The Maldives Food and Drug Authority (MFDA) has announced that advertisements displayed outside stores and on social media about the availability of food products will not require approval under the new food advertising regulations. However, campaigns that claim food products to be "the best" or "second to none" will still need approval.

These new rules, which came into effect last month under the Food Safety Act, have raised concerns across the nation, particularly among small businesses and home cooks. According to an MFDA official, food advertising was previously governed by the General Regulations Act, which did not require any fee or provide a mechanism for punishing violators. The new regulations, however, introduce stricter controls aimed at limiting misleading advertising. In the past, some businesses have advertised food items as cures for diseases or claimed they contained nutrients not present in the products.

The aim of the new regulation, the MFDA official explained, is to properly monitor such advertisements. While the display of food products in a shop window or posting on social media is not considered advertising, promotional activities or the use of phrases like "second to none" or "the best" will be regarded as advertising.

Under these regulations, businesses that wish to advertise in these ways must apply to the MFDA for a permit and pay a fee of MVR 1,500 for audio/video advertisements or MVR 1,000 for other forms. For carbonated or energy drinks, the fee will be MVR 3,000. Violating the new rules could result in significant fines: MVR 10,000 for the first offense, MVR 100,000 for the second, and MVR 300,000 for the third.

Previously, the MFDA had sent letters to media outlets and the Media Council regarding unapproved food advertisements, but there was no enforcement mechanism. Under the new regulations, businesses will now be required to obtain permission before advertising their food products in mainstream media.