The DLD’s data for the past six months indicate that 256 real estate brokers have been penalized for failure to adhere to ad guidelines. Such fines are measures of the DLD to sustain attempts at managing the sector and ensuring that laws that support the solidity and attraction of the Dubai’s property market are in place.
As for Ali Abdullah Al Ali, the Director of Real Estate Control Department at RERA, these operations are considered as a routine work of the Real Estate Control Department aimed at increasing the level of market transparency and non-erosion of the rights of investors and customers.
During the first six months of 2024, the department conducted the large-scale preventive check, 450 of which were field checks of the companies and buildings constructions and 1,530 of which were checks of related advertisements. Performing these checks provided legal warnings and alerts which cumulative to more than 1200.
More specifically, the violations were mainly related to non-adherence to the terms and conditions of advertising, which included cases of erroneous placements of QR codes in advertisements. Such codes must be in approved specifications, could be read easily when scanned and contain the information that corresponds to the ad authorization.
AI is also in their agenda as the DLD is currently developing plans on how AI can be used for ad monitoring particularly in the near future. Al Ali called on all the real estate brokers and companies to respect the directives and instructions issued by the DLD for construction and growth of the market. He also warned the public to deal only with official property classifieds that have been endorsed by the department.
”We appeal to all the real estate brokers and companies to fully stick to the instructions and directives given by the DLD to uphold the market sustainability and development, he said further telling the public not to deal with any property advertisement not licence by the DLD.
