It has been widely criticized for requiring candidates to "strategically leverage dating apps to identify and connect with potential clients" in a recent job advertisement for a female real estate agent in Dubai. Naukri Gulf, a company that is hosting the ad on behalf of a real estate company, has faced backlash from various sectors, including the real estate community, where it has been criticized as disrespectful and demeaning.

Women of any nationality with “proven experience with dating apps professionally or personally” were sought by the posting. The job description outlined roles such as “strategically utilizing dating apps to connect with potential clients” and “implementing ethical and creative approaches to introduce the company’s services within the dating app community.”

There was significant criticism of the advertisement, particularly from female real estate agents who play a significant role in the industry. A luxury investment portfolio manager at Elysian, Sofia Stavrakoglou, strongly condemned the company's directive, calling it "pathetic and repulsive" while emphasizing the importance of ethical practices in the industry.

A reputable company with a long history on the market would never employ such tactics, Sofia said. As a new broker, you should seek opportunities with organizations that prioritize ethical and respectful methods of connecting with your target audience. Many of us have built our careers around reputations, not despicable trade in the name of sales."

Additionally, Nesrine Belaid of Dacha Real Estate expressed concern, saying that such lead generation methods disrespect the agents involved and negatively reflect on other female realtors. Following the viral spread of screenshots of the advertisement, angry comments flooded social media.

After public outcry, the controversial ad has been removed. Khaleej Times contacted Naukri Gulf, which acknowledged the ad was on its website, but could not explain how it came to be there. Despite attempts to seek clarification through emails, no response has been received from the company’s Dubai representative, who directed the query to their head office in India. Further concerns have been raised about the parties' transparency and accountability due to the lack of response.