Assessment Process for Out of Home Advertising Signs

Out of Home (OOH) advertising signs must be evaluated through a structured and uniform approach to ensure consistency in decision-making. However, it is important to acknowledge that the approval of Outdoor Advertising (OA) signs—encompassing their content, appearance, and placement—is inherently subjective and requires careful judgment. This section outlines the processes involved in the assessment of OA signs:

1. Application evaluation for installation
2. Monitoring and compliance

1.1 Evaluation of Installation Applications

The assessment process follows a five-point approach that considers key factors and their interconnections:

a. Zoning

• The sign location must comply with the zoning regulations outlined in the guidelines. Signs positioned outside the Right of Way are excluded from these guidelines.

b. Density

• Density criteria are assessed to ensure an appropriate number of OA signs and their optimal placement about one another.

c. Traffic Safety

• The impact of signs on traffic safety is evaluated based on eight elements:
  • Character height
  • Color contrast
  • Stopping sight distance
  • Decision sight distance
  • Crash protection and attenuation
  • Driver’s line of sight
  • Lateral clearance
  • Vertical clearance

d. Content

• The sign content must not be offensive or pose an undue distraction to road users.

e. Durability

• The materials and structure of the sign, including its supports, must be robust to ensure public safety.

For most signs, the assessment process is straightforward. Some existing signs may be deemed non-compliant under the new criteria, but they will only be decommissioned upon the expiration of their contracts or permits.

The evaluation process requires proficiency in Geographic Information Systems (GIS) and a computerized sign management system. For example:

• GIS layers can be used to map zoning areas and determine if a sign falls within the designated zone.
• Sign density analysis involves calculating the total number of signages within a particular area, district, or zone, which can be efficiently managed using GIS and a sign database.

1.2 Quick Reference Guide for Zone-Wise Installation and Illumination Standards

For details on zoning and buffer guidelines, refer to Section 2.2.2. For illumination standards, refer to Section 2.4.3.

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1.3 Self-Assessment Checklist for Installation

Once the RTA, DM, or DET grants approval for asset installation, the following checklist must be completed and attached as a cover sheet with the submission.

Applicant Details:

• Application Number:
• Permits Procured (Tick all applicable):
  • Traffic permit
  • DEWA (Dubai Electricity and Water Authority) permit
  • Utility department permit
  • Building licensing department permit
  • DDA (Dubai Development Authority) permit
  • Construction and activities control permit
• Asset Installation Location (Choose one):
  • Right of Way (ROW)
  • Private land
• Compliance Confirmations:
  • Reviewed traffic safety guidelines
  • Reviewed health and safety guidelines
  • Reviewed content and design-specific guidelines
  • Acknowledge that RTA, DM, or DET may remove non-compliant assets at any time
• Date of Application:
• Place:
• Applicant’s Signature:

1.4 Monitoring and Self-Compliance Manual

This form enables applicants to assess their compliance with OA regulations. It should be submitted periodically along with other required documents to RTA, DM, or DET.

• Business signs: Self-compliance assessment every six months.
• Advertising signs: Assessment at installation and during content change/removal.

Applicant Details:

• Asset Registration Number:
• Date of Installation:
• Permit/Contract Expiry Date:
• Self-Compliance Period (in days, months, or years):
• Sign Dimensions:
  • Height:
  • Width:
• Illumination Level (if applicable):
• Validity of Procured Permits (Confirm validity for six months):
  • Traffic permit
  • DEWA permit
  • Utility department permit
  • Building licensing department permit
  • DDA permit
  • Construction and activities control permit
• Compliance Confirmations:
  • Asset complies with traffic safety guidelines
  • Asset complies with health and safety guidelines
  • Asset complies with content and design-specific guidelines
  • Acknowledge that RTA, DM, or DET may remove non-compliant assets at any time
• Attach photos of the asset taken from distances of 50m and 100m.
• Date of Application:
• Place:
• Applicant’s Signature: