The measures are based on the guidelines set out in the Outdoor Advertising Manual, introduced in 2024, in line with key global standards, and issued by the Roads and Transport Authority (RTA) and Dubai Municipality, in coordination with Mada Media, the entity responsible for the regulation, development and management of the out-of-home advertising sector in Dubai.
The approved technical manual defines the specifications, requirements and standards that regulate the installation of signs with commercial names in commercial windows. Under the framework, each commercial establishment is allowed to display only one trade name, with more than one advertisement or trade name prohibited in a storefront, in accordance with the approved metrics set out in the manual and in support of efforts to reduce visual clutter.
The guidelines also define the allowed installation method and language requirements. Trade name signs cannot be installed vertically in shop windows and must instead be displayed horizontally, with the Arabic positioned above the English. Projection is allowed from one side only, according to the manual.
To maintain visual consistency, signage dimensions should be proportional to the height and width of the storefront, without excessive height, width or thickness. The guidelines also include requirements regarding luminance and brightness, including the use of approved measurement tools, compliance with permitted luminance levels and avoidance of bright white backgrounds.
Signage content must remain static, with altered or animated content, including video or moving images, not permitted. The guidelines also prohibit placing commercial signs on the balconies of buildings or on the exterior facades of offices, clinics and commercial outlets located above the ground floor.
DET is responsible for issuing permits related to trade name signage, as well as monitoring and inspecting shop windows to ensure compliance with approved standards. The Department calls on all relevant entities and commercial outlet owners to cooperate in meeting these requirements, in line with the Steering Committee’s vision to preserve Dubai’s urban landscape.
The DET also emphasizes the importance of all outlets adhering to the manual, maintaining the overall appearance of the storefronts and avoiding random decorative installations or excessive lighting. These measures support the objectives of the Dubai Civility Committee and contribute to supporting Dubai’s efforts to improve its aesthetic environment and global image, in line with the Dubai Urban Master Plan 2040.
For full details and technical specifications regarding brand name signage in retail stores, interested parties are encouraged to refer to Section 3.4 of the Outdoor Advertising Manual, available at: https://www.rta.ae/links/out-of-home-advertising.pdf
