Dubai Municipality issues new outdoor advertising guidelines to protect visual identity
By Business & Property Desk2 min read
On Saturday 17 October 2026 at 5:38 PM, Dubai Municipality announced a new set of rules for outdoor advertising across the emirate, introducing the Advertising Content Regulation Guidelines.
Scope and Objectives
The guidelines cover text, images, logos, animations, promotional displays, interactive elements and the use of landmarks and symbols in outdoor advertisements. They aim to improve advertising quality and design while preserving Dubai’s visual and cultural identity, encouraging creativity but ensuring advertisements fit the urban landscape rather than clash with it.
The rules form part of the municipality’s ongoing effort to develop and regulate the outdoor advertising sector, adding to existing regulations by focusing on content and creative execution, and taking into account advances in digital technology, artificial intelligence and the growing variety of advertising formats and platforms.
Application and Details
The standards provide brands, advertising agencies and designers with a clear reference for creating advertising content that meets approved requirements from the earliest design stage, promoting consistency in quality and ensuring creative output reflects Dubai’s character, cultural identity and evolving urban environment.
They address content clarity, design quality, consumer protection, public safety and respect for local identity and cultural values. The guidelines apply to advertising agencies, brands, businesses, government and semi‑government entities and service providers involved in outdoor advertising.
Official Comments
Bader Anwahi, CEO of the Public Facilities Agency at Dubai Municipality, said outdoor advertising is an integral part of the city’s urban landscape and the daily experience of residents and visitors.
He stated, “As the city continues to develop and advertising technologies evolve, it is essential that we maintain clear and consistent standards that support creativity while preserving the quality and identity of our public spaces.”
He added, “It is about ensuring that advertising contributes positively to the city’s visual environment and remains consistent with the character of its public spaces. This requires continuous engagement with the industry, ongoing monitoring and the development of standards that respond to emerging technologies and changing practices.”
Additional Measures
The guidelines also support compliance with applicable legislation and approved standards, promote road user safety and ensure that advertising content respects the societal and cultural values of the United Arab Emirates.
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