In Dubai, you cannot simply post a property advert. Every listing, launch campaign and social media post that promotes property needs a government advertising permit. This guide explains how the Trakheesi system works, what it covers, and how to run high-performing property campaigns without compliance risk.
Quick answer: In Dubai, every real estate advertisement needs a Trakheesi advertising permit issued through the Dubai Land Department (DLD), and the permit number must appear on the advert. This applies to portals, websites, print, outdoor and social media, including Instagram, TikTok and WhatsApp marketing. Abu Dhabi uses a separate system called Madhmoun. Permits are applied for by licensed companies, so agencies like Phibuzz work alongside your licensed team.
This article is general guidance, not legal advice. Rules and fees change, so always confirm current requirements with DLD and RERA in Dubai or ADREC in Abu Dhabi.
Trakheesi is the Dubai Land Department's online system for real estate licensing and permits. Through it, the Real Estate Regulatory Agency (RERA) issues permits for property advertising. DLD and RERA have required companies to apply for an advertising permit before promoting any property, and have widened the rules over the years to cover all types of advertising, including social media. (DLD via Dubai Media Office)
DLD's permit service covers a wide range of formats. Its published figures show permits issued for electronic ads, outdoor ads and billboards, SMS campaigns, printed and newspaper ads, promotional campaigns, open days, real estate symposiums and project inauguration ceremonies. (Dubai Media Office)
| Channel | Permit needed? |
|---|---|
| Property portals and listing sites | Yes |
| Developer and brokerage websites | Yes |
| Instagram, Facebook, TikTok, YouTube, LinkedIn, X | Yes |
| WhatsApp and SMS campaigns | Yes |
| Billboards, outdoor and print | Yes |
| Open days, launch events and roadshow promotions | Permits exist for these activities; check the requirement for your event |
RERA runs inspection campaigns that audit advertising permits. In one reported round, DLD fined 10 real estate companies and warned another 30 for not obtaining permits, manipulating permit numbers or using expired permits. (Gulf News)
Abu Dhabi uses a separate permit system, Madhmoun, run by the Abu Dhabi Real Estate Centre (ADREC). If you market projects in both emirates, plan for both systems.
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