The Food Safety and Quality Centre in Oman says that social media influencers in Oman need to get permission before they can advertise food products online. This rule is supposed to help keep people safe when they buy food and make sure that the ads for food products follow the rules of the country.
The people at the Food Safety and Quality Centre talked to the Stories and said that this new rule is part of a bigger plan to keep an eye on the ads for food that are posted online. Since more and more people are using social media influencers to advertise food, the Food Safety and Quality Centre wants to make sure that the ads are honest and clear. The Food Safety and Quality Centre needs to approve these ads to make sure that they do not lie to people about the food products. Social media influencers in Oman have to follow this rule so that food products are advertised in a way that is fair, to the people who might buy them.
The centre noted that food promotions shared through social media platforms can have a significant influence on purchasing decisions, making it essential that marketing claims comply with established food safety standards. Officials said businesses and content creators are expected to follow the relevant regulatory procedures before publishing promotional material, particularly when campaigns involve commercial partnerships or endorsements.
According to the FSQC, the approval framework also supports fair competition within the food sector by ensuring that all promotional activities are subject to the same regulatory standards. The authority emphasised that unverified health claims, misleading product descriptions and inaccurate advertising can undermine consumer confidence and potentially pose risks to public health.
The move reflects Oman’s continued efforts to modernise its regulatory approach in response to the expanding role of digital platforms in commerce. As influencer-led marketing becomes increasingly common across the food and beverage industry, authorities are seeking to balance commercial innovation with effective consumer safeguards.
Officials encouraged influencers, marketing agencies and food businesses to familiarise themselves with the applicable regulations before launching promotional campaigns. They added that compliance with the approval process will help ensure marketing content meets legal requirements while supporting responsible advertising practices across the Sultanate.
The FSQC reaffirmed that consumer protection remains central to its mandate, stressing that regulatory oversight of food promotions is aimed at maintaining public trust, improving transparency and ensuring that information presented to consumers is both reliable and compliant with Omani food safety standards.
