Real estate agents in Dubai will need to get approval from the Real Estate Regulatory Agency (Rera) before publishing advertisements and social media campaigns under new rules.
Currently, only registered brokers are allowed to advertise properties in Dubai, but the new rules add in an extra step whereby advertisements require approval, reported The National.
A circular was sent by the Rera this week to the local brokers alerting them on the need to apply for permits before issuing “any real estate announcements” including print and radio ads, as well as those posted on social media such as Facebook and Twitter.
All these advertisements must carry a permit number from Rera, said the circular.
Companies need to apply to the Dubai Land Department for permits either through its website or the Trakhees system.
The new rules will come into force from October 2, said the report.
After this date, Rera has warned that any announcements that do not have a corresponding permit number will be “dismissed”, and that firms who do not abide by its system will face the prospect of legal action, said the report citing a senior official.
“A number of fraud cases that Rera has dealt with in the past have included false advertising,” explained Ali Abdullah Al Ali, the director of DLD’s Real Estate Licensing Department.
As a result, it has introduced the approval system and widened it to cover “all types of advertising, including social media,” he added.