By Derrick Silimina

The Independent Broadcasting Authority (IBA) and the Zambia Institute of Marketing (ZIM) have urged broadcasting stations to strictly comply with established advertising standards and ethical requirements.

In a joint statement, the two institutions note that advertