Dubai property videos: the permit, QR and company-name fields every cut must carry, and what AI may touch

Most brokerages I look at treat the permit as something that lives in the listing portal and the video as something that lives on Instagram. The Dubai Land Department's own circulars do not draw that line. They talk about the ad, wherever it appears. So the useful question for a video is not "is this allowed on AI?" It is "does every frame and every claim match the permit we hold?"

This page stays on resale and rental listing video and gives you a per-frame card. The off-plan side, with developer approvals and render accuracy, is covered in off-plan property video renders for Dubai, so I do not repeat it here. Everything below is information, not legal advice. Where I could not find an official text, I say so.

The short version: real footage for the unit, AI only for packaging

Three points carry most of the weight.

1. Fields: permit number, company name and, on video-style content, the QR code, on every ad.
2. Claims: the video may not show or say anything that the permit did not approve.
3. AI: as of 4 November 2026 I found no DLD or RERA text on AI in property ads or on AI-altered property images and reels. A simple house rule fits the permit logic: film the unit for real, and let AI touch only things that are not facts about the unit.

Tools like Higgsfield, an AI platform that makes images and video from text and pictures, are good at intros, title cards and mood. They are a poor fit for showing a flat you are selling. See the section on what not to generate below.

What every Dubai property video must carry

I read two DLD circulars in full from the DLD website, in English and Arabic. Together they give you the fixed fields.

• The RERA permit number. Circular 2-2022, dated 20 July 2022, says companies that market through advertising channels, including real estate platforms and social media, must get an official RERA permit and show its number on the ad.
• The real estate company name. The same circular says the ad, written or visual, must include the company name. An agent's personal name or handle does not replace it.
• The QR code. Circular 02-2023, dated 11 April 2023, requires all real estate companies to put the Trakheesi QR code on their advertisements, "whether in print or audio-visual format". Trakheesi is the name of the DLD permit system. The circular itself says it applies from 15 April 2023, while a DLD news item of 18 April 2023 says the requirement starts on 24 April 2023 and that the code must appear on "print and audiovisual advertisements", so video is covered. I write "April 2023" and you should not rely on either day. A later DLD release (24 April 2025) says the QR code goes on all real estate ads, visual or written. The circular states the fine for non-compliance as AED 50,000.

DLD's own news item on enforcement (26 December 2023) adds how inspectors check. They look for the code, they compare the ad's data with the code's data, they check the permit is valid, and they check the permit was issued to the same company that is advertising. DLD said it applies AED 50,000 per violation and that, after a grace period it did not date, enforcement goes ahead without prior warnings. On 8 February 2024 DLD also announced that RERA had fined 30 real estate companies AED 50,000 each for breaking the advertising terms, which shows the figure is applied in practice.

Two limits to keep in mind. First, as of 4 November 2026 no official page I could read says where on screen the QR must sit, how big it must be, or how long it must show in a video. The news item mentions "specified dimensions" but I did not find the document. Second, Circular 2-2022 names social media generally; no official text I read describes reels, TikToks or WhatsApp statuses specifically. If you want certainty, ask DLD/RERA in writing and keep the reply with your files.

The per-frame compliance card

Put this card next to the editor. It is built from the fields above. The frame positions are my suggestion, not an official layout.

Where in the cut	What must be checked	Source
Frame 1 (hook)	No claim here that the permit does not cover: price, "ready now", rental yield, view	Circular 2-2022, term 4
Every interior and exterior shot	Real footage of this unit, not generated; nothing added, moved or improved	My house rule, based on term 4
Voiceover and text overlays	Every number and feature matches the permit; no "free", "discount" or "fee waived" unless a campaign permit exists	Circular 2-2022, terms 4 and 5
End card, at least	Permit number, company name, Trakheesi QR code readable at normal phone size	Circulars 2-2022 and 02-2023
Caption or description	Same permit number and company name repeated in text	Circular 2-2022
Off-plan only	Developer name, project name, project number, project location, approved escrow account number	Circular 2-2022, term 3
Before posting	Scan your own QR code: does it show your company, the right property, and a valid permit?	DLD enforcement news, Dec 2023

The cheapest way to make the card work is to build the fixed fields into an end-card template. A new agent should not have to remember them; the template should have a slot that stays empty and visibly wrong until the number is typed in. That is the idea behind a shared branded content library for a Dubai brokerage.

What the permit locks in: claims, prices and offers

This is the part most editors miss. Circular 2-2022 says the advertising company is responsible for the validity and credibility of the ad, and the ad must not include information the permit did not approve. A video is full of information: the size of the balcony, the view, "walking distance to the metro", a price on a text card.

So the compliance question about AI is really a question about claims. A real clip of the real unit with an honest voiceover can still break the rule if the voiceover says something the permit does not support. A generated clip can break it faster, because it shows things nobody filmed.

Offers are a second trap. The circular says ads with free benefits, value-added facilities, discounts or fee exemptions need a separate promotional campaign permit. If your editor adds a text overlay that says "No commission" or "Free furniture pack", treat that as a campaign question before it is a design question. Ask RERA which permit covers it.

The DLD e-service page for ad permits lists several categories, including electronic or online ads and promotional campaigns. It shows a fee of AED 1,000 for most permits (AED 5,000 for a project launch event) plus AED 20 for the Knowledge and Innovation fee, with a one working day processing time (as shown on the page when I read it; check the page for the current figures). For most categories a broker needs a marketing contract with the owner. The page does not say anything about video, language or QR codes.

Reels, TikTok and WhatsApp: does the same rule apply?

Circular 2-2022 names social media as an advertising channel. The QR circular covers "audio-visual" ads. Put together, the cautious reading is that a listing reel is an advertisement and should carry the permit number and company name, and video-style content should carry the QR code too.

DLD's own wording covers print and audiovisual ads, and its 2025 release says all real estate ads, so I would treat the QR as required on any video that promotes a specific property, reels included. I did not find a rule on size, position or how long it stays on screen, so confirm those details with DLD/RERA. Being over-compliant costs you a corner of the frame. Being under-compliant is where the AED 50,000 figure comes in.

A different permit confuses people here. Separately from the RERA ad permit, the National Media Authority (formerly the UAE Media Council) runs an advertiser permit. Its official page says individuals who advertise on social media, paid or unpaid, need it, with exemptions for people advertising their own products or services, or those of a company they own, from their personal accounts. The permit service page says it is free for the first three years, then AED 1,000. Neither page names employees or real estate agents, so whether an agent posting for a brokerage needs it is a question for the National Media Authority. Reports put enforcement from 1 February 2026 with fines of AED 10,000 for a first breach and AED 20,000 for a repeat, but I did not read that from an official page, so confirm it with the Authority. The social side is covered in Arabic and English social content for Dubai agents.

Where AI intros, graphics and subtitles are low risk

These are my suggestions, not rules from DLD. They are low risk because they say nothing about the unit.

• Title cards and brand animation. A five-second logo sting or an animated brokerage name.
• Music beds. Check the licence terms of whatever tool made it.
• Transitions and motion graphics. A map pin dropping on a neighbourhood outline, if the map is accurate.
• Subtitles and captions. Auto-generated, then read by a person. For Arabic, a native reader must check them.
• Voiceover. AI voice can read an approved script. The script, not the voice, is what the permit cares about. Voice options are in how to make voiceovers in Arabic, Hindi and English.
• Photos turned into clips. A slow push-in on a real photo is common. See property photo to video, and keep the motion small so the room does not seem larger.

What not to generate for a listed unit

• Interiors you did not film. If the real kitchen is not in the video, a generated kitchen is a claim.
• Views, skyline, sea or sunset behind a balcony.
• Finishes, flooring, light fittings, or furniture presented as included when it is not. If you stage, label it; see AI virtual staging and listing media for Dubai brokerages.
• Room size or ceiling height that looks bigger than the real room.
• People: generated buyers or tenants "living" in the unit can imply testimonials that do not exist.

A licensed videographer or a drone operator beats AI here. They record the true light, size and condition, and an owner can see that. Use AI where there is nothing to misstate.

Resale, rental and off-plan: what changes

For resale and rental, the card above is the base. Two things change by type.

• Off-plan. Circular 2-2022 adds developer name, project name, project number, project location and the approved escrow account number. Escrow is the regulated account where buyer payments are held. The full off-plan workflow is on the off-plan video render page.
• Just Sold videos. Gulf News reported in December 2024 that Just Sold ads may only run after the legal transfer is complete in DLD records. As of 4 November 2026 I found no official DLD or RERA statement on Just Sold posts, so treat this as reported, confirm with DLD/RERA, and still make sure the original listing had its permit.

Whether an area guide video needs a permit depends on whether it advertises a property or a project. A general neighbourhood explainer with no listing in it is a different thing from a video that links to a unit. When in doubt, ask.

Arabic and English cuts: keep the fields identical

If you make an Arabic version of a listing video, it is a separate ad. It needs the same permit number, the same company name and the same QR code as the English cut. A translated caption that drops the permit line is a missing field. Do the translation, then run the card again. Dubbing options are in how to translate a video into Arabic and Hindi with voice, and place names are a common failure, covered in fixing Arabic place and developer names in listing audio.

A one-page record for every video

Inspectors compare the ad with the code, so your own record is what answers a dispute. Keep one row per video in a shared sheet:

1. Video link and date posted
2. Permit number and expiry date
3. Screenshot of the QR scan result
4. Source footage location, so you can show the unit was filmed
5. Which parts used AI, listed in one line
6. Who approved it and when
7. The approved permit PDF saved with the final file

Expired permits are an easy way to fall foul: DLD said in October 2020 that it fined 10 firms and warned another 30 over missing permits, manipulated permit numbers and expired permits. A reminder system helps; see a licence and permit expiry tracker for a Dubai brokerage.

A pre-publish checklist

1. Permit is valid, issued to our company, and matches the property in the video.
2. Permit number and company name are on screen and in the caption.
3. QR code is on the end card and scans to the right result.
4. No claim, price or view appears that the permit does not cover.
5. No "free", "discount" or "waived" wording without a promotional campaign permit.
6. All unit footage is real; every AI element is listed in the record.
7. Arabic and English cuts carry identical fields.
8. A named person approved it. See a content approval process for how to set that up.

Pass or fail: run this on your next five listing videos. Any unchecked line is a fail and the video does not go out until it is fixed. If more than one in five fails on the first pass, the template, not the agent, needs fixing.

Who should skip AI in listing video

If you list a handful of units a month and an agent can film them on a phone in ten minutes, skip AI for the unit entirely. A simple end-card template and a phone clip is cheaper, faster and easier to defend. AI earns its place when you make many videos a week and the repeated parts, intro, music and captions, are what slow you down.

How I'd approach this

I would start with the card, not a tool. Build one end-card template with the permit, company and QR slots, run the pre-publish list on five videos, and keep the one-page record. Only after that month would I add AI for intros and subtitles. For regulator questions I could not answer here, such as QR size, short-video scope and AI in ads, I would write to DLD/RERA and file the reply. If you want the template, the record sheet and a permit-aware approval step built into one repeatable workflow, Blur Studio builds those, but a spreadsheet and a template is enough to begin.