Advertising Rules and Regulations in Dubai, UAE for OOH Advertising
January 14, 2025
When it comes to OOH advertising, the UAE has certain rules and regulations. These rules are closely monitored by the government and respective authorities to uphold cultural values, moral standards and ensure the safety of travelers and consumers alike.
So, if you are looking to promote your products or services through out-of-home advertising, you must follow the rules set by the Dubai government.
At Media World, we ensure that your campaign is compliant and effective by adhering to advertising rules and regulations in Dubai.
Read on to know common rules and guidelines for OOH Advertising in Dubai.
But first, let’s discuss…
Common OOH formats in Dubai
Outdoors advertising offers an ideal way to connect with your customers who are always busy and constantly moving around.
Out-of-home advertising offers a range of options to quickly catch peoples’ attention including billboards, unipoles, hoardings, bridge/wall banners, digital screens (DOOH), etc.
Hoardings
Big outdoor advertising structures known as hoardings are usually situated in busy locations like Sheikh Zayed Road for maximum visibility and impact.
They offer a creative advertising solution that effectively conveys your brand’s message to travelers.
Unipoles
Unipoles are billboards mounted on a single pole structure that can be illuminated either with lightbox or front lit methods. Unipoles are known to deliver great outcomes due to their visibility from afar.
Digital Screens
Apart from big LED displays on highways, digital screens are commonly used in industries and are also utilized in settings like trade shows and conferences for high quality presentations.
Read also: What is Digital Out-of-Home (DOOH) Advertising
Bridge Banners
Companies have the chance to display their brand using bridge banners. These are frequently illuminated for visibility around the clock ensuring they can be seen during both the day and night.
Key Regulatory Authorities for Advertising in Dubai
Outdoor advertising in the UAE requires approval from the authorities before being displayed—be it a digital screen or billboard. Key regulatory authorities for outdoor advertising in Dubai include:
– The Roads and Transport Authority
– Dubai Civil Aviation Authority
– The Department of Economic Development
– Dubai Municipality
– Dubai Maritime City Authority
In Abu Dhabi, advertisers and marketers must request a permit from the Department of Economic Development.
Occasionally, this permit application may require approval from the health and education departments before being granted permission to proceed.
Specific Rules for OOH Advertising Formats
– Signs should not block building amenities and emergency exits. Also, the necessary clearance space will be based on the kind and size of exits for evacuation purposes.
– Signage should be positioned in a manner that avoids causing reflection from headlights in a driver’s field of vision. For safety reasons, it is recommended tilting signs 5 degrees away from the driver’s line of sight to reduce reflection from headlights.
– Any signs standing alone in a row should not extend over the road. They must be positioned at a safe distance from the road. The height from the road or sidewalk should also allow for clearance.
– Unipoles need to be positioned at a distance from traffic lights.
– Advertisements should not mimic traffic control devices like traffic lights.
– Large and medium standalone advertisements like unipole or megacoms should avoid using colors that clash with the colors of traffic signs.
– Ads should not include reflectors that may be confused with traffic control devices.
– Advertisements must avoid including content that could divert attention or conflict with the principles of road safety.
– The text should be easy to read with a clear font of at least 150mm high.
– Avoid including red displays in advertisements as they might be mistaken for traffic lights or vehicle lights in wet or nighttime settings.
Read also: The Future of Out-of-Home Advertising in Dubai, UAE
Well, There Are Some Exceptions Also…
Certain OOH advertising formats are allowed for installation as long as they do not obstruct the visibility of existing signs or compromise road safety.
– Signs displaying government and political organization names alongside flags.
– Signage that provides regulations or guidance
– Signs for streets or directions
– Street signs and signposts that control the flow of pedestrians and vehicles also display street names, numbers of buildings, and directions to parking lots.
– Signs created by the Roads and Transport Authority (RTA) and other relevant agencies to showcase the landmarks and unique characteristics or related attractions.
– Warning signs for safety and security along with signs alerting to dangers and requesting attention.
FAQs
What are the main rules for OOH advertising in Dubai?
Adhering to the guidelines contributes to the legal execution of OOH advertising campaigns. The following are the common rules for OOH advertising in Dubai
– Get the permits from the Dubai Municipality or the appropriate authorities.
– Refrain from including content that may be considered offensive/ illicit or sensitive based on beliefs.
– Remember to follow the recommendations on size/dimensions for objects and their placement under lighting conditions.
– Ensuring the safety and appearance of spaces is important.
How can I get a permit for billboard advertising in Dubai?
To start the process of applying for a permit, you should collect paperwork like your company’s license, a No Objection Certificate (NOC) from the property owner, and detailed blueprints for your ad campaign. It’s crucial that the design and size of your ad comply with the rules set by the Dubai government.
Are there specific language requirements for ads in Dubai?
Arabic language is usually preferred for outdoor ads in Dubai. However, other language (like English) can also be displayed on the condition that it must be “correct and clear”. This highlights the significance of accuracy in communication and brand message.
What content is prohibited in OOH advertising in Dubai?
Prohibited content in OOH advertising includes anything that is:
– Derogatory to religious and cultural values
– Illicit content, use of inappropriate language or politically sensitive stuff.
– Any false or misleading advertisement.
– Offensive promotions that could harm people physically or mentally.
Why Dubai Is an Ideal Market for OOH Advertising
Dubai’s vibrant economy and top-notch infrastructure make it a prime location for out-of-home (OOH) advertising.
The city’s iconic landmarks and bustling urban spaces offer visibility for ads to grab attention from both locals and tourists alike with their demographics and creative ad designs. This results in a strong brand presence and interaction that leaves a lasting impact.
Well, outdoor advertising in the UAE is a bit challenging due to its complexity and fierce competition.
At Media World, our dedicated team of experts is ready to guide you in selecting the right locations, formats and pricing options to ensure that your message reaches a wider audience.
Get in touch with us by filling this form and let your brand shine across the country!