The Dubai Land Department (DLD) has imposed fines on 256 real estate brokers for failing to comply with advertising terms and conditions over the past six months.
These measures are part of DLD’s ongoing efforts to regulate the sector and enforce laws that enhance the stability and attractiveness of Dubai’s property market, the authority said in a statement on Wednesday.
“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,” said Ali Abdullah Al Ali, Director of the Real Estate Control Department at RERA.
The department, a division of DLD, conducted an extensive inspection campaign in the first half of 2024. The operation included 450 field inspection tours of companies and real estate projects, along with 1,530 inspections of associated advertisements. As a result of these rigorous checks, authorities issued over 1,200 legal warnings.
“We are committed to enhancing transparency and integrity in the real estate market and protecting investors’ and stakeholders’ rights,” Al Ali stated.
DLD cracks down on Ad violations
The violations primarily centered around non-compliance with advertising terms and conditions. Specifically, the DLD is focusing on the proper use of QR codes in advertisements. These codes must meet approved specifications, be easily readable when scanned, and contain information that matches the ad authorization.
The DLD announced it is currently working on adopting AI for ad monitoring, with plans for a rollout in the near future.
Al Ali urged all real estate brokers and companies to fully adhere to the instructions and directives issued by DLD. He also advised the public to engage only with property advertisements approved by the department.
“We urge all real estate brokers and companies to fully adhere to the instructions and directives issued by DLD to maintain the market’s sustainability and development. We also call on the public not to engage with any property advertisement not approved by DLD,” he said.
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