The real estate agency or portal is responsible for ensuring that any real estate advertisement published in Dubai is supported by the appropriate advertising permits. Dubai real estate websites are required to check the permits for these advertisements through an integrated interface with Dubai Land Department.
The Land Department intends to eliminate any possibility of resale or under-sale of real estate through advertisements that make more promises than they can fulfill using these actions. This is also happening at a time when the local unplanned market is becoming very active due to frequent launches, which will increase starting in September.
The Dubai Land Department strives for the highest level of transparency in the purchase and sale of real estate, as well as in its marketing and promotion.
Outright advertising that ultimately misleads potential investors or tenants is something the Land Department really doesn't want to see. (Dubai already has a fairly strict set of rules regarding real estate marketing and advertising. The most recent specifications represent a significant update.)
For sellers, this ensures that the advertised prices for their real estate are accurate and correspond to their original agreements with the agency, and for agencies, it ensures fair competition when, if the agency does not have a valid permit to advertise real estate, they cannot place any ads in the media space.
