The Maldives Food and Drug Authority (MFDA) has introduced new regulations governing food advertising in the country, aiming to prevent misleading promotions, safeguard public health, and protect consumers—especially children—from harmful marketing practices.
Under the Food Advertising Regulations 2025 (Regulation No: 2025/R-25), all food advertisements must receive prior approval from the MFDA before being aired or published. Applications must be submitted via the Dirithi online portal and must include full advertisement scripts, supporting media, and scientific evidence for any health-related claims. Advertising permits will be valid for three years, with renewal applications required within 30 days of expiry.
The regulations set clear restrictions on misleading claims and prohibit comparative advertising, such as stating that one product is superior to another. Advertisements must be in Dhivehi or English and must align with ethical and social standards in the Maldives. Products such as energy drinks, soft drinks, and high-sugar foods face additional limitations, including mandatory health warnings and restrictions on marketing to children, pregnant women, and nursing mothers.
Certain advertisements, such as those for infant formula, must include health messages promoting breastfeeding. Additionally, food advertisements featuring public figures, doctors, or nutritionists endorsing unhealthy products are banned, and advertising at health-related events, schools, and sports activities is strictly prohibited.
Violations of the regulation carry heavy penalties, with fines starting at MVR 10,000 for a first offence and escalating to MVR 500,000 for repeated violations. The MFDA has also warned that businesses engaging in misleading claims may face legal action or revocation of advertising permits.
The MFDA will oversee enforcement of the regulations, which take immediate effect following their publication in the Government Gazette.
