Every property ad in Dubai, including Instagram reels, TikToks and stories, needs a Trakheesi permit before it goes live. Show the permit number and the Madmoun QR code on the ad. Resale units need the owner’s permission. Dubai Land Department has fined brokers AED 50,000 for breaking these rules.
Dubai has some of the strictest property ad rules in the world. They apply to Instagram reels, TikToks and stories, just like billboards. This guide turns the rules into a checklist your agents can follow on every shoot.
Do property reels need a Trakheesi permit?
Yes. Here are the rules in simple words:
- Every property ad needs a Trakheesi permit before it goes live. That includes portal listings, posts, reels, stories, YouTube tours and printed ads.
- Show the permit number and the Madmoun QR code on the ad. The QR lets buyers check the listing is real. DLD added the Madmoun QR in April 2023.
- The permit belongs to a licensed brokerage, not an agent’s personal account.
- Get the owner’s permission to advertise a resale home.
- A project permit is not a unit permit. A permit for a whole project doesn’t cover ads for single units in it.
- “Just Sold” posts are ads too, and must follow the rules.
What happens if you get it wrong?
DLD has fined brokers AED 50,000 for advertising a home without the owner’s permission. It has also fined and warned companies for missing permit numbers. It said it fined 256 brokers for ad breaches in the first half of 2024 alone. Repeat breaches can put a brokerage’s licence at risk.
Reported by Khaleej Times and Gulf Business.
The rule-safe reel checklist
Before you film
- A Trakheesi permit for this exact unit (or the right project permit for project content).
- The owner’s permission on file for resale homes.
- Price, size and details match the permit exactly.
On screen
- Permit number shown for the first 3 seconds and on the last frame.
- Madmoun QR code on the end card, big enough to scan with a phone.
- Brokerage name and ORN as required, not just the agent’s handle.
In the caption
- Permit number written again in the text.
- No claims you can’t prove, like “best ROI in Dubai” or “guaranteed rent”.
- Payment plan details exactly as the developer published them.
After posting
- Remove or archive the post when the home is sold or the permit ends.
- Keep a log: post link, permit number, date posted, date removed.
How can a permit help you sell?
Dubai buyers worry about fake listings. A clear permit and a QR code say “this is real” at a glance. Simple lines work well:
- “Scan the QR to check this listing with DLD.”
- “Every listing we post is permit-checked. Here’s why that matters.”
- “3 signs a Dubai property ad is fake.”
A 30-second property reel plan
Questions brokers ask
Do Instagram reels need a Trakheesi permit in Dubai?
Yes. Every property ad, including reels, stories, TikToks and YouTube tours, needs a Trakheesi permit before it is posted.
Where should the Madmoun QR code go?
On the ad itself. For reels, put it on the end card, big enough to scan. Show the permit number at the start and end too.
What is the fine for a property ad without a permit?
News reports say DLD has fined brokers AED 50,000 for advertising without the owner’s permission, and has fined companies for missing permit numbers.
Can an agent post listings on a personal account?
The permit belongs to the licensed brokerage, not a personal account. Check current DLD rules before posting from personal profiles.
This guide uses public information as of November 2026. It is not legal advice. Always check current rules with DLD and RERA before posting.