Dubai Outdoor Advertising: Control Manual

Dubai
Outdoor Advertising
Control Manual
DUBAI MUNICIPALITY
Creating an excellent city that provides the
essence of success and comfort of living
Call Center 800 900 - www.dm.gov.ae

info@dm.gov.ae
FORWARD
In pursuit of implementing the Strategic Plan of the Dubai Government, the Roads and Transport
Authority (RTA) and the Dubai Municipality (DM), as Strategic Partners, are committed to ensuring
the best practices executed in the Outdoor Advertising Industry from all perspectives and ensuring
its effective contribution to the quality of life in the Dubai community. The Outdoor Advertising
Industry is indisputably having a major impact, not only on the economy, life style and prosperity of
Dubai, but also on the aesthetical form of the city. Our joint Outdoor Advertising Manual depicts a
series of design principles to protect the significant characteristics of the environment, landscape
ambience and to promote a coherent and competent city image including buildings; townscape,
vistas and city skyline. The provisions of this Policy shall intend to encourage well designed and
positioned signs that effectively contribute to enhancing the vitality and legibility of the urban
spatial image of Dubai and respecting the needs of the advertiser, the amenities of the residents,
and the safety of pedestrians and motorists.
The best application of the principles of this Manual by the competent government authorities
including the RTA and DM, and the outdoor advertising industry alike should strive to bring about
a balance in addressing the advertising opportunities and economic development, on one hand,
and the significant characteristics of the urban spatial image of Dubai on the other.
Instead of being detrimental to the visual environment, the Outdoor Advertising should be used in
a manner that will be advantageous to distinguish the urban streetscapes of the Emirate of Dubai
and play a key role in contributing to the creation of its sustainable environment.
His Excellency Eng. Hussein Lootah His Excellency Eng. Mattar Al Tayer
Director General Chairman of the Board and Executive Director
Dubai Municipality (DM) Roads & Transport Authority (RTA)
2 i
THE PROJECT COMMITTEE
On behalf of the Government of Dubai, the Roads and Transport Authority (RTA) Traffic Department
and Dubai Municipality (DM) Planning Department have joined forces to conduct a research
project about the Outdoor Advertising Industry in the Emirate of Dubai.
The following members served on the project committee:
Advisory Members:
Eng. Eng.Maitha Bin Adai CEO of Traffic and Roads Agency (RTA)
Eng. Hussain Mohammed Al Banna Director of Traffic Department (RTA)
Eng. Dawoud Abdurrahman AlHajri Director of Planning Department (DM)
Technical Members:
Eng. Ahlam Ali Ibrahim Manager of Traffic Services (RTA)
Mrs. Mona Khamis Head of Advertisement Section (DM)
Eng. Zakeya Karam Head of Permits & Control Unit (DM)
Eng. Abdullah Mohamed Mahgoub Traffic Senior Engineer (RTA)
Mr. Nagi Khalil Advertising Specialist (DM)
Eng. Abdelaziem Altraifi Surveying Engineer (RTA)
ii iii
Table of Contents Table of Contents
Forward i Figure 2 - No Density Overlay Districts 19
The Project Committee iii Figure 3 - Digital Overlay Districts 19
Manual Updates 2 Digital Zone Guidelines 20
Introduction 4 Key 24
0.1 Aims and objectives of the Manual 6 2.1.4 Theme Zones 24
0.1.1 Aims 6 Figure 4 - Theme Zone Map 25
0.1.2 The Objectives 6 Heritage Zone Guidelines 26
0.2 Area of Application of this Manual 6 Key 30
0.3 Role of this Manual 6 Dubai Creek & Beach Zone Guidelines 32
0.4 Relationship of this Manual to other Planning Instruments 7 Key 36
0.4.1 Extent 7 Greenery Zone Guidelines 38
0.4.2 Sign Types 7 Key 42
Table 1 - Elements Covered by this Manual 7 2.2 Density 43
0.5 Hazards and Distraction 8 2.2.1 Density Elements 43
Table 2 - Signage Hazards 8 2.2.2 Buffer Density and Spacings 43
A Sign is Considered a Safety Hazard when 8 Figure 5 - Typical Buffer Analysis 43
Table 3 - Traffic and Movement 9 Table 5 - Typical Minimum Spacing between Signs 44
Traffic and Movement (Safety & Visual Perception) 9 2.2.3 Visual Density 45
0.6 Exceptions 9 Visual Density Procedures 45
Table 4 - Exceptions to the Scope of this Manual 9 Figure 6 - Plan Showing Photo Guidelines 45
0.7 Items Not Permitted 10 Figure 7 - Guidelines for Taking Photo 46
0.8 Duration 10 Table 6 - Visual Density Based on Land Use 47
0.9 Provisions Under Dubai Municipality Local Order 30 10 2.2.4 Total Sign Density Procedures 48
0.10 Other Manuals 10 2.3 Traffic Safety 48
0.10.1 Existing Dubai Municipality Advertising Signage Manual 10 2.3.1 Elements 48
0.10.2 Road Side Design Guide 10 2.3.1.1 Lateral Clearances 48
0.10.3 Dubai Municipality: Code of Construction Safety Practice 10 Table 7 - Lateral Clearances 49
0.10.4 Traffic Department Manual Names Work Zone Traffic Management Manual 10 Table 8 - Table 2.2 from Roadside Design Guide 50
0.10.5 Dubai Access Management Manual 10 Figure 8 - Sidewalk Zones 51
0.10.6 Dubaiv Traffic Control Devices Manual (DTCDM) 10 2.3.1.2 Vertical Clearances 51
Section 1 - Assessment Process 13 2.3.2 Safety Matrix 51
Figure 1 - Assessment Process 15 Table 9 - Scoring Table for Levels of Safety Risk 52
Section 2 - Assessment Criteria 16 Table 10 - Recommended Scoring for Traffic Safety Matrix 53
2.1 Location and Zoning 18 2.4 Digital Signage 54
2.1.1 Elements 18 2.4.1 Where can digital signage to be installed? 55
Zones and Overlay Districts 18 Table 11 - Use of Digital by Road Classification 55
2.1.2 No Density Overlay District 18 2.4.2 General Digital Guidelines 55
2.1.3 Digital Overlay District 18 Table 12 - General Guidelines to Digital Signage 55
iv v
Table 13 - Permit requirements for digital signage 56 Figure 21 - Airship 76
2.4.3 Luminance 56 Figure 22 - Hot Air Balloon 76
Table 14 - Maximum Allowable daytime Luminance of Illuminated Advertisements 57 3.11 Fixed Balloon 77
Table 15 - Illumination Guidelines 57 Figure 23 - Fixed Balloon 77
Table 16 - Luminance measurement distances 58 3.12 Banner Towing and Skywriting 78
2.4.4 Reflectivity 59 Figure 24 - Banner Towing 79
2.5 Durability 59 Figure 25 - Sky Writing 79
2.5.1 Construction and Materials 60 3.13 Variable Messaging Signs 79
2.5.2 Structure 60 3.14 Moving Signs & Mobile Billboards 79
Table 17 - Typical Design Responsibilities 61 3.15 Video and Animated Electronic Signs 79
2.6 Content 61 3.16 Umbrellas 80
2.6.1 Type and Extent 61 3.17 Brand Towers 80
Table 18 - Guidelines For Sign Content 61 Figure 26 & Figure 27 - Brand Tower 80
2.6.2 Sequencing 63 3.18 Bicycle Related Advertising 81
Figure 9 - Sequence of Similar Signs 63 Figure 28 - Bicycle Plan 81
Figure 10 - Sequence of Different Signs 63 Figure 29 - Map of Dubai Strategic Bikeway Network 82
Section 3 - Specific Design Elements 64 3.19 Footpaths and Running Tracks 82
Table 19 - Applicable Design Elements 66 Figure 30 - Footpath Advertising 82
3.1 Small Format - Mupi’s 66 Figure 31 - Footpath Spacings 83
Figure 11 - Mupi on Centre Median 67 3.20 Parking Meters 83
Figure 12 - Mupi on Sidewalk 67 Figure 32 - Mupi Attachment 83
3.2 Small Format (Lampposts) 68 Figure 33 - Flags Attachment 84
Figure 13 - Lamppost on Sidewalk 68 Figure 34 - Mupi Mounted Unit 84
Figure 14 - Lamppost in Median Island 68 3.21 Entrance Gantry 84
3.3 Medium Format (Megacoms) 69 Figure 35 - Entrance Gantry 84
Figure 15 - Typical Section Showing a Megacom 69 3.22 Architectural Feature 85
3.4 Large Format Signs (Unipoles) 70 Figure 36 - Architectural Feature 85
Figure 16 - Typical Section Showing Large Format Sign 70 Figure 37 - Architectural Feature Location 85
3.5 Construction Fences (Hoardings) 71 3.23 Permanent Display Location 86
Figure 17 - Typical Section of Construction Hoarding 71 Figure 38 - Permanent Display Location 86
3.6 Road Bridges 72 3.24 Temporary Display Location 87
Figure 18 - Bridge Banner Clearances 72 Figure 39 - Temporary Display Location 87
3.7 Pedestrians Bridges 73 3.25 New Jersey Barriers 88
Figure 19 - Pedestrian Bridges 73 Figure 40 - New Jersey Barriers 88
3.8 Flags 74 3.26 Flowerpot Flags 88
Figure 20 - Flag Clearances 74 Figure 41 - Flowerpot Unit, X-Ray View 89
3.9 Temporary Signs 74 Figure 42 - Dual Pole Mounted Flowerpot Flag Unit 89
3.10 Dirigibles 76 3.27 Public Art 89
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Figure 43 - Publica Art 90 3.40.8 General Responsibilities 105
3.28 Vending Machines 90 3.40.9 Technical & Safety Considerations 105
Figure 44 - Vending Machine 90 3.40.10 Advertising Agents 105
3.29 Vending Kiosk 91 3.40.11 Intervention, Revisions and Liability 105
Figure 45 - Vending Kiosks 91 3.40.12 Inspection, Submission of Information and Penalties 105
3.30 Petrol Station & Commercial Pylons 92 Section 4 - Safety, Guidelines, Maintenance and Access 107
Figure 46 - Arterial Road Sign 92 4.1 Purpose 108
Figure 47 - Collector Road Sign 92 4.2 Health and Safety Requirements 108
Figure 48 - Highway Road Sign 92 4.3 Maintenance & Access 110
3.31 Freestanding/within ROW or Private Lands 94
Figure 49 - Freestanding within ROW or Private Land 94
3.32 Roof top/Commercial - 3D Letters/On-Building 95
Figure 50 - Commercial - 3D Letters on Building 95
3.33 Roof Top Advertisement Sign Board/On-Building 95
List of Appendix
Figure 51 - Roof Top Adv. Signboard on Building 95
3.34 Roof Top/Electronic Sign Board 96
Figure 52 - Roof Top/Electronic Sign Board 96
3.35 Film/Sticker on Glass Facade 97
Appendix A - Glossary 116
Figure 53 - Film/Sticker on Glass Facade 97
Appendix B - No Signage Zones 122
3.36 Wall Banner - Commercial 98
Appendix C - Digital Zones 122
Figure 54 - Wall Banner - Commercial 98
Appendix D - National Flag Policy 124
3.37 Signage on Building Wrap 99
Appendix E - Advertising on Towed Advertising Vehicles 125
Figure 55 - Signage on Building Wrap 99
Appendix F - Major Concession Protection & Support Policy (MCPB) 126
3.38 Flush Wall Signage - Shop Front 99
Figure 56 - Flush Wall Signage - Shop Front 99
3.39 Projected Wall Signage 100
Figure 57 - Projected Wall Signage 100
3.40 Mobile & Transit Advertisement 101
3.40.1 Display Regulations 101
3.40.2 Internally Focused 101
3.40.3 Policy 101
3.40.4 External Guidelines 101
Figure 58 - Typical Bus Stop 102
3.40.5 Operational Guidelines 102
3.40.6 Advertising Opportunities 103
Buses & Trams 103
3.40.7 Taxis 104
Figure 59 - Taxi Advertising 104
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Manual Updates
The first revision of Dubai Outdoor Advertising Manual document covers the manuals in RTA and the buildings standards within Dubai municipality.
technical Advertisement standards and specifications within Dubai. Further
releases from the document shall include more details and coverage. In addition, Any Comments or suggestions regarding the policy and its implementation should be sent to RTA Traffic
future release/updates of the manual shall consider and/or refer to the outputs Department and the Comments shall be studied between RTA Traffic Department & Dubai Municipality
of other important deliverables that will result from several related safety Planning Department and considered for inclusion in future Dubai Outdoor Advertising Manual revisions.
2 3
INTRODUCTION
4 5
Outdoor Advertisement Signage is an important element of the built environment, and town and regional landscape.
This manual is intended to protect the significant characteristics of the built environment and promote a coherent 0.4) Relationship of this Manual to other Planning Instruments:
and competent city image including buildings, townscape, vistas and city skyline. The provisions of this manual
shall intend to encourage well designed and positioned signs which contribute to the vitality and legibility of the This manual constitutes a Development Control Plan under the legislative framework of Dubai Emirate. In the
urban spatial image of Dubai and respect the needs of advertiser, the amenities of the residents, and the safety of event of an inconsistency between this guideline and any other current legal and administrative policies, this
pedestrians and motorists. manual shall prevail to the extent of inconsistency.
This Manual is divided into the following sections:
• Section 1 - Assessment Process
0.1) Aims and Objectives of the Manual: • Section 2 - Assessment Criteria
• Section 3 - Specific Design Elements
0.1.1) Aims: • Section 4 - Safety, Operational Guidelines, Maintenance and Access
The aims of this manual are to encourage and control a competent outdoor advertising signage within the
0.4.1) Extent:
Emirate of Dubai in order to achieve excellence in:
This manual should be used for any outdoor advertisement in the Emirate of Dubai.
a) Safety of motorist and pedestrians.
• All the new projects containing advertising signboards.
b) Structural integrity and safety.
• Any change to the Advertising signboards which the RTA or private plots deems as a major change.
c) Spatial Image of urban and regional Dubai. • This manual supersedes previous DM advertising manuals.
d) Legible outdoor advertisement.
e) Coherent built form and town and regional landscape. 0.4.2) Sign Types:
f ) Efficiency and green development principles. The manual includes guidance on the following sign types:
g) Mitigating environmental nuisance.
This manual tends to ensure a fair balance between the economic aspects of the advertisements and the
townscape, but does not compromise the spatial and aesthetic image of Dubai. It will also ensure fair cost Table 1 - Elements Covered by this Manual:
-benefits to stakeholders (including advertisers and the permit authorities).
This manual shall also take in consideration the existing prevailing legislation and manual, permit and approval
process. SIGN TYPE FORMATS
• Large Format - Unipoles
0.1.2) The objectives:
• Medium Format - Megacoms
a) Unify the Outdoor advertising Policies, Standards & Regulations, among the multiple Authority Bodies • Small Format - Mupis, Lampposts
which authorize outdoor advertising permissions.
• Street Furniture - Bus Shelters, Kiosks, Parking Meters, Barriers
b) Maintain the distinguished urban façade of the Emirate of Dubai.
• Bridge Advertising
c) Promote all the Outdoor Advertising Rules & regulations, which are complement the distinguished
characteristic of the Emirate of Dubai. • Feature Signs
d) Enhance the Customer’s adherence to the Outdoor Advertising Rules & regulations. Permanent Signage • Brand Tower
e) Identify & categorize all the inspections standards. • Roof Top Signage
f ) Facilitate all the procedures to apply for any Outdoor Advertising permission. • Film/Sticker (on glass facade)
• Wall Banner/Commercial
• Signage on Building Wrap
0.2) Area of Application of this Manual: • Flush Wall Signage
• Project Wall Signage
This manual applies to all lands within the administrative boundaries of Dubai Emirate including Hatta and the • Building Hoardings
offshore islands within the Arabian Gulf. However, special procedures shall identify the implementation of the
• Event Signage or Special Promotions
proposed Policy within the Free Zone Areas, offshore islands, and the ROW’s of RTA roads. Temporary
• Flagpoles
• Umbrellas
0.3) Role of this Manual: • Balloons
Flying
• Dirigibles - Blimps & Aircraft Banners
Outdoor advertisement in Dubai should be neatly balanced between essential revenues, safety and aesthetics.
The aim of this manual is to give guidance on the placement and fit for purpose of signs through the preservation • on Vessel, Vehicle / Bus & Tram Advertising
of the existing local character, heritage and amenity. Additionally, specific application procedures necessary to Transit • Metro
obtain the No Objection Certificate (NOC) are provided.
• Taxi’s
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0.5) Hazards and Distraction: Table 3 - Traffic and Movement:
The box below shows typical situations in which signs can be regarded as traffic safety hazards& should be Traffic and Movement (Safety & Visual Perception):
prohibited.
a) Signage must not obstruct buildings and facilities emergency exits. A clearance shall be determined
according to the type and capacity of escape from such exits.
b) The sign should be oriented in a manner that does not create headlight reflections in the driver’s line
Table 2 - Signage Hazards: of sight. As a guideline, angling a sign 5 degrees away from right angles to the driver’s line of sight can
minimize headlight reflections.
A sign is considered a safety hazard when: c) Signage or signage structure must not protrude into road carriageway or paved parking surface.
d) In all circumstances, a freestanding signage within ROW must not overhang over the road carriageway, and
a) Any sign type (format) not covered by the manual and by-lows shall be regarded as an illegal sign unless
should be setback from the carriageway a reasonable safety distance; and have reasonable safety vertical
the specific consent of the authority RTA or DM has been obtained.
clearance from the level of the carriageway or footpath. This shall be responsive to the type of signage and
b) Obstructs lines of sight at an intersections or access points. road speed limit (see detail in Section 10.2 below).
c) Could obstruct pedestrian or traffic flow. e) Certain freestanding signage must setback reasonably from traffic signals a reasonable. This shall be
responsive to the type of signage and road speed limit (see detail in Section 11.2 below).
d) When there is insufficient sufficient clearances.
f ) Advertisements must not imitate a traffic control device such as traffic lights.
e) Visual clutter detracting from other signage and decision making:
g) Certain freestanding large advertisements (such as unipole, megacom, etc) must not have dominant colors
• Heavy weave areas. that compete with the color of large traffic signs (for directional, tourist, information, etc).
• Ramps Proximity. h) Advertisements must not contain reflectors, which at night could be mistaken for a traffic control device.
• Proximity to complex intersections. i) The permissible level of reflectance of an advertisement also applies to the content of the sign. That is, the
• Heavy pedestrian areas. level of reflectance is not to exceed the ‘Minimum coefficients of Luminous intensity per unit area to the
satisfaction of the RTA.
f ) Distracts the driver by too much information.
j) Advertisements should not contain messages that are distractive or otherwise inconsistent with road
g) Decision greater than 16 bits of information in any view shed. safety.
h) Could be construed as a traffic control device or regulatory sign. k) Advertisements should be legible. A clear font at least 150 millimeters high is advisable.
i) In the opinion of the RTA be so placed or contain an element which distracts the attention of drivers in a l) Advertisements should not contain large areas of red display if it is to be illuminated. In wet night-time
manner likely to lead to unsafe driving conditions. conditions it may cause confusion with traffic control signals or ‘stop’ or ‘tail lights’ of moving vehicles.
j) In the opinion of the roads authority be illuminated to the extent that it causes discomfort to or m) The proposed advertising message should not spread the message across more than one adjoining sign.
k) Inhibits the vision of approaching pedestrians or drivers. Video and animated signs, including any signs which contain any portion of video and/or animated content, will
l) Be attached to a road traffic sign or signal, combined with a road traffic sign or signal [unless specifically not be approved if in the road reserve and visible to drivers.
provided for in the Dubai Traffic Control Manual (DTCM)], obscure a road traffic sign or signal, create
confusion with a road traffic sign or signal, interfere with the functioning of a road traffic sign or signal or
create a road safety hazard in the opinion of the roads authority.
0.6) Exceptions:
m) In the opinion of the roads authority obscure a pedestrian’s or driver’s view of pedestrians, road or rail
vehicles and features of the road, railway or pavement such as junctions, bends and changes in width.
The following items are not part of the scope of these manual:
n) within any of the following zones or descriptions: heritage area, public open space, environmentally
sensitive area, natural or other conservation area, waterway, scenic protection area, nature reserve,
residential area (but not a mixed residential and commercial zone). This does not apply to business or
building identification signs, or signage that is exempt or on vehicles. Table 4 - Exceptions to the Scope of this Manual:
o) Placed on a tree.
p) Placed between mature trees line along roads. Exceptions:
q) Placed on government buildings. a) Government and political corps signboards and national flags. (refer to National Flags policy in Appendix F).
r) Placed on or hanging from another signage. b) Regulatory or guidance signs.
s) Placed on religious building. c) Street or navigation signage.
d) Traffic signs and signboards regulating the pedestrians and vehicles movement including names of streets,
t) Illuminated and/or animated signs within local residential streets.
numbers of buildings, and guidance signboards of the car parks.
u) Its content is inconsistent with the emirate social ethic and cultural values.
e) Advertising or guidance signboards placed by RTA/DM and the relevant authorities for promotion of the
v) Advertisement signage placed on glass facade except Film or transparent sticker type of signage. historical antiquities and distinctive features, or similar items.
While the above provides some indication of the typical traffic safety issues that could occur, it does not provide f ) Warning and security signboards along with the signboards cautioning against hazards and calling for
a guideline on whether a sign is acceptable or not. Therefore a scoring mechanism is required to provide a more attention.
definitive indication of the traffic safety impact. g) Road decorations used for seasonal events, etc that are not of the same medium as advertising.
8 9
0.7) Items not Permitted:
Certain items are not permitted.
Items not permitted:

a) Stickers may not be applied to any RTA infrastructure unless approved by concerned Department.
b) All obsolete signage outside the RTA ROW and not displaying current content should be removed
immediately.
0.8) Duration:
The duration of a license to erect Outdoor Advertising signage will be set at the discretion of the authority (RTA
or DM) or the specific contract or as specified by the them.
0.9) Provisions Under Dubai Municipality Local Order 30:
As at the date of publishing, this manual includes several elements that are in conflict with the existing Order
30 and its Executive Regulations. These are under review to ensure compatibility with this manual.
0.10) Other Manuals:
0.10.1) Existing Dubai Municipality Advertising Signage Manual:

