In Dubai, you cannot advertise a property just because the owner said yes. Every property ad, whether it runs on a portal, in print or on your own Instagram, needs an advertising permit issued through the Dubai Land Department (DLD) Trakheesi system. Skipping it can mean heavy fines for your brokerage. Here is how the Trakheesi permit in Dubai works in 2026 and how to stay compliant on every channel.
What Is a Trakheesi Permit?
Trakheesi is the DLD platform that handles real estate licences, broker cards and permits. Its advertising permit is approved by the Real Estate Regulatory Agency (RERA), the regulatory arm of the DLD. Each permit carries a unique number and a QR code from Madmoun, the Trakheesi service that lets anyone scan an ad and check that it is approved.
The DLD Real Estate Ad Permit service covers 14 permit types, from newspaper, SMS, billboard and printed ads to open house events, exhibitions and project launches. For most agents, the everyday one is the electronic advertisement permit used for online listings.
Who Needs a Permit?
Anyone advertising Dubai property. RERA’s Real Estate Brokerage Practice Guide says brokerages must obtain a permit for any real estate advertisement or marketing material through Trakheesi, and that the permit number must be shown on the ad. A 2022 RERA circular on ad terms and conditions applies these rules to all advertising channels, naming real estate platforms and social media.
In practice, that means a permit is needed for:
- Listings on property portals and your brokerage website
- Posts and paid ads on Instagram, Facebook, LinkedIn, TikTok and other social platforms, including posts on an agent’s personal account
- Brochures, newspaper ads, billboards, SMS campaigns and open house events
Note that a permit to promote your brokerage’s services is not a permit to promote a specific property. Listing ads need their own permit.
What You Need Before You Apply
Get these in place first:
- An active broker card and BRN. If you are still waiting for yours, follow our guide on getting your RERA broker card before you market anything.
- A licensed brokerage registered on Trakheesi. The brokerage’s licence and Office Registration Number (ORN) sit behind every permit.
- A signed Form A with the owner. For a ready property for sale in Dubai, the DLD Trakheesi user manual says the Form A number must be entered to obtain the permit. Our explainer on how the RERA Form A listing agreement works covers this step in detail.
- Accurate property details. Size, unit number and type should match the title deed and Form A, because inspectors check the ad against the permit data.
How to Get a Trakheesi Permit: Step by Step
Step 1: Sign Form A through Dubai REST
RERA requires brokers to use smart contracts, and the Dubai REST app holds them, including Form A. Get the owner’s signature first.
Step 2: Prepare the ad content
Confirm the price, description and photos with the owner. The ad must not include information that is not approved in the permit, so finalise details before applying.
Step 3: Apply on Trakheesi
In most firms, the admin or compliance team holds the company’s Trakheesi access. They select the permit type, enter the start and expiry dates, add the Form A number for a ready sale and upload the required documents.
Step 4: Review and payment
A DLD employee reviews the request. The service page states a service time of one working day. Payment can be made by credit card, e-Dirham or Noqodi wallet. The page lists AED 5,000 for a project launch event permit and AED 1,000 for “other permits”, plus an AED 20 knowledge and innovation fee, but it does not break down the cost of a single portal listing. Always go by the amount Trakheesi shows at payment.
Step 5: Receive the e-permit and publish
The permit is issued as an e-certificate with its number and QR code. Only now should the ad go live.
Permit Number and QR Code Display Rules
Every ad must show the permit number. The DLD made the Madmoun QR code a requirement on print and audiovisual ads from 24 April 2023, as announced in its Madmoun launch notice. In April 2025, it confirmed that all real estate companies must display the QR code on all real estate ads, whether visual or written.
RERA has said it checks that the code is present, that the ad data matches the code data, that the permit is valid, and that it was issued to the company advertising. Use a clear, scannable size.
Validity and Renewal
Each permit carries a start date and an expiry date set during the application. Trakheesi has separate requests to renew a permit or amend an existing one. If the price changes or the listing runs longer than planned, update the permit first. Using an expired permit is a violation on its own.
Rules for Social Media and Off-Plan Ads
Social media
A listing on your personal Instagram or LinkedIn is still a property ad. It needs a valid permit, the permit number, the QR code and your brokerage’s name. Good personal branding for realtors mixes educational posts and market commentary with listing posts that carry full permit details. The UAE’s national media regulator also runs a separate Advertiser Permit for individuals, so ask your compliance team how it applies to you.
Off-plan projects
Before marketing an off-plan project, RERA requires that the project is licensed and registered, that it has an escrow account, and that your brokerage has a marketing contract with the developer. Under the 2022 circular, off-plan ads must include the developer’s name, project name, project number, location and approved escrow account number. Ads that include offers such as discounts or fee waivers need a promotional campaign permit.
Penalties for Advertising Without a Permit
The DLD has described advertising fines as progressive, starting from AED 50,000, and said they may lead to cancellation of the violating company’s licence. The main violations it lists are advertising without a permit, misusing permit numbers and using expired permits. In the first half of 2024 alone, the DLD fined 256 brokers for breaking advertising rules. In April 2025, the DLD said its AI platform had monitored more than 279,000 portal ads.
Common Mistakes Agents Make
- Posting a “coming soon” listing on social media before Form A is signed
- Reusing one permit number for a different unit
- Changing the price in the ad without amending the permit
- Leaving ads live after the property is sold or the permit expires
- Cropping out the QR code or permit number when resizing for Stories or Reels
Quick Trakheesi Checklist
- Broker card active and brokerage licence valid
- Form A signed with the owner
- Ad details match the title deed and Form A
- Permit issued, with number and QR code
- Brokerage name, permit number and QR code visible on every version of the ad
- Expiry date tracked, with renewal or removal planned
A daily system makes this easier. The RealtorOne app helps agents plan their day so tasks like permit renewals do not slip.
FAQ
Can an individual agent apply for a Trakheesi permit?
Permits go through the brokerage’s Trakheesi access, which is linked to the company licence. Agents usually prepare the listing and Form A, and the brokerage applies.
Do I need a permit to post a listing on Instagram?
Yes. RERA’s ad rules apply to social media, so a listing post needs a valid permit, the permit number, the QR code and the brokerage name. Your compliance team can confirm the firm’s process.
How long does it take to get a permit?
The DLD service page states one working day after the request is submitted with complete documents.
What is the fine for advertising without a permit?
The DLD has said advertising fines are progressive, starting from AED 50,000, and may lead to cancellation of the company’s licence.
Can I advertise before the owner signs Form A?
No. For a ready sale, the Form A number is required to obtain the permit, so the signed agreement must come first.
Final Word
The order is simple: Form A first, permit second, ad last. Follow it every time and you protect your brokerage, your clients and your own name.