Dubai's real estate regulator fined 256 brokers in the first half of 2024 for breaching advertising rules — part of a sweeping enforcement drive by the Dubai Land Department (DLD) to clean up property marketing and protect investors.
256 Brokers Fined for Advertising Non-Compliance
DLD data for the past six months show that 256 real estate brokers were penalised for failure to adhere to advertising guidelines. The fines are part of the DLD's ongoing effort to manage the sector and ensure the laws that support the solidity and attractiveness of Dubai's property market remain in force.
Ali Abdullah Al Ali, Director of the Real Estate Control Department at RERA, described the operations as routine work "aimed at increasing the level of market transparency and non-erosion of the rights of investors and customers."
450 Field Inspections and 1,530 Ad Reviews
During the first six months of 2024, the department conducted large-scale preventive checks: 450 field inspections of companies and building constructions, and 1,530 inspections of related advertisements. Those checks resulted in more than 1,200 legal warnings and alerts.
The violations were mainly related to non-adherence to the terms and conditions of advertising. A key area of concern was the improper placement of QR codes in advertisements. Under DLD rules, these codes must meet approved specifications, scan clearly, and contain information that corresponds to the ad authorisation.
AI Monitoring Coming to Dubai Real Estate Ads
The DLD is developing plans to use artificial intelligence for advertisement monitoring, with official implementation expected in the near future. The department says AI will significantly contribute to the governance of the control process and help reduce related violations.
Al Ali urged all real estate brokers and companies to respect DLD directives and instructions: "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 also warned the public to deal only with official property classifieds endorsed by the department — and not to engage with any property advertisement that has not been licensed by the DLD.