These manual guidelines supersede any previous advertising sign standards and guidelines within the
DM.
0.10.2) Road Side Design Guide:

This manual specifies lateral clearances applicable to signs that must be applied
0.10.3) Dubai Municipality - Code of Construction Safety Practice:

This manual is applicable to all work undertaken in the City and in the Right of Way.
0.10.4) Traffic Department Manual Names Work Zone Traffic Management Manual:
This manual outlines the traffic management within work zone areas
0.10.5) Dubai Access Management Manual:

This manual outlines the traffic management within work zone areas
0.10.6) Dubai Traffic Control Devices Manual (DTCDM):

The Dubai Traffic Control Devices Manual (DTCDM), 2004 was reviewed and referenced where necessary.
10 11
Section 1:
Assessment Process
Figure 1 - Assessment Process 15
12 13
Signs should be assessed in a logical and consistent manner that will produce predictable results. At the same time The process is shown in broad terms in the flow chart overleaf.
it should be noted that the approval of Outdoor Advertising (OA) signs, their content, appearance and locations is
by its nature a subjective process that does require several elements of judgment that may not always deliver 100%
consistent results.
The following summary of the 5 point assessment process shows the various principle elements that are considered
and how they inter-relate to one another.
• Zoning:
The location of the sign must comply with the zoning and overlay district standards that form part of these
guidelines. Signs outside the Right of Way are not included in these guidelines. Digital signs can only be located
in specific digital overlay districts.
• Density:
There are several density criteria that are assessed to ensure that the area of signage and the location of signs
relative to each other is suitable.
• Traffic Safety:
The influence of signs on traffic safety is assessed in a two stage process where signs that are marginal require
a further detailed assessment.
• Content:
The content of the sign must not be offensive and must also not represent an unnecessarily long distraction to
road users.
• Durability:
The materials and structure of the sign and its supports must be durable and public safety shall not be
compromised.
The assessment process is relatively simple to apply for most signs. The application of these criteria may result in
certain existing signs being non-compliant and they will have to be removed and replaced over time.
The above assessment represents relatively advanced thinking for OA signs and will require a reasonable degree of
GIS skill and a related computerised sign management system to be carried out. For example, in respect of zoning
and overlay districts, it is a relatively simple task to develop GIS layers that represent zones and to overlay these over Figure 1 - Assessment Process
other GIS layers and assess whether a sign would fall within the zone or district. Similarly, the sign density assessment
requires a computation of sign area per area of the zone, community area or addressing district in question. This is
easily accomplished with a GIS and sign database.
14 15
Section 2:
Assessment Criteria
2.1 Location and Zoning 18 Table 8 - Table 2.2 from Roadside Design Guide 50
Figure 8 - Sidewalk Zones 51
2.1.1 Elements 18
2.3.1.2 Vertical Clearances 51
Zones and Overlay Districts 18
2.3.2 Safety Matrix 51
2.1.2 No Density Overlay District 18
Table 9 - Scoring Table for Levels of Safety Risk 52
2.1.3 Digital Overlay District 18
Table 10 - Recommended Scoring for Traffic Safety Matrix 53
Figure 2 - No Density Overlay Districts 19
Figure 3 - Digital Overlay Districts 19
2.4 Digital Signage 54
Digital Zone Guidelines 20
Key 24 2.4.1 Where can digital signage to be installed? 55
2.1.4 Theme Zones 24 Table 11 - Use of Digital by Road Classification 55
Figure 4 - Theme Zone Map 25 2.4.2 General Digital Guidelines 55
Heritage Zone Guidelines 26 Table 12 - General Guidelines to Digital Signage 55
Key 30 Table 13 - Permit requirements for digital signage 56
Dubai Creek & Beach Zone Guidelines 32 2.4.3 Luminance 56
Key 36 Table 14 - Maximum Allowable daytime Luminance of
Greenery Zone Guidelines 38 Illuminated Advertisements 57
Key 42 Table 15 - Illumination Guidelines 57
Table 16 - Luminance measurement distances 58
2.2 Density 43 2.4.4 Reflectivity 59
2.2.1 Density Elements 43
2.5 Durability 59
2.2.2 Buffer Density and Spacings 43
Figure 5 - Typical Buffer Analysis 43 2.5.1 Construction and Materials 60
Table 5 - Typical Minimum Spacing between Signs 44 2.5.2 Structure 60
2.2.3 Visual Density 45 Table 17 - Typical Design Responsibilities 61
Visual Density Procedures 45
Figure 6 - Plan Showing Photo Guidelines 45 2.6 Content 61
Figure 7 - Guidelines for Taking Photo 46 2.6.1 Type and Extent 61
Table 6 - Visual Density Based on Land Use 47 Table 18 - Guidelines For Sign Content 61
2.2.4 Total Sign Density Procedures 48 2.6.2 Sequencing 63
Figure 9 - Sequence of Similar Signs 63
2.3 Traffic Safety 48
Figure 10 - Sequence of Different Signs 63
2.3.1 Elements 48
2.3.1.1 Lateral Clearances 48
Table 7 - Lateral Clearances 49
16 17
The criteria for assessing compliance with the 5 elements of these guidelines are set out below.
Outdoor Advertising Master Plan
2.1) Location and Zoning: No Density Overlay Districtst
This manual applies to all lands within the administrative boundaries of Dubai Emirate including Hatta and the
offshore islands within the Arabian Gulf. However, special procedures shall identify the implementation of the
proposed Policy within the Free Zone Areas, offshore islands, and the ROW’s of RTA roads.
2.1.1) Elements:
The first stage of assessment involves zone and overlay districts. This has the following elements:
2.1.1.1) Specific Zone Requirements:

These assessments both involves simple go - no-go criteria as follows:
Zones and Overlay Districts: Legend

There are three zone issues that need to be assessed at this stage: No Sign Zone
Roads
2.1.1.2) No Density Overlay District:

April 15, 2009
There are specific districts in Dubai where certain sign formats are prohibited or greatly restricted and 0 2.5 5 10 Kilometers
the location of any proposed sign relative to these districts needs to be assessed.
2.1.1.3) Digital Overlay Districts:

Digital signs are only allowed in certain districts.
Figure 2 - No Density Overlay Districts (refer to Appendix C for updated overlay)
2.1.1.4) Theme Zones:
Based on the various characteristics of the existing and the envisaged cityscape, select locations have
been assigned design themes to suit. Each of these zones include unique characteristics which identify
these areas. Therefore, advertising signage fixtures and formats can be custom designed with unique
materials and colors which best describes the distinctiveness of the district.
Each of these are zones or districts are dealt in more detail in the following sections in this document.
The various zones and overlay districts with respect to outdoor advertising signage are discussed in the
paragraphs below. Outdoor Advertising Master Plan
The zones will be periodically updated - most updated zones are contained in Appendix C: Zone Maps. Digital Overlay Districts
2.1.2) No Density Overlay District:

The No Density Overlay District is shown the map of Dubai in the figure below. In these areas most formats of
advertising signs are prohibited (or greatly restricted at the discretion of the RTA). These areas of Dubai are
identified as being highly sensitive to signage based on the historic or cultural nature of the District and large
format or other formats of signage in this district is inappropriate. Some advertising is still permitted in this
district including bus shelter advertising. Signage is permitted in all areas outside of the No Density Overlay
District. The No Density Overlay District with Addressing Zones is shown in the figure below.
2.1.3) Digital Overlay District:

To make provision for new technology, Digital Sign Overlay Districts have been defined. These districts are
designed to accommodate the development of electronic outdoor advertisements which are compatible with,
and reflect the technological progression and modern urban feel of various areas of Dubai. At this stage, no Legend
digital signs are permitted outside of this Digital Overlay District. Digital Layer
Roads
There are three classifications of the Digital Overlay District. These include:
• Addressing Zone or Portion. 0 1.5 2.5 5 Kilometers
April 15, 2009
• Street Corridor.
• Landmark, Public Square or Building Complex.
Size, type, scale and design of digital signs within the District are in accordance with the advertising signage
fixture theme for the Addressing Zone.
The Digital Overlay District with Addressing Zones is shown in the figure immediately below. Both No Density Figure 3 - Digital Overlay Districts (refer to Appendix D for updated overlay)
and Digital Overlay Districts are shown on the following figure.
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DIGITAL ZONE GUIDELINES DIGITAL ZONE GUIDELINES
No. Element Specification Media Specification

Media Size Illumination
Elements Color & Material Dimensions (m) Media Format Technology
(m) (cd/m2)
- Speckled grey base color polished granite structure

- Gradient grey polished aluminum major trim seating 0.4 (w) x 1.20 (l) x
1 Benches Vinyl Max 1w N/A N/A
- Powder coated deep purple aluminum highlight 0.5 (h)
- Metallic paint mirror black aluminum minor trim

- Gradient grey polished aluminum major trim cover
2 Litter Bins 0.5 dia Sticker Max 0.3h N/A N/A
- Powder coated deep purple aluminum highlight
- Gradient grey polished aluminum

Max 50% of
3 Bicycle Racks - Vinyl speckled grey base color canopy with deep Situation Specific Canopy N/A N/A
Canopy
purple highlight
- Speckled grey base color polished granite structure 10h 1w x 2h

Advertising Signage - - Powder coated deep purple aluminum highlight 14h Lamp Post Sign 1.5 x 2.5h
4 Product Specific Poster
Lamppost - Gradient grey polished aluminum major trim 16h Vinyl 1.5 x 3h
- Metallic paint mirror black aluminum minor trim 25h 1.5 x 3h

- Powder coated deep purple aluminum highlight Base height above Max 1.2w Max
5 Advertising Signage - FSU Mupi Vinyl 1200 to 2900 Poster
- Gradient grey polished aluminum major trim ground 0.5m 1.8h
20 21
DIGITAL ZONE GUIDELINES DIGITAL ZONE GUIDELINES

(m) (cd/m2)
- Max 3m above
roof line
Advertising Signage - - Powder coated deep purple aluminum highlight
6 - Max height Billboard Situation Specific 1200 to 2900 Poster
Hoardings - Gradient grey polished aluminum major trim
20% of building
fascia

- Powder coated deep purple aluminum highlight
7 Advertising Signage - Flags Max 4h Flags Max 1w Max 2h 1200 to 2900 Poster
- Gradient grey polished aluminum major trim

- Powder coated deep purple aluminum highlight Depends on street
8 Pedestrian Bridge Bridge Banner Max 2h 1200 to 2900 Poster
- Gradient grey polished aluminum major trim width

- Powder coated deep purple aluminum highlight Max 3h
9 Vending Kiosks Poster Max 2h 1200 to 2900 Poster
- Gradient grey polished aluminum major trim Max 12m2

- Powder coated deep purple aluminum highlight Max 7h
10 Street Lights Mupi Max 2h 1200 to 2900 Poster
- Gradient grey polished aluminum major trim Min 5h
22 23
Advertising Signage Fixtures and formats can be designed with unique materials and colors for each Theme
Zone which best describe the distinctiveness of the district. There are a variety of opportunities for signage
Base Color Speckled Grey Polished Granite
themes in each of the Theme Zones. A single color or mix of colors can be used to identify the zone. Materials
such as wood, sandstone, brick or metal can be used for sign construction or as accents. The advertising fixture
design can also provide variation and distinction for each of the districts.
Major Trim Gradient Grey Polished Aluminum
The following criteria were used to establish the extents of the theme zones:
2.1.1.5) Scale of Built Environment:

Powder Coated Alu- One characteristic that RTA considered to determine whether a unique district can be described is the
Highlight Deep Purple
minum Or M.S. scale of the built environment. This includes the typical size and height of buildings in the district, as
well as the extent of the development. Consideration is also made to determine an appropriate edge of
Duco Metallic Paint On the district such as a major road which defines the boundary.
Minor Trim Mirror Black
Aluminum Or M.S. 2.1.1.6) Development History:
Another characteristic that RTA considered is the development and cultural history of the district. This
Base Color 60% - Major Trim 20% - Highlight 15% - Minor Trim 5% could include the historic sections of Dubai as well as recently constructed areas distinguished by tall
modern buildings.
2.1.1.7) Natural Resources and Open Space:
Natural resources and open space areas, such as the beach and creek area were considered by RTA to
define a district or distinct boundary. These areas are highly valued by residents and afford conservation
and enhancement through development.
2.1.1.8) Community Activity:
The level and dimension of community activity is another characteristic that Secondharvest considered
to define the district. This includes density of development, major land uses such as residential,
business, entertainment/tourism, and level of activity.
Key: 2.1.1.9) Sense of Place:

The final characteristic considered by RTA the sense of place or “local flavor” of the district. This attribute
is what distinguishes the district from other areas of Dubai. This can include world famous buildings or
dia Diameter in meters
areas which define the district. It is also be defined as a sense of arrival or gateway to the city.
w Width in meters 2.1.1.10) Theme Zones:
Based on the above criteria and methodology for identifying unique areas of Dubai, the manual
h Height in meters recommends initial five districts. Additional districts throughout the city could be considered in the
future following the same methodology.
l Length in meters The following graphics provide some ideas that will be expanded upon to set the style for the each
addressing zone.
m Meter
m2 Square meter
cd/m2 Candela per square meter (Luminance)
N/A Not applicable
2.1.4) Theme Zones:

The intention is that each zone will have a consistent design and color scheme theme to provide a unique
identity to the district.
The following zones have been established:

• Heritage Zone
• Beach &Creek Zone
• Entrance Zone
• Greenery Zone
The Theme Zone Map is shown below and any sign applicants should appraise themselves of the latest design Figure 4 - Theme Zone Map
guides that are applicable in each Zone.
24 25
HERITAGE ZONE GUIDELINES HERITAGE ZONE GUIDELINES

(m) (cd/m2)
- Old teak base color wood clad concrete structure

- Powder coated midnight oil on aluminum seating
0.4 (w) x 1.20 (l) x
1 Benches major trim Vinyl Max 1w N/A N/A
0.5 (h)
- Duco paint ancient gold on aluminum highlight
- Brushed dock grey aluminum minor trim

- Powder coated midnight oil on aluminum major trim
- Brushed dock grey aluminum grey aluminum Max 50% of

3 Bicycle Racks Situation Specific Canopy
Canopy
N/A N/A
- Vinyl old teak canopy with ancient gold trim
- Old teak base color wood clad concrete structure 10h 1w x 2h

Advertising Signage - - Powder coated midnight oil on aluminum major trim 14h Lamp Post Sign 1.5 x 2.5h
4 Vinyl 1.5 x 3h
Product Specific Poster
Lamppost - Duco paint ancient gold on aluminum highlight 16h
25h 1.5 x 3h

- Powder coated midnight oil on aluminum major trim Base height above Max 1.2w Max
5 Advertising Signage - FSU Mupi Vinyl
1.8h
1200 to 2900 Poster
- Duco paint ancient gold on aluminum highlight ground 0.5m
26 27
HERITAGE ZONE GUIDELINES HERITAGE ZONE GUIDELINES

(m) (cd/m2)
- Max 3m above
roof line
Advertising Signage - - Powder coated midnight oil on aluminum major trim
Hoardings - Duco paint ancient gold on aluminum highlight
20% of building
fascia

- Powder coated midnight oil on aluminum major trim

- Powder coated midnight oil on aluminum major trim Depends on street
- Duco paint ancient gold on aluminum highlight width

- Powder coated midnight oil on aluminum major trim Max 3h
- Duco paint ancient gold on aluminum highlight Max 12m2

- Powder coated midnight oil on aluminum major trim Max 7h
- Duco paint ancient gold on aluminum highlight Min 5h
28 29
Real Wood Cladding on
Base Color Speckled Grey
Base Material
Powder Coat on Alu-

Major Trim Gradient Grey
minum or M.S.
High Gloss Duco Paint

on Aluminum or M.S.
Minor Trim Mirror Black Brushed Aluminum
Base Color 60% - Major Trim 20% - Highlight 15% - Minor Trim 5%
Key:
w Width in meters
h Height in meters
l Length in meters
m Meter
m2 Square meter
N/A Not applicable
30 31
DUBAI CREEK & BEACH ZONE GUIDELINES DUBAI CREEK & BEACH ZONE GUIDELINES

(m) (cd/m2)
- Grey sand painted base color concrete structure

- Natural light brown wood major trim seating 0.4 (w) x 1.20 (l) x
- Painted turquoise blue highlight aluminum 0.5 (h)
- Brushed matte light grey aluminum minor trim

- Natural light brown wood major trim cover
- Painted turquoise green highlight aluminum
- Brushed matte light grey aluminum

Max 50% of
3 Bicycle Racks - Vinyl grey sand base color canopy with turquoise Situation Specific Canopy
Canopy
N/A N/A
blue highlight
- Grey sand painted base color concrete structure 10h 1w x 2h

Advertising Signage - - Painted turquoise blue aluminum highlight 14h Lamp Post Sign 1.5 x 2.5h
4 Vinyl 1.5 x 3h
Lamppost - Natural light brown wood major trim 16h
25h 1.5 x 3h

- Painted turquoise blue aluminum highlight Base height above Max 1.2w Max
1.8h
1200 to 2900 Poster
- Natural light brown wood major trim ground 0.5m
32 33
DUBAI CREEK & BEACH ZONE GUIDELINES DUBAI CREEK & BEACH ZONE GUIDELINES

(m) (cd/m2)
- Max 3m above
roof line
Advertising Signage - - Painted turquoise blue aluminum highlight
Hoardings - Natural light brown wood major trim
20% of building
fascia
- Grey sand painted concrete structure

- Painted turquoise blue aluminum highlight
- Natural light brown wood major trim

- Painted turquoise blue aluminum highlight Depends on street
- Natural light brown wood major trim width

- Painted turquoise blue aluminum highlight Max 3h
- Natural light brown wood major trim Max 12m2

- Painted turquoise blue aluminum highlight Max 7h
- Natural light brown wood major trim Min 5h
34 35
Textured Paint on Base
Base Color Speckled Grey
Material
Major Trim Gradient Grey Natural Wood
Paint on Aluminum or
other Metal
Brushed Aluminum with

Matte Finish
Base Color 60% - Major Trim 20% - Highlight 15% - Minor Trim 5%
Key:
w Width in meters
h Height in meters
l Length in meters
m Meter
m2 Square meter
N/A Not applicable
36 37
GREENERY ZONE GUIDELINES GREENERY ZONE GUIDELINES

(m) (cd/m2)
- Stone grey base color honed granite structure

- Earth brown natural wood seating major trim 0.4 (w) x 1.20 (l) x
- Powder coated jungle green aluminum highlight 0.5 (h)
- Brushed matte shadow grey aluminum minor trim

- Earth brown natural wood cover major trim
- Powder coated jungle green aluminum highlight
- Brushed matte shadow grey aluminum Max 50% of

3 Bicycle Racks Situation Specific Canopy
Canopy
N/A N/A
- Vinyl Stone grey canopy with jungle green trim
- Stone grey base color honed granite structure 10h 1w x 2h

Advertising Signage - - Earth brown natural wood major trim 14h Lamp Post Sign 1.5 x 2.5h
4 Vinyl 1.5 x 3h
Lamppost - Powder coated jungle green aluminum highlight 16h
25h 1.5 x 3h

