What it means for a Dubai business
Beyond the permit and QR code, adverts for off plan projects must show the developer and project names, the project number and location and the escrow account number. Offers like discounts or fee waivers need a separate promotional permit. A “Sold” post must wait until the transfer is registered with DLD. Nothing may show details that differ from the permit.
Claims of guaranteed returns or yields mislead buyers and should never appear. RERA’s Social Media Code of Conduct, issued in February 2025, also asks for reliable, accurate information.
Example
An agent closes a sale and wants to celebrate. She waits for the DLD transfer, gets the client’s written consent and then posts a handover photo without the price.
Common mistake
Forecasting prices or rental yields in a post to create urgency. Explain the data and link the source. Leave the forecast out. This is a summary, not legal advice.