In Dubai, any ad that offers a property for sale or rent needs a Trakheesi advertising permit from the Dubai Land Department (DLD) before it goes live. The ad must show the permit number and its Madmoun QR code, plus your company ORN and the agent’s BRN. Most permits cost about AED 1,020, and advertising without one can bring a fine that starts at AED 50,000.
This guide is for brokerage owners, marketing managers and agents in Dubai who want to run property ads on Instagram, Facebook, TikTok, Google or the portals. It is general information, not legal advice: always check the current rules with DLD and RERA before you launch.
What is a Trakheesi permit?
Trakheesi is the DLD system that issues real estate permits, including advertising permits. Developers and brokerage companies apply for the permit before they promote a property, a project, an open day or an exhibition. Once it is approved and paid for, the permit comes with a permit number and a Madmoun QR code.
When someone scans that QR code, it opens the DLD record for the ad: the advertising company, the ad details and status, and the property details. The advertiser cannot edit that data, which is why buyers increasingly trust ads that carry it.
Which ads need a permit?
The permit covers any public communication that offers a property for sale, rent or investment. In practice that includes:
- Instagram, Facebook, TikTok, YouTube, LinkedIn and X posts and paid ads
- Property portal listings and your own website
- WhatsApp broadcasts, SMS and email campaigns
- Billboards, print, signboards and vehicle ads
- Open days, exhibitions and off-plan launch events
An agent’s personal Instagram or TikTok post about a listing still counts as an advertisement. It needs the brokerage’s permit and QR code like any other ad.
What every property ad must show
| Item | What it means |
|---|---|
| Trakheesi permit number | The number DLD issued for this ad |
| Madmoun QR code | Required on printed and audiovisual ads since 24 April 2023 |
| Company name and ORN | Your brokerage’s registered office number |
| Agent name and BRN | The listing broker’s registration number |
| Price and property details | The approved asking price, location, type and registered specifications |
How much does a permit cost?
For most ad types the fee is AED 1,000 plus small knowledge and innovation fees, so about AED 1,020 in total. A project inauguration event costs about AED 5,020, and exhibitions have their own reservation fee. You pay online once DLD approves the application.
How to apply, step by step
- 1. Prepare the documents. For a listing ad you usually need Form A signed by the owner, the title deed, and the owner’s Emirates ID or passport.
- 2. Apply on Trakheesi (or the Dubai REST app for electronic, classified, billboard and SMS ads), choose the permit type and upload the documents.
- 3. Wait for approval by email from DLD.
- 4. Pay the fee by card, e-Dirham or Noqodi.
- 5. Add the permit number and QR code to every version of the ad before it goes live.
Fines and the mistakes that cause them
RERA has fined brokerages a progressive AED 50,000 per violation, which can lead to licence cancellation. The violations it has named include:
- Advertising without a permit
- Using an expired permit
- Changing or misusing permit numbers
- Leaving the permit number off the ad
Two newer rules catch many teams out. First, a “Just Sold” post is only allowed after the property has been formally transferred to the buyer and DLD data confirms it. Second, a single resale unit cannot be advertised by more than three brokerages at once, and the ad has to come down once the property is sold or let.
How to run Meta and Google ads that stay compliant
Paid social is where most Dubai buyer leads come from today, and it is also where compliance slips. This is how I set up real estate campaigns:
1. Build the permit into the creative
Every image, video and carousel card carries the permit number and QR code in a corner that the platform does not crop, together with the ORN and BRN. I make one master version per project so the details never go missing when we test new angles.
2. Advertise the project, filter the buyer
Ads that lead with the project, the payment plan and the area bring better enquiries than vague “invest in Dubai” promises. Leads then go to WhatsApp or Instagram, where they are asked about budget, timeline and whether they are buying to live or to invest, before an agent calls. For one Dubai brokerage this approach brought 500 buyer leads at around AED 6 per lead, and the team closed 10 deals from them.
3. Keep the claims factual
State the price, the payment plan and the handover date as DLD approved them. Avoid guaranteed returns or numbers you cannot show: they invite complaints and make the ad harder to defend if RERA asks.
4. Take the ad down when the deal is done
When a unit sells or the owner’s authorisation ends, pause every ad that uses it and cancel the permit. Old ads with expired permits are one of the easiest violations for inspectors to find.
Frequently asked questions
Do Instagram and TikTok posts need a Trakheesi permit?
Yes. Any public post that offers a property for sale or rent is treated as an advertisement, including an agent’s personal account. It needs the brokerage’s permit number and QR code.
How much is a Trakheesi permit?
About AED 1,020 for most ad types (AED 1,000 plus small knowledge and innovation fees). Launch events and exhibitions cost more.
What is the fine for advertising without a permit?
RERA has applied a progressive fine of AED 50,000 per violation, which can lead to licence cancellation for repeat offenders.
Can I post a “Just Sold” ad straight after the deal?
No. A sold ad is only allowed once the property has been formally transferred to the new buyer and DLD data confirms the transfer.
Want leads without the compliance headaches? See how I run real estate lead generation in Dubai, or read what Meta ads cost in Dubai.
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