- Earth brown natural wood major trim Base height above Max 1.2w Max
1.8h
1200 to 2900 Poster
- Powder coated jungle green aluminum highlight ground 0.5m
38 39
GREENERY ZONE GUIDELINES GREENERY ZONE GUIDELINES

(m) (cd/m2)
- Max 3m above
roof line
Advertising Signage - - Earth brown natural wood major trim
Hoardings - Powder coated jungle green aluminum highlight
20% of building
fascia

- Earth brown natural wood major trim
- Powder coated jungle green aluminum highlight

- Earth brown natural wood major trim Depends on street
- Powder coated jungle green aluminum highlight width

- Earth brown natural wood major trim Max 3h
- Powder coated jungle green aluminum highlight Max 12m2
- Brushed matte shadow grey

- Earth brown natural wood major trim Max 7h
- Powder coated jungle green aluminum highlight Min 5h
40 41
2.2) Density:
Base Color Speckled Grey Honed Granite
2.2.1) Density Elements:

Major Trim Gradient Grey Natural Wood Traditionally density has been interpreted purely as a radial spacing from other signs and most cases irrespective
of size and format of the respective signs. This guideline attempts to bring balance from citywide level typical
Powder Coated Alu- minimum spacings (buffer density) and visual density (from a viewers perspective).
minum or M.S. There are two density elements that need to be assessed as follows:
• Buffers - where the spacing between signs needs to be compared to avoid clutter and visual pollution.
Brushed Aluminum with • Visual Density - where the visual density of signage as observed by a driver/pedestrian is assessed
Matte Finish relative to desirable visual densities.
These three density elements need to be considered together to determine whether a proposed sign is in an
Base Color 60% - Major Trim 20% - Highlight 15% - Minor Trim 5% appropriate, compliant location. A scoring system has been developed to assess each of the three elements
separately. This is followed by combining all three scores for evaluation. The scoring system and methodology
is described below.
A calculator is provided for sign density assessment.
2.2.2) Buffer Density and Spacings:

Signs should not be placed too close together as this clutter and visual pollution.
Buffer density considers the density of the signage around a given point in question.
An example of buffering has been placed around existing signs and is displayed in GIS map format below. The
map shows the existing spacings between the various types of signs for an area of Dubai. On site assessments
of visual density coupled with an evaluation of these typical existing spacings has provided a table of generally
Key: acceptable spacings that are shown in the table below. If closer spacings are envisaged this will require a more
detailed project based assessment.
w Width in meters
h Height in meters
l Length in meters
m Meter
m2 Square meter
N/A Not applicable
Note:
• This zoning scheme, material etc. is only applicable for permanent advertisements in addition to the types of ad-
vertisement listed above, for temporary ones are to be approved by concerned authority.
• The previously mentioned zoning is to be updated by DM Planning Department with coordination of RTA concerned
Department. Figure 5 - Typical Buffer Analysis
In cases such as signs on lamp posts and other infrastructure, the spacings are dictated by the infrastructure
spacing. In certain instances signs could only be allowed on every second or third lamp post and this would be
subject to restricting density in certain zones.
Typical Minimum Spacings should be applied to similar size formats, i.e. unipoles (large format) and lampposts
(small formats would not be considered together) as they are in most cases in different viewsheds.
42 43
Minimum Spacing between Signs, check whether it meets the requirements.
Table 5 - Typical Minimum Spacing between Signs:
If the answer to step 1 is:
• No then the score will be -1.
• Yes then the score will be +1.
Typical Minimum Spacing between Signs (m) (also applies for digital signage)
2.2.3) Visual Density:
Road Classification
The third part of the density assessment is to assess sign density is through a visual density assessment from
Freeway Arterial Collector/Local a driver’s view point. While still in the early stage of development this type of density assessment is becoming
Sign more and more feasible through the availability of new video technologies and 3D visualization. Initially, the
Format methodology chosen involves only the use of a 28mm camera lens and a grid overlay use to determine the
Type Dense
Urban e.g. Sparse Dense Sparse Dense total area of signage within the view corridor. A series of three photos are taken at distances of 50, 100 and 150
Sparse Rural metres from the proposed large format sign (i.e. - unipole & megacom).
Sheikh Rural Urban Rural Urban
Zayed Road
Unipoles 200 200 200 200 N/A N/A The visual density takes into account existing advertising signage, navigational
Large signage and proposed advertising signage.
Bridges 150 150 150 200 150 200
Megacoms N/A 500 100 200 100 200 Navigational signage is defined as signage contained in Dubai Traffic Control Devices Manual (DTCDM).
Medium
Permanent
Once the percentage of existing advertising and navigational signage plus the proposed signage area within
Feature Signs 200 500 100 200 100 200
the view corridor from each photo is determined, the sign area of the three photos is averaged. Average visual
FSU’s/Mupis Not Applicable 80 100 50 80 density is then scored.
Lamposts as noted down The following methodology is intended to provide an appropriate evaluation of existing visual density in the
Small proposed sign location. Refer to the following graphic Figure 7 below for appropriate photo angle, camera
Replica or Model N/A 80 100 50 80 80 settings, printing scale, overlay and sign area assessment techniques.
Brand Towers N/A N/A 100 200 100 200
Visual Density Procedures:
Hoardings 200 200 200 200 N/A N/A
The visual density must be submitted with your application form (Outdoor Advertising Signage Checklist -
Temporary
Flagpoles 10 10 10 10 10 10 Application Form (for Media Company) 1.1). The following steps outline the process which to follow in order for
Events 200 500 100 200 100 200 your submission to be accepted.
Umbrellas N/A N/A 100 200 100 200

The Visual Density is the amount of signage coverage that is in the line of vision
while driving.
Notes:
1. The minimum spacing associated with lampposts and other infrastructure is typically not an issue as the sign Visual Density is where the visual density of signage as observed by a driver is assessed relative to desirable
spacing will be dictated by the spacing of the posts which are in turn normally spaced further apart on roads with visual densities.
higher ruling speeds.
2. If lamp posts are spaced close together then the typical Mupi spacings should be used although on high speed
freeways spacings closer than 50m should be avoided.
3. Signs of similar size and height above ground such as mupis, lamp posts, kiosks and bus shelters should all be
considered as signs of the same type for the purposes of spacings and buffers.
4. The above distances are for similar type signs when measured to other same type signs.
5. These spacings refer to signs that are visible from a single driving direction and signs visible only from other
directions could be spaced closer together.
6. These guidelines were derived from international best practices optimised for the Dubai environment.
7. All measurements shown are to the center of the structure in question.
8. These sign spacings include the use of digital.
9. Items indicated by na means Not applicable.
Buffer Density and Spacing Procedures:

Buffers and Spacing where the distance between signs needs to be compared to avoid clutter and visual
pollution.
The methodology and scoring for buffer density and spacing is described as follows. Refer to the Existing
Buffers and Spacings GIS map and Minimum Sign Spacing table, then enter data into calculator: Figure 6 - Plan Showing Photo Guidelines
Step 1: Determine whether proposed sign is located within existing Buffer. Refer to GIS map and Table 5 -
44 45
Below is a table that shows the visual density area of standard signs from the required distances needed for the visual
density formula.
PROPOSED SIGN BLOCKS

Type of Sign No. of Blocks
50m 100m 150m
Mupi 2 1 1
Lampost 4 2 1
Megacom 20 6 3
Unipole 60 18 9
Flags 4 1 1
The visual density includes for a 25% weighting for traffic signage.

Figure 7 - Guidelines For Taking Photo ADVERTISING B + 25% STREET TRAFFIC SIGNS B + PROPOSED BLOCKS
x 100 = VISUAL
TOTAL NUMBER OF BLOCKS ON GRID (2700)
Step 1: Visit the proposed sign location, park and find a safe location on the road shoulder to take photographs. Take
three photographs with a standard digital camera with a 28mm lens (35mm film equivalent) from the following dis-
Step 7: Please enter your final totals for the three distances into the block below, total all density’s and then average
tances: 50m, 100m, 150m. Be sure to align photo with road and limit area of horizon in field of view. The focal point
by dividing by 3.
of the photograph should be the centre of the road perpendicular to where the sign is on the side of the road. (i.e. the
horizon needs to be as close to the horizontal center of the photograph as possible).
Step 2: Print out pictures at scale of 180mm wide x 135mm high. PROPOSED SIGN VISUAL DENSITY
Step 3: Color in all existing advertising signs on each photo in red. This includes all advertising signage in the right
50m
of way, as well as hoardings and large-format building signs located outside of the right-of-way.
100m
150m
Total
Average = [Total]/3
Step 8: Check for visual density compliance. Visual density is checked assessed on based on location, commercial,
semi urban or rural. The assessment of these areas is somewhat subjective based on the descriptions below the table.
Table 6 - Visual Density based on land use:
Area Commercial Semi Urban Rural

< 3.5% +2 +1 0
3.5 to 6% +1 0 -1
6% to 10% 0 -1 -3
Step 4: Overlay plastic grid (or word document template) on each photo and count total number of 2mm squares
which cover signs. Exclude pole and frame area. Use standard rounding procedures: Round up when 50% of a square
> 10% -1 -3 -5
is covered, otherwise round down.
Step 5: Write number of squares counted in each photograph over 2,700 to determine percentage of visual density Commercial: Major shopping/commercial high density centres with a significant number of off-street illuminated
(i.e. 40/2,700 = 1.5%). advertising devices and lights, typical building height above 10 storey’s.
Step 6: Enter 50m, 100m, 150m values into the calculator sheet. Semi Urban: Covers areas with generally medium density.
One can calculate the proposed density by incorporating the proposed signs into Step 5. Rural: Low development intensity.
46 47
2.2.4) Total Sign Density Procedures:
Table 7 - Lateral Clearances:
As discussed earlier, the average of the two density methods (buffer and visual density) are considered.
Step 1: Add the total score from Sections 2.2.2 & 2.2.3 (A + B).
For example (-1) + (+2) = +1.
The calculator is designed to add up the values from all three sign density sections and provide the following ONE-WAY AVERAGE DAILY TRAFFIC VOLUME (x)
results: POSTED
SIDE SLOPE (x)
SPEED
a) If score is positive or zero, sign complies with density requirements. ≤ 1,000 2,000 3,000 4,000 5,000 ≥ 10,000
b) If score is negative, sign does not comply with density requirements and is not recommended from a
density assessment. 40 km/h ALL 1.0 1.0 1.0 1.0 1.0 1.0
c) However, failure to adhere to any of 2 densities separately the result will be the sign does not comply
with density requirements and is not recommended from a density assessment. 60 km/h ALL 3.0 3.0 3.0 3.5 4.5 4.5
80 km/h Fill Slopes

2.3) Traffic Safety:
1V : 5H 4.5 5.5 6.0 6.5 7.5 7.5
1V : 6H 4.0 5.0 5.5 6.0 6.5 6.5
2.3.1) Elements:
1V : 8H & Flatter 4.0 4.5 5.0 5.5 6.0 6.0
Traffic safety aspects play a significant role in assessing OA signs. The following 3 elements are assessed:
Cut Slopes
a) Lateral Clearance: 1V : 6H & Flatter 4.0 4.5 5.0 5.5 6.0 6.0
• Vehicular Traffic.
1V : 3H 3.0 3.5 4.0 4.5 5.0 5.0
• Pedestrian Traffic.
100 km/h Fill Slopes
b) Vertical Clearance:
• Vehicular Traffic. 1V : 5H 6.0 8.0 9.0 10.0 11.0 Table 2.2
• Pedestrian Traffic. 1V : 6H 5.5 7.0 8.0 9.0 10.0 Table 2.2
c) Hazards and Distraction: 1V : 8H 5.0 6.5 7.5 8.5 9.5 Table 2.2
• Multi-Criteria Scorecard. 1V : 10H & Flatter 5.0 6.0 7.0 8.0 9.0 Table 2.2
Cut Slopes Table 2.2
These are described in more detail below.
1V : 10H & Flatter 5.0 6.0 7.0 8.0 9.0 Table 2.2
2.3.1.1) Lateral Clearances: 1V : 6H 4.0 5.0 6.0 7.0 8.0 Table 2.2
d) Vehicular Traffic: 1V : 3H 3.0 3.5 4.5 5.0 6.0 Table 2.2
Lateral clearance from a point of view of traffic safety and a user-friendly roadside are set out in detail in 120 km/h Fill Slopes
the Dubai Municipality Roadside Design Guide and should be adhered to at all times. These clearances
depend on traffic volumes, the side slopes alongside the road and typical travel speeds. In addition, the 1V : 5H 7.0 9.0 10.0 11.0 12.0 Table 2.2
Guidelines specify that lateral clearances should be increased by between 20% and 40% for curves to
reduce the risk of run-off the road collisions in these areas. 1V : 6H 6.5 8.0 9.0 10.0 11.0 Table 2.2
1V : 8H 6.0 7.5 8.5 9.5 10.5 Table 2.2
The clear zone distances in the above Guide are summarized in the table below for convenience. These
figures do not supersede the Roadside Design Guide that should be used as the reference document in 1V : 10H & Flatter 6.0 7.0 8.0 9.0 10.0 Table 2.2
the case of conflict and uncertainty. Cut Slopes Table 2.2
1V : 10H & Flatter 6.0 7.0 8.0 9.0 10.0 Table 2.2
1V : 6H 5.0 6.0 7.0 8.0 9.0 Table 2.2
1V : 3H 4.0 5.0 6.0 7.0 8.0 Table 2.2
Notes:
1) Safety bariers are required where the side slope on an embarkment exceeds 1V : 5H and may be required where a
cut slope exceeds 1V : 3H subject to an assessment.
2) The average daily traffic volume (ADT) used for clear zones calculations should be the traffic volume estimated to
be using the road in 5 to 10 years time. Where estimated future volumes are not available, current volumes multi-
plied by an appropriate growth rate may be used.
48 49
• Where many pedestrian movements occur (between 180 and 300 persons/hour in both directions) - 3m.
Table 8 - Table 2.2 from Roadside Design Guide:
• High pedestrian movements around metro station exits and other concentration points 4m.
• Curb zone - a clear strip with a minimum width of 0.5m and preferably 1m to avoid damage by
overhanging vehicles or people accidental falling off the sidewalk into the path of vehicular traffic.
• Street furniture zone - a zone in which street furniture and outdoor signage can be placed where the
ONE-WAY AVERAGE DAILY TRAFFIC VOLUME (x) width will vary between 0.5m and 4m depending on circumstances. In narrower areas (0.5 to 2m)
POSTED SPEED SIDE SLOPE (x) the street furniture could include street lighting, control boxes, benches, bins and cantilevered bus
10,000 15,000 20,000 25,000 ≥ 50,000 shelters without end panels. This zone width could increase to 4m to make provision for cycle stands,
telephone boxes, benches, vegetation, kiosks and full end panel bus shelters.
• Unobstructed zone - This zone is to maintain an obstacle free path of min. 2.0m on every footway to
1V : 5H 13.0 14.0 15.0 16.0 21.0 allow for easy movement of pedestrians and cleaning vehicles.
1V : 6H 12.0 13.0 14.0 15.0 20.0 • Frontage zone - To be kept clear of obstructions, an exception is pavement cafes could be an exception.
1V : 8H 11.0 12.0 13.0 14.0 19.0 The following diagram shows the typical pedestrian and outdoor furniture zones. Treatment to each
1V : 10H & Flatter 10.0 11.0 12.0 13.0 18.0 zone may vary according to its location.
Cut Slopes
1V : 10H & Flatter 10.0 11.0 12.0 13.0 18.0
1V : 6H 9.0 10.0 11.0 12.0 17.0
1V : 3H 8.0 9.0 10.0 11.0 16.0
1V : 5H 14.0 15.0 16.0 17.0 22.0
1V : 6H 13.0 14.0 15.0 16.0 21.0
1V : 8H 12.0 13.0 14.0 15.0 20.0
1V : 10H & Flatter 11.0 12.0 13.0 14.0 19.0
Cut Slopes
1V : 10H & Flatter 11.0 12.0 13.0 14.0 19.0
1V : 6H 10.0 11.0 12.0 13.0 18.0
1V : 3H 9.0 10.0 11.0 12.0 17.0
Notes:
1) Safety bariers are required where the side slope on an embankment exceeds 1V : 5H and may be required
where a cut slope exceeds 1V : 3H subject to an assessment.
2) The average daily traffic volume (ADT) used for clear zones calculations should be the traffic volume
estimated to be using the road in 5 to 10 years time. Where estimated future volumes are not available, Figure 8 - Sidewalk Zones
current volumes multiplied by an appropriate growth rate may be used.
Where an inadequate clear zone exists, the traffic must be protected from the obstruction by means of
a guard rail or similar barrier that complies with the Roadside Design Guide and is acceptable to RTA. 2.3.1.2) Vertical Clearances:
On low speed roads where curbs exist to separate vehicular and pedestrian traffic, the above guidelines a) Vehicular Traffic:
should also be used while at the same time the sign or related street furniture should allow for the adequate No sign that projects over a road shall have a vertical clearance of less than 6m as illustrated in the
and safe movement of pedestrians between the sign and the curb as set out in more detail below. figures in Section 3.
e) Pedestrian Traffic: b) Pedestrian Traffic:
Zoning the footway provides is required to protect pedestrians from vehicular traffic and to allow No sign that projects over a footpath shall have a vertical clearance of less than 2.5m as illustrated in
adequate space for pedestrian movements. the figures for each type of sign in Section 3.
The width of pedestrian walkways should be dictated by the volume of pedestrian movements and 2.3.2) Safety Matrix:
should be as follows:
The table below provides a range of issues related to road safety that must be recognized and scored accordingly.
• Absolute minimum clearway 1.2m - this restricted space should only apply over a maximum distance Please also refer to the explanatory note following the table.
of 2m in the direction of movement and also requires careful chan nelization of pedestrian traffic to *Signs in the bold red zones should be denied.
avoid accidents with obstructions.
Each row in the above table must be scored from 0 to 4 as indicated and the total score for each sign, or group
• Typical minimum - 2m. of signs, calculated.
50 51
Table 9 - Scoring Table for Levels of Safety Risk: C Volume
Volume 10,001 to 25,000 to 40,000 to

8 0 - 10,000 Over 55,000
AADT 25,000 40,000 55,000
LESS RISK % Heavy

9 0 - 5% 5 - 10% 10 - 15% 15 - 20% Over 20%
CONSIDERATIONS SCORE Vehicles
Very Low 0 Low 1 Fair 2 High 3 Very High 4
Pedestrians
A Location 10 Peak hour 0-100 100-200 200-300 300-500 Over 500
pedestrians
Partly *Severely
Relatively *Line of Sight
Drivers Line Clear Line Obscures Obscures Speed
1 Clear Line Less than Less than
of Sight of Sight a Road a Road 11 (km per hour 61 to 80 81 to 100 101 - 120 Over 120
of Sight Required 60
Hazard Hazard posted)
Decision Located
Between Between Scoring Recommendation:
Point (Meas- More than between is Located less
200 & 100 &
ured Up- 300m from 50-100m than 50m from Below is the recommended scoring regime:
2 300m from 200m from
stream from Decision from a a Decision
Decision Decision
Decision Point Decision Point
Point Point
Point) Point Table 10 - Recommended Scoring for Traffic Safety Matrix:
*May
May reduce *Reduces
reduce the *Reduces the
Interference Does not the effec- the effec-
effective- effectiveness
with the interfere tiveness tiveness of
ness of an of a major Score Recommendation
effectiveness with any of a minor an interme-
3 intermedi- traffic control
of a traffic traffic traffic con- diate traffic Less than 18 Acceptable safety suggested approval
ate traffic device.
control control trol device. control
control Ie traffic 19 to 24 Suggest measures to mitigate and then rescore
device device Ie yield device.
device. Signal¹
sign Ie stop sign Above 25 Should be denied
Ie stop sign
Accident risk Explanatory Note On The Safety Matrix:

