MVR 10,000 fine for advertising food without necessary permits

A permit is required before advertising food items, and violators will face fines of MVR 10,000.

Maldives Food and Drug Authority (MFDA) issued the Food Safety Regulations on Thursday, stating that any food item can only be advertised after submitting details on the "Dhirithi" portal and obtaining permission.

The permit issued will be valid for three years. If any approved advertisement is altered, it must be re-approved as a new advertisement.

Even with permission, only audio and video advertisements will be allowed for energy drinks, soft drinks, carbonated drinks, or food supplements deemed unsuitable for general consumption by an international health-related organization or agency.

A fee of MVR 1,500 is required for audio/video advertisements, and MVR 1,000 for other types of advertisements. For carbonated drinks or energy drinks, the fee is MVR 3,000.

Advertisements for energy drinks or similar products must include a warning in both Dhivehi and English, indicating that they are harmful to children and pregnant women.

Under the Food Safety Act, it is prohibited to advertise any food item suggesting it has specific health benefits or is effective in treating various diseases. However, it is permissible to state that a food containing a specific nutrient will benefit health, provided the claim can be substantiated. The regulations also state that children under the age of three must not be featured in any advertisements for various types of milk. Additionally, terms like "the best," "second to none," and "finest" are prohibited in food advertisements.

Furthermore, the advertising of non-iodized salt is also banned.

Advertising of energy drinks, carbonated drinks, food supplements, and similar products is prohibited at promotional events in public places.

A fine of MVR 10,000 will be imposed for the first violation, MVR 100,000 for the second, and MVR 300,000 for the third.