Dubai Real Estate Advertising Rules 2026: What Agents and Influencers Must Know
As of February 1, 2026, Dubai has implemented some of the strictest real estate advertising regulations in its history. Anyone promoting property—whether brokers, agencies, or social media influencers—must now comply with two separate layers of approval. The aim is clear: eliminate fake listings, improve transparency, and professionalise digital property marketing.
If you advertise property in Dubai on Instagram, TikTok, portals, or even WhatsApp broadcasts, these rules apply to you.
1. Mandatory Licenses and Permits (Two-Layer Compliance)
Dubai real estate advertising now requires both property-level approval and advertiser-level licensing.
Trakheesi Advertising Permit (DLD)
Every single property listing—online, print, or social media—must have a unique advertising permit issued by the :contentReference[oaicite:0]{index=0} through the Trakheesi system.
The permit number must be clearly visible on the post, caption, image, or video. No permit means the ad is illegal, even if the property itself is genuine.
UAE Media Council Advertiser Permit (NEW)
From February 1, 2026, any individual posting promotional content on social media must hold a valid advertiser permit issued by the :contentReference[oaicite:1]{index=1}.
This applies to:
• Real estate brokers
• Company owners
• Influencers
• Anyone posting property content, paid or unpaid
UAE citizens and residents who registered before January 31, 2026, received the permit free for three years. Applications submitted after that date may be subject to standard fees.
RERA Broker License
To apply for Trakheesi permits, you must hold a valid broker card issued by :contentReference[oaicite:2]{index=2}. Unlicensed individuals cannot legally advertise property.
2. Strict Posting and Content Rules
Beyond permits, Dubai has tightened how property ads can be posted and maintained.
“Just Sold” Restrictions
Brokers may only post “Just Sold” or “Sold” announcements after the official title deed transfer is completed and registered with the DLD. Early or misleading claims are penalised.
Mandatory QR Code (Madmoun)
Every property advertisement must include a scannable QR code generated via the Madmoun service. This allows the public to instantly verify the property’s authenticity, permit status, and legal details.
One Listing, Limited Brokers
To reduce duplication and ghost listings, resale properties can now be advertised by a limited number of authorised brokers (commonly capped at three).
3-Day Update Rule
If a property is sold or rented, the listing must be removed or updated within three days. Keeping inactive listings live is a violation.
Mandatory Form A
No property can be advertised without a signed Form A (Marketing Agreement) between the owner and broker. This agreement is now digitally verified by the DLD.
3. Penalties and Fines for Non-Compliance
Enforcement began immediately on February 1, 2026, and fines are already being issued.
Media Council Violations
Advertising on social media without a valid advertiser permit can result in fines starting from AED 10,000.
DLD / RERA Violations
Posting without Trakheesi permits, using expired permits, missing QR codes, or publishing false information typically carries a fine of AED 50,000.
Severe or Repeat Offences
Major violations—such as unlicensed mass advertising or repeated breaches—can escalate to fines of up to AED 1,000,000.
Why Dubai Introduced These Rules
The new framework is designed to:
• Eliminate fake and misleading listings
• Protect buyers and tenants
• Improve market transparency
• Raise professional standards across the industry
Dubai’s regulators are aligning real estate advertising with international best practices, particularly as the emirate attracts more global investors and first-time buyers.
What Agents and Influencers Should Do Next
If you are active in property marketing, you should:
• Ensure your UAE Media Council Advertiser Permit is active
• Verify every listing has a valid Trakheesi permit
• Display QR codes, license numbers, and permits clearly
• Remove or update inactive listings within 3 days
• Never advertise without Form A authorisation
At Aurantius Real Estate, we strictly comply with all DLD, RERA, and Media Council regulations to protect our clients, partners, and agents from regulatory risk while maintaining full transparency.
If you need guidance on applying for advertiser permits, Trakheesi approvals, or compliant listing structures, professional advice is no longer optional—it’s essential in Dubai’s 2026 real estate market.