(see expla-
4 Minimal Low Medium *High *Black Spot Below is a narrative/guideline to the consistent implementation for the safety matrix.
nation 1.4
below) 1) Drivers line of sight:
Refer to Dubai Traffic Control Manual and generally practiced drivers line if sight provisions ie does
Proximity to the sign obstructs a driver’s line of sight at an intersection, curve or point of egress from an adjacent
intersection More than property or obstructs a driver’s view of a traffic sign or signal.
5 200-150 150-100 100-50 Less than 50m
(on approach 200
side) 2) Decision point:
The Decision point is defined as the point where a driver needs to make a decision for one of the
B Content and Physical Properties
following:
The sign • Major weave area, measured from the entry point of the weaving traffic.
Brightness brightness The sign *The sign • Off ramp (measured from the exit gore taper).
The sign
and contrast The sign matches varies its brightness
intensity is 3) Interference with a traffic control device:
in relation to is unlit or the brightness may cause
6 unlikely to
hazards and not retro- minimum to match night Score the location based on the whether it may (has some likelihood to interfere) with or in the
cause night
traffic con- reflective. ambient the ambient blindness or determination of the reviewer will interfere with the traffic control device. The class of traffic control
blindness.
trol devices light levels light discomfort device is defined as follows:
expected
• Minor control device - yield sign.
The The • Intermediate control device - stop sign.
The • Major control device - traffic signal.
message message *The message
Animation message
remains stays static is animated,
7 and is not N/A 4) Accident Data:
static for between flashes and
movement animated The categories of Minimal, Low, Medium, High, Black Spot are determined by the review process of the
at least 1 8 and 60 scrolls
or moving RTA Traffic Safety Department. This includes weighting of accident type, (please see table below) in the
minutes seconds
past 2 years that occurred within 150m visibility of and relevant to the sign location.
52 53
2.4.1) Where can Digital Signage to be installed?
Risk Level Weight
Digital signage can only be installed in areas within digital zones.
Minimal Less than 4
Low 4 to 6 Digital signage can only be used within the digital zones as indicated in
Medium 7 to 11 Appendix D
High 12 to 17
The following serves as a guide for the use of digital within a digital zone.
Blackspot Greater than or equal to 18
Accident weighing system currently used by the Traffic Safety Section is:
Table 11 - Use of Digital by Road Classification:
Non Injury Accident : 1 point
Injury Accident : 3 points
Fatality : 6 points
Digital Road Classification
5) Proximity to center of intersection (on approach side):
This is the distance of the sign to the stop line of the approach lane. Adjacent Land Use Freeway Arterial Collector Local Private
6) Brightness and contrast in relation to hazards and traffic signage and control devices: Residential R R Q Q Q
Self explanatory. Commercial R R R Q Q
Industrial R R R Q Q
7) Animation and movement:
An advertisement is a static display if it has: Mixed use R R R Q Q
a) No moving images, or parts of moving images and.

b) No moving text or sets of text and. 2.4.2) General Digital Guidelines:
c) No flashing background, text or images. The following table provides guidelines for the use of digital signage in Dubai.
An advertisement is an animated display if it has:
a) Moving images, or parts of moving images and.
b) Moving text or sets of text and. Table 12 - General Guidelines to Digital Signage:
c) Flashing background, text or images.
Ideally for digital signage the transition between one advertisement to another must not be flashing and
must not have movement from side to side or top to bottom. Preferred transition between one advertisement
to another may either have a ‘dissolving’ nature frame to frame at the agreed interval or be an instantaneous Item General Guidelines for Digital Signage
transition.
Zone Digital signage is only allowed in the digital signage zone identified above.
8) Traffic Volume:
Duration of Message Minimum 8 seconds.
Total AADT measure in one direction.
Dynamic Images Transition Time Transitions between messages should be 1 sec.
9) % Heavy Vehicles:
This is the % number of heavy vehicles based on a 24hour count. No story boarding - i.e. frames may not be used in sequence to represent a
Consecutive frames story or concept that are designed to increase the anticipation or focus of the
10) Pedestrians: target audience.
Peak hour pedestrians as measured in both directions at the proposed location. Spacing between such signs shall not be less than minimum spacing require-
11) Speed: Spacing ments for Unipole signs, or greater if determined appropriate to ensure the
safety of the motoring public.
Posted speed (kph) on the adjacent road.
Locations All locations for digital signage require specific safety assessments.
Default Design Freeze a display in one still position if a malfunction occurs.
2.4) Digital Signage:
Requirements that a display contain static messages without movement such
Static Images
as animation, flashing, scrolling, intermittent or full-motion video.
Digital signage is a form of electronic display that is installed in public spaces. Digital signs are typically
used to entertain, inform or advertise. Major benefits of digital signs over traditional static signs are that the Adjust brightness in response to changes in light levels so that the signs are
content can be exchanged more easily, animations can be shown and the signs can adapt to the context and not unreasonably bright for the safety of the motoring public.
audience, even interactively. Digital signage advertising is a form of out-of-home advertising in which content All digital signs shall be equipped with a mechanism to control brightness
and messages are displayed on digital signs, typically with the goal of delivering targeted messages to specific Brightness &Lighting Levels through the means of an automatic dimming device or a scheduled dimming
locations at specific times. Digital signage can offer superior return on investment compared to traditional program, such that the brightness of the display (measured in candelas per
printed signs but this must be contrasted with the increasing ability of digital signage to distract or blind drivers square meter, or nits), when measured in comparison with ambient lighting
and contribute to accidents. However, the problem with digital signage is that it can be very bright and can also conditions (measured in lux).
be very distracting.
54 55
Table 13 - Permit requirements for digital signage: Table 14 - Maximum Allowable daytime Luminance of Illuminated Advertisements:
Any permit for an animated, electronic, illuminated or major promotion sign or any combination of these signs
(eg Animated Illuminated Major Promotion Sign) must include conditions as specified in the table below:
Very High Off-Street Medium Off-Street Low Off-Street Ambient
Illuminated Area (m²)
Ambient Light (cd/m²) Ambient Light (cd/m²) Light (cd/m²)
Mechanically Major Up to 0.5 2,900 2,000 1,000

Condition Electronic Illuminated
Operated Promotion 0.5 to 2.0 2,300 1,600 800
2.0 to 5.0 2,000 1,200 600
Each advertisement is limited to a static display with: 5.0 to 10.0 1,500 1,000 600
a) no moving images, or parts of moving images and Include Over 10.0 1,200 800 400
b) no moving text or sets of text and condition
c) no flashing background, text or images
Notes:
1) Luminance: Means the objective brightness of a surface as measured by a photometer, expressed in Candelas
per square meter.
Each advertisement shall be displayed for a minimum Include Include
of 8 seconds condition condition 2) Night-Time: Maximum luminance of one-quarter of the above prescribed values.
3) High: Covers areas with generally high off-street ambient lighting e.g. some major shopping/commercial
centres with a significant number of off-street illuminated advertising devices and lights.
The transition from one advertisement to another Include Include 4) Medium: Covers areas with generally medium off-street ambient lighting e.g. small to medium shopping/
must be instantaneous condition condition commercial areas.
5) Low: Covers areas with generally low off-street ambient lighting e.g. most rural areas, many residential areas.
No advertisement may be dominated by any individual

Include Include Include Include
or combination of the following colors: red, yellow, or Table 15 - Illumination Guidelines:
condition condition condition condition
green
No advertisement is to contain an image which dupli- Illumination Guidelines:

Include Include Include Include
cates or resembles any type of traffic sign, instruction,
condition condition condition condition
or symbol a) For night time use, the sign (whether internally illuminated or lit from its exterior) must not cast a shadow on
areas that were previously lit and that have a special lighting requirement, e.g. pedestrian crossings.
b) The light sources for illuminated signs must focus solely on the sign and.
The luminance of the advertising sign must be such c) Be shielded so that glare does not extend beyond the sign, and.
that it does not give a veiling Luminance to the driver, Include Include
d) With the exception of back lit neon signs, have no light source visible to passing motorists with a light output
of greater than 0.25 cd/m², throughout the driver’s condition condition
greater than that of a 65W incandescent bulb.
approach to the advertising sign
e) The level of reflectance of an advertisement, and its content, is not to exceed the minimum coefficients of
Luminous intensity per unit area.
f ) The illuminated advertisement shall be placed in a safe spot away from the reach of hands and in such a way as
to prevent fire from spreading.
2.4.3) Luminance: g) Advertisement fixed on buildings’ roofs and those placed on fences, boards and holders that are fixed on the
An illuminated sign refers to any sign being illuminated by an artificial source. Illuminated signs include variable ground shall be surrounded by screens made of incombustible material and doors with strong latches to prevent
message signs, video and/or animated signs and any conventional billboard illuminated by fluorescent and/or unauthorized persons from entering the spot. It shall carry a sign reading (Danger-Entrance Prohibited).
incandescent bulbs. h) Electrical current transformers, light pipes and the connected equipment shall be in safe and well ventilated
Illuminated signs can be bright relative to their surroundings depending on the luminance of the sign itself places where only authorized persons enter.
and the ambient light of the surroundings. Therefore, the following assessment criteria are used to measure i) Switches and fuses shall be on board or boards made of dielectric material and licensed by Dubai Electricity and
luminance and ensure that illuminated signs do not cause road safety hazards. Water Authority.
j) All metal parts used in the structuring of the advertisement including the holders, transformers and also
electrical connections shall be connected to the ground according to the technical electrical specifications.
k) The electric current transformers shall be tightly covered, water proof and well ventilated.
l) The place where advertisements are fixed on buildings’ roofs or arranged on boards or holders fixed to the walls
of the shops facades shall equipped with a number of fire-extinguishing equipment and devices which the Civil
Defense Authorities in the Emirate deem expedient.
56 57
c) Procedure for Measuring Luminance: STEP 4: Compare results of two readings.
On occasion it may be required for the RTA to check for: • If greater than 0.3 candela then reduce brightness and re-test.
• Exiting luminance or. • If between 0.2 and 0.3 then ok.
• Prior to installation. • If less than 0.2 then increase brightness.
• Calibrate the sign before initial use.
A digital light meter should be used to test luminance.
The following procedure should be used for the measurement of the luminance.
2.4.4) Reflectivity:
STEP 1: Define measuring distance from the table and chart below.
No OA signs shall have assign face that is reflective and can cause reflectance of light falling onto the sign into
the face of oncoming traffic.
Table 16 - Luminance measurement distances:

2.5) Durability:
Distance luminance reading Durability is assessed in relation to the materials that make up the sign and its supports as well as in relation
Dimensions Area (square meters)
should be taken to the structural design of the sign.
Mupi, Lampposts 2 to 3m2 40m The design of signs must comply in all respects with the following codes and standards:
Megacom 12m2 50m

FSD Code of Practice for Minimum Fire Service Installations and Equipment and Inspection and Testing
Bridge Banner Approx 40m2 65m of Installation and Equipment.
Unipoles 72m2 75m
BS 476 Fire tests on building materials and structures.
Over 72m 2
Over 72m 2
80m
BS 729 Specification for hot-dip galvanized coatings on iron and steel articles.
BS 1470 Specification for wrought aluminium and aluminium alloys for general engineering purpose: plate,
sheet, and strip.
BS 1474 Specification for wrought aluminium and aluminium alloys for general engineering purposes: bars,
extruded round tubes and sections.
BS 2989 Specification for continuously hot-dip zinc coated and iron zinc alloy coated steel: wide strip,
sheet/plate and slit wide strip.
BS 3111 Steel for cold forged fasteners and similar components.
BS 3692 Specification for ISO metric precision hexagon bolts, screws and nuts. Metric units.
BS 4533 Luminaires.
BS 4842 Specification for liquid organic coatings for application to aluminium alloy extrusion, sheet and
preformed sections for external architectural purposes, and for the finish on aluminium alloy
extrusions, sheet and performed sections coated with liquid organic coatings.
BS 5135 Specification for arc welding and carbon and carbon manganese steels.
BS 5266 Emergency lighting.
BS 5427 Code of practice for protective coating of iron and steel structures against corrosion.
BS 6496 Specification for powder organic coatings for application and stoving to aluminium alloy extrusions,
sheet and preformed sections for external architectural purposes, and for the finish on aluminium
alloy extrusions, sheet and preformed sections coated with powder organic coatings.
BS 6497 Specification for powder organic coatings for application and stoving to hot-dip galvanized hot-
rolled steel sections and preformed steel sheet for windows and associated external architectural
STEP 2: Turn Sign onto black mode, measure and record with digital light meter. purposes, and for the finish on galvanized steel sections and preformed sheet coated with powder
STEP 3: Turn Sign onto white mode, measure and record with digital light meter. organic coatings.
58 59
BS 6561 Specification for zinc alloy sheet and strip for building.
Table 17 - Typical Design Responsibilities:
BS 6582 Specification for continuously hot-dip lead alloy coated cold reduced carbon steel flat rolled
products.
BS 7671 IEE Wiring Regulations for Electrical Installations buildings. Sign Type Formats
PD 6484 Commentary on corrosion at bi-metallic contacts and its alleviation. Large Format – Unipoles Registered Engineer
ISO 8501 Preparation of steel substrates before application of paints and related products (BS 7079). Medium Format – Megacoms Registered Engineer
Small Format – Mupis, lampposts Manufacturer Warranty
BS EN 499 Specification for covered carbon and carbon manganese steel electrodes for manual metal arc welding.
Street Furniture - Bus shelters, Kiosks, Registered Engineer for anything taller than 2m else
Permanent Parking Meters, Barriers manufacturer warranty
2.5.1) Construction and Materials: Signage
Registered Engineer where it could damage traffic if the
Signs should be constructed of materials that maintain a good quality finish and colour. In Dubai the materials Bridge Advertising
sign or parts of it can fall off and endanger the public
must also resist corrosion and must be readily washable to remove dust deposits.
Feature Signs Registered Engineer
The table below provides guidelines in this regard:
Brand Towers Registered Engineer
Construction and Materials: Building hoardings Registered Engineer

Temporary Event signage or special promotions Registered Engineer
a) The materials used in constructing the permanent signboards should be strong and of a high quality.
Umbrellas Manufacturer Warranty
b) Materials must be washable such as the stone, glazed tiles (ceramics), glass, stainless steel, wood and
aluminum.
Sign Type Formats
c) Signboard materials should be compatible with the external finishing materials of the relevant building.
• Balloons
d) All the material used in constructing the signboards should be corrosion resistant.
Flying • Dirigibles - Blimps & Aircraft Manufacturer Warranty
e) Permanent signboards placed within the industrial or commercial areas must be made up of incombustible banners
materials that obstruct the spread of fires.
• Bus & Tram Advertising (Refer to
f ) Reflective materials may not be used. Bus Advertising Guidelines).
g) Only safety glass shall be used. • Metro (Refer to Metro Advertising
Transit Manufacturer Warranty
Guidelines).
• Taxi’s (refer to Taxi Advertising
2.5.2 Structure Guidelines).
Signs must be designed to ensure that
• Public safety is not compromised and.
• To withstand the various environmental forces for the life of the structure. 2.6) Content:
It is not the purpose of this manual to provide detailed structural design guidelines which are typically contained
in engineering manuals and local codes of practice. Therefore these guidelines are only intended to provide 2.6.1) Type and Extent:
direction for outdoor advertising companies to ensure that the above objectives are met at all times.
It is recommended that advertisers have regard to the following advisory guidelines with respect to the content
In many cases the design of sign structures forms part of a wider design process as sign designs may be of advertisements to be displayed along road corridors.
designed for wider application than only Dubai. However, large sign structures need to be able to withstand
the local environmental forces and need to be designed and approved by registered engineers.
Table 18 - Guidelines For Sign Content:
If affixed onto an RTA asset, or example a bridge, the proposed sign weight should not affect the structural
capacity of the structure.
The following table presents the typical signage structural design guidelines in terms of sign-off by registered Guidelines for Sign Content:
and qualified people.
a) Advertisements must not imitate a traffic control device such as traffic lights.
b) Advertisements must not instruct drivers to perform an action such as ‘Stop’, ‘Halt’ or ‘Give Way’ and ‘No
Entry’.
c) Advertisements shall not contain anything that could be construed as being offensive or objectionable
and the RTA may direct the immediate removal of any sign display regardless as to whether consent has
been granted or not.
d) Advertisements must not invite traffic to move contrary to any traffic control device, or turn where there
is fast moving traffic.
60 61
e) Advertisements must not contain reflectors. 2.6.2) Sequencing:
f ) The permissible level of luminance of an advertisement also applies to its content. Another aspect to consider is whether the signs are sequenced or repeated. For example, a series of different
g) Advertisements should be legible with a clear font. signs that are closely spaced would be very distracting and would probably not be read by passing road users
whereas a series of similar signs would be read through repetition of the same message.
h) The size of the font must be appropriate having regard to traffic speed.
The optimal spacing for sequenced or repetitive signs is difficult to set with any accuracy as it also depends
i) Advertisements should not contain large areas of red display if it is to be illuminated. on the size and content of the signs. The following photos show examples of some good sequencing through
j) The amount of information supplied on a sign should be minimized so that the time required to read repetition and the difference between repetition and clutter.
and understand the sign’s message is minimized. As a guide, each sign should be limited to 6 bits of
information for each of Arabic and English. The summation of units is to be calculated as follows:
a. Words of up to 8 letters, inclusive = 1 bit.
b. Numbers up to 4 digits, inclusive = 0.5 bit.
c. Numbers of 5-8 digits = 1 bit.
d. Symbol, picture, logo or abbreviation = 0.5 bit.
k) The proposed advertising message should not spread the message across more than one adjoining sign.
l) Cutouts or spaces extensions cannot be more than 20% of the original sign size or extend more than
20% above the original sign panel height.
m) The space assigned for the Arabic language shall not be less than 50% of the total space of the
advertisement.
n) The Arabic language shall be written on the right hand side of the advertisement.
o) The Arabic language shall be written above the English language of the advertisement.
p) The advertisement must not have any Religion symbols or signs inconsistent to the rules of Islamic
Shariaa Law. Figure 9 - Sequence of Similar Signs
q) The advertisement must not have any sentences or symbols contain any non-moral meanings.
r) The advertisement must have a decorous images.
s) Each signage must advertise one issue only. However, Signage with multiple faces may advertise one
issue on each face.
t) Signage must not mask certain public facilities such as Bus Shelter in order to promote visibility and
prevent offences and crimes.
Figure 10 - Sequence of Advertising Signs
62 63
Section 3: Figure 37 - Architectural Feature Location 85
Specific Design Elements 3.23 Permanent Display Location

Figure 38 - Permanent Display Location
3.24 Temporary Display Location
86
86
87
Figure 39 - Temporary Display Location 87
3.25 New Jersey Barriers 88
Table 19 - Applicable Design Elements 66 Figure 40 - New Jersey Barriers 88
3.1 Small Format - Mupi’s 66 3.26 Flowerpot Flags 88
Figure 11 - Mupi on Centre Median 67 Figure 41 - Flowerpot Unit, X-Ray View 89
Figure 12 - Mupi on Sidewalk 67 Figure 42 - Dual Pole Mounted Flowerpot Flag Unit 89
3.2 Small Format (Lampposts) 68 3.27 Public Art 89
Figure 13 - Lamppost on Sidewalk 68 Figure 43 - Publica Art 90
Figure 14 - Lamppost in Median Island 68 3.28 Vending Machines 90
3.3 Medium Format (Megacoms) 69 Figure 44 - Vending Machine 90
Figure 15 - Typical Section Showing a Megacom 69 3.29 Vending Kiosk 91
3.4 Large Format Signs (Unipoles) 70 Figure 45 - Vending Kiosks 91
Figure 16 - Typical Section Showing Large Format Sign 70 3.30 Petrol Station & Commercial Pylons 92
3.5 Construction Fences (Hoardings) 71 Figure 46 - Arterial Road Sign 92
Figure 17 - Typical Section of Construction Hoarding 71 Figure 47 - Collector Road Sign 92
3.6 Road Bridges 72 Figure 48 - Highway Road Sign 92
Figure 18 - Bridge Banner Clearances 72 3.31 Freestanding/within ROW or Private Lands 94
3.7 Pedestrians Bridges 73 Figure 49 - Freestanding within ROW or Private Land 94
Figure 19 - Pedestrian Bridges 73 3.32 Roof top/Commercial - 3D Letters/On-Building 95
3.8 Flags 74 Figure 50 - Commercial - 3D Letters on Building 95
Figure 20 - Flag Clearances 74 3.33 Roof Top Advertisement Sign Board/On-Building 95
3.9 Temporary Signs 74 Figure 51 - Roof Top Adv. Signboard on Building 95
3.10 Dirigibles 76 3.34 Roof Top/Electronic Sign Board 96
Figure 21 - Airship 76 Figure 52 - Roof Top/Electronic Sign Board 96
Figure 22 - Hot Air Balloon 76 3.35 Film/Sticker on Glass Facade 97
3.11 Fixed Balloon 77 Figure 53 - Film/Sticker on Glass Facade 97
Figure 23 - Fixed Balloon 77 3.36 Wall Banner - Commercial 98
3.12 Banner Towing and Skywriting 78 Figure 54 - Wall Banner - Commercial 98
Figure 24 - Banner Towing 79 3.37 Signage on Building Wrap 99
Figure 25 - Sky Writing 79 Figure 55 - Signage on Building Wrap 99
3.13 Variable Messaging Signs 79 3.38 Flush Wall Signage - Shop Front 99
3.14 Moving Signs & Mobile Billboards 79 Figure 56 - Flush Wall Signage - Shop Front 99
3.15 Video and Animated Electronic Signs 79 3.39 Projected Wall Signage 100
3.16 Umbrellas 80 Figure 57 - Projected Wall Signage 100
3.17 Brand Towers 80 3.40 Mobile & Transit Advertisement 101
Figure 26 & Figure 27 - Brand Tower 80 3.40.1 Display Regulations 101
3.18 Bicycle Related Advertising 81 3.40.2 Internally Focused 101
Figure 28 - Bicycle Plan 81 3.40.3 Policy 101
Figure 29 - Map of Dubai Strategic Bikeway Network 82 3.40.4 External Guidelines 101
3.19 Footpaths and Running Tracks 82 Figure 58 - Typical Bus Stop 102
Figure 30 - Footpath Advertising 82 3.40.5 Operational Guidelines 102
Figure 31 - Footpath Spacings 83 3.40.6 Advertising Opportunities 103
3.20 Parking Meters 83 Buses & Trams 103
Figure 32 - Mupi Attachment 83 3.40.7 Taxis 104
Figure 33 - Flags Attachment 84 Figure 59 - Taxi Advertising 104
Figure 34 - Mupi Mounted Unit 84 3.40.8 General Responsibilities 105
3.21 Entrance Gantry 84 3.40.9 Technical & Safety Considerations 105
Figure 35 - Entrance Gantry 84 3.40.10 Advertising Agents 105
3.22 Architectural Feature 85 3.40.11 Intervention, Revisions and Liability 105
Figure 36 - Architectural Feature 85 3.40.12 Inspection, Submission of Information and Penalties 105
64 65
This section covers the specific design elements for all applicable advertising formats and types. The following table The following table gives an indication of the nominal minimum spacing between other advertising formats and
identifies permitted advertising types in the general areas of Dubai and each of the special overlay districts by road regulatory signs:
classification.
Table 19: Applicable Design Elements:
Formats Large Medium Small Temporary
Bridge & FSU’s/

