New revenue stream aims to support school transport operators while ensuring child safety and appropriateness
The Roads and Transport Authority (RTA) has announced that advertisements and promotional campaigns can now be displayed on school buses in Dubai.
This initiative is designed to provide an additional revenue stream for school transport operators by utilising advertising spaces both inside and outside school buses.
Dubai’s #RTA offers investment opportunities for school bus operators by allowing the display of advertisements and promotional campaigns of Dubai’s business community on school buses.
To read full news, visit https://t.co/d59n6xYb3x pic.twitter.com/a1H3w58O5A— RTA (@rta_dubai) May 17, 2024
“However, these advertisements must adhere to stringent standards and requirements to ensure they promote products and offers appropriately, safeguarding the rights and protection of school children,” said Adel Shakeri, Director of Planning & Business Development at the RTA.
You might also like: UAE leadership reaffirms commitment to education
The standards and requirements outlined by the RTA include:
Content Suitability
Advertisements must be appropriate for students and promote correct principles, morals, and behaviours in accordance with UAE laws.
Approval Process
Content must be approved by Dubai Municipality, and an advertising permit is required via the RTA’s website.
Onboard Screens
Advertising screens should be positioned behind the driver to prevent distraction and must not obstruct doors or emergency exits.
Exterior Ads
Advertisements on the bus exterior should not cover the ‘School Bus’ signage or obstruct the driver’s view, particularly on the rear glass.
Application Process
Applications should be submitted through the Advertising Management System (AMS) on the RTA’s website, with all necessary documents attached.
Material Approval
Dubai Municipality’s approval is required whenever advertising material is changed, with installation and removal to be completed within 48 hours after the campaign concludes.
This new policy aims to balance the need for additional revenue for school transport operators with the safety and appropriateness for school children.
Follow Yalla Dubai for all the latest education news
