Harare, Zimbabwe – September 13, 2024
The Broadcasting Authority of Zimbabwe (BAZ) has issued a directive prohibiting broadcasters from airing advertisements that promote prophets, traditional healers, and unverified traditional herbs or medicines. This move, which aims to protect consumers from potentially misleading claims, was communicated to top broadcasting executives across the country.
In a letter sent to the heads of the Zimbabwe Broadcasting Corporation (ZBC), ZiFM, Star FM, and several community radio stations, BAZ emphasized the broadcasters’ duty to prevent the dissemination of false or unverifiable information. The ban falls under the guidelines of Section 23 (a) & (b) of the Broadcasting Services (Code of Conduct for Broadcasters) Regulations, 2023, as well as Section 27(4)(e) of the Broadcasting Services (Licensing and Content) Regulations, 2004.
BAZ’s spokesperson underscored that the directive seeks to protect the public from the risks associated with unsubstantiated health or spiritual claims, particularly those made in advertisements from churches, prophets, and traditional healers. “We have a responsibility to ensure that broadcasters adhere to ethical standards and do not contribute to misleading the public, especially when it comes to matters that can affect health and well-being,” the spokesperson stated.
While advertisements related to such services are now banned, BAZ clarified that this prohibition does not extend to discussions, interviews, or debates on these topics. Such content is permitted as long as it is not promotional in nature or structured as an advertisement.
The directive comes amidst growing concerns about the proliferation of media content promoting alternative health treatments, miracle cures, and spiritual services, many of which lack scientific verification. This action by BAZ is seen as part of a broader effort to tighten regulatory oversight of content that could potentially harm consumers.
The broadcasting sector has yet to formally respond to the directive, though the ban is expected to have a significant impact on advertising revenue for certain religious and traditional institutions.