Districts Unipoles Megacoms Lampposts Hoardings Flags
Pedestrian Mupis
General P P P P X P P
Freeway
Digital P P P x X x x
ROAD CLASSIFICATION
General P P P P P P P
Arterial
Digital P P P x X x x
General x x P P P P P
Collector
Digital x x P x X x x
General x x x P P P P
Local
Digital x x x x X x x
Notes:
No OA signs are allowed in no-sign zones.
Figure 11 - Mupi on Centre Median
Some items are indicated by n/a, these roadway classifications or districts may be subject to change.
3.1) Small Format - Mupi’s:
These medium format signs are typically called Mupi’s. These signs can either be 2, 3 or 4 sided.
The signboards should meet all the conditions, provisions, and criteria required by RTA and current by-laws
including the following points:
Item Guideline
• The base height above the ground should be 0.5m.
Size • Maximum width is 1.2 m.
• Maximum height 1.8m.
• Mupis are not permissible on median islands which are less than 2.5 meters wide.
Position • When Mupis are placed on sidewalks a minimum lateral clearance for pedestrian movement
shall be 1.2m, preferred 2.0m as set out in Section 2.
Spacing • See section 2.2.2 table 5 (page 44)
• It is permissible to exhibit the two sides (mobile poster) with thermally - painted aluminum
Material
or metal frame.
Figure 12 - Mupi on Sidewalk
Illumination • Refer to Illumination Guidelines table 15 (page 57)
66 67
3.2) Small Format (Lampposts): 3.3) Medium Format (Megacoms):
The lamppost signboards should meet all the conditions, provisions, criteria required by RTA and current by- Advertising posters with dimensions (6x4 meters) and (4x3 meters) limited to maximum of 24 square meters
laws including the following points: typically known as Megacoms.
These Medium format signboards should meet all the conditions, provisions, criteria required by RTA and
current by-laws including the following points:
Item Guidelines
Size • See below. Item Guidelines
• Lampposts signs are not permissible on median islands which are less than 2.5m wide. • The signboard’s overall height should not exceed 6.5 meters.
Position • Lampposts on sidewalks must provide a minimum lateral clearance for pedestrian movement Size • The signboard height should be at least 3 metres above the pavement/sidewalk level as
of 1.2m and preferably 2.0m. measured between the pavement level and the lowest point of the signboard.
• Generally on every lamp post except where lamp are very closely spaced relative to traffic • The distance between the signboards and the street edge should be at least 2.5 meters
Spacing
speeds such as on Beach road where signs should only be placed on 1 out of every 3 posts. change below in case the signboard surface is parallel to the street or forms an angle less
Position than 30 degrees against the street.
Material • Defined by zone (refer to pages 20-42).
• Signboards may not be installed over each other or over any other street furniture.
Maintenance • Refer to the maintenance guidelines section.
Illumination • Refer to Illumination Guidelines table 15 (page 57).
• The external finishing works should conceal all the construction components on the back of
Visual
the signboard
Height (h) 10 14 16 25 Material • Defined by zone (refer to pages 20-42).
Size 1.0 x 2.0m 1.5 x 2.5m 1.5 x 3.0m 1.5 x 3.0m Illumination • Refer to Illumination Guidelines table 15 (page 57)
Max power consumption (watts) 160 240 320 480
Max Weight (kg) 40 50 65 70
Figure 13 - Lamppost on Sidewalk Figure 14 - Lamppost in Median Island Figure 15 - Typical Section Showing a Megacom
68 69
3.4) Large Format Signs (Unipoles): 3.5) Construction Fences (Hoardings):
These large format signboards should meet all the conditions, provisions, criteria required by RTA and current Construction fences should meet all the conditions, provisions, criteria required by RTA and current by-laws
by-laws including the following points: including the following points:
Item Guidelines
Item Guidelines
• Maximum length at the discretion of the RTA or DM.
• Maximum size 128 square meters, Max width: 16m, Max height: 8m • Maximum height as the below:
Size 1. (Less than 100 km) Max. height: 8 m with base.
• If the Advertising sign is located outside the Right of Way, the following definition applies
2. (100 - 120) Max. height: 15 m with base.
for regulatory purposes:
• The underside of advertising signboard frame should not be more than 2m above the ground.
Size 1. Unipole > = 100m2
2. Minipole < 100m2 • Lateral clearance must comply with lateral clearances in section 2 (page 49).
Position
• The minimum clearance (headroom) of advertising signboard frame should be 6.0 meters • Permitted if located on land zoned for business, commercial or industrial purposes.
higher than the asphalt surface or verge.
• All sides of the sign should conceal any signage components, connections. An attempt
should be made to conceal all structural elements.
Position • Distance from the unipole to traveled way is defined in the Roadside Design Guide (page 50) Visual/Design
• Should take into account the nature of the surrounding area, including the visual character
and desired amenity.
Spacing • See section 2.2.2 table 5 (page 44) & spacing to be 100 meters in special cases
• Multiple posts are not permissible.
Visual/Design • All sides of the sign should conceal any signage components, connections, lighting Material • No material specifications
fixtures or internal structural elements.
Lighting • Only front lighting is permitted
Maintenance • The sign must be maintained in an acceptable conditions
Time • Limited to period of 12 months
Figure 16 - Typical Section Showing Large Format Sign Figure 17 - Typical Sectiton of Construction Hoarding
70 71
3.6) Road Bridges: 3.7) Pedestrians bridges:
These are signs that are typically affixed to roadway bridges. Pedestrian bridges provide a valuable opportunity for advertising, particularly if the advertising can be
These signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws incorporated into the design and structure of such bridges to assist in paying off the capital cost of the
including the following points: structures.
Item Guidelines
• Maximum height is 2m.
• The advertisement must not extend laterally outside the structural boundaries of the
Size bridge, unless consented to by the RTA.
• Minimum vertical clearance below the structure of 5.5m must be retained.
• Proposed structure cannot extend longitudinally beyond the bridge structure.
Position • Advertising not permitted on pedestrian bridges within 80m of an intersection.
• Cut outs are not permitted.
• No part of the advertisement should be more than 1000mm above the road surface on the
bridge to allow visibility over the sign.
• The architecture or visual quality of the bridge must not be diminished.
• Consideration should be given to whether the advertising structure is compatible with the
form and scale of the bridge.
Visual/Design
• All sides of the sign should conceal any signage components, connections and an attempt
should be made to conceal all structural elements.
• Digital displays are permitted if located more than 100m from any decision point, or at the
discretion of the RTA. Refer also to digital signage guidelines.
• Should not block significant views for pedestrians or other bridge users (e.g. cyclists). Figure 19 - Pedestrian Bridges
• Should not obscure or block surveillance or traffic cameras.
Spacing • See table 5 section 2.2.2
Maintenance • All mountings and fixtures to be approved by RTA/DM prior to installation.
Illumination • Refer to Illumination Guidelines table 15 (page 57) Location will be determined by those factors that determine suitable and necessary locations for pedestrian
bridges.
Due to the nature of pedestrian bridges being used for the assistant of pedestrian flow over usually busy roads,
the sites are high value and prominent locations.
Specs Guidelines
Bridge Mounted Unit • Assess on a case by case basis.
Coverage • < 65% of each side of the bridge.
Architectural Features • Advertising must not negatively affect architectural design of the bridge.
Illumination • Only internal illumination and LEDs.
Proximity to other Signage • Adhere to guidelines.
Proximity to Signal • Adhere to guidelines.
Figure 18 - Bridge Banner Clearances

Pedestrian Flow • Must not negatively affect pedestrian flow.
72 73
d) Approval of such Signs to be displayed is a requirement in addition to any other events permit, lease or
3.8) Flags: authorisation which may be required.
These signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws
These signs are typically affixed to bridge railings and are temporary. including the following points:
These signboards should meet all the conditions, provisions, criteria required by RTA and current by-laws
including the following points:
Type Item Guidelines
Item Guidelines
• Maximum dimensions 3.0 x 2.0m (in the case of a single site without
• Maximum height of the flags to be 4.0m. Masterplan).
Size Size
• Maximum width to be 1.0m. • Max height above ground is 0.5m.
• Minimum distance to traveled way should be 1.5m.
Position
• Should be at least 20m from closest traffic control sign or traffic signal.
Visual/Design • No illumination is permitted.
• Minimum distance to travelled way should be as specified in Section 2.
Spacing • Minimum spacing is 10m. Position • Should be at least 50m from closest traffic control sign.
Maintenance • All mountings and fixtures to be approved by RTA or DM prior to installation. • Only permitted on roadways less than 80kph.
FSU’s
Visual/Design • No illumination is permitted unless evening event.
Content • Limited to details of event, location or attraction.
Spacing • N/A
• Display of temporary signs should be limited to 30 days prior and not more 15
Duration
days after the completion of the event. Maximum period allowed is 6 months.
• Maximum height of the flags to be 3.0m.

Size
• Maximum width to be 1.0m.
Figure 20 - Flag Clearances • Not allowed in the road with posted speed limit above 80 km/h or more.
Position • Minimum distance to pedestrians way should be 3.5m.
• Should be at least 50m from closest traffic control sign or traffic signal.
Temporary
flags
3.9) Temporary Signs: Visual/Design • No illumination is permitted.
These signs are typically installed for upcoming events, opening of stores etc. Spacing • Minimum spacing is 2m.
In addition, for Temporary Signs on RTA Right of Way for national and international special events:
a) The event host shall submit a Signage Masterplan to the City for such signage prior to the time that
• Must withstand forces, such as wind loading which may result from the
signs are required to be erected, indicating the details of each sign. Structure
addition of flags to the structure.
b) When containing third party content the submission may be required to indicate the public benefit to be
offered.
c) Events which are held on an annual basis or venues which regularly host similar events can use the Duration • One week - one month.
same Masterplan in subsequent years or for subsequent events once it is approved.
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Dirigibles & Airships:
3.10) Dirigibles:
• Prior to any flight, the authorization must be obtained from the Civil Aviation Authority.
• Safety conditions and airworthiness of craft as required by Civil Aviation Authority.
An airship or dirigible is a lighter-than-air aircraft that can be steered and propelled through the air using rudders
and propellers or other thrust. Unlike other aerodynamic aircraft such as fixed-wing aircraft and helicopters, • Without the prior approval of the civil aviation authority, approval for advertising will not be considered.
which produce lift by moving a wing, or airfoil, through the air, aerostatic aircraft, such as airships and hot air • The Dirigible/Airship must be primarily designed for safe use, allowing advertising only as an additional
balloons, stay aloft by filling a large cavity, such as a balloon, with a lifting gas. feature which will not negatively affect the performance of the Dirigible or Airship.
• No airship or manned balloon displaying an advertisement and no airplane towing an advertising banner
shall be allowed to fly lower than 250 meters within a zone of 250m on each side of a highway. In the
case of such aircraft displaying digital signs the corresponding distances s hall be 500m.
• No dirigible or Airship should not fly/move within ROW.
Specs and Placement

• Brands/Symbols and Logo’s only.
Advertisement • The advertisement must cover at least 25% of the total outer surface area of the
Dirigible/Airship.
• The text and numbering must be big enough to be clearly visible from the ground,
Text and Numbering
when the Dirigible/Airship has reached its authorized altitude.
Altitude • as per the standards set by the Civil Aviation Authority.
Figure 21 - Airship • Internal illumination permitted with authorization of the Civil Aviation Authority. The
Illumination Dirigible or Airship at least 10km from any restricted flight path, or as per Civil Aviation
Authority, if greater.
• as per LED guidelines.
LED
• < 500m²
Hot air balloons that can be propelled through the air rather than just being pushed along by the wind are
known as airships or, more specifically, thermal airships.
A hot air balloon consists of a bag called the envelope that is capable of containing heated air. Suspended
beneath is the gondola or wicker basket (in some long-distance or high-altitude balloons, a capsule) which
carries the passengers and (usually) a source of heat, usually an open flame. The heated air inside the envelope 3.11) Fixed Balloon:
makes it buoyant since it has a lower density than the relatively cold air outside the envelope. Unlike gas
balloons, the envelope does not have to be sealed at the bottom since the air near the bottom of the envelope
is at the same pressure as the surrounding air. Fixed balloons are attached to the ground via and anchor system. They do not have the same attributes as
Dirigibles or Airships in that they do not have a thrusting or rudder system and cannot be propelled nor steered
through the air. Fixed balloons are permanently affixed to one (or several points) on the ground, depending on
the anchoring method used, therefore restricting their lateral and vertical movement.
Figure 22 - Hot Air Balloon Figure 23 - Fixed Balloon
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Fixed Balloon
• Fixed Balloons bigger than the dimensions given below are allowed, as long as they are a minimum of 300m
form any roadway.
Specs and Placement
Height of balloon • ≤ 6m
Length of balloon • ≤ 10m

Figure 24 - Banner Towing Figure 25 - Sky Writing
Width of balloon • ≤ 3m
• ≤ 45m or as per Civil Aviation Authority standards,

Height above ground
whichever is the lesser.
Sky Writing:
• Safety conditions and airworthiness of craft as required by Civil Aviation Authority.
Proximity to road way a + 10m • Only fixed-wing aircraft or helicopters are permitted to tow banners.
Proximity to buildings a + 10m • Fight path must be as per the instructions of the Civil Aviation Authorities; no exception can be made for
the benefit of the advertising.
Proximity to power lines or another such potentially
a + 10m
hazardous obstruction. 3.13) Variable Messaging Signs:
Proximity to any other significant objects a + 10m
Variable Message Signs:
Height restrictions (a + 10m) > (b + c)
• The speed limit of the road must not be greater than 100 km/hr.
No more than two fixed balloon can be placed in the • The time to change the display must not be greater than 4 seconds and should than 2 seconds.
Position • The display must be completely static from its first appearance to the commencement of a change to
same 10km² over the same period
another display.
Duration Max. 6 months per location • The level of illumination must adjust according to ambient light levels as set out in Section 2.
• The sign must not contain any scrolling message.
Only internally or by LED
Illumination
as per illumination guidelines
3.14) Moving Signs & Mobile Billboards:
as per LED guidelines
LED
< than the parameters of the balloon Variable Message Signs:
Advertisements Brands/Symbols and Logo’s only • The speed limit of the road must not be greater than 100 km/hr.
• The display must be completely static from its first appearance to the commencement of a change to
Speed Limit ≤ 100km/h another display.
• The driver should not expect to see more than one message in the period of exposure, during normal driving
conditions.
Variable Message Signs:
3.12) Banner Towing and Skywriting: • All mobile billboard advertising requires the permission of the RTA and cannot be parked in public
parking areas or parked on private land facing traffic without the express permission of the RTA.
• Mobile billboards is defined as any vehicle or other mobile object on any highway for the primary
Banner Towing:
purpose of displaying advertising.
• Safety conditions and airworthiness of craft as required by Civil Aviation Authority. • Permission is not required for any vehicle which displays an advertisement or business identification of
• Only fixed-wing aircraft or helicopters are permitted to tow banners. its owner, so long as such vehicle is engaged in the usual business or regular work of the owner, and not
used merely, mainly or primarily to display advertisements.
• No airplane (fixed-wing aircraft or helicopter) towing an advertising banner shall be allowed to fly lower
than 250 meters within a zone of 250m on each side of a highway. In the case of such aircraft displaying
digital signs the corresponding distances shall be 500m. 3.15) Video and Animated Electronic Signs:
• Flight path must be as per the instructions of the Civil Aviation Authorities; no exception can be made
for the benefit of the advertising. Video and Animated Signs:
• No fixed-wing aircraft or helicopter shall tow a banner, or combination of banners > 1000m²
Video and animated signs, including any signs which contain any portion of video and/or animated content, will
• LED < 500m², as per LED guidelines. not be approved if in the road reserve and visible to drivers.
78 79
3.16) Umbrellas: Specs and Placement
Height of Tower • < 10m.
Identification Signboards on the Umbrellas:
Width of Pole • < 30cm.
Fixed balloons are attached to the ground via and anchor system. They do not have the same attributes as
Dirigibles or Airships in that they do not have a thrusting or rudder system and cannot be propelled nor steered • Internal illumination only or as shown in Table 13 - Maximum Allowable
through the air. Fixed balloons are permanently affixed to one (or several points) on the ground, depending on Illumination daytime Luminance of Illuminated Advertisements and Table 14 -
the anchoring method used, therefore restricting their lateral and vertical movement. Illumination Guidelines.
Advertising Signs • < 2m2 / sign.
Item Guidelines • Max. 4
Advertising Signs/Brand Tower
• All on different axes.
• The height of letters or shapes on any umbrella signboard should comply with the DM
Size
guidelines for copy content. • Area specific. No more than one on a corner or one every 75m where no
Proximity to other Brand Towers
corners exist.
• Umbrella signboards should in-line with the design of the building.
• Umbrella signboards should be placed on the vertical curtains hung at the umbrella edges Proximity to other Signage • Adhere to guidelines.
Visual/Design or on the vertical surfaces of the umbrellas. Proximity to Signal • Adhere to guidelines.
• The minimum vertical clearance is 2.5m. Pedestrian Flow • Must not negatively affect pedestrian flow.
• No umbrella signboards may be lit.
3.18) Bicycle Related Advertising:

3.17) Brand Towers:
The locations for the advertising units will be governed by the locations of the Bike racks. The locations of these
The concept of the Brand Tower is to have an instantly recognizable logo with minimal information. This will bike racks are determined by best functionality for the bike scheme. The general rule and the international best
allow the brand tower to be placed in locations where typical signage would not be allowed due to traffic safety. practice are to have the bike racks positioned between 300m to 500m apart throughout the city. Examples of
exact locations are at interchanges of bike paths, outside shopping malls and pedestrian precincts, metro and
The brand tower should serve a dual purpose, that of advertising a brand name, while simultaneously acting as
bus stations and near the beaches and parks.
directional signage guiding people to the location as advertised on the structure. Alternatively, the brand tower
can act as a platform to promote a brand whilst providing general directional signage, street names. The advertising itself must be in close proximity to the bike rack and must be identifiable with the bike scheme,
this is to give the impression the bike rack and the advertising unit are 1 piece of infrastructure.
Figure 26 & 27 - Brand Tower Figure 28 - Bicycle Plan
80 81

Figure 29 - Map of Dubai Strategic Bikeway Network
Figure 31 - Footpath Spacings
Specs and Placement

Mupi 1.8m x 1.2m Specs and Placement
Illumination Internal illumination only
Mupi 1.8m x 1.2m
Bike Racks Spacing 300m - 500m min
Mupi Proximity to Racks < 10m
Spacing 100m+
Mupi as per Mupi Guidelines
Mupi Proximity to Footpath > 50cm
Pedestrian Flow Must not negatively affect pedestrian flow
Mupi as per Mupi Guidelines
3.19) Footpaths and Running Tracks:
Signage on footpaths is limited to free standing units only. The placing of the FSUs should, where possible,
3.20) Parking Meters:
alternate on the either side of the footpath. The FSUs should not be closer than 50cm to the footpath and
should be equal to or greater than 100m apart.
• The location of the parking meter advertising will be predetermined by the locations of the parking meters.
• Currently 800 parking meter locations exist in Dubai.
• Various alternative exist with regards to the type of advertising display chosen and attached the parking
meter units or in their immediate proximity.

