The Ministry of Tourism and Environment has introduced a new regulation that affects how tourist establishments can advertise in the Maldives. Gazetted on 4 August 2025, the Regulation on the Advertising of Establishments that Provide Services to Tourists is now in effect and applies to a wide range of operators in the tourism industry.
Here’s what your business needs to know.
Who is affected?
The regulation applies to all tourist establishments licensed by the Ministry, as well as those under development, and to centres offering excursions and water sports services.
If your business promotes services to tourists in any way, whether online, on social media, in print, or through video, you’ll need to follow these new guidelines.
Key things to keep in mind:
1. You need to be licensed to advertise
Tourist establishments must be licensed before they can be advertised.
If your property is still under development, you’ll need special permission from the Ministry before advertising it. Applications for this will be handled through an online portal (yet to be specified).
2. Be accurate about your category
Only advertise your business based on the category listed in your licence or registration.
For example, if you’re licensed as a guesthouse, you cannot advertise as a resort.
Even if your property is under development, the Ministry will determine what category you fall under based on where you’re building and how the land is leased.
3. Be honest and clear
You must ensure:
- Your descriptions of the services, location, and environment are accurate.
- You do not misrepresent any part of the Maldives or your surroundings.
- If you advertise wellness practices, you must provide proof that these services exist.
- You must clearly state if the area is environmentally sensitive.
Digital Advertising Rules
Extra care is needed when promoting your business online. Here’s what the new regulation says:
- Disclose paid content. Social media ads must clearly say they are ads.
- Do not fake it. You cannot use false or misleading photos, videos, ratings, or reviews.
- AI-generated content must be disclosed.
- You must own the content you post or have permission to use it.
Using your establishment’s name
You can only advertise using your establishment’s official registered name, and you must include:
- The island and atoll name if the business is on a standalone island.
- The atoll, island, and ward name if it’s located on an inhabited island or part of one.
Penalties for non-compliance
The Ministry can issue written orders to remove misleading or non-compliant ads within 24 hours.
If you do not comply, fines will be imposed:
- Up to MVR 10,000 for the first offence
- Up to MVR 50,000 for the second
- Up to MVR 100,000 for the third
- MVR 100,000 for each additional violation thereafter (with no warning required)
Bottom line:
If you are in the tourism business, whether operating or developing, you need to align your marketing and advertising with these new rules immediately. Accuracy, transparency, and compliance are now not just best practices, they are mandatory.
Stay tuned for updates on the designated portal for advertising approvals and ensure your marketing teams are briefed and trained accordingly.
