Operating license required to advertise for tourism purposes: Ministry

Ministry of Tourism has introduced new regulations requiring tourism service providers to obtain operating permits before advertising their businesses.

The ministry said that this aims to safeguard the integrity of Maldives’ tourism industry and protect tourists from fraudulent schemes.

The regulation mandates that only establishments with valid operating licences issued by the ministry can advertise themselves for tourism purposes. The measure is intended to ensure that Maldives is promoted with accurate, responsible, and truthful information that aligns with the country’s tourism standards.

The ministry stated that the regulation is also designed to curb growing cases of fraud on digital platforms, where unlicensed individuals or entities deceive potential tourists through misleading advertisements.

The regulation applies to a wide range of tourism-related services, including:

1. Tourist resorts

2. Integrated tourist resorts

3. Private islands

4. Tourist hotels

5. Tourist guest houses

6. Tourist vessels and safaris

7. Yacht harbours

8. Dive centres

9. Centres for beach sports, water sports, and excursions

In addition, other properties licensed for tourism use, such as council-owned land and private properties under development are also covered, provided they receive prior approval from the Ministry.

According to the regulations, advertising can only begin once an operating permit has been issued via a designated online portal. For tourism developments still under construction, promotional activity may be permitted only with the ministry’s approval and must follow specific guidelines:

- Leased premises must be advertised in accordance with the grade or category outlined in the lease agreement

- Council-owned or leased properties must reflect the classification recognized by the ministry

- Advertisements must clearly indicate the current status or category of the establishment

The regulation includes a comprehensive set of advertising guidelines, especially for digital media. Advertisements must:

- Be accurate and complete

- Adhere to Maldivian laws and tourism standards

- Reflect the country’s environmental responsibilities, with special care when promoting environmentally vulnerable area

For digital and social media platforms, conditions include:

- Clearly marking sponsored or paid advertisements

- Avoiding the use of unrealistic images or footage

- Prohibiting the publication of fake reviews, ratings or comments

- Disclosing the use of AI-generated content

- Ensuring all content used respects copyright and intellectual property rights

Advertisements must include detailed information about the property's location:

- For island-based establishments: the island name, atoll name, and the official name in the operating licence

- For properties on residential islands or designated areas: the island, district, and atoll name must be clearly stated to ensure clarity for tourists

Strict penalties will apply for violating the regulation including;

1. A removal order will be issued, requiring the advertisement to be taken down within 24 hours

2. Fines will be imposed as follows:

- Up to MVR 10,000 for a first offence

- Over MVR 50,000 for a second offence

- Over MVR 100,000 for a third offence

3. If violations continue beyond three times, each offence thereafter may incur a fine of up to MVR 100,000 without further written notice.