The Food Safety and Quality Center (FSQC) has officially issued a directive requiring all social media influencers, content creators, digital activists, advertising agencies, commercial institutions, and food traders to secure prior official approval before promoting or advertising any food product online or through traditional media outlets. The regulatory measure reflects an intensified effort by Omani authorities to streamline digital marketing practices, eliminate unverified health claims, and protect public health across the Sultanate's rapidly expanding commercial media landscape.
This directive operates strictly in compliance with the provisions established under the national Food Safety Law and Ministerial Decision Number 69/2024, which governs the registration, labeling, and commercial advertising of food items. Under the framework, any food item presented in commercial advertisements, digital endorsements, or sponsored social media campaigns must be fully registered within the center’s national database prior to public promotion. By regulating digital marketing at the source, authorities aim to ensure that all consumed products meet stringent national safety standards.
The regulatory framework sets clear criteria for digital promotional content, prohibiting false or unapproved nutritional claims, misleading healthcare statements, and content that conflicts with public order or cultural values. Furthermore, specific protections are integrated to govern food advertising targeted toward children, banning representations that depict or encourage unhealthy dietary habits. By enforcing these promotional parameters, the center seeks to foster a transparent and accountable media environment for consumers and commercial entities alike.
To ensure full compliance and operational efficiency, stakeholders are required to submit formal approval applications through designated official communication channels prior to launching marketing campaigns. Authorities emphasized that strict legal measures and statutory penalties will be enforced against any individual, agency, or commercial establishment violating the applicable laws and ministerial resolutions. The rigorous enforcement policy serves as a strong deterrent against unauthorized media promotions and deceptive marketing practices.
Ultimately, the mandatory pre-approval regulation underlines Oman's commitment to maintaining elevated public safety and consumer protection standards in the digital age. By aligning commercial food advertising with unified national regulatory standards, the country protects consumers from potential health risks associated with unregulated products. As the new mandate takes effect across all digital and broadcast platforms, it establishes a higher standard of accountability for content creators and food distributors nationwide.
