Top Mistakes to Avoid in UAE Bus Advertising Campaigns – and How to Get It Right

The Road to Visibility – Without the Pitfalls

Bus advertising in Dubai isn’t just about slapping your logo on a moving vehicle and calling it a day. Done right, it’s a traffic-stopping, brand-boosting spectacle. Done wrong? It’s either invisible or gets rejected by the RTA before it ever hits the road.

Let’s save you from that drama. Here's what not to do—and what to do instead—to make sure your bus campaign turns heads for the right reasons.

1. Small Fonts and Long Paragraphs – Say It Loud and Short

Think your audience will squint at your manifesto while the bus whizzes past at 60 km/h? Not a chance. Bus ads are the billboards of the streets. Go big with your text, and make every word earn its place. If it can’t be read in three seconds, it’s too much.

Tip: Use bold typography and keep your messaging punchy. A clear call-to-action like “Visit Today” or “Now Open in Dubai Mall” works wonders.

2. Ignoring Arabic – It's Not Just a Preference, It’s the Law

Dubai’s RTA mandates that at least 50% of your text be in Arabic, and it must be placed above the English version. No exceptions.

Tip: Localise smartly. Work with bilingual designers to keep the tone and impact consistent across languages.

3. Overloading the Design – Keep It Clean, Not Cluttered

Five photos, three logos, two taglines, and a barcode? That’s not an ad, that’s a puzzle. The RTA limits you to a maximum of five images per side, and no barcodes or 3D illusions either.

Tip: Choose one bold visual, stick to your brand colours, and resist the urge to throw in the kitchen sink.

4. Using Banned Content – It’s a One-Way Ticket to Rejection

Here’s a list of instant no-gos:

• Religious symbols or flags
• Political statements
• Smoking, alcohol, or gambling promos
• Images of real people or faces
• Anything even remotely offensive

Tip: Play it safe but impactful. Abstract graphics, brand mascots, or product imagery (within limits) are better bets.

5. Misplacing the Ad – Respect the Vehicle and the Law

You cannot cover the windscreen, lights, mirrors, or front upper panel of the bus. You also need to avoid interfering with the driver's view.

Tip: Know your canvas. Our guide on types of buses available is a great place to start. Different buses offer different creative real estate.

6. Going DIY – RTA Doesn’t Like Freelancers with Photoshop

Only RTA-approved agencies can submit and manage bus ad campaigns. If your agency isn’t on that list, your design won’t see the light of day.

Tip: Work with certified pros like us at Bus Advertising to save time, paperwork, and tears. Need more convincing? Here’s why we’re a trusted choice.

7. Forgetting the Objective – Pretty Ads That Do Nothing

An eye-catching design is great—but what’s the point if there’s no clear message or goal? Awareness, footfall, app downloads—pick one.

Tip: Start with the end in mind. If your goal is foot traffic, say “Now Open in Karama”. If it’s leads, use “Scan to Win” or “Visit us online”.

8. Going Off-Route – Literally and Figuratively

Placing your ad on a route that doesn’t reach your audience is a waste of money. Selling baby products? You don’t want your bus roaming the office parks of Business Bay.

Tip: Ask us about route targeting. We can help you match your audience with the right buses—and even advise on pool routes vs standard.

9. Choosing Low-Quality Materials – Peeling Vinyl Is Not a Vibe

Poor quality wraps = fading, peeling, and a bad look for your brand. RTA also requires certain material thickness and finish.

Tip: Insist on high-grade vinyl. Our team ensures top-tier wraps that last, align properly, and stay vibrant in the Dubai sun.

Get Noticed Without Getting Rejected

Dubai’s buses are powerful branding tools—if you play by the rules and design smart. From colour contrast to content restrictions, there’s a sweet spot between creative impact and RTA compliance.

We’ve helped brands like Malabar Gold and real estate giants run successful, high-ROI campaigns. Yours could be next.

Ready to Roll?

Let’s help you make your next campaign unmissable (and 100% RTA-approved).

Contact us now or browse our latest blogs for more insights and inspiration.

Your audience is out there—on the roads. Time to meet them.