The Tourism Ministry has publicized new rules for tourism service providers to approve advertisements under changes brought to the Tourism Act earlier this year.

Under the rules, tourism service providers must obtain approval from the ministry to promote or advertise their businesses. The application for this permit must be submitted through a portal set up by the ministry.

The objectives of the rules include ensuring advertisements include factual and accurate information and protect tourists from scams.

The new rules state that only businesses with operating license can advertise while those without an operating license must seek a special permit.

Although there is no specific standard for advertising for developed properties, there is a standard for advertising during the development phase.

It also requires digital ads to clearly identify on social media, with identification of AI content and avoiding fake reviews, comments and ratings.

Businesses that violate the rules face heavy fines if they do not remove the ads within 24 hours. Fines range from MVR 10,000 for the first violation, MVR 50,000 for the second violation and MVR 100,000 for the third violation.

After that, the ministry has the power to impose a fine of not more than MVR 100,000 for each additional violation without written notice.