New Tourism Advertising Regulations Introduced in Maldives

The Maldives has introduced new regulations on advertising tourist service establishments, effective from 5 August 2025. Implemented under the 15th Amendment to the Tourism Act, the regulation sets clear standards for how tourism facilities can promote their services and gives the Ministry of Tourism and Environment the authority to oversee and enforce these rules.

These regulations are intended to ensure truthful, consistent, and responsible advertising across the tourism sector, protecting both travellers and the integrity of the Maldives as a destination.

Who Is Affected

These rules apply across a wide range of businesses in the tourism sector, including:

Tourist Resorts
Integrated Tourist Resorts
Private Islands
Tourist Hotels
Tourist Guesthouses
Tourist Vessels
Yacht Marinas
Diving Centers
Water Sports and Excursion Centers
Other establishments licensed by the Ministry

Ensuring Truthful and Responsible Advertising

The primary aim of the regulation is to ensure that promotional materials accurately represent the services, environment, and experiences offered by tourism establishments. All advertisements—whether local or international, traditional or digital—must present truthful, factual, and complete information. The regulation prohibits the use of false or exaggerated imagery, fabricated claims, or any form of content that may mislead potential visitors.

This includes not only details about a property itself but also its surroundings, environmental features, wellness practices, and affiliated services. Any information about nearby atolls, marine life, or island culture must also be represented in a way that aligns with reality and supports the country’s tourism reputation.

Advertising Conditions for Unlicensed or Developing Properties

According to the regulation, only tourism establishments that hold a valid operating licence issued by the Ministry of Tourism and Environment are permitted to advertise their services. Properties that are under development may do so only after obtaining written approval from the Ministry.

In cases where the property is leased by a council or privately owned, any advertisements must reflect the category or grade that has been approved by the Ministry. This requirement applies regardless of the development stage or intended positioning of the property.

Standards for Digital Media and Social Platforms

In today’s marketing environment, digital content plays a pivotal role. The regulation sets specific standards for digital and social media advertising. Advertisements must be clearly marked as such, especially when shared via influencers or sponsored social content. The use of artificial intelligence (AI) or machine-generated visuals must be explicitly disclosed. Additionally, tourism establishments are prohibited from creating or promoting false reviews, ratings, or comments online.

All creative content used in marketing must be either original to the advertiser or used with permission under the Copyright and Related Rights Act (Law No. 23/2010).

Mandatory Use of Correct Names and Locations

The regulation requires that all establishments use their registered names and geographical identifiers in advertisements. For resorts and facilities on uninhabited islands, this includes the island and atoll names. For those located on inhabited islands, the island name, ward, and atoll must be clearly stated. This ensures geographical transparency and helps tourists accurately understand where a facility is situated, avoiding confusion or misrepresentation.

All content, digital or traditional, should reflect the establishment as categorised in the operating license (Tourist Resort, Tourist Hotel, Integrated Tourist Resort, Tourist Vessels..etc.)

Administrative Actions and Penalties

In the event of a violation, the Ministry will first issue a written notice, requesting the removal of the offending advertisement within 24 hours. If the establishment fails to comply within this timeframe, the ministry has the right to impose the following fines:

First violation: up to MVR 10,000
Second violation: up to MVR 50,000
Third violation: up to MVR 100,000

For subsequent offences beyond the third, the Ministry may impose a fine of up to MVR 100,000 per violation, without issuing further notice.

What Must Be Done Now

Immediately audit and update all advertising and promotional materials
Ensure visual, written, and spoken content reflects licensed category and actual offerings
Seek written approval from the Ministry before promoting facilities under development
Educate marketing staff and partners (including influencers) on the new guidelines
Prepare for increased scrutiny and enforcement in the coming weeks

This regulation forms part of broader changes introduced under the 15th Amendment to the Tourism Act, which also includes the establishment of a Tourism Trust Fund, updates to lease-related procedures, and enhanced compliance measures. These initiatives aim to support greater transparency, consistency, and long-term sustainability within the tourism sector.