On 4th August 2025, the Ministry of Tourism and Environment (“MoT”) published the “Regulation on Advertising Tourist Establishments in the Maldives” (Regulation No: 2025/R-77). This Regulation follows the new regulatory framework introduced by the Fifteenth Amendment to the Maldives Tourism Act (Law No: 2/2025) (“Fifteenth Amendment”), governing advertising and promotional activities of tourist establishments. The new Regulation aims to ensure that the advertisements promoting the Maldives are truthful and consistent, provide clear and accurate information about tourist facilities and their surroundings, promote tourism responsibly and in accordance with tourism standards, and protect tourists and the tourism industry from various deceptive practices and fraud, particularly occurring through digital and online platforms.
Scope of the regulation
The Regulation applies to all advertising activities conducted through print media, electronic media, internet, or any other medium, using any type of audio, visual, video, or other formats, directly or indirectly intended to increase the popularity of a tourist establishment or its services.
The regulation applies to the following categories of tourist establishments:
- tourist resorts
- integrated tourist resorts
- private islands
- tourist hotels
- tourist guesthouses
- tourist vessels
- yacht marinas
- dive centers
- centers that provide beach or water sports, and excursion services.
- other establishments authorized by the MoT (These include all establishments that have been granted separate operating licenses by the MoT).
PRIOR PERMIT REQUIREMENT
Under the Regulation, tourist establishments are prohibited from advertising their establishments prior to obtaining the necessary operating license from MoT. However, MoT retains the discretion to permit advertising for properties under development. To obtain such permissions, establishments must submit a designated form through MoT’s online portal. The required supporting documents will also be specified on that portal once it is operational.
general advertising guidelines
The Regulation sets forth the following advertising guidelines, which all tourist establishments must adhere to:
- advertisements must align with the category or classification stated in the establishment’s registration and operating license.
- all information provided about the establishment and its services must be true, complete, and factually accurate.
- descriptions of the natural environment around the establishment or any natural areas within the Maldives must be factual and not misleading.
- information about the surrounding areas and available services must be accurate.
- advertising content must comply with all applicable laws and regulations of the Maldives.
- advertisements must reflect a commitment to preserving the natural beauty of the Maldives and protecting the environment.
- environmentally sensitive areas must be clearly identified when mentioned in advertisements.
- establishments promoting wellness tourism must provide transparent, factual information and verifiable evidence about such practices.
- when advertising tourism-related establishments, the regulation requires the use of the registered name of the establishment. Accordingly, establishments located on a specific island, the name of the island, the atoll, and the name stated in the operating license must be clearly indicated. For establishments located on an inhabited island or in a specific area of an island, the name of the island, the district, and the atoll must be clearly stated in an unambiguous manner.
ADDITIONAL GUIDELINSE FOR PROPERTIES UNDER DEVELOPMENT
- Properties leased by MoT must be advertised according to the category or classification specified in the head-lease agreement.
- Properties being developed on land leased by local councils or on private land must be advertised in accordance with the category or classification approved by the MoT.
- All advertisements must clearly state the category or classification of the property.
DIGITAL ADVERTISING STANDARDS
Tourist establishments conducting digital advertising must comply with the following additional standards:
- advertisements on social media platforms must be clearly marked and disclosed in a way that makes their promotional nature evident.
- must not include the use of false or misleading images or videos.
- avoid creating or displaying fake online reviews, ratings, or comments.
- clearly disclose when AI or machine learning-generated content is used.
- ensure all content used in advertisements is either original or does not infringe on third-party copyrights, in compliance with the Copyright and Related Rights Act (Law No. 23/2010).
PENALTIES FOR NON-COMPLIANCE
Where a tourist establishment, or a property being developed for tourism purposes, whether leased by MoT, or a local council, or situated on private land, is found to be in violation of the Regulation, MoT has the power to impose the following enforcement measures:
- issue a written notice requiring the advertisement to be removed within twenty-four hours, specifying the nature of the violation.
- if the advertisement is not removed within twenty-four hours, MoT has the discretion to impose fines.
The MoT has the power to impose fines as follows:
- first time violation – a maximum fine up to MVR 10,000.00
- second time violation – a maximum fine up to MVR 50,000.00
- third time violation and subsequent violations – a maximum fine up to MVR 100,000.00