Figure 30 - Footpath Advertising Figure 32 - Mupi Attachment
82 83
Specs and Placement Specs and Placement
Mupi (one double sided unit/meter) 1.8m x 1.2m
Gantry Mounted Unit Assess on a case by case basis
Allow only internal for mupis and both internal/external for flags,
Illumination depending on design i.e. flags as Table 14 - Illumination Guidelines
could be designed as light boxes Coverage < 65% of each side of the structure
Flags (two flags/meter) < 6m2 (in total for the two) Mandatory feature, > 20% of each side of the structure. Can be an attachment to
Entrance Sign
Max 0.5m x 0.5m, may not extend past the limits of the parking meter the bridge structure
Meter Mounted Unit
structure
Architectural Features Advertising must not negatively affect architectural design of the bridge
Advertising Proximity to Meter < 1m
Mupi as per mupi guidelines Illumination Only internal illumination and LEDs
Gantry as per RTA standards
Proximity to other Signage Adhere to guidelines
Proximity to Signal Adhere to guidelines
Entrance Must define an area, marking a parameter of its boundary
3.22) Architectural Feature:
Architectural features are principally suited to high profile sites where signage would not necessarily be permitted.
Due to the architectural elements to the design of the structure, incorporating some element of advertising signage,
this format offers an alternative solution to placing structures and generating signage income to previously prohibited
Figure 33 - Flags Attachment Figure 34 - Meter Mounted Unit
high value prolific sites as shown alongside.
3.21) Entrance Gantry:
Entrance gantry must define an area. The entrance gantry will introduce an area such as shown in Figure 35 -
Entrance Gantry. As shown in this example, the entrance gantry would be place between Abu Dhabi and Dubai
assisting motorist as a form of directional signage as well as providing high value signage locations.

Figure 36 - Architectural Feature Figure 37 - Architectural Feature Location
A fundamental principal of this type of feature is to present and interesting structure that enhances the visual
landscape of the city with the ability to generate income from signage.
The design of these architectural features should be determined via design competitions or the like. Unsolicited
Figure 35 - Entrance Gantry proposals can also be considered, however the understanding is that these architectural features are to be exceptional
structures, designed for exclusive locations such as interchanges, landscaped areas etc as shown in the figure above.
84 85
Architectural Feature • Assess on a case by case basis. Permanent Display Location • Assess on a case by case basis.
Illumination • Assess on a case by case basis and adhere to guidelines.
• Advertising must not negatively affect architectural design of the
Architectural Features (Advertising) • No more than one should be visible from any point (360˚ view) at the
feature.
same time unless the installation relies on several separate parts as
Illumination • Assess on a case by case basis and adhere to guidelines. Proximity to other Permanent Display part of the design, making up the completed architectural feature. These
Locations parts may not be placed in separate locations more than 100m apart.
• No more than one should be visible any point (360˚ view) at the
same time. This can be waived in the case that the installation relies • No more than 1 location per 25km2
Proximity to other Architectural on several separate parts as part of the design, making up the Proximity to Signal • Adhere to guidelines.
Feature completed architectural feature. These parts may not be placed in
separate locations more than 100m apart. Proximity to other Signage • Adhere to guidelines.
• No more than 1 architectural feature/25km2 Duration • 2 weeks - 1 month.
Proximity to other Signage • Adhere to guidelines. 3.24) Temporary Display Location:
• The feature as well as the advertising must remain unchanged for a
Duration
minimum of 1 year. Temporary display locations will be predetermined prominent, high value sites. This will allow advertisers to
Pedestrian Flow • Must not negatively affect pedestrian flow. display advertising for mid-term periods with the use of different types of displays from standard advertising.
The example in Figure 39 - Temporary Display Location, shows a model BA jetliner placed alongside the road.
3.23) Permanent Display Location:
An example of this is shown below. This facility allows advertisers to display their product for shorter periods
of time in high profile, predetermined locations. The permanent display location consists of a permanent
structure where advertisers have an opportunity to display product over a relatively short period in a well
finished controlled environment. The advantage of such locations is that advertisers can place their product
within a controlled environment, as opposed to having to construct semi permanent structures to house short
term displays.
Examples of appropriate displays would be a car parked in the location over the period of the car show, a
furniture retailer installing display of products to create awareness of a promotion.
Figure 39 - Temporary Display Location
The permanent nature of the site will familiarize people with its existence allowing for the content to change
relatively quickly in high profile, high value location whilst ensuring traffic safety simultaneously due to this
familiarization with the site.
Specs and Placement
Temporary Display Location • Assess on a case by case basis.
LED • as LED guidelines doc.
• Assess on a case by case basis.
Illumination
• Adhere to guidelines.
Temporary Display Location • Assess on a case by case basis.
• No more than one should be visible any point (360˚ view) at the
same time. This can be waived in the case that the installation
Proximity to other Permanent Display relies on several separate parts as part of the design, making up
Locations the completed architectural feature. These parts may not be placed
in separate locations more than 100m apart.
• No more than 1 temporary display location/25km2
Proximity to other Signage • Adhere to guidelines.
Duration • 1 month - 1 year.
Figure 38 - Permanent Display Location
Pedestrian Flow • Must not negatively affect pedestrian flow.
86 87
3.25) New Jersey Barriers:
New Jersey Barriers are found extensively along the road networks of Dubai. The opportunity here exists in
branding and not as advertising goods or services.
Brands/logos may be attached to the face of the New Jersey Barriers to create brand awareness.

Figure 41 Figure 42
Flowerpot Unit, X-Ray View Dual Pole Mounted Flowerpot Flag Unit
Figure 40 - New Jersey Barrier
Specs and Placement

Specs and Placement
Height of Flags Adhere to flags guidelines
Brand names/logos are only permitted on new jersey barriers i.e. no
Advertising Width of Flags Adhere to flags guidelines
conventional advertising allowed
Illumination Adhere to flags guidelines
Size < 25% of each side of the structure
Must withstand forces, such as wind loading which may result from
Illumination Prohibited Flowerpots
the addition of flags to the structure
Positioning Centre and centre, as shown in Figure 40 - New Jersey Barrier
Growing Box Exposed growing area must be at least 15% of total surface are of unit
Sequence Max. of every second new jersey barrier in a continuous line
Duration 2 weeks - 2 months
No limit to max. number of barriers that can be utilized in a
Max. length Only permitted for the display of public messages or the promotion of
continuous sequence Use and Purpose
an event
Min. length 200m
Proximity to other Flags Adhere to flags guidelines
Proximity to other branded new jersey
Min. 50m Proximity to other Signage Adhere to guidelines
barriers (lineal) i.e. different brand/logo
Proximity to other signage Adhere to guidelines
Proximity to signal Adhere to guidelines
3.26) Flowerpot Flags: 3.27) Public Art:
The term public art properly refers to works of art in any media that has been planned and executed with the
To add aesthetically pleasing element to signature location, such as the centre line of Al Garhoud Bridge,
specific intention of being sited or staged in the public domain, usually outside and accessible to all.
specially designed growing pots are positioned as permanent features. Special events such as the Dubai
shopping festival would utilize the spaces for short term promotional advertising through the addition of Public art can’t be restricted to particular locations. However, locations showing high public interest, pedestrian
temporary flags. as well as vehicular traffic are usually considered potential public art location.
88 89
Specs and Placement
Vending Machine as per standard vending machine specs
Vending machines in the ROW must provide additional public utility other than that of their
Additional Utility
primary function. Shaded area/resting point/information or navigation tools such as maps
Positioning In predetermined location or alternatively according to proposals put forward
Duration Min. 1 year
When FSU’s are placed on sidewalks a minimum lateral clearance for pedestrian movement
Position
shall be 1.2m, preferred 2.0m
3.29) Vending Kiosk:
Vending kiosks add public utility in various forms, such as points of sale, space to rest, shade and information.
Figure 43 - Public Art At the same time they provide a platform on which to attach advertising.
Vending kiosks are suited to areas of high pedestrian traffic.
Predetermined location should be identified as acceptable sites for vending kiosks, allowing for the retail
Specs and Placement elements to function as well as generating advertising revenues.
Public Art Assess on a case by case basis

LED as LED guidelines doc
Assess on a case by case basis.
Illumination
Adhere to guidelines.
Positioning Assess on a case by case basis
3.28) Vending Machines:
Vending machines line the sidewalks of the streets. Advertising usually

appear on the exterior of the units. In the majority of cases, the advertising
is in the form of 1st party advertising given that the products advertised are
sold via the vending machine.
Vending machines in the ROW are typically unsightly, poorly maintained
units. Vending machines in the ROW should form part of a public utility
node, providing shade, maybe a place to sit while enjoying you drink or
even information such as directional signage maps.
There should be predetermined location for the placement of vending
machines. This is not to say, new location can’t be proposed, and if deemed
appropriate, utilized as additional vending machine locations within the
ROW.
Figure 44 - Vending Machine Figure 45 - Vending Kiosks
90 91
Vending Kiosk < 12 m2
Max. height 25m
Illumination Adhere to guidelines Freeway Max. width 3m
< 50 % of surface area of kiosk. Max depth 3m
Advertising Must be physically attached to the kiosk and can’t protrude further than the
extremities of the structure of the kiosk i.e. a separate mupi/flag or any other
attachment is prohibited. Max height 11m
Arterial Max width 3m
Positioning In predetermined location or alternatively according to proposals put forward
Max depth 0.8m
Proximity to other Vending
> 100m
Kiosks
Max height. 8m
Proximity to other Signage Adhere to guidelines in table 12 (page 55) - General Guidelines to Digital Signage
Collector Max width 2m
Proximity to Signal > 100m Max depth 0.6m
Pedestrian Flow Must not negatively affect pedestrian flow Where permanent ladders or access point exist, provision must be made to ensue
Illumination Refer to Illumination Guidelines table 15 (page 57) Access the structure is not accessible to any unauthorized personal by way of barriers or
the like to comply with health and safety standards
3.30) Petrol Station& Commercial Pylons: Illumination Adhere to guidelines
Petrol filling stations, car dealership sand hotels usually have their large signage in the ROW. Therefore, the < 80 % of surface area of total structure can be utilized for advertising. Of that 80
specs and placement of these signs needs to be governed by the RTA signage guidelines. %, 50 % must be used by the petroleum company for self branding and promotion
Advertising
Commercial pylons for Car dealerships and Hotels require the permission of the RTA/DM and should be and the remainder can be used to promote other onsite services such as ATM’s or
considered on a case by case basis food outlets
Three classifications of filling station will be given consideration, those stations along highways, arterial roads
and collectors. Max X m from filling station canopy over the pumps. Taken from the closest point
of the canopy to the signage site. Where X =
Due to the variations in both size and speed limit of these three types of road classification, so too will the specs
and placement parameters of the filling station signage. Positioning • Highway 100m
• Arterial 75m
Many filling stations have additional services and products offered from their sites i.e. ATM machines and
fast food outlets such a Burger King and KFC. Provisions need to be made to accommodate the inclusion of • Collector 40m
advertising accordingly.
Proximity to other Petrol
As per existing regulations governing filling stations
Filling Stations
Proximity to other Signage Adhere to guidelines in table 5 (page 44)
Duration Coincide with the existence of the filling station on that site
Illumination Refer to Illumination guidelines table 15 (page 57)
Note:
Figure 46 - Arterial Road Sign Figure 47 - Collector Road Sign Figure 48 - Highway Road Sign Petrol Filling Station highway road sign should be outside the clear zone. If within the clear zone the structure will
require protection.
92 93
3.31) Freestanding/within ROW or Private Lands: 3.32) Roof Top/Commercial - 3D Letters/On Building:
Figure 50 - Commercial - 3D Letters on Building
Item Guidelines
• 3D sign must be fixed safely and meet Dubai Municipality Building dept. requirements.
• Clean finishing and hidden structure must be consider in fixing.
Position • Fire distinguisher must be provided at site.
Figure 49 - Freestanding within ROW or Private Land • Any needed electrical equipments and transformer shall be safely and well concealed with
screen or landscape to comply with the requirements of DEWA.
3.33) Roof Top Advertisement sign board/ On- Building:
Item Guidelines
Size Shall not be higher than 5m
• Assess on a case by case basis.

• Shall be placed at least 80 m away from any other freestanding signage on the same side
of the road.
Position • Shall be placed at least 80 m away from any traffic signals or traffic signage.
• Signage and structure must setback at least 5 m from the edge of the road carriageway.
• Must not obstruct views of drivers.
• Must not obstruct pedestrian movement.
Visual/Design • All elevations of the signage shall be smartly designed and well concealed.
Spacing • > 100m away from any other small format advertising signs.
Material • No material specifications.

Figure 51 - Roof Top Adv. Signboard on Building
94 95
Item Guidelines Item Guidelines
Size • Total height of the signage shall not exceed 1/3 of the building height or max. 8m.
• The view must be only static.

• The viewing time must be only 10 seconds.
• The time to change the view must be only 1 second.
Size • The written text message must be static.
• The board must have a static view during the periodic maintenance.
• The level of illumination must adjust according to ambient light levels & color con-
sistency.
• Total height of the signage shall not exceed 1/3 of the building height or max. 8m. Position/Standards and
• Maximum one board can be installed on the same building.
• Maximum length of 16m. Guidelines
• Setback 2 m from side.
• Sign board structure must be well concealed from all sides.
• Maximum two boards can be installed on the same building, in Condition of leaving • Sign board must setback at least 1.5 m from the edge of the roof.
space not less then half of the board length. • Fire distinguisher must be provided at site.
• Setback 2 m from each side of building when fixing the board. • Any needed electrical equipments and transformer shall be safely and well concealed
with screen or landscape to comply with the requirements of DEWA.
Position/Standards • Sign board structure must be well concealed from all sides.
• Must observe all the traffic safety precautions throughout installation & removal.
and Guidelines • Sign board must setback at least 1.5 m from the edge of the roof.
• Fire distinguisher must be provided at site.
• Any needed electrical equipments and transformer shall be safely and well con- 3.35) Film/Sticker on Glass Facade:
cealed with screen or landscape to comply with the requirements of DEWA.
3.34) Roof Top/Electronic Sign Board:
Figure 53 - Film/Sticker on Glass Facade
Item Guidelines
Size • Advertising area should not exceed 50% of the building
• Advertisement on glass facade must be smartly designed and placed to reflect excel-
lent aesthetic aspect.
Position/Standards and
• The film/ sticker must not obscure the internal visibility towards the exterior. Stickers
Guidelines
Figure 52 - Roof Top/Electronic Sign Board shall have a minimum transparency level of 50%.
• Vinyl sticker ( not transparent )on glass is prohibited.
96 97
3.36) Wall Banner - Commercial: 3.37) Signage on Building Wrap:
Figure 55 - Signage on Building Wrap
Figure 54 - Wall Banner Commercial Item Guidelines
• Must be smartly designed with aesthetic intentions.

Position/Standards
• It must carry one advertising in all sides.
and Guidelines
• Use only when the building under maintenance or construction.
Item Guidelines
• More than one advertisement sign may be placed on walls in condition of malls or
centers and to complement with the architectural feature the malls, centers. 3.38) Flush Wall Signage-Shop Front:
• Must not project more than 0.30 m from the wall.
Size
• Advertisement on wall facade must be smartly designed and placed to reflect excel-
lent aesthetic aspect, neon illumination are desirable.
• Must complement the architectural feature of the building.
Position/Standards and • Must not obscure or block a balcony, or a window, or any opening designed for the
Guidelines purpose of lighting or ventilation.
• More than one advertisement sign board is prohibited on the same building façade.
• Fixing wall banner (sing board) is prohibited with existing roof top sign on same Figure 56 - Flush Wall Signage Shop Front
building façade.
98 99
Item Guidelines 3.40) Mobile & Transit Advertisement:
• Smart design with aesthetic aspects is required for shop signage.

Bus, Tram and Taxi advertising has become increasing popular and clear guidelines to control and balance the
• Only one signage should be placed directly above shop façade. impact of the advertising with the primary utility of providing public transport need to be addressed.
• The signage must fit within the architectural space provided above the shop window, and
The RTA should regulate the operation and application of signage displays on the Buses, Trams and Taxis by
should not obscure any window or opening of a mezzanine floor.
Position/ applying some general best practice criteria.
• All signage of shops within the same building must have the same height.
Standards and Even in highly restrictive international outdoor advertising markets bus display regulations are relatively
Guidelines • All signage of shops must not project more than 0.30m from the wall.
relaxed in their application and most encourage innovation through creativity.
• Other advertisements on the glass of the shop window must comply with Film/Sticker on
Glass requirements, it must not obscure the internal visibility towards the exterior. Stickers These criteria fall into 3 main categories:
shall have a minimum transparency level of 50%. 1) Display & Copy Regulations.
• Flush wall signage-shop front from balcony or building façade with balconies is prohibited. 2) Operational Regulations.
3) Functionality and Animation.
3.39) Projected Wall Signage: 3.40.1) Display Regulations:

Most bus media takes the form of external self adhesive vinyl displays applied to the bus body and
windows. These displays are usually packaged into distinct formats and sizes (some of which are
described below). These displays are all targeted at other motorists, commuters and pedestrians and
have an impact of drivers.
3.40.2 Internally Focused:

In addition to external advertising there are internal displays such as led/lcd screens, sticker applications,
floor graphics, radio broadcasts, ticket printed adverts, roof graphics and seat back displays all of which
are targeted at the passengers. Key to regulating these type of displays is the balancing the needs of
bus users and their safety and privacy with the commercial impact of advertising and its entertainment
value.
3.40.3) Policy:
Many international surveys have been undertaken and the minority groups who find bus adverts
intrusive have a powerful voice. Many commuters who were asked whether they would rather pay
a higher fare and not have advertising support for no advertising lessons. In much the same way as
inconsiderate mobile phone users have an impact on commuters, loud broadcasts of TV or advertising
can affect passenger amenity.
On the reverse side many commuters welcome the entertainment provided by advertising and recognize
the commercial necessity of it. To balance these competing and conflicting interests requires guidelines
that remain dynamic and allow the bus advertising operator to tailor their medium and formats
Figure 57 - Projected Wall Signage according to route and passenger profiles. For example long commuting periods due to distant travel
destinations or traffic congestion are often boring and internal display formats that provide content as
well as advertising might be welcomed by passengers.
Short city based trips where passenger shop on and off and want to concentrate on their travel plans
Item Guidelines may be better suited to singular advertising and simple displays. Ultimately advertisers will tailor their
messages and formats to best suit the needs and we believe that the guidelines should be flexible to
• Smart design with aesthetic aspects is required for shop signage.
allow this and therefore should not be overly prescriptive or restrictive.
• All signage must have a vertical clearance of minimum 2.5m from the footpath level.
• Signage must fit within and complement the architectural features of the building, and should 3.40.4) External Guidelines:
not obscure any window or opening or balcony. The sticker applications and sideboard (bus body) advertising should be well applied and visually
Position/ • When placed on heritage building, it must respect the heritage architectural features of the appealing. Often public transport bodies regulate the amount or ‘coverage’ of sticker display and
Standards and building. sometime regulate full wraps. We do not believe that this type of regulation is necessary however key
Guidelines • Projected Signage from balcony or building façade with balconies is prohibited. areas of control should apply to tail and front advertising. Particularly tail advertising we believe that
• Any projected or encroached signage from balcony, building façade with balconies or fixed sufficient separation from the advertising display and the bus stop/indicator lights so as to ensure that
higher than the ground floor of the buildings to draw attention to any commercial services, drivers behind the bus are not distracted. Nor should the destination or route display be obscured.
goods for sale, or any other services available at the premises where the advertisement is Innovation and creativity should be encouraged and promoted and this will positively benefit all
being displayed to be prohibited. stakeholders of a successful program.
100 101
Much of the focus of these types of guidelines relate to the operation of the buses and the impact
that signage applications may have on passenger safety or driver operation. What needs to be clearly
defined is the areas on the external and internal surfaces that require access, ietechnicians, repairs,
safety systems etc. For example emergency exits, radiator covers, driver access doors, public address
systems, etc. This varies by bus type and format. There are currently 18 bus types so each type will
need a user operation manual and acceptable application. Taxi example below represents a nice way of
outlining clearly the acceptable layouts.
3.40.6) Advertising Opportunities:
Bus Back Panel:

BusBacks panels provide head on exposure for motorists.
Twin panel:
Figure 58 - Typical Bus Stop Twin panels are ideal for creative flexibility and multi-messaging.
3.40.5) Operational Guidelines:

Bus Shelters advertising is covered by the operating contract and major concession protection policy
but specific limitations for advertising include the display of stickers on the glass panel. Side panel:
Side panels offer street level exposure.
No cut outs above 20% of

m2 and above 20% of the
20%
height of display panel
20% Showcase Side Panel:
Showcases target consumers with their larger than life “shop-front”
THE MOST EFFECTIVE OUT style creative space.
DOOR MEDIA AT EYE LEVEL

