Dubai Real Estate Advertising Rules are designed to make property advertising more transparent and ensure that buyers receive accurate information. For brokers, developers and other real estate companies, advertising is not simply about posting a property online or on social media. Dubai requires the appropriate advertising permit and sets conditions on what can be shown in an advertisement.
For buyers, understanding these rules can also help when checking whether a property advertisement appears legitimate and properly authorised.
Dubai Real Estate Advertising Rules: Is a Permit Required?
A real estate advertisement in Dubai generally requires an official permit through the Trakheesi system.
DLD’s current Real Estate Ad Permit service covers a wide range of advertising, including online advertisements, newspaper ads, SMS, outdoor advertising, billboards, classified ads, promotional campaigns, open houses and real estate promotion platforms.
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Once the application is reviewed and approved, an electronic permit certificate is issued.
For brokers, DLD also requires a copy of the marketing contract with the property owner for several advertising categories, including online, printed, billboard, open-house and classified advertisements. (Dubai Land Department)
RERA Real Estate Advertising: What Must Be Shown?
Under RERA’s real estate advertising requirements, the advertising permit number must be displayed on the advertisement.
The advertisement must also identify the real estate company responsible for the promotion. The advertising company is responsible for the accuracy and credibility of the information and should not publish information that has not been approved in the relevant permit.
This applies to advertising through different channels, including property portals and social media.
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Property portals also have specific responsibilities.
RERA’s rules state that real estate advertisements without an official permit should not be published on real estate portals. The permit must be verifiable through the relevant integration with RERA, and property information should be kept updated. Properties that are no longer available should be removed or clearly identified as sold out.
For buyers, this means an online listing should not automatically be treated as proof that the property is currently available or that every detail in the advertisement is correct.
Rules for Off-Plan Property Advertising
Off-plan advertising has additional requirements.
For an off-plan project, the advertisement must include information such as the developer’s name, project name, project number, location and approved escrow account number under RERA’s advertising requirements.
There is also a specific compliance requirement for developers. In a March 2025 circular, RERA reminded developers that projects should not be marketed or promoted before completing the required registration procedures, opening the required escrow account and obtaining the official permit.
This is particularly important for buyers considering a newly launched development.
What Should Buyers Check in a Dubai Property Advertisement?
Before responding to an advertisement, buyers can check some basic information:
- Is there an advertising permit number?
- Is the real estate company clearly identified?
- Does the property information appear consistent with the official details?
- For off-plan projects, is the developer and project information clearly provided?
- Is the property still available?
- Are the advertised price and property details clear?
- Does the broker appear to be properly authorised?
These checks do not replace formal property due diligence, but they can help buyers identify basic issues before proceeding.
What Should Dubai Brokers Check Before Advertising?
Brokers should make sure the required marketing agreement and property information are available before applying for the relevant permit.
DLD’s current permit service specifically states that a marketing contract copy with the property owner is required for several types of advertisements when the applicant is a real estate broker.
Brokers should also ensure that the advertisement matches the information approved in the permit. Changing important property details without the appropriate approval can create compliance problems.
What About QR Codes and Broker Contact Details?
Dubai’s real estate advertising framework has also introduced additional controls around advertisements, including the use of QR codes and registered broker phone numbers.
DLD’s current rules-and-regulations page lists the QR code system for real estate ads, mandatory use of registered phone numbers in the brokers registry and rules covering advertising through online real estate portals.
These measures are part of the wider system for making property advertising easier to verify.
How Much Does a Real Estate Advertising Permit Cost?
DLD currently lists AED 1,000 plus AED 20 in Knowledge and Innovation fees for other real estate advertising permits. A project launch event permit is listed separately at AED 5,000, while other advertising activities can have different requirements or fees.
Because the fee depends on the type of advertising activity, brokers and companies should check the relevant DLD service before applying.
What Should Buyers Do If an Advertisement Looks Wrong?
If a buyer believes a real estate advertisement contains misleading information or appears to have compliance issues, keeping a copy or screenshot of the advertisement can be useful.
The buyer can then verify the property and broker information and use the appropriate DLD complaint or regulatory channels where necessary. DLD provides channels for complaints against real estate offices.
Final Takeaway
Dubai Real Estate Advertising Rules apply across traditional advertising, property portals, online listings, social media and other promotional channels.
For brokers and developers, the key points are obtaining the appropriate permit, using accurate approved information and following the applicable advertising requirements. For buyers, checking the permit details, broker information and property details can provide an important first step before moving forward with a property transaction.
