19 April 2023, Construction Week Middle East
The Dubai Land Department (DLD) is taking strong measures against fake real estate advertisements with a new system designed to bolster property investment in the city.
The DLD will soon be using QR codes to authenticate property details featured in all print and audio-visual adverts, in a bid to crack down on deceptive advertising. The initiative, called Madmoun, was recently unveiled by the DLD in collaboration with the Real Estate Regulatory Agency (RERA).
Madmoun, introduced by Dubai’s Trakheesi System has noted the use of QR Code technology for every real estate advertisement permit. The initiative is a part of the Dubai Land Department’s (DLD) ongoing mission to modernize and streamline real estate governance procedures, while bolstering investor confidence.
Starting from April 24, all real estate companies will be required to incorporate QR codes on their print and audio-visual adverts, allowing customers to effortlessly verify the authenticity of the advertisement. By verifying that an advert has been approved by RERA, customers can be confident that the advertisement is legitimate and reliable.
Additionally, customers can access the Dubai Land Department website to view the complete advertisement information, including details about the advertising company, the property’s condition and specifications. The link can be secured to prevent any modification to the data.
Marwan bin Ghalita, CEO of RERA at DLD, said: “The service aligns with DLD’s strategy to make Dubai ‘The World leader in Real Estate Investments’ by harnessing technology to develop real estate products according to the directives of the wise leadership.
“It also supports DLD’s mandate of achieving the goals of the Dubai Economic Agenda ‘D33,’ which was launched by Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, to generate new economic value from digital transformation towards achieving His Highness’ vision of consolidating Dubai’s position as a global capital of the digital economy and a key player in the global digital system.”
He added, “We are constantly keen on enhancing and ensuring transparency in the real estate sector. We will continue to empower the real estate community with proactive and streamlined real estate services and integrated data, based upon a pioneering digital infrastructure and qualified human cadres.
“This will help achieve sustainability in the development and growth of the real estate sector, keeping pace best-international practices and standards and positioning Dubai as a pioneering model in this field.”