MUSCAT : The Food Safety and Quality Centre (FSQC) has defended its recent decision requiring social media influencers, content creators, companies and advertisers to obtain prior approval before promoting food products, saying the measure was introduced to safeguard consumers from misleading claims and inaccurate information.

Speaking exclusively to The Arabian Stories, a senior official at the Food Safety and Quality Centre (FSQC) said the approval requirement is designed to ensure that food-related advertisements published by influencers, companies and other advertisers contain accurate and verified information.

“The requirement for prior approval before advertising food products is not intended to restrict commercial or advertising activities, but to protect consumers from misleading information.”

The official said the centre introduced the measure after observing that many food advertisements published in recent months contained misleading claims or inaccurate information that could affect consumers.

The official stressed that the regulations apply equally to social media influencers, content creators, advertising agencies, companies and any other entity promoting food products.

“Whether the advertiser is an influencer or a company wishing to promote its products, prior approval must be obtained. This requirement applies to the specified food products.”

The clarification follows the FSQC’s recent directives requiring influencers, content creators, businesses and food establishments to obtain prior approval before promoting food products, including infant and toddler food products, in accordance with the Food Safety Law and Ministerial Decision No. 69/2024.

The centre reiterated that legal action may be taken against individuals or organisations that fail to comply with the regulations governing food advertising and promotion.

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