The Ministry of Health has provided clarity regarding the scope of advertisements under the recently implemented Food Advertising Regulation, which came into effect on February 20, 2025. This regulation mandates that all food items can only be advertised after submitting the necessary details through the “Dhirithi” portal and obtaining prior approval from the Maldives Food and Drug Authority (MFDA). Non-compliance with this requirement may result in a fine of MVR 10,000.
In light of concerns raised by small businesses and entrepreneurs—particularly regarding whether individual social media posts promoting food items would necessitate separate approvals—the Ministry has issued a clarifying statement. According to the Ministry, advertisements are defined as activities aimed at increasing the popularity of food items or the ingredients used in their production. However, this definition does not extend to restaurant menus or posts on virtual platforms and social media that merely indicate the availability of food services or specific food items. Consequently, such posts do not require prior approval.
The Ministry further specified that if social media posts describe food items using superlatives like “unparalleled” or include comparisons to other products through phrases or photos, such content would be classified as advertisements and would require approval. Approved advertisements are valid for three years. Any modifications to an approved advertisement necessitate re-approval as a new advertisement.
These clarifications aim to balance regulatory compliance with the operational realities of small businesses, ensuring that while promotional activities are appropriately monitored, routine informational posts are not unduly burdened by the approval process.
