What it means for a Dubai business
RERA has applied the advertising permit rule to social media since 2016. A broker needs a marketing contract with the owner before applying. Each post that shows a specific unit or project for sale or rent must carry the permit number and the Madmoun QR code from that permit, with details that match the permit.
Fines start from AED 50,000 per violation and rise for repeat offences, with possible licence cancellation. DLD has fined brokers in large numbers for advertising breaches.
Example
A brokerage posts a carousel of a two bedroom apartment in Business Bay. The first slide carries the Trakheesi number and the QR code in a corner, the caption repeats the permit number and the brokerage name. The price matches the permit.
Common mistake
Posting an area guide with a photo of a specific building’s unit and a price “for illustration”. That is an advert for a property. If a unit or a price is in it, it needs a permit. This is a summary, not legal advice.