Remove Non-compliant Ads or Risk Fines up to Dh50,000, Dubai Realty Brokers Warned

Brokers in Dubai are required to advertise entire off-plan projects, rather than individual units, according to a recent update from the local regulator.
Advertising specific properties is deemed a violation of the permits issued by the Real Estate Regulatory Agency (RERA), the regulator asserts.

"It has been observed that some brokers are breaching the terms and conditions for real estate advertisements by obtaining permits to market specific properties," notes RERA, emphasising that this practice will not be tolerated.

Brokers have been instructed to remove all non-compliant ads from property portals within five days, failing which they may face penalties. Violators risk fines of up to Dh50,000 and suspension for up to three months.

RERA's latest intervention aims to eliminate fake and duplicate listings of Dubai freehold properties online. In February, the authority mandated the immediate removal of ads for properties that had been sold or rented out, to uphold transparency in the property market.

The latest rules indicate that RERA is also focusing on off-plan sales marketing. The new rule requires a single brokerage firm to directly assume all responsibilities for marketing a project, rather than subcontracting it to other agencies.

Off-plan sales have continued to outstrip ready home sales in Dubai, with developers rushing to launch new projects slated for handovers between 2026-2028.

Impact on the Dubai Property Market

For brokers, the cap of three brokers per property ad fosters equitable competition and declutters listing portals, enabling prompt identification of market trends.

For sellers and developers, it means diminished competition from unverified listings and enhanced accuracy in pricing trends.

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