Advertisers are
allowed 80 cm Interiors:
maximum high Interiors speak directly to a captive audience who have ample time to
strip at the top read and absorb messages.
of the glass
1 2 3 4 5
Full Backs:
Fullbacks command attention and target motorists and pedestrians
alike.
102 103
3.40.8) General Responsibilities:
It is the responsibility of the operators to ensure that they comply with the terms and conditions for
displaying advertisements on public service vehicles and trains.
Portrait: Operators are required to comply with the cap on the number of buses and taxis featuring full-body
Portraits are the ultimate way to achieve maximum reach with a heavy- advertisements.
weight combination of sides and rears. The terms and conditions stated are by no means exhaustive.
3.40.9) Technical & Safety Considerations:

The operators are responsible to thoroughly evaluate the technical feasibility of the materials to be
used with respect to engineering and operation safety.
For buses, perforated sticker materials (vinyl sheets) that allow at least 40% see through can be used
Full Wrap: at the side and rear glass panel windows. These stickers should be protected by optically clear over
Full wraps provide exceptional exposure with the entire tram or bus laminate against dirt, dust and rain water so as to maintain their visibility. No stickers shall be allowed
becoming a 3D creative opportunity. on the front windscreen and the driver’s windows.
For taxis, perforated stickers can be pasted at the rear side passenger windows. The stickers must not
Other opportunities include: be the reflective type and are able to meet the 25% light transmittance requirement.
• LED side panel/Digital adds. When perforated stickers are applied at the side windows of buses, not more than 50% of the glass
• LED inside bus. panel surface shall be covered (on each side). The advertisements pasted on the glass panels of buses
• Ticket advertising. must not block commuters’ view and commuters must be able to see what is outside the bus day and
night. At the rear glass panel, full coverage can be allowed provided all the number plates, signs and
3.40.7) Taxis: mandatory information display (eg. speed limit sign) are not concealed.
To preserve the professionalism and aesthetics of taxi signage in Dubai the following guidelines apply Advertisements with technical innovations and added fixtures must still be approved by RTA to ensure
to the outside of the vehicle: that these are not public hazards. Heavy advertisement fixtures (e.g. mockup of a washing machine
weighing 9kg) have to be thoroughly checked to ensure that the object is held securely, especially in the
• Taxi’s may only utilise the space as indicated in the diagram. event of severe impact, like in a collision. Also, advertisement gimmicks such as non-static lighting shall
• Below the red line in the rear view. not be used as they cause distractions to other drivers.
• Below the red line in the side view. In-vehicle advertisements shall not obscure the location of the emergency door on buses and trains.
• No roof mounted or hub-cap advertising is permitted.
The front of buses shall be free of advertisements for ease of recognition and the company logo may be
• No advertising should be visible in the front view in order to preserve a standard look across taxi
kept next to the service number plate at the entrance.
companies.
• No red coloring is permissible in the rear view adjacent to the brake lights for traffic safety reasons. Full-body painted taxis are allowed to have advertisements on the rooftop panel, all fenders, doors and
boot cover. However, front bonnet shall be free of advertisement and the taxi company’s logo must be
clearly seen on the front bonnet and sides (eg. on the back portion).
The advertisement medium shall not compromise engineering and operational safety, and it is the
responsibility of the operator to ensure this. If in doubt, the RTA should be consulted for specific approval.
3.40.10) Advertising Agents:

The agent and the operators shall be responsible for ensuring that the advertisements adhere with RTA
and DM guidelines. Advertisements shall also comply with the guidelines in the UAE Code of Advertising
Practice by the Advertising Standard Authority of the UAE.
It is the responsibility of the operators and associations to ensure that their advertising agents fully
Front Rear understand RTA’s prerogative to revoke any approval granted or make changes to the guidelines, as it
view view deems fit. RTA shall not be held liable for loss of revenue of operators, associations and the advertising
agent for any consequences arising from RTA’s actions whatsoever.
3.40.11) Intervention, Revisions and Liability:

RTA will intervene if operators flout the guidelines, terms and conditions for advertisements. Operators
are required to remove advertisements that are deemed inappropriately placed and those that are faded or
show signs of ageing, etc. Depending on prevailing circumstances, RTA may revise or amend the guidelines
or issue new directives for compliance as it deems fit without any liability to any party on cost incurred or
revenue forgone by any party. In the event that operators are required to remove the advertisements from
the vehicles and trains, RTA shall not be liable for claims of compensation from any party whatsoever.
Side
view 3.40.12) Inspection, Submission of Information and Penalties:
Figure 59 - Taxi Advertising
RTA reserves the right to require the buses and taxis to be subject to inspections and checks by RTA or
its agent and to demand that records be submitted for checking.
104 105
Section 4:
Safety, Guidelines, Maintenance and
Access
4.1 Purpose 108

4.2 Health and Safety Requirements 108
4.3 Maintenance & Access 110
106 107
4.1.1.4) Access and Utilities:
4.1) Purpose:
4.1.1.4.1 The location of underground electrical cables, water pipes, drains etc. shall be determined
prior to any excavation work carried out by contractor. The use of cable and pipeline detection
To ensure that construction, maintenance and other operations within the RTA right-of-way is performed in a or other suitable equipment should be used where necessary to determine location.
manner which protects the public, contractor and workers, and property.
4.1.1.4.2 Contractor will ensure that they have assessed work activities involving the use of electricity
so that all foreseeable risk can be identified and adequate precautions are taken to minimize
the risk to workmen.
4.2) Health and Safety Requirements:
4.1.1.5) Documents and Approvals:
4.1.1.5.1 All application documents shall be stamped and signed by an authorized person, including
The requirements of the following Act and code of practice must be complied with at all times: a cover letter addressed to the Road Structures & Facilities Maintenance Section of RTA.
• Dubai Municipality: Health and safety Act - Aug 2008. 4.1.1.5.2 The contractor should produce the approval from the Advertisement Section with the
application for a No Objection Certificate (NOC).
• Dubai Municipality: Code of Construction Safety Practice.
4.1.1.5.3 The following additional details shall be submitted with the application:
• Dubai Municipality: Electrical and Water Authority Codes of Practice and Guidelines.
4.1.1.5.4 Workshop drawing including sections details showing the method of fixing the fixtures/boards.
The following paragraphs expand on the above requirements and a few additional requirements are added in
view of the fact that signage involves work being carried out in the Right of Way. 4.1.1.5.5 Method statement of reinstatement/repairing after removal of the advertisement boards/
decoration lights.
4.1.1.1) General Requirementst: 4.1.1.5.6 The design life of the structures.
4.1.1.1.1 Contractors are responsible for ensuring as far as reasonably practicable that any work
undertaken will not constitute a hazard or risk to the health and safety to the public, RTA 4.1.1.6) Specific Construction Requirements:
workers, his employees or others.
4.1.1.6.1 Unless approved by the RTA Engineer, no hammering, drilling etc. shall be performed on the
4.1.1.1.2 Contractor will be expected to have made arrangements within their companies for existing public infrastructure to fix the advertisement boards.
obtaining any professional health and safety advice and assistance necessary to ensure
that the work complies with all the relevant statutory provision and obligations. 4.1.1.6.2 The contractor shall repair/replace any damage caused during construction of the fitting,
accessories or any other components to public infrastructure at his own cost. However, RTA
4.1.1.1.3 The contractor’s staff should wear reflective jackets as well as safety shoes while working has the right to stop the contractor and appoint another at the contractor’s expense.
on site after sunset and when working on or adjacent to public right of way.
4.1.1.6.3 The contractor has to ensure that fixtures do not conceal any traffic information signs
4.1.1.1.4 All waste material arising from the work will be cleared by contractor on a daily basis to already fixed onto the structure. Visibility of the existing signs also shall not be impaired.
disposal points approved by RTA Authorities.
4.1.1.6.4 The contractor shall not remove, shift or alter any existing traffic information signs fixed on
4.1.1.1.5 Care shall be taken to avoid inconvenience to the public, traffic and the environment. the structures, unless otherwise approved by the RTA Engineer in advance.
4.1.1.6.5 Permission from the RTA Engineer and Traffic police shall be obtained prior to implementing
4.1.1.2) Construction Equipment Requirements: any traffic diversion or use of a ladder or crane for installation of fixtures. A traffic control
4.1.1.2.1 The contractor will ensure any scaffolding used is erected by competent persons in strict plan shall be submitted by the contractor and approved prior to any lane closures.
compliance with the relevant statutory provision, codes of practice, health and safety
4.1.1.6.6 All materials for the work shall be approved by the RTA Engineer to ensure they will not
guidance notes and manufacturer’s erection instructions.
have negative effects on any public infrastructure or the environment. Test results or
4.1.1.2.2 Shoring shall be of adequate strength and suitable to support of the sides of the excavation documentation from the manufacturer stating the materials (i.e. chemical properties, mass,
to prevent collapse. strength, composition etc.) will not negatively impact the environment and general health of
the public, shall be submitted.
4.1.1.2.3 All prime movers, transmission machinery and dangerous parts of any machinery shall be
properly guarded. The work equipment regulations shall be strictly followed. 4.1.1.6.7 The contractor shall not stack the material on or around the premises of the structures. All
materials should be stored in designated approved areas.
4.1.1.2.4 Secure storage, transport and use of fuel and compressed gas cylinders will be achieved by
strictly complying with manufacturer’s recommendations. 4.1.1.6.8 The site shall be cleaned properly after the end of each day’s work.
4.1.1.2.5 Vehicles owned by contractor or their employees must be parked only in areas defined/ 4.1.1.6.9 Unless otherwise authorized, advertisement board brackets shall be made of aluminum
permitted by employer or in offsite, paid parking areas. or hot-dipped galvanized steel or stainless steel and approved by RTA engineer prior to
installation.
4.1.1.3) Technical Requirements for Electrical Works: 4.1.1.6.10 A rubber sleeve should be installed in places where brackets are used to avoid marking the
4.1.1.3.1 The contractor shall adhere to all current DEWA regulations. supporting public infrastructure.
4.1.1.3.2 Only equipment which complies fully with the applicable regulations will be permitted.
4.1.1.7) Enforcement/Responsibilities:
4.1.1.3.3 All light fixture/wiring etc. shall be weather proof/splash proof type to withstand wet
conditions. 4.1.1.7.1 The contractor agrees that within 24 hours of contract expiration, all advertisement fixtures,
banners, electrical components pins, stickers, and bolts etc. will be removed from the structure
4.1.1.3.4 All DB enclosure and component to be IP 55.DBS/feeder pillar installed and shall be located in accordance with RTA standard specification. Penalties will be applied for each day or part
in a safe place and properly supported and protected. thereof where the fixtures are not removed, unless an extension of time has been granted.
108 109
4.1.1.7.2 RTA has the right to complete the removal of the signs through a third party at the contractor’s All sign installation and maintenance shall require that a traffic control plan be developed by the contractor and
expense if the fixtures are not completely removed within the specified time. approved by the RTA& or DM prior to any work being done on a sign if a lane closure is required. All terms of
the approved plan shall be complied with. Where a lane closure is not required but sign personnel must work
4.1.1.7.3 RTA has the right to appoint a third party to clean or remove materials from the site at the
adjacent to the pavement section where a barrier wall is not present, a temporary traffic warning signs shall be
contractor’s expense if the site is not cleaned properly after the end of each day’s work.
in located prior to the sign location and a traffic control person shall warn motorists of this work activity.
4.1.1.7.4 Noncompliance with the above may lead to rejection of work or termination of contract
Large format signs located to the side of the pavement section shall be provided with a permanent access
and/or penalties.
roadway if needed for maintenance access. Where installation, maintenance and replacement of advertising
require access at the sign along the bottom edge of the sign area, a permanent walkway located at the base of
4.1.1.8) Operational Guidelines the sign shall be installed. Fall prevention attachments on the sign shall be included on all large format sign
structures.
The following guidelines cover some of the typical areas which are encountered in the installation and
maintenance of elevated signage. Have the implementing agencies for the work related to installation or removal of advertising signs on the
property must abide by the instructions listed below:
4.1.1.8.1 Barricades: Whenever possible work should be conducted behind a permanent, substantial
barricade. When a barricade is not available, traffic cones and possibly traffic control 4.1.1.8.9 Follow all safety instructions to preserve the lives at the public and property in the road
personnel should be included in the work plan to ensure a safe work site. Where any without causing any inconvenience to road users or cause damage to public property as
traffic lane closure is required, a traffic control plan must be prepared by the contractor and listed above in Sections 4. & 4.2 on this guideline).
approved by the RTA prior to the work being initiated.
4.1.1.8.10 Obtain a certificate through e-government RTA in coordination with the competent authorities
4.1.1.8.2 Safety Harnesses: Full body safety harnesses should be worn anytime the work zone is (Traffic Department, Department of Roads and Structures, Maintenance Facilities, before
more than 2 meters above the ground level. Harnesses are to be secured by a rope or cable starting the installation of income generating billboards on the property.
designed for that purpose, and attached to the structure in an approved manner.
4.1.1.8.11 Advertising boards should be placed in accordance with the guidelines as prescribed in
4.1.1.8.3 Power Lines: Work adjacent to or below power lines present a work hazard area. No work Sections 1, 2 and 3 of this guideline.
should be done within 3 meters of a live power line. The work area should always be
surveyed for the presence of power lines prior to commencement of work. 4.1.1.8.12 Submission of all applications for the installation of billboards on the property to should
be made to the road maintenance section. All installations should be done in accordance
4.1.1.8.4 Care of Equipment: Any mechanical equipment utilized for providing access to signage shall with the Department of RTA Commercial and Investment in on the technical details. The
be kept in good operational condition. Scheduled maintenance shall always be performed submission should be accompanied by a letter or a copy of awarding a tender issued by
on this equipment. If a piece of equipment is not functioning properly, it must be taken out the Department of Contracts and Procurement, a list of sites of implementation and a
of service until proper repairs and maintenance is completed. comprehensive method of installation.
4.1.1.8.5 Ladders: Ladders must be kept in good working order. Any missing rungs shall be replaced 4.1.1.8.13 Identify the manufacturer and the company executing the electrical work of the billboards
prior to use of the ladder. The ladder length should be sufficient to reach the desired height and a copy of the comprehensive annual maintenance contract. Date of installation shall be
at a 1:4 ladder slope. The base of the ladder must rest on a level, firm surface. The ladder mentioned and shall be noticed clearly by the inspectors.
height should be sufficient to allow reaching all required areas without standing on the top
2 ladder rungs. At all times a worker should be able to have three body contact points with 4.1.1.8.14 Advertising Signs should not be placed in such a way that they obscure sight distance,
the ladder. Warning cones shall be placed at the base of the ladder, and the top of the ladder especially at the entrances and exits to roads and intersections.
shall be secured to the sign structure before the work on the sign begins. 4.1.1.8.15 Advertising Signs should not be installed in such a way that would obscure test or numbers
4.1.1.8.6 Lifting Equipment: Boom trucks, scissor lifts, self propelled booms and travel towers are all that have been installed on the columns or sign posts.
frequently used to gain access to signs. These are to be operated only by properly trained 4.1.1.8.16 Advertising Signs should not use the same electrical connection to illuminate the boards
personnel. Harnesses should be used by personnel in the baskets of boom trucks, self from a power connection feeds a traffic sign.
propelled booms and travel towers. Cones shall be placed at each corner of the equipment.
4.1.1.8.17 The advertising company must carry out follow-up and periodic maintenance for the duration
4.1.1.8.7 Natural hazards: Wind, rain and lightening all present potential risks to personnel working of the granted permit.
on signs. Wind can adversely affect balance and steadiness when in an elevated location.
Rain can make surfaces slippery. Lightning can strike workmen when in or near to metal 4.1.1.8.18 The advertising operator gives full commitment to the immediate removal of any advertising
signage. Work shall stop immediately whenever lightning is observed. sign if proved to be in an inappropriate location or does not meet technical specifications at
the time of installation.
4.1.1.8.8 Working over public areas: Any work above areas where the public normally may enter
during the time the work is being performed must be secured so temporarily the public 4.1.1.8.19 Companies are to remove all advertising signs at their own expense after the end of the
does not enter this area. contractual period. Failure to do so is could entitle the executing agency to charge the
expired operator for the work plus.
4.1.1.8.20 The Roads and Transport Authority are entitled to modify the terms of the installation of
billboards on the property with the renewal NOC.
4.3) Maintenance & Access:
4.1.1.8.21 In the event of any loss or damage to public property or any element of the road, the operator
will be charged cost to repair the damage caused plus 25% of the value of costs expensed
All signs must be designed in such a way as to facilitate access with a 2.4 m step ladder in order to inspect and (administrative and supervisory).
maintain the sign or replace the advertisement. Large format signs shall have permanent ladder rungs on the 4.1.1.8.22 Is incumbent upon the advertising company to obtain certificates from the Maintenance
pole structure located no higher than 3 meters above the ground. Department for the maintenance of signs/ facilities at the end of the contractual period.
Signs shall be inspected at least weekly, and any damage to the sign material or supports shall be corrected 4.1.1.8.23 The RTA has the right to cut power to the advertising boards in the event of the operator not
immediately. paying for the annual value of electricity.
110 111
Second, the requirements for the installation of billboards on the property: 1) Companies involved with the construction/maintenance of billboards are responsible to
prevent any damages to the lamppost as a result of installing or removing billboards for
1) Terms of target funds for the manufacturer of the billboards: maintenance purposes.
1.1) Only an approved and licensed to will be allowed to manufacture commercial advertising 2) Material used for the billboards will be aluminum and will be provided with an electrical
sign. capacitor, as well as an electrical plan to indicate the electrical loads.
1.2) The manufacturer should have prior experience in the manufacture of advertising signs. 3) All lamppost advertising signs should be installed using galvanized metal (Galvanized Holding
Brackets) with a rubber gasket between the column and the bracket.
1.3) Provide an inspection certificate from the laboratory accredited by the Dubai Central
Laboratory. 4) The electricity should be connected, using a 6 amp fuse, to the electricity board inside the
lamppost.
2) Terms of executing funds for the installation ofadvertising signs:
5) To connect the electricity supply for the billboard, a 11mmØ hole needs to be drilled in the
lamppost. The hole will be painted with galvanized paint and ‘framed’.
2.1) Be authorized to engage in the implementation of the funds for the installation of advertising
signs. 6) The hole height will be decided in the field by the maintenance engineer from the Maintenance
2.2) Advertising companies should have appropriate expertise in the field of the implementation Department of the RTA.
of the installation of advertising signs.
7) A mock-up (sample) of all works has to be done in the field in front of the maintenance
2.3) The electrical installer should be certified by the RTA to conduct the work of electrical wiring. engineer.
2.4) Installer to provide a letter of assignment for the implementation of the advertising signs by 8) You must remove the billboards within 12 hours from the time of notification to remove in
the beneficiary statement declarations. order to conduct maintenance work to lighting columns with excessive movement. In case
of non-responds within the specified time, the RTA will remove the billboard and charge the
2.5) Provide a copy of the annual maintenance contract which should include the implementation advertising agency all costs associated with the removal as well as a fine plus 25% of the
and maintenance of advertising signs. costs to cover administrative and supervision costs.
3) Specifications for the Billboard Advertisement Signs: 9) You must not use more than 80% of the electricity capacity that feeds the lamppost. You also
have to specify the electricity capacity required to feed the billboard for each case.
3.1) The installation of a double box lamppost signs is not permitted, only the single box ‘sandwich’
style, illuminated from both sides, are permitted. The weight of the billboard fixed to the 10) The maximum power consumption allowed for each billboard in a certain street is determined
lamppost should comply with the load bearing capacity of the lamppost, keeping in mind by the power supply for the lighting in that street.
different lamppost sizes and specifications throughout Dubai.
3.2) The size of the billboards is determined by the electricity capacity of bridges and tunnels, 11) All work performed must meet the standard specifications of the Roads and Transport
according to each site separately. Note that the sizes and specifications for billboards are Authority and Dubai Electricity and Water and special electrical connections.
different fr†om one bridge to another.
12) Advertising companies are to ensure that commercial advertising signs sites are in good
working conditions on a daily basis.
Third, conditions and specifications for the installation of billboards on the road lighting
columns: 13) Advertising companies are to bear the costs of repair from defects resulting from the
installation on ornamental street lighting services in addition of 25% as supervision and
All parties winning permits for installation of billboards/companies executing for installation on the administrative cost.
lampposts need prior coordination with the Department of Maintenance (Street lighting Section) of road
maintenance and facilities before you start the installation process as well as taking into account the 14) No wiring should be left exposed during or after installation which could cause harm to road
following: users.
112 113
APPENDIX
114 115
Flag Sign:
Appendix A - Glossary:
Flag Sign means a Sign made of cloth or similar material displayed in such a manner as to be illegible in wind-
less conditions, but does not include national or municipal flags.
Advertise / Advertising:
Flat Sign:
Advertise and Advertising have a corresponding meaning.
Flat Sign means a Sign which is affixed to, or painted directly onto, a building or item of Street Furniture and
Advertising Display Area: which does not project more than 250 mm in front of the surface of such wall of such building.
Advertising Display Area means billboard, poster, or any area of an advertisement and may includes any Freestanding Sign:
borders of advertising structure, but does not include structural poles, safety devices, platforms or lighting
Freestanding Sign means a Sign which is not attached to a building or structure
devices associated with advertisements or advertising structures.
Freestanding Signage:
Approval:
Freestanding signage means an advertisement sign that is displayed on a structure that is detached from any
Approval means written approval by the RTA or DM, and “Approved” has a corresponding meaning.
building and mounted on the ground or on one or more poles or supports.
Areas of Control:
Graphic:
Areas of Control means those areas restricted by RTA regulations.
Graphic includes, but is not limited to, any component of an Advertisement which contributes to the visual
Building Name Sign: appearance of that Advertisement; including its background
Building Name Sign means a sign that identifies or names a building, and that may include the name of the Height of a Sign:
building or one business, the street number of a building, a logo or other symbol that identifies the business,
Height of a Sign shall be calculated by measuring the vertical distance between the uppermost and lowest
but that does not include general advertising of products, goods or services or telephone number.
parts of the Sign Structure
Building Wrap Advertisement:
Internally Illuminated Sign:
Building Wrap Advertisement means an advertisement used in association with the covering or temporarily wrap-
ping of: Internally Illuminated Sign means a Sign which has an artificial light source which is fully or partially enclosed
within the structure of the Sign and in which the light source is either directly visible (for example in neon
• a building, or
and electric signs) or indirectly visible through an opaque or transparent Advertisement area ( for example in
• a building that is under construction, renovation, restoration or demolition, but does not include a wall adver-
tisement. backlit Signs).
Business Name Sign: Movable Sign:

