Permit required to advertise tourist services

Tourism Ministry, on Monday night, has released a new regulation which bars advertisement of services for tourists without registration as a tourist establishment.

The ‘Regulation on Advertising Tourism Establishments’ aims to ensure that advertisements promoting the Maldives as a tourist destination provide accurate information and promote responsible advertising in accordance with tourism standards.

Additionally, the regulation seeks to ensure that information advertised about a tourist establishment, its services, and the surrounding area for prospective tourists does not include any content that could negatively impact the Maldivian tourism industry.

The regulation is applicable to tourist resorts, integrated tourist resorts, private islands, tourist hotels, guesthouses, tourist vessels, yacht harbors and establishments providing diving and watersports services.

According to the regulation, tourist establishments apart from these which is registered with the Tourism Ministry can advertise tourist services. The Ministry has the discretion under the regulation to grant permit for tourist establishments under development to publish advertisements.

The regulation requires tourist establishments to seek a permit to advertise tourist services, which can be carried out through a dedicated portal of the Tourism Ministry.

The advertisements of the service must corroborate with the tourist establishment’s registry and operating license. In this regard, they must:

• Not use fake photos and videos when advertising on social media
• Not include fake online reviews and comments
• Clearly state if the content has been heated using AI or machine learning
• Use original content for advertisement

If a tourist establishment is found violating the regulation, the Ministry will take appropriate action. Initially, the establishment will be instructed to remove the advertisement within 24 hours. If the advertisement is not removed within this timeframe, a fine will be imposed.

First-time offenders will face a fine of MVR 10,000, second-time offenders will be fined MVR 50,000, and third-time offenders will be subject to a fine of MVR 100,000.