Understanding the Assessment Criteria for Outdoor Advertising Signs in Dubai

The installation of Out of Home (OOH) advertising signs in Dubai follows a comprehensive set of guidelines to ensure safety, visual harmony, and alignment with the city’s growth vision. Section 2 of the Dubai Outdoor Advertising Manual outlines the Assessment Criteria for installing such signs. Below is a breakdown of the key components of these criteria.

Location and Zoning

Given Dubai’s ambitious urban development under the Dubai Urban 2040 Plan, the city has been divided into several OOH zones to streamline the outdoor media landscape and offer uniformity to asset owners.

Zone A

Prime city routes with speed limits of 100 kmph or higher.
These are strategic connections between Dubai’s main hubs.
Signs must be installed within 100 meters from the centerline of the designated route.

Zone B

Arterial routes with significant importance due to their proximity to Zone A routes.
Speed limits range between 70–80 kmph.
These routes intersect with at least two Zone A routes.
Signs are to be placed within 50 meters of the center of the designated route.

Zone C

Encompasses business districts, creek areas, hospitality zones, shopping areas, and iconic landmarks.
Located 100 meters away from Zone A or 50 meters from Zone B.

Zone D

Includes beaches and scenic areas designated for conservation.
A 300-meter buffer must be maintained from these areas, prohibiting OA sign installation.
If any overlap occurs with other zones, Zone D regulations override.

Zone E

Covers architectural landmarks, heritage sites, and cultural areas.
Also requires a 300-meter protective buffer.
As with Zone D, in case of overlap, Zone E guidelines take precedence.

Urban Centers

Defined by the Dubai Urban 2040 Plan, these are five main centers earmarked for focused OOH development.
Serve as the foundation for future OOH growth and planning.

Prioritization of OOH Areas

Priority One: Focus on zones with defined OOH routes and technical specifications.
Priority Two: Areas outside the zones but within Urban 2040 boundaries fall under Urban Centers and are subject to restrictive guidelines.

Density Guidelines

Density plays a crucial role in the planning and approval of OA signs. Traditionally, it focused solely on radial spacing, but the updated manual integrates a broader perspective, including traffic safety and visual density.

2.2.1 Density Elements

There are three key density elements to be evaluated:

Traffic Safety: Ensures that sign design and placement do not interfere with road visibility and driver response.
Buffer Density: Measures the spacing between signs to prevent visual clutter and ensure compliance.
Visual Density: Evaluates how a sign is perceived by pedestrians and drivers within its surrounding visual landscape.

All three elements must be collectively assessed to determine if the sign’s placement is compliant and appropriate. A scoring system helps in evaluating each element individually before combining them for an overall assessment.

2.2.2 Buffer Density and Spacing

Signs placed too close together can create clutter and visual pollution.
Buffer density looks at the concentration of signage around a given point.
On-site assessments and spacing evaluations guide acceptable placement using standardized spacing matrices (refer to Tables 6–11 in the manual).
If a project requires closer spacing, a detailed custom assessment is necessary.