Dubai Tightens Rules on 'Just Sold' Property Ads to Enhance Market Transparency

The Dubai Land Department (DLD) has introduced new regulations requiring property brokers to follow stricter protocols when advertising properties as "Just Sold." The move aims to enhance transparency, prevent misleading claims, and ensure the integrity of the real estate market.

Key Changes in 'Just Sold' Advertising

Under the new rules, brokers can only publish "Just Sold" ads after a property has been legally transferred to the new owner. This ensures that advertisements accurately reflect finalized transactions.

“This regulation safeguards buyers and sellers from misleading information in the market,” said Lewis Allsopp, Chairman of Allsopp & Allsopp Group. He emphasized the importance of transparency and its role in building confidence among all parties involved.

Stricter Oversight on Property Ads

Dubai authorities have consistently tightened rules for property advertising to eliminate inaccuracies and promote trust:

•    Mandatory Permits for Ads:

  •   Brokers must secure advertising permits via RERA’s (Real Estate Regulatory Agency) Trakheesi system.
  •  Each listing is assigned a unique ID, ensuring the ad corresponds to a legitimate property listing agreement.

•   Authenticity in Listings:

  •   Advertisements must provide accurate details about the property.
  •  Misleading ads, which previously caused frustration among buyers and tenants, now result in fines and penalties.

•   Limit on Duplicate Listings:

  •   Each property can only be listed once by an authorized broker or agency.
  •  Duplicate or “ghost” listings designed to attract clients are prohibited, simplifying the search process for buyers and tenants.

Impact on the Property Market

These regulations have led to a noticeable reduction in the number of property listings, reflecting a cleanup in the market. While some argue this has impacted revenues for property portals, others see it as a positive shift toward higher quality and more accurate listings.

“In individual residential communities, there’s a sharp increase in the quality and accuracy of listings online,” Allsopp noted. Though challenges remain, he highlighted significant improvements in the industry.

A Step Toward Full Transparency

The DLD’s move to regulate "Just Sold" ads aligns with its broader efforts to establish transparency across the real estate market. By ensuring that only finalized transactions are advertised, the new rules protect buyers, sellers, and investors from potentially deceptive practices.

Brokers must now navigate these enhanced requirements, ensuring compliance with advertising permits, accurate listings, and ethical practices, reinforcing Dubai’s reputation as a trusted global real estate hub.

 

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