Tourist Establishment Advertising Regulation
Key Takeaways for Tourism Businesses
Introduction
On 04th Aug 2025, Ministry of Tourism and Environment published the Tourist Establishment Advertising Regulation which introduced new advertising standards for tourist establishments operating in the Maldives. This article identifies the tourism businesses affected by the regulation, and discusses its implications for digital advertising practices within the industry.
Who’s affected?
These regulations apply to the following categories of tourism businesses:
Tourist resorts
Integrated tourist resorts
Private islands
Tourist hotels
Tourist guesthouses
Tourist vessels
Yacht marinas
Dive centres
Watersports & excursion operators
Other establishments licensed by the Ministry of Tourism and Environment.
What should tourism businesses keep in mind?
Digital advertisements by tourism businesses now have to adhere to the following standards:
Advertising Disclosure
Social media ads must be clearly identified as advertising.
Authentic Visual Content
Publishing fake photos and videos is prohibited.
Honest Reviews, Comments and Ratings
Publishing fake online reviews, comments and ratings is prohibited.
AI Content Disclosure
It must be disclosed if AI or machine learning was used to generate content.
Copyright Compliance
Advertised content must either be owned by your business or used in accordance with the Copyrights and Related Rights Act.
What happens if you don't comply?
Non-compliance with these regulations can result in having to remove the advertisement and fines ranging from MVR 10,000 to MVR 100,000.
Have questions about regulatory compliance? Schedule a consultation with us.
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