Ban on mobile billboards between 5am and midnight and coverwraps?
One of Dubai's leading mobile publicity companies, Roly-Pub Emirates has slammed Dubai's Road Transport Authority (RTA) for allegedly issuing a new raft of rules which, if enforced, would significantly limit outdoor advertising opportunities within the emirate.
At time of writing the RTA had not responded to GMR's calls but it is understood that the new rules prohibit the movement of mobile billboards between 5am and midnight as well as cover wraps on buses, other than those licenced operated by the RTA.
GMR further understands that the new measures may have been implemented to enhance road safety but this has done little to assuage the anger of Khaled Chehabeddine, Roly-Pub general manager.
Chehabbedine, who operates 10 trucks in Dubai (with nine in Sharjah and 10 in Abu Dhabi), and who pays the RTA an annual licence fee of AED 35,000 ($9,500) per truck told GMR:
"They want us to run the trucks from midnight till 5:00am and they want us to choose some area to park. We refused. We don't have even the right to park in parking areas. Where should we park, in the middle of the street or in the air?"
Concern among Dubai's OOH companies is mounting as further edicts are expected.
Late last year the Dubai Municipality suspended the new licenses for roof top hoards indefinitely.
Unconfirmed reports hint that the existing hoardings may also be removed.
© Gulf Marketing Review 2008
