Key takeaways
- Property advertising in Dubai is regulated by the Dubai Land Department, with permits issued through its Trakheesi system.
- The permit details must appear on the advertisement, on portals, your own website, social media and paid ads.
- Abu Dhabi has its own regulator and requirements. Always check the current guidance before a campaign.
Who regulates property advertising in Dubai?
The Dubai Land Department, through its Real Estate Regulatory Agency. Brokers, brokerages and developers advertising property in Dubai work under its rules, and advertising permits are issued through the Trakheesi system. The rules apply whether you’re advertising a single unit for rent or a whole off-plan launch.
Which ads need a permit?
Property advertising generally needs a permit whatever the channel: portals, your own website, social posts, paid search and social ads, outdoor and print. The Dubai Land Department sets which formats are covered and what counts as an advertisement, and updates that guidance, so check it before each campaign rather than relying on last year.
What must appear on the ad?
The permit details issued through Trakheesi must appear on the advertisement itself. Portals usually handle it in the listing, but on your own channels it is easy to forget: a carousel ad, a Reel or a landing page can all need them. Build space into templates from the start, so campaigns are not paused later.
How does this affect your website?
Listing pages on your own site are advertising too. If your listings come from a CRM feed, make sure the permit details travel with each listing and display on its page. When a listing expires or the unit is sold, take the page down or redirect it, rather than leaving an old advertisement live.
How does this affect Social Media and paid ads?
Plan for the permit in the creative, not as an afterthought. Short videos need the details on screen or in the caption as the guidance requires. Lead forms and landing pages should match the advertised unit or project. Off-plan launches often run many variations of an ad, and each one has to comply.
What about agents posting on their own accounts?
Agents promoting listings on personal social accounts are still advertising property. Brokerages should give agents clear guidance and approved templates with space for permit details, so individual posts do not put the brokerage’s licence at risk. Our real estate marketing work includes these templates for every agent on the team.
What about Abu Dhabi?
Property advertising in Abu Dhabi is regulated by the Abu Dhabi Real Estate Centre, with its own requirements. Developers and brokerages active in both emirates should check each regulator’s rules separately, since what’s accepted in one may not satisfy the other.
What are the common mistakes?
- Running social ad variations without the permit details on each one.
- Leaving expired listings live on your website long after the permit has lapsed.
- Letting agents post listings without brokerage guidance.
- Assuming Dubai and Abu Dhabi rules are the same.
Where do you confirm the rules?
Always on the regulator’s own website and with your compliance contact. The Dubai Land Department updates its requirements from time to time, so check before each campaign; this page explains the general picture and is not legal advice. Our property advertising campaigns build the current permit details into every ad.