Regulation on the Advertising of Establishments that Provide Services to Tourists in the Maldives
On 4 August 2025, the Ministry of Tourism and Environment (the “Ministry”) gazetted the Regulation on the Advertising of Establishments that Provide Services to Tourists in the Maldives (the “Regulation”). The Regulation came into force on the date on which it was gazetted.
The Regulation has been enacted to expand on the new advertising rules provided under Section 45-3 of the Maldives Tourism Act1 (the “Act”) introduced to the Act by the 15th Amendment to the Maldives Tourism Act2.
The key provisions of the Regulation have been summarised below.
Applicability and scope
The Regulation applies to all establishments that operate under a license or permit issued by the Ministry (and any such establishments that are being developed), as well as centres that provide sea or water sports services and excursion services.
The Regulation stipulates the rules applicable to activities carried out to directly or indirectly promote the services provided by a tourist establishment:
- Through print media, electronic media, the internet or any other medium; and
- In audio, visual, video or any other form.
Licensing requirement
As a general rule, tourist establishments can be advertised only after they have been licensed with the Ministry.
However, a tourist establishment under development can be advertised before it is licensed with the permission of the Ministry. Application forms for the Ministry’s permission can be submitted on a portal to be designated by the Ministry. The designated portal will list the supporting documents required for such an application.
General standards
The Regulation stipulates the following general standards applicable to the advertising of tourist establishments:
- Establishments can only be advertised as an establishment of the level and category specified in its registration documents and operating licence . (E.g., an establishment licensed to operate as a tourist hotel cannot be advertised as a tourist resort)
- The level and categorisation of establishments under development will be determined by the Ministry as follows based on the type of property on which the development is taking place:
- If the establishment is being developed on a property leased by the Ministry, as specified in the lease agreement.
- If the establishment is being developed on a property leased by a local council or a privately-owned property, as determined by the Ministry.
- Information that clearly reflects the level and category of the establishment under development must be included in its advertisement.
- The establishment must ensure the completeness and accuracy of information provided on:
- The establishment and the services provided at the establishment.
- The natural environment surrounding the establishment or of any area of the Maldives.
- The area surrounding the establishment and the services available in that area.
- The views, vision and information included in advertisements must be incorporated in compliance with the applicable laws and regulations of the Maldives.
- The advertising of tourist establishments must be in line with the responsibility to protect the natural beauty and environment of the Maldives.
- Information of environmentally vulnerable areas must be clearly stated in advertisements.
- Establishments that maintain wellness tourism practices must accurately and transparently disclose precise details and proof of such practices.
Digital advertising
The following additional standards are applicable to the digital advertising of tourist establishments:
- Social media advertisements must clearly indicate that they are advertisements (E.g., paid promotions must be specifically disclosed to be advertisements).
- False or inaccurate photos and videos cannot be used in advertisements.
- False or inaccurate online reviews, comments and ratings cannot be made or presented.
- Advertisements must clearly specify if it contains AI-generated content or content generated through machine learning.
- The contents of advertisements must be the promoter’s own content, or the promoter must ensure that such contents do not infringe the Copyright and its Related Rights Act 3.
Use of establishment name
An establishment may only use its name in advertisements after the name has been registered, and in line with the following rules:
- If the establishment is developed on a specific island, the advertisement must state the name of the establishment stated on its operating licence along with the name of the island and atoll.
- If the establishment is developed on an inhabited island or a specific area of an island, the advertisement must state the name of the establishment such that tourists will know and understand the name of the atoll, island and ward in which it is located.
Administrative actions and fines
Licensed tourist establishments and tourist establishments under development will be subject to the following administrative actions and fines in the event of a breach of the Regulation.
- The Ministry must first issue an order in writing to the promoter for the removal of the advertisement within 24 hours, with details of how it breaches the Regulation.
- If the promoter does not comply with such an order, the Ministry has the discretion to impose fines as follows:
- Impose a fine not exceeding MVR10,000 in connection with first-time breaches of the Regulation;
- Impose a fine not exceeding MVR50,000 in connection with the second breach of the Regulation; and
- Impose a fine not exceeding MVR100,000 in connection with the third breach of the Regulation.
- The Ministry has the discretion to impose MVR100,000 for each subsequent breach of the Regulation by a promoter after their third breach, without the need for the Ministry to first serve a written order requiring the advertisement to be removed.