Business Name Sign means a sign that indicates: Movable Sign means a Sign which is capable of being moved easily and which has a Total Advertisement Area
that is larger than 0, 6 m², and includes a Transit Sign.
1) the name of the business owner, and/or the business carried on at the premises or place at which the
sign is displayed, and Overall Height:
2) that may include the address of the premises or place and a logo or other symbol that identifies the busi- Overall Height, in relation to a Sign, means the measured vertical distance between the uppermost edge of
ness excluding any phone number, and the Sign and the finished level of the ground, immediately below the centre point of the Sign
3) it must be only displayed on premises or shop that is directly accessed from the street or ROW.
Projected Sign:
Composite Sign: Projected Sign means a Sign which is displayed by means of a laser projector, video projector, or other similar
Composite Sign means a single freestanding structure which consists of more than one Sign. apparatus.
Construction Fence Sign or Construction Hording Sign: Public Road:

Construction Fence Sign or Construction Hording Sign means a sign on a construction site hoarding, scaffold- Public Road means any road under the authority of the RTA.
ing, or scaffold mesh screen,
Right of Way or ROW:
Custom-made Sign: Right of Way or ROW means the area contained within the statutory width of a road, and includes roadways,
Custom-made Sign means a Sign, the design or construction of which is, in some way unique shoulders and sidewalks and the airspace above such roadways, shoulders and sidewalks and all other areas
within the road reserve boundary.
Display / Displayed / Displaying:
Display includes erect, project, affix, place, exhibit or show, and displayed and displaying have a corresponding Roadway:
meaning Roadway means that portion of a road, street or thoroughfare improved, constructed or intended for vehicular
traffic.
Electronic Sign:
Electronic Sign means a Sign, the display of which is controlled or manipulated electronically, and includes Service Station Facility Sign:
projected or displayed slides, videos, laser images or animated graphics. Service Station Facility Sign means a Freestanding Sign displayed at petrol filling stations.
Environmental Assessment: Sign:

Environmental Assessment means an environmental impact assessment carried out by an appropriately qual- Sign means a display containing text, logos, figures, representations, etc. It can be on poster, billboard, or
ified independent person. painted or freestanding letters, etc; and displayed on building, structure, or vessel.
116 117
Signalized Traffic Intersection: Animated Advertising:
Signalized traffic intersection means an intersection controlled by traffic signals. Animated Advertising means a process whereby an advertisement’s visibility or message is enhanced by
means of moving units, flashing lights or similar devices.
Street Furniture:
Street Furniture means public facilities and structures which are not intended primarily for advertising and Animation:
includes but is not limited to seating benches, planters, bins, pole mounted bins, bus shelters, poster pillars, Animation means moving units or pictures, flashing lights, and other non-stationery devices which are used
drinking fountains, traffic signal controllers, and electricity boxes, but excludes road traffic Signs, traffic sig- to gain added attention and awareness.
nals, street lights or any other road-related structures.
Arcade:
Temporary Sign: Arcade means a covered pedestrian thoroughfare not vested in the RTA, whether or not located at ground
Temporary Sign means a Sign which is displayed, or proposed to be displayed, for shorter duration periods, level passing wholly or partly through a building and to which the public normally has regular and unre-
and is not intended to remain permanently. These signs are often associated with development areas and stricted access.
construction sites.
Awning:
Third Party Advertising / Third Party Sign: Awning means a structure which is usually projected from a shop or building covering the footpath, and usu-
Third Party Advertising means the advertising of anything which is not produced, procured, sold, delivered, ally have a minimum vertical clearance of 2.40 m above the footpath and setback a minimum 0.60 m from the
performed or provided from the premises on which, or within 5 metres of which, the Advertisement is dis- carriageway.
played, and Third Party Sign has a corresponding meaning.
Backlight Units:
Total Advertisement Area:
Backlight units (backlit) means advertising structures which house illumination in a box to throw light through
Total Advertisement Area means the portion or area of a Sign which is directly utilized in the display of an translucent advertising printed on plastic or heavy duty paper for a higher visibility effect and extended night
Advertisement, as opposed to the structural support. viewing.
Traffic Assessment:
Billboard:
Traffic Assessment means a study investigating the impact that a Sign may or will have on vehicle/pedes-
Billboard means a large free-standing structure used or intended to be used for the purpose of posting, dis-
trian/cyclist safety and traffic operations.
playing or exhibiting any advertisement.
Transit Sign:
Carriageway:
Transit Sign means a Sign mounted, drawn by or affixed onto a motor vehicle, boat, vessel, trailer or container,
Carriageway means the paved part of the ROW. It include the travel way and shoulders, and dedicated for vehicles
which is primarily used for Advertising rather than conveyance.
movement.
Zone:
Commercial Advertising:
Zone means a land use zone as set out in the relevant City of Dubai zoning schemes or Regulations as amend-
ed from time to time and applicable to any property on which a Sign is displayed or intended to be displayed Commercial Advertising means any words, letters, logos, figures, symbols, pictures relating to the name of
and “zoned” and “zoning” have a corresponding meaning. a business, a trade, a partnership or an individual or any information, recommendation or exhortation in re-
spect of any particular goods manufactured or sold or any particular services rendered or offered.
Advertisement:
Copy:
Advertisement means outdoor sign that promotes commercial goods and services, business and building
names, events, or public announcement. Copy (Artwork) means the complete advertising message to be displayed.
Advertising Hoarding: Cut-outs / Embellishments / Add-ons:

Advertising hoarding means a screen, fence, wall or other structure in a fixed position to be used, or intended Cut-outs / embellishments / add-ons means letters, packages, figures or mechanical devices attached to the
to be used, for the purpose of posting, displaying or exhibiting any advertisement. This could also mean face of an outdoor sign which extend beyond the rectangular area for greater attention value. (Can provide a
construction fence. three dimensional effect).
Advertising Sign: Depth of a Sign:

Advertising sign means any advertisement or object, structure or device which is in itself an advertisement or Depth of a sign means the vertical distance between the uppermost and lowest edges of the sign.
which is used to display an advertisement, in view of any street or public place.
Digital Display:
Advertising Structure: Digital Display means a digital or analogue sign which can display permanent images, changing images or
Advertising structure means any physical structure built to display advertising. animations by means of electronic technologies such as LCD, LED and/or Plasma screens.
Aerial: Directional Sign:

Aerial sign means any sign attached to a kite, balloon, or similar dirigible device whereby it is suspended in Directional sign means a sign limited to directional messages, principally for pedestrian or vehicular traffic,
the air over any part of the area. but not used for advertising.
Affix: Display Period:

Affix means to firmly secure, which includes to paint onto and “affixed” shall have a corresponding meaning. Display period means the exposure time during which the individual advertising message is on display.
118 119
DM: Poster:
DM means Dubai Municipality Poster means an advertisement area on soft surface (such as paper, plastic, cloth, etc).
First Party Advertising: Prohibited Area:

First Party Advertising means the Advertising of anything which is produced, procured, sold, delivered, per- Prohibited Area means an area or route designated as such by the RTA. This may consist of man-made or
formed or provided from the premises on which, or within 5 metres of which, the Advertisement is displayed; natural features and creating a strong sense of arrival or departure and which is consistent with the Emirates
and First Party Sign has a corresponding meaning. planning and/or development framework plans or policy.
Flashing Lights: Projecting Sign:

Flashing Lights means a rapidly turning on and off lights to create an image or enhance an advertisement. Projecting Sign means a Sign which is affixed to any physical infrastructure, that extends more than 250mm
beyond the vertical or horizontal edges of that infrastructure.
Flashing Sign:
Flashing sign means a symbol figure message or illustration intermittently appears and/or disappears and or Rooftop:
illuminated with varying colour and or intensity Rooftop sign means any sign erected or placed on or above any roof, parapet wall or the eaves of a building,
but does not include a sign painted on a roof of a building.
Hoarding Advertisement:
Hoarding advertisement means advertisement used in association with temporarily screening a construction Rotating Sign:
site or vacant site.
Rotating sign means a sign, which rotates about any axis.
NOC:
ROW:
NOC means Non Objection Certificate.
ROW (Right of way) means land that is reserved for public road corridor including the road carriageway, foot-
Illuminated Sign: path, and any associated landscaped or open land within the corridor. All ROWs of public roads are managed
by the RTA.
Illuminated Sign means an illuminated sign refers to any sign illuminated by an artificial source. Illuminated
signs include variable message signs, video and/or animated signs and any conventional billboard illumi- RTA:
nated by fluorescent and/or incandescent bulbs including illuminated tubes arranged as an advertisement.
RTA is an acronym for the Road Transport Authority, for Dubai
Illuminated:
Signage:
Illuminated means the installation of electrical equipment on an outdoor structure for illumination of the copy
message at night. Signage means outdoor advertisement signs to which this policy applies including any related structure and
associated necessary mechanical and electrical equipments. It is usually displayed on the exterior of the
Inflatable Sign: premises, or placed within the site of the premises, or within right of way of public and private roads; or on
Inflatable Sign means any Sign which is displayed, displayed or maintained by means of air or gas. vessels; but does not include traffic signage or roads names.
Mechanically Operated: Spectacular:

Mechanically Operated means sign A sign that can move or change its message mechanically Spectacular (an industry term) means a giant, modern, illuminated advertising billboard.
Megacom Sign: Tri-Vision:

Megacom sign means a unipole sign 4m wide x 3m high only Tri-vision means a display embellishment, which, through use of a triangular louver construction, permits the
display of three different copy messages in a predetermined sequence.
Mupi Sign:
Mupi sign means freestanding portrait unit, typical size 1.8m high x 1.2m wide. This is an acronym from the Vertical Clearance:
French definition - “mobiliersurbains pour l’information.” Vertical clearance means the height measured between the lower edge of advertisement display and the
footpath or carriageway level as the case may be.
Perimeter of an Intersection:
Perimeter of an intersection means the perimeter of an area prolongation of the road reserve lines of two or Vessel:
more public roads that join one another at any angle whether or not one public road crosses the other. Vessel means motorized or non motorized vehicle, boat and any water transport vessel, aircraft, or balloon.
120 121
Appendix B - No Signage Zones: Appendix C - Digital Zones:
122 123
Appendix D - National Flag Policy: Appendix E - Advertising on Towed Adv. Vehicles:
Approval Process for the granting of permits for the installation of National or Official Flags on RTA ROW. Standards & Regulations for Advertising on Towed Vehicles.
No advertisement is permitted on the exterior of the vehicle unless it comply to conditions listed below and a
permit is issued by the RTA Traffic Services Department:
a) Advertising display units must be securely attached to the vehicle and be free of sharp edges and projections.
The display units shall not obscure vehicle lighting equipment or restrict the driver’s field of view.
b) The use of highly reflective (including retro-reflective) material in the advertising display is not permitted,
nor is predominantly green or red displays that could be mistaken for traffic signals.
c) Flashing lights must not be used to illuminate the advertising display
d) Maximum height of the vehicle and the advertisement shall be 3.5m.
e) Only adhesive materials (stickers) or painting materials (waterproof ) are allowed to be used.
f ) The license holder shall immediately remove or amend any advertisement if RTA requests that this be done.
g) Advertisement shall not exceed the boundaries of the vehicle.
h) No advertisement shall be utilized making the appearance (color, form, etc) of the unit similar to any
official traffic cars (police, fire, and other governmental units).
i) Any advertisements must be below window level except in the front and rear windscreens.
j) Road regulations issued by all relevant authorities and RTA departments shall be adhered to.
k) Advertising vehicles must not travel or park in groups (only one vehicle).
l) Where an advertisement is permitted by the Authority, the owner of the vehicle shall ensure that the
advertisement is maintained in good condition, Failure to do so may result in the Authority refusing to
renew the vehicle license until such time as the Advertisement is restored to an acceptable condition or
the vehicle is restored to its pre-advertisement state.
m) Vehicles are not allowed to move during the day and only allowed to travel between specified locations
mentioned in the issued permit on the streets of Dubai during the following period (12:30 a.m. -5:00 a.m.)
n) Vehicles must not travel on roads where the speed limit is > 80 km/hour.
o) Vehicle must not use Road shoulders for parking or display, as well as Public transport and Taxi parking
or any parking specified for other uses.
w) No more than one advertisement shall be permitted in each side of the towed Adv. vehicle.
Moreover in cases of advertising towed cars the advertisement company should submit letter of undertaking
that they will comply with the following additional conditions:
1) Advertising Towed cars should only be displayed in specified & approved parking.
2) The towing and towed car should only travel in one unit on Dubai streets & roads and should not travel
in groups.
General conditions:
1) Flags cannot cover any existing paintings, flags and traffic lights or billboards.
2) Flags may not to obscure the vision of drivers and not located near pedestrian crossing and the entrance
and exit roads.
3) Flags cannot impede upon security and safety. Minimum 2m distance from the edge of the pavement
and they should not obstruct pedestrian traffic.
4) All applicants must obtain a NOC from other government agencies related to the work before you start
digging and installation.
5) The RTA can request removal of the flags within 48 hours if they receive any complaints.
Figure 60 - Adv. Vehicles
124 125
Examples of Signage Buffers:
Appendix F - Major Concession Protection & Support Policy (MCPB):
It is recognized within the RTA Management that major concessions should be protected from commercial
dilution of value by limiting competing media proximate to the main concessions target audience.
This is most effectively managed via the GIS system and the implementation of a Major Concession Protection
Buffer (MCPB).
It is recommended that the Commercial and Investment Advertising Section manage this via the Transit
Concession Manager and the implementation of contract related buffers by format and by concession type.
For example: The bus shelter concession contract signed between the RTA and the Concessionaire directs and
agrees that no competitive advertising signage will be located /allowed within 25 lineal metres before or after
a bus shelter installed and displaying advertising under the terms of the contract.
Similar buffers could be set for Metro Stations and the other major signage concessions.
Whilst the RTA should retain maximum flexibility for other signage and new innovation formats it is important
that they support their concessionaires as in some cases the RTA is on a revenue share basis that may be
affected by competing signage.
Furthermore Buffers are useful to limit clutter and concentrate the effectiveness of signage.
A secondary buffer may also be used to limit the installation of road or regulatory/informational signage of a
non essential /not traffic safety nature within close proximity to existing or predefined advertising locations.
It is ideal that these buffers are set on a dynamic basis by a competent signage manager or ideally the transit
concessionaire manager.
They are largely contractual and not technically defined so certain leeway is required to ensure:
1) Concessionaires and the RTA maximize signage impact.
2) There is no adverse impact on traffic safety.
3) The visual impact of signage is managed via density to ensue limited clutter.
Table 1 - Recommended Minimum Sign Buffers for Major concessions:
Typical Minimum Buffers Between Concession Signage and other Signs (m)
Applicable for RTA Signages
Sign Type Format Freeway Arterial Collector/Local
Metro NA 80 50
Figure 61: Examples of Signage Clutter
Bus Shelters NA 50 25
Transit Defined by Lamppost Defined by Lamppost Defined by Lamppost
Lampposts spacing, centre spacing, centre spacing, centre
medium only medium only medium only
Bus & Marine NA NA NA
Concessions Medium Megacoms 75 50 25
Unipoles 150 75 NA
1 gantry structure per
Entrance Gantry NA NA
defined zone
Large
1 structure per every 1 structure per every 1 structure per every
Architectural
25km2 in defined 25km2 in defined 25km2 in defined
structure
areas areas areas
126 127
FURTHER INFORMATION
Traffic Department
Roads & Transport Authority
Umm Ramool - Marrakesh Road
PO Box 118899, Dubai, UAE
T : 04 284 4444
F : 04 206 5373
E : information@rta.ae
W : www.rta.ae
Advertising Section, Planning Department

DubaiMunicipality
Customer Service Centre
Marrakech Street, Rashidiya
PO Box 67, Dubai, UAE
T : 04 285-8661
F : 04 286 9661
E : advertisement@dm.gov.ae
W : www.dm.gov.aw
Dubai Outdoor Advertising Control Manual

© Copyright Number: 41-2012
RTA/DM/001/2012
Disclaimer: While every reasonable effort has been made to ensure that this document is correct at the time of publication, RTA & DM, their agencies and
employees, disclaim any and all liability to any person in respect of anything or the consequences of anything done or omitted to be done in reliance upon
the whole or any part of this document.
128 129

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Call Center 800 900 - www.dm.gov.ae

The following members served on the project committee:

Certain items are not permitted.

Items not permitted:

0.9) Provisions Under Dubai Municipality Local Order 30:

0.10) Other Manuals:

0.10.1) Existing Dubai Municipality Advertising Signage Manual:

0.10.2) Road Side Design Guide:

0.10.3) Dubai Municipality - Code of Construction Safety Practice:

0.10.5) Dubai Access Management Manual:

0.10.6) Dubai Traffic Control Devices Manual (DTCDM):

Figure 1 - Assessment Process 15

2.1.1.1) Specific Zone Requirements:

Zones and Overlay Districts: Legend

2.1.1.2) No Density Overlay District:

2.1.1.3) Digital Overlay Districts:

2.1.2) No Density Overlay District:

2.1.3) Digital Overlay District:

No. Element Specification Media Specification

- Speckled grey base color polished granite structure

- Speckled grey base color polished granite structure

- Gradient grey polished aluminum

- Speckled grey base color polished granite structure 10h 1w x 2h

- Speckled grey base color polished granite structure

No. Element Specification Media Specification

- Speckled grey base color polished granite structure

- Speckled grey base color polished granite structure

- Speckled grey base color polished granite structure

- Speckled grey base color polished granite structure

2.1.1.5) Scale of Built Environment:

Key: 2.1.1.9) Sense of Place:

cd/m2 Candela per square meter (Luminance)

N/A Not applicable

2.1.4) Theme Zones:

The following zones have been established:

No. Element Specification Media Specification

- Old teak base color wood clad concrete structure

- Old teak base color wood clad concrete structure

- Brushed dock grey aluminum grey aluminum Max 50% of

- Old teak base color wood clad concrete structure 10h 1w x 2h

- Old teak base color wood clad concrete structure

No. Element Specification Media Specification

- Old teak base color wood clad concrete structure

- Old teak base color wood clad concrete structure

- Old teak base color wood clad concrete structure

- Old teak base color wood clad concrete structure

Powder Coat on Alu-

High Gloss Duco Paint

Minor Trim Mirror Black Brushed Aluminum

dia Diameter in meters

cd/m2 Candela per square meter (Luminance)

N/A Not applicable

No. Element Specification Media Specification

- Grey sand painted base color concrete structure

- Grey sand painted base color concrete structure

- Brushed matte light grey aluminum

- Grey sand painted base color concrete structure 10h 1w x 2h

- Grey sand painted base color concrete structure

No. Element Specification Media Specification

- Grey sand painted concrete structure

- Grey sand painted base color concrete structure

- Grey sand painted base color concrete structure