In a city renowned for innovation, luxury, and urban sophistication, advertising is more than visibility; it’s a reflection of identity. As part of Dubai’s ongoing commitment to safety, aesthetics, and regulatory excellence, the Roads and Transport Authority (RTA), in partnership with Dubai Municipality and the Department of Economy and Tourism, has released an updated 112-page Out-of-Home (OOH) Advertising Manual.

For advertisers, marketers, and brand owners, this comprehensive guide outlines essential changes that will shape how messages are delivered across Dubai’s urban landscape. At Flick Media, we view these developments not as limitations, but as opportunities to elevate brand storytelling while staying ahead in a fast-evolving media environment.

Why This Update Matters?

The revised manual supports the goals of the Dubai Urban Plan 2040, aligning with the city’s vision to enhance road safety, streamline outdoor aesthetics, and ensure that advertising contributes positively to the urban experience. With Dubai being a top-tier market for luxury, real estate, fashion, and innovation, understanding these changes is vital to maintaining competitive and compliant campaigns.

Key OOH Regulations Advertisers Must Know

1. Legibility & Typography Standards

Fonts must now meet a minimum height of 150mm, ensuring that all road users, including drivers and pedestrians, can read the content clearly and safely.

2. Color Usage Restrictions

Large illuminated red areas are discouraged. These can be mistaken for brake lights or traffic signals, potentially causing confusion on the roads.

3. Prohibition of Animated Content

Animated signs and video ads are no longer allowed in any location visible to drivers or installed on road reserves. This measure aims to minimize distractions and support safer driving conditions.

4. Unified Design & Aesthetic Guidelines

Design elements must now reflect geometric and artistic forms that complement Dubai’s evolving identity. Standardized design criteria encourage cleaner visuals and a more cohesive urban environment.

5. New Spacing & Placement Rules

The updated manual sets stricter placement and spacing requirements between billboards and intersections. This reduces visual clutter and enhances the effectiveness of each display by ensuring it’s seen clearly and without competition.

6. Expansion of OOH Zones

The city has introduced new designated advertising zones, allowing for greater coverage and targeted engagement. These areas offer diversified formats, enabling brands to tailor their campaigns for maximum return.

7. Safety-First Structures based on OOH Regulations

OOH installations must comply with enhanced structural safety requirements, ensuring that signage doesn’t obstruct visibility or pose hazards to the public.

What This Means for Brands That Want To Advertise in Dubai

While the regulations introduce new standards, they also offer structure, clarity, and strategic value. For premium brands looking to advertise in Dubai, this is an opportunity to build a presence in a curated and future-focused environment—where safety, creativity, and impact go hand-in-hand.

How Flick Global Helps You Stay Ahead in Following the OOH Regulations from RTA

At Flick Global, we understand that outdoor advertising in Dubai is evolving. We ensure your campaigns not only comply with every regulation but also achieve high-impact visibility across our premium network of:

• Hoardings and billboards along Sheikh Mohamed Bin Zayed Road and Emirates Road
  
• Double-sided lamppost circuits in Dubai South and emerging OOH zones
  
• 3D media innovations and special placements for luxury activations

Whether you’re launching a new campaign or adapting an existing one to align with the new OOH manual, our creative and media experts are here to guide you every step of the way, from design compliance to strategic placement and performance tracking.

Let’s Build Something That Lasts

Dubai is not only maintaining its global leadership in outdoor advertising—it’s redefining the standard. At Flick Media, we help your brand meet those standards with elegance, precision, and purpose.

Reach out to our team to explore the updated OOH landscape and learn how your next campaign can thrive within the new regulations.

Flick Global: Your Partner in Dubai Advertising

At Flick Global, we understand that effective advertising goes beyond visibility—it’s about creating experiences that resonate. Our expertise in Dubai’s advertising landscape allows us to craft bespoke strategies that align with your brand’s goals and values.

With Flick Global, outdoor advertising becomes an experience—a strategic blend of innovation, engagement, and luxury. We invite you to explore the power of OOH (out-of-home) advertising in Dubai South and see how we can elevate your brand’s presence. Contact our team to learn more about our digital solutions and start your journey toward impactful, results-driven advertising.