The Dubai Land Department (DLD) fined 256 real estate brokers for advertising violations during the first half of 2024, issuing more than 1,200 legal notices as part of a sweeping enforcement campaign aimed at strengthening market transparency across Dubai's property sector.
DLD Enforcement: Key Numbers from H1 2024
The Real Estate Control Department — a division of DLD operating under the Real Estate Regulatory Agency (RERA) — carried out 450 field inspection tours of companies and real estate projects and conducted 1,530 separate inspections of associated advertisements.
The campaign resulted in more than 1,200 legal warnings and fines levied against 256 brokers who failed to comply with advertising terms and conditions. In total, over AED 12 million in penalties were collected during the period, with 23 brokerage firms formally warned and 30 companies sanctioned for unauthorized promotions.
RERA's Commitment to Market Integrity
Ali Abdullah Al Ali, Director of the Real Estate Control Department at RERA, underscored the importance of the inspections. "These operations are part of the regular monitoring conducted by the Real Estate Control Department to enhance market transparency and integrity and protect investors and customers rights," he said.
Al Ali added that the fines and warnings form part of continuing operations designed to keep Dubai's property market free from unlawful advertising practices — including non-compliant QR codes in listings that must be scannable and match DLD authorization data.
AI-Powered Ad Monitoring Coming Soon
To make compliance monitoring more efficient and scalable, DLD is preparing to deploy artificial intelligence technology for advertisement monitoring, with official implementation expected soon. The AI system is expected to improve oversight of real estate advertising and reduce violations across digital and print channels.
Al Ali called on all real estate brokers and companies to strictly follow DLD advertising guidelines, while urging the public to transact only in properties advertised through DLD-approved channels. The initiative reflects the department's broader mandate to maintain a stable, transparent, and investor-friendly property market in Dubai through effective regulation and the adoption of innovation.
