MFDA says social media food posts don't require approval
The rules include fines for violations and fees for advertisement approvals, which have led to concerns from small businesses and home-based food sellers.
The Maldives Food and Drug Authority (MFDA) has stated that social media posts about food will not require approval under the Food Advertising Regulations, which came into effect on 20 February.
The regulations mandate that any food advertisement must be submitted to the MFDA for approval before being published. The rules include fines for violations and fees for advertisement approvals, which have led to concerns from small businesses and home-based food sellers.
In response to these concerns, the MFDA issued a statement clarifying that advertisements aimed at increasing the popularity of food or food products must be approved under the regulations. However, social media posts promoting restaurant menus, food services, or specific items by individuals seeking income from home will not be classified as advertisements and will not require approval.
The MFDA further stated that if a post includes phrases comparing one food item to another, it will be considered an advertisement and will require approval.
Key provisions under the Food Advertising Regulations:
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Advertisement permits are valid for three years and must be renewed upon expiry.
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Any modifications to an approved advertisement require a new approval.
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Applications must be submitted through the ‘Living Portal.’
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Advertisers must provide the script, audio, video, and images when seeking approval.
Advertisement approval fees:
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MVR 1,000 for a photo advertisement
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MVR 1,500 for video or audio advertisements
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MVR 3,000 for energy drink advertisements
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If an advertisement is not approved, a revised version must be resubmitted with a new fee payment
Penalties for violations:
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MVR 10,000 for the first violation
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MVR 100,000 for the second violation
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MVR 300,000 for the third violation
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MVR 500,000 for any further violations
