MUSCAT : This follows a broader notice issued by the centre earlier calling food traders, companies and social media users to secure approval before promoting any food products through social media or other media outlets.

The centre said the requirement applies to all food handlers, companies, institutions, social media influencers, content creators and activists promoting infant and toddler food products across social media platforms and other forms of media.

The directive is issued in accordance with the Food Safety Law, Ministerial Decision No. 69/2024 on the registration, advertising and promotion of food products, and Ministerial Decision No. 74/2021, which adopted Omani Standard Specification OS 1649:2021 as a mandatory national standard.

The centre said prior approval must be obtained before any promotional or advertising activities are carried out for food products intended for infants and young children. Applications for approval can be submitted by email to Food.approval@mafwr.gov.om.

The Food Safety and Quality Centre stressed that penalties prescribed under the applicable laws and regulations will be enforced against individuals or entities found in breach of the advertising and promotion requirements.

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