One listing post without a valid permit can cost a brokerage AED 50,000. That makes the permit rules the first thing to get right on social media, before any question of style. This page is a plain summary of the published rules as we read them. It is not legal advice. The Dubai Land Department’s own pages are the authority.
What counts as an advert
DLD’s permit service covers electronic advertisements, promotional campaigns, open houses, classified ads and real estate seminars, among others. RERA has applied the permit rule to social media since October 2016. A broker needs a marketing contract with the owner before applying for a permit.
What every listing post must carry
- The Trakheesi permit number.
- The Madmoun QR code from that permit, large enough to scan on a phone. Mandatory since April 2023.
- The brokerage name.
- Details that match the permit. No different price or size.
For off plan projects add the developer name and the project name with its number and location. Then the approved escrow account number. Offers such as discounts, free extras or fee waivers need a separate promotional campaign permit.
What never to post
- A unit, price or project without its permit number and QR code.
- “Sold” or “Just Sold” before the transfer is registered with DLD.
- An off plan project not registered with RERA or without an escrow account.
- A single unit advertised under a project permit. A project permit covers the project.
- Guaranteed returns, guaranteed rent, yields or price forecasts.
- Developer renders or logos without a marketing agreement with the developer.
- A client’s name or deal price without written consent.
Posts with no unit in them
Market commentary, area guides, process explainers and team posts are not in the permit list. Keep them free of units and prices. RERA’s Social Media Code of Conduct of February 2025 asks brokers for reliable, accurate information, so the facts still have to be right and sourced.
Agents’ own accounts
The UAE Advertiser Permit exempts a person promoting their own company on their own account. Whether an employed agent promoting the brokerage’s listings on a personal account needs one is not settled in the published guidance. Until it is, keep listings on the brokerage account and let agents post their area knowledge.
A check before every listing post
Scan the QR code from the finished image on a phone. Compare the price and size with the permit. Confirm the brokerage name is visible. It takes a minute and every post we make for a brokerage goes through the same check.