Dubai property advertising permit: Trakheesi rules explained
What developers and brokers need to know about Dubai's property advertising permit: Trakheesi, QR codes, social media, fines and accurate ad content.
- Real estate ads in Dubai need a DLD advertising permit, issued through Trakheesi, and DLD requires a QR code on ads so buyers can verify them.
- Off-plan advertising also requires the developer's written authorization from DLD under Law No. 8 of 2007; DLD has fined companies AED 50,000 for ad violations.
- This is a summary, not legal advice: confirm current rules with DLD before each campaign.
In Dubai, real estate advertisements need a Dubai Land Department (DLD) advertising permit, applied for through the Trakheesi system on the DLD website. DLD requires a permit QR code on ads so buyers can verify the property and the advertiser, and developers need written DLD authorization before advertising off-plan units. Rules change often, so confirm current requirements with DLD before each campaign.
This guide summarizes publicly available DLD and RERA material for marketing teams. It is not legal advice. Where a rule is reported by the press rather than published on a DLD page, we say so, and the official text always takes precedence over our summary.
It covers what the permit is, the QR code requirement, extra rules for off-plan projects, how the rules reach brokers and social media, enforcement, and a practical workflow.
01What is a Trakheesi permit?
Trakheesi is the DLD system through which real estate advertising permits are requested and issued. DLD's real estate ad permit service covers newspaper, SMS, outdoor, vehicle, printed, electronic and billboard advertisements, as well as promotional campaigns, open houses, classified ads, exhibitions, project launch events, promotion platforms and seminars.[1]
The service is open to brokers, companies, individuals, developers and exhibition organizers, and the permit is issued as an e-certificate.[1] In practice, almost every channel a developer uses to promote a project is in scope.
| What DLD lists | |
|---|---|
| Standard ad permit | AED 1,000 + AED 20 knowledge and innovation fee [1] |
| Project launch event | AED 5,000 + AED 20 fee [1] |
| Exhibition booking | AED 10,200 preliminary booking (non-refundable, deducted from final fee); AED 1,020 per exhibitor [1] |
| Processing time | 1 working day [1] |
| Broker requirement | Marketing contract with the property owner for most permit types [1] |
Fees and documents can change. Check the live DLD service page before budgeting.
02What is the QR code on Dubai property ads?
In April 2023 DLD launched Madmoun, a service within Trakheesi that issues a QR code for each advertising permit, and required real estate companies to include it on print and audiovisual ads from 24 April 2023.[2] Scanning it lets a buyer check that the ad is approved, see company information and confirm whether a property has been sold or rented.[2]
DLD has since stressed that the QR code is obligatory and has encouraged the public not to engage with ads that lack a permit and QR code.[3] For marketers, that turns the QR code into a trust signal as well as a compliance item.
03What extra rules apply to off-plan advertising?
Off-plan projects carry an additional requirement. Article 5 of Dubai Law No. 8 of 2007 says a developer may not advertise off-plan units in local or international media, or take part in exhibitions to promote them, without written authorization from the Department.[4]
DLD's exhibition terms add conditions, including that off-plan Dubai properties must be registered with the Escrow Account Department, that only preliminary reservations are permitted at exhibitions, and that a 30-day gap is required between exhibitions from the same country.[1]
- 1Project registeredOff-plan project registered with DLD and linked to an escrow account.
- 2Developer authorizationWritten DLD authorization to advertise off-plan units (Law No. 8 of 2007, Article 5).
- 3Ad permit per campaignTrakheesi permit for each ad type, event, exhibition or seminar.
- 4QR code on every adPermit QR code placed on print and audiovisual material.
- 5Content matches the permitPrices, unit details and claims in the ad match approved project data.
04How do the rules apply to brokers and social media?
RERA began requiring broker advertisements, including social media posts, to carry a permit number in 2016.[5] In 2024, RERA reminded brokers that a project-level marketing permit allows them to advertise the project as a whole, not individual units; unit-level ads need their own permit. Gulf News reported fines of up to AED 50,000 and possible suspension for violations.[6]
For developers, this matters because brokers carry your project into thousands of posts. If a broker's ad uses an outdated price or an unapproved claim, the buyer still associates it with your brand.
Social media has a second regulator. Under rules announced by the UAE Media Council in July 2025, anyone publishing promotional content on social media, paid or unpaid, needs an advertiser permit, with exemptions including people promoting their own business through their personal account.[7] Influencer campaigns for launches should check both the DLD permit and the creator's Media Council status.
05What does DLD enforcement look like?
DLD publishes enforcement actions. In February 2024 it fined 30 real estate companies AED 50,000 each for failing to obtain advertising licenses, omitting QR codes and giving customers inaccurate or incomplete information.[3]
Misleading claims have long been a concern. In 2008, RERA warned investors about developer ads promising residency visas.
“There is nothing called a life-long residency visa here”
Today, visa messaging should match official criteria. The UAE government portal lists a minimum of AED 2 million for the real estate investor Golden Visa.[8] Our guide on Golden Visa property marketing covers compliant wording.
06What mistakes cause most advertising violations?
DLD's published enforcement points to a handful of recurring problems: no permit, no QR code, and information that is inaccurate or incomplete.[3] Behind each one there is usually a gap in process rather than a deliberate shortcut.
The first is timing. A campaign is approved creatively and scheduled before the permit is issued, or a teaser goes live while authorization for the off-plan project is still pending. Building permits into the campaign calendar, with a buffer, solves most of this.
The second is drift. An ad is permitted with one set of facts, then the price, unit mix or payment plan changes and the creative is not updated. Under the 2024 reminder to brokers, online listings must match the details of the permit they rely on,[6] so any change in facts should trigger a check of live ads.
The third is the long tail of formats. Teams remember billboards and portal listings but forget WhatsApp flyers, event banners, short videos and partner newsletters. Ask your agency for a complete inventory of live formats each month and confirm each one carries a valid permit and QR code.
The fourth is copy written outside the approval chain, usually by brokers or creators adapting your material for their own channels. Supplying ready-made, approved captions and assets reduces the temptation to improvise.
Keep a simple permit register: permit number, format, start and end dates, the fact-sheet version it relies on, and the owner. It turns an audit from a scramble into a lookup.
07How do you build a compliant ad workflow?
Most violations are process failures, not intent. A clear workflow keeps permits, content and approvals in step.
For timing, see our off-plan launch marketing plan, which places permits in the foundations phase.
08Why do permits matter for AI answers?
Permits govern the ad. They do not govern what an AI assistant says about your project months later. Assistants summarize portal listings, news and broker pages, and an expired ad with an old price can still be indexed and cited.
Developer A's launch ad, fully permitted, quoted a starting price that was later revised. The ad was removed, but a broker's blog post copying it remained online. An AI assistant cites the blog post, and buyers ask why the price has "increased".
The fix is the same discipline as compliance: one source of truth, and a routine check that copies across the web match it. OwnlyReal works on that layer, measuring what search engines, AI assistants and portals say about a brand and correcting it at the source through your approval chain; see how it works. Our correction workflow explains the steps.
Questions people also ask
Do I need a permit to advertise property in Dubai?
DLD issues real estate advertising permits through Trakheesi for most ad types, events and exhibitions. Confirm the current requirements for your specific format with DLD.
How much does a Trakheesi advertising permit cost?
As of October 2026, DLD lists AED 1,000 plus a AED 20 fee for standard permits and AED 5,000 plus AED 20 for project launch events. Check the DLD service page for current fees.
Is a QR code required on Dubai property ads?
DLD required the permit QR code on print and audiovisual ads from April 2023 and has fined companies for missing QR codes.
Do social media posts about Dubai property need a permit?
RERA has required permit numbers on broker social media ads since 2016, and the UAE Media Council's 2025 advertiser permit rules also cover promotional social content. Confirm current rules before posting.
Can a developer advertise off-plan units before DLD approval?
Dubai Law No. 8 of 2007 says a developer may not advertise off-plan units in local or international media without written authorization from the Department.
