The Ministry of Tourism has rolled out a new regulation governing how tourist facilities in the Maldives can advertise their services. This move, made under the authority of Section 52 of Law No. 2/99 (Maldives Tourism Act), and with reference to Section 45-3 of the same Act, aims to ensure transparency, protect consumers, and uphold the integrity of the tourism industry.

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What the Regulation Aims to Do

The regulation is designed to:

• Ensure all advertisements promoting Maldivian tourism are truthful, complete, and consistent
• Provide accurate depictions of tourist facilities, their surroundings, and services
• Promote responsible, ethical advertising that aligns with national tourism standards
• Protect tourists and the industry from deceptive or misleading practices, especially on digital platforms

Who It Applies To

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Unless stated otherwise, the regulation applies to:

• Tourist resorts
• Integrated resorts
• Private islands
• Tourist hotels and guesthouses
• Tourist vessels and yacht marinas
• Diving and watersports centers
• Any other establishment licensed by the Ministry of Tourism

Advertising Requirements

Under the new rules:

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• Only licensed establishments may advertise their services. Advertising for future developments is allowed only with special approval from the Ministry.
• All advertisements must reflect the official grade or category listed in the facility’s registration.
• Facilities under development can advertise based on:
• • The category stated in their lease agreement (if leased from the government)
  • Or the category approved by the Ministry (if on private or council-leased land)

In all cases, the facility’s category or grade must be clearly disclosed in the advertisement.

Accuracy is Key

All promotional content must:

• Be factually accurate and complete
• Reflect the real environment and services offered
• Comply with Maldivian laws and promote the country's natural beauty
• Acknowledge environmentally sensitive areas if referenced
• Use evidence-based claims, especially in wellness tourism advertising

Rules for Digital and Social Media Promotions

The regulation introduces strict standards for online and digital advertising:

• All social media ads must be clearly labeled as advertisements
• No use of fake reviews, ratings, or misleading visuals
• Use of AI-generated content must be clearly disclosed
• All content must be original or used with proper copyright permission

Naming and Location Transparency

When naming the facility or service provider:

• The registered name must be used
• For facilities on standalone islands, the island, atoll, and establishment name must be included
• For facilities on inhabited islands or in specific wards, the ward, island, and atoll must be clearly identified

Penalties for Non-Compliance

If a facility violates the regulation, the Ministry will issue a written notice and demand that the content be taken down within 24 hours. Failure to do so may result in fines:

• First offense: Up to MVR 10,000
• Second offense: Up to MVR 50,000
• Third offense: Up to MVR 100,000
• Subsequent offenses: Up to MVR 100,000 each

Why This Matters

This regulation reinforces the Maldives' reputation as a transparent, trustworthy, and world-class destination. By setting clear standards, it helps protect tourists from false advertising and ensures that the Maldives is marketed with the authenticity and care it deserves.