Dubai: All property ads issued in Dubai must be backed by relevant advertising permits – and it is up to the real estate agency or portal to ensure this happens. Property portals in Dubai must authenticate the permits for these ads through an integrated link with Dubai Land Department.
Maximum transparency in the buying and selling of property – and in the marketing/promotion of these – is what the Dubai Land Department is aiming for.
What the Land Department doesn’t want to see at any cost are outright fake ads entering the promotional space and end up duping potential investors or tenants. (Dubai already has a fairly tight regime when it comes to how properties can be advertised or marketed. The latest requirements represent a major updating.)
“For real estate agencies, it ensures – and imposes – fair competition, where unless the agency has a valid permit to advertise a property, they cannot make any ads live.
“Ads uploaded to portals must be up-to-date, that those posting them have valid RERA-verified permits, and that the information contained within reflects only what is present in RERA’s database. The guidelines will be properly enforced through frequent monitoring of real estate portals such as Property finder, Dubizzle ,etc..”
PENALTIES FOR NON-COMPLIANCE
In case of non compliance by the portals on validating the property ads, ‘legal measures’ will be taken, which could include the blocking or stopping of the site from publishing ads. The authorities will also issue violations if they don’t comply to these new directives.
