Food ads with terms like "the best" to be regulated: MFDA

Advertisements outside stores and on social media informing the public about food products' availability will not need approval under the new food advertisement regulations, said Maldives Food and Drug Authority, adding that only campaigns claiming the products to be "the best" or "second to none".

MFDA's new food advertising rules, which came into force last month under the Food Safety Act, sparked concerns nationwide, especially among small businesses and home cooks.

An MFDA official said the food advertising regulation was previously under the General Regulations Act, which did not require a fee for advertising and did not provide for action against violators. According to the source, the new regulations were put together with strict measures to limit advertising within boundaries because some places have advertised food items as a cure for diseases in the past and even claimed the products include nutrients that were not included in the food they sold.

The new regulation was made under the Food Safety Act aims to monitor such advertisements properly, the official said.

“So, we made it possible to advertise within certain limits,” the official said.

He said posting food on social media or displaying on a shop window is not advertising. However, the official noted that the use of phrases such as "second to none" or "the best" would be advertising.

"Display is not an advertisement. But if it comes to a promotional activity on the display, it is an advertisement," the official said.

If businesses advertise in such a way, they are required to apply to the MFDA for a permit, by paying a fee of MVR 1,500 for audio/video advertisements or MVR 1,000 for other forms of advertisements. However, all forms of advertisements for carbonated or energy drinks will cost MVR 3,000.

Violation of this regulation will result in a fine of MVR 10,000 the first time, MVR 100,000 the second time, and MVR 300,000 for the third time.

MFDA said the authority previously sent letters to the media and the Media Council for the unapproved use of food advertisements. However, there was no way to take action at the time. Under the new regulations however, businesses will be required to obtain permission before advertising their food products via mainstream media as well.