Introduction

The Maldives has introduced Regulation No. 2025/R-77, formally titled the Regulation on the Advertising of Tourist Establishments in the Maldives. This brings a new level of structure and accountability to tourism marketing. Issued under Section 45-3 of the Maldives Tourism Act (Law No. 2/99), as amended by the 15th Amendment (Law No. 2/2025), the regulation works in tandem with the Copyright and Related Rights Act (Law No. 23/2010) and other subsidiary instruments governing the sector.

It represents a move towards standardising promotional practices across the country’s tourism industry.

Context and Purpose

To provide some context for the changes that will follow, it is essential to understand that the Maldives’ tourism sector is intensely competitive, with both global brands and local businesses vying for market share. Prior to this regulation, advertising rules existed in fragmented form, which left room for unverifiable claims and category misrepresentation.

The new regulation consolidates advertising requirements under a single legal instrument, particularly addressing digital media, now the dominant marketing channel for inbound tourism.

Scope and Applicability

The regulation applies to all licensed tourist establishments under the Tourism Act, including:

• Resorts, integrated resorts, private islands
• Tourist hotels, guesthouses, liveaboard vessels
• Yacht marinas, dive centres, water sports and excursion providers
• Any other entity licensed or permitted by the Ministry to provide services to tourists

Licensing and Advertising Permissions

The single most important takeaway for industry professionals is this:

No tourist establishment may advertise without a valid operating licence, and under-development properties may only advertise with Ministry approval obtained via the designated online portal.

This provision has direct operational and legal implications for:

• General Managers & Owners, ensuring licences are current before marketing launches
• Sales & Marketing Directors, verifying compliance before approving creative campaigns
• Advertising Agencies, incorporating legal checks into client onboarding

Advertising Standards

Key content requirements under Regulation No. 2025/R-77:

• Accuracy, completeness, and factual representation of facilities and services
• Category alignment with licence terms
• Correct identification of environmentally sensitive/vulnerable areas
• Substantiation of wellness tourism claims with evidence

These rules have particular weight for branding teams and digital content creators, where embellishment has traditionally been common.

Digital and Social Media Compliance

Digital-specific obligations include:

• Disclosure of paid, sponsored, or promotional content
• Prohibition on false, manipulated, or misleading visuals, ratings, and reviews
• Mandatory disclosure of AI-generated content
• Copyright compliance under Law No. 23/2010 (Copyright and Related Rights Act)

Violations here carry both legal and reputation risks, making internal review policies essential for agencies and in-house marketing teams.

Location Naming Requirements

Under the new regulation, every advertisement must accurately reflect the licensed location of the property. For resorts on a separate island, this means including the atoll, island, and the official establishment name as stated on the operating licence.

For those located on an inhabited island, advertisements must go further and also specify the relevant ward or district name alongside the licensed property name.

This rule aims to prevent geographic misrepresentation and misleading branding, which is crucial in a destination where location drives price positioning.

Enforcement and Penalties

• Written removal order with a 24-hour compliance period
• Fine structure:
  • First breach: up to MVR 10,000
  • Second breach: up to MVR 50,000
  • Third and subsequent breaches: up to MVR 100,000, with no further removal order required after the third breach

For repeat violators, the Ministry’s power to impose immediate fines marks a notable shift towards accelerated enforcement.

Key Takeaways

This regulation’s broad scope and strict enforcement mechanisms mean that compliance is now a cross-departmental responsibility.

Hospitality executives, marketing professionals, and legal advisers must coordinate to ensure every piece of promotional material, from copywriting brochures to social media posts, meets the new standards.

How QVL Can Help

1. Conducting an advertising compliance audit across all media
2. Establishing policies and SOPs for internal pre-publication legal review for marketing content
3. Updating agency contracts to require compliance with Regulation No. 2025/R-77 and relevant laws

The tourism industry in the Maldives is a premium market where trust is currency. This regulation, if followed diligently, strengthens both brand credibility and consumer confidence.