Dubai permits school buses to showcase ads, expanding revenue opportunities.

Post by: Elena Malik

Photo : X / @rta_dubai

Advertisements and promotional campaigns are now permitted on school buses in Dubai, announced the Roads and Transport Authority (RTA). This decision aims to offer school transport operators an additional revenue stream by leveraging advertising spaces both inside and outside the buses.

Adel Shakeri, Director of Planning & Business Development at the RTA, emphasized that these advertisements must meet strict standards and requirements to ensure they align with appropriate principles, morals, and behaviors, in accordance with UAE laws. 

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Here are the key standards and requirements outlined by Shakeri:

1. Advertisements should be suitable for students and promote correct principles, morals, and behaviors.
2. Content approval must be obtained from Dubai Municipality, and an advertising permit is necessary through the RTA's website.
3. Onboard advertising screens should be positioned behind the driver to prevent distraction, and they should not obstruct doors or emergency exits.
4. Exterior advertisements must not cover the 'School Bus' signage or obstruct the driver’s view, especially on the rear glass.
5. Applications should be submitted via the Advertising Management System (AMS) on the RTA’s website, with all required documents attached.
6. Approval from Dubai Municipality is necessary for any changes in advertising material. Installation and removal of the material from buses should be completed within 48 hours after the campaign ends.

This move signifies a strategic step by the RTA to support school transport operators while ensuring the safety and well-being of students. It also offers advertisers an opportunity to reach a captive audience while adhering to strict guidelines and regulations.

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