Muscat – The Food Safety and Quality Centre (FSQC) has summoned several companies and social media influencers after finding violations involving the advertising and promotion of food products, including foods intended for infants and young children.

The centre did not disclose the number or identities of those summoned, but said it would take punitive measures prescribed under existing legislation.

The action follows a warning issued on July 28 urging influencers, content creators, advertising agencies, businesses and food traders to obtain prior approval before promoting food products through social media or other media outlets.

The centre said it would continue monitoring advertisements and promotional material to protect consumers, curb misleading claims and improve compliance with food marketing regulations.

Under Ministerial Decision No 69/2024, food products cannot be advertised or promoted without the centre’s approval. The product must first be registered, while promotional information must be accurate, scientifically supported and free of misleading or unauthorised health and nutritional claims.

The regulations require advertisers to identify the intended audience and stop misleading content directed at children.

Violations may attract an administrative fine of RO1,000, which can be doubled for repeat offences, without prejudice to penalties under the Food Safety Law and its executive regulations.