their Normal Color Counterparts.” Transportation
Research Record 1754, 31–41.
31. Smiley, A., C. MacGregor, R. E. Dewar, and C. Blamey. 1998. “Evaluation of

Prototype Tourist Signs for Ontario.” Transportation Research Record 1628, 34–40.
Page 49
32. Staplin, L. 1995. Older Driver and Highway Safety Literature Review and Synthesis.
Working Paper in Progress. U.S. Department of Transportation, FHWA, Washington,
DC.
33. The United Kingdom’s Town and Country Planning (Control of Advertisements)
Regulations (2007)
34. U.S. Code of Federal Regulations, (23 C.F.R. § 1.23(b))
35. Vic Roads 10 Point Road Safety Check List

http://www.litter.vic.gov.au/www/html/1302-vicroads-policy-for-roadside-signs.asp
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36. Wachtel, J. (2009). Safety impacts of the emerging digital display technology for
outdoor advertising signs. Final Report Submitted Under NCHRP Project 20-7 (256),
194 pgs.
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37. Impact of Roadside Advertising on Road Safety, Austroads Research Report, AP-
R420-13, published January 2013
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APPENDIX A – STRUCTURAL REQUIREMENTS

1. General Requirements
a) The design system should be modular in approach.
b) The fixtures of the banner are required not to be visible nor interfere with banner content
or appearance.
c) The banner is to cover at least 90 % of the hoarding surface if visible to public, i.e. from
a sidewalk, pathway or road.
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d) Spaces between hoarding panels should not exceed 80 mm.
e) The banner is required to cover only external surfaces of the hoardings exposed to
viewers. The space between ground and bottom of the hoarding panel should not exceed
300 mm while hoarding panel/banner height should not be less than 2000 mm.
f)
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A clear unobstructed pedestrian side walk width of 1800 mm (min) to 3000 mm (desirable)
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and a minimum vertical clearance of 2200 mm for pedestrians shall be maintained in all
locations.
g) Hoarding framing material to be made from non-corrosive metal or any other durable and
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reusable material with a clean appearance.
h) The design should allow provisions for maintenance inspections.
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i) Any damage to road assets such as pavers, interlocking tiles, roadside kerbs, warning
and regulatory signs, etc. as a result of hoarding and banners would need to be repaired
and reinstated by the owner/applicant at no cost to the approving authority.
j) Any temporary hoardings shall be removed upon expiry of the allocated time period. The
owner or owner’s authorized service provider shall apply for necessary handing over of
the site to the relevant approving authority.
k) Any safety and security issues related to the proposed banners shall be the responsibility
of the owner/applicant.
l) The design shall be undertaken by professional engineering consultants familiar with the
relevant Abu Dhabi codes and standards.
m) Permission from Town planning and other relevant departments shall be obtained for
allocation of the proposed site for installing signs, banners and hoardings.
n) The owner/applicant shall take all necessary electricity connection from ADDC for lighting
the hoardings.
o) Roadside advertising signs shall not be placed within the roadway boundaries, including
shoulders, medians, footpaths and cycle-lanes.
p) The typical Signs, Banners and Roadside Hoardings, if installed on pedestrian pathways
and road separators and intended to be viewed by pedestrians, shall:
i. Not be placed on footpaths or cycle lanes so as to become a hazard to road users.
ii. Not obstruct sightlines at junctions.
iii. Not obstruct the inter-visibility of pedestrians, cyclists and or drivers.
q) The signs should in no case hide pedestrians waiting to cross the road.
r) The design should maintain adequate horizontal and vertical clearances at all locations.
(Also refer to general requirements).
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APPENDIX A Second Edition-January 2018
s) Signs should be designed in such a manner that they do not distract the driver due to
size, colouring, illumination, reflection, moving or flashing lights.
t) Signs should not be installed in restricted areas such as signalized and un-signalized
intersections, pedestrian crossings, on sharp bends, on the periphery of roundabouts,
terminating lanes etc.
2. Structural Design Requirements

a. Structural design requirements specified in this document are intended for relatively
smaller to medium size structures (height of hoarding up to 7000 mm). For large size
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structures, comprehensive structural design in accordance with normal design approval
process specified in the relevant Design Manuals.
b. All structural elements, their connections and foundations for Sign Structures shall be
designed, fabricated, and erected in accordance with the latest "AASHTO Standard
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Specifications for Structural Supports for Highway Signs, Luminaries, and Traffic
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Signals".
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c. Materials
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i. Reinforcement steel: ASTM – A615, Grade – 420 MPa
ii. Concrete Cover 75mm
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iii. Structural Steel: ASTM A36 or equivalent, minimum yield strength of 250 MPa,
minimum tensile strength of 400 MPa
iv. Anchor bolts: ASTM A675, Grade 60, minimum yield strength 415 MPa
v. Welding: as per AWS
d. Loads:
i. Self weight: structural steel - 78.0 KN/m3; concrete - 24 KN/m3;
ii. Wind loading: the basic wind speed shall be 130 kph with a gust factor of 1.14 for
temporary structures (2 years or less), approximate wind pressure 890 N/m2.
iii. For permanent structures, the basic wind speed shall be 160 kph with a gust factor
of 1.14.
e. Hoarding structural details are required to be prepared by qualified Structural Engineers.
f. All calculations and drawings shall be in metric (SI) system and well presented. The
design calculations should be user friendly, organized, clear, properly referenced and
quality checked prior to submitting to the client.
g. Spreadsheets / hand calculations are also to be included for 'Stability Check' of
foundations against sliding, overturning and base pressure. Adequate factor of safety in
the stability check and design shall be maintained as per international codes and industry
practice.
h. A minimum Factor of Safety (FOS) of 2.0 against overturning may be considered
acceptable. A lower FOS, for temporary structures, may be accepted by the client for
temporary structures subject to technical justification by the designer.
i. Geotechnical foundation design shall be subject to geotechnical specialist approval.
j. Execution and supervision of construction shall be carried out in compliance with the
standard material and construction specifications.
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APPENDIX A Second Edition-January 2018
APPENDIX B – OUTDOOR ADVERTISING SIGNAGE

REGULATIONS
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ROADSIDE ADVERTISING MANUAL

2.7 Category 6: Miscellaneous Advertising .............................................................................. 8

4.2.4 Driver Distraction .......................................................................................................... 22

4.3.4 Preserve Areas of Scenic Beauty ................................................................................. 27

5.4.5 Standards for MUPIs ..................................................................................................... 39

7.2 Indemnity .......................................................................................................................... 46

Figure 20: Example of lamp post signs ........................................................................................... 37

1.3 Role of Department of Transport

1.4 DOT’s Approach to Roadside Advertising Regulation

1.5 Role of this Manual

1.6 Scope of this Manual

1.7 Manual Layout

Figure 1: Large Unipole Billboard Advertisement

2.3 Category 2: Flags and Street Banners

Figure 3: Typical Flag Advertisements

2.4 Category 3: Advertisements in the Right of Way

Figure 4: Bridge Advertising Sign

Figure 5: Mupi & Light Pole Advertisements

2.5 Category 4: Roadside Furniture

Figure 6: Bus Shelter Advertising

2.6 Category 5: Mobile Advertising

2.7 Category 6: Miscellaneous Advertising

Figure 8: Product Replica

All permit applications are subject to the following conditions:

4 GENERAL CRITERIA FOR ROADSIDE

No outdoor advertisement shall:

 have externally mounted lights directly visible to roadway users;

All outdoor advertisement shall:

 be considered at all times as secondary to traffic control devices;

 Non-reflective glare reducing finish shall be used.

4.2.1.2 Electrical Connections

4.2.2.1 Lateral and Vertical Offset

85th percentile speed in the approach direction.

Figure 9: Clear Zone Width

4.2.2.3 Interchanges and Intersections

Optimal longitudinal sign spacing is shown in

Units of Information: 1 Units of Information: 2-3 Units of Information: 4-8

Speed (KPH) Buffer Zone (m)

Figure 10: Cross Intersection Advertisement-Free Buffer Zone

Figure 11: Roundabout Advertisement-Free Buffer Zone

Figure 12: T-Intersection Advertisement-Free Buffer Zone

Figure 13: Railway Crossing Advertisement-Free Buffer Zone

Figure 14: Diamond Interchange Advertisement-Free Buffer Zone

4.2.3 Information Overload

4.2.3.1 Amount of Information on a Device

4.2.3.2 Spacing between Devices

Table 1 and Table 2 together with Figure through Figure )

4.2.4 Driver Distraction

4.2.4.1 Confusion with Traffic Signs

4.2.5.1 Sign Angle

4.2.5.3 Character Height

Table 3: Minimum Letter Height

Units of Information: 2- Units of Information: 4-

Units of Information: 2- Units of Information: 4-

Table 4: Maximum illuminance as a function of ambient illumination

Environmental Zone Illuminance (lx)

Environmental Zone Illuminance (lx)

Table 5: Maximum luminance as a function of ambient illumination and sign size

Illuminated area m2 Zone E1 Zone E2 Zone E3 Zone E4

up to 10 N/A1 600 800 1000

over 10 N/A 300 600 600

4.3 Visual Amenity