The Ministry of Health has clarified the requirements for advertising food and beverage products following concerns from small businesses and individual service providers over the recently issued Food Advertising Regulations.
The initial announcement by the Maldives Food and Drug Authority (MFDA) suggested that all food and beverage providers would need prior approval before advertising their products. This prompted criticism from businesses, particularly small-scale operators, who argued that the requirement would be cumbersome and restrictive.
In response, MFDA issued an amended statement confirming that standard promotional activities, such as social media posts announcing the availability of food items or restaurant menus, do not require approval. However, advertisements that seek to enhance a product’s popularity—such as those making competitive claims or using phrases like “second to none”—must still obtain permission from the ministry.
Applications for advertising approval can be submitted through the “Dhirithi” portal, with approved licenses valid for three years. Any modifications to an advertisement will require a new application. Businesses that fail to comply with the regulations may face a fine of MVR 10,000.
