Out of the box

New supervision to regulate real estate marketing in Dubai

Ismail Al Hammadi

26 July 2022

An important message sent by the Real Estate Regulatory Agency in Dubai to real estate marketing practitioners in the emirate, through a new circular issued last week, aimed at regulating electronic real estate advertisements and advertisements on social media platforms, according to clear terms and conditions, that may expose violators to legal penalties.

The most important content of these conditions: that the name of the announced real estate company be included on the real estate advertisement, whether visual or written, with the permit number, in addition to obtaining a “promotional campaign” license to market real estate projects subject to real estate offers such as facilities, discounts, etc., as well as emphasizing The real estate advertisements for off-plan projects include the developer's name, project name and number, location, and escrow account number.

I see these rulings issued at the right time, at a time when we are seeing everyone who calls himself a real estate marketer, submitting a real estate advertisement on social media, with unknown companies not related to the real estate sector entering the field of real estate marketing, which contributed to a kind of confusion on the The licensed and well-known real estate companies in the market, and the competition in the market took another direction, affecting the activities of some well-known companies in the sector.

The efforts of the Real Estate Regulatory Agency and the Land Department in this regard are in the interest of enhancing the transparency of the real estate sector, and confirm the continuation of efforts to comprehensively guarantee the rights of investors in Dubai real estate, in addition to that it is a kind of control that should have been imposed in the market to protect it from misleading real estate advertisements and their spread on social media. , which harms the reputation of the market and the sector.

The provisions of this circular are also considered a step to close the door in the face of intruders from companies, individuals and some who consider themselves influential, who have taken social media platforms as a front for illegal real estate marketing and graft.

We do not fail to note that the provisions of the circular also included the prohibition of marketing contact with people who are not on the green list available on the Dubai Land Department website and the “Dubai Rest” platform, to reduce annoying calls, and redirect real estate marketing companies and brokers towards an organized path to adopt a legally licensed dealer database. , so as not to fall into future problems that may cost them legal penalties.

Such circulars must be periodical whenever necessary, and whenever the real estate sector prevails, there are some types of phenomena that may affect its course, its activity and its reputation.

The efforts of the Real Estate Regulatory Agency and the Land Department are counted in the interest of enhancing the transparency of the real estate sector.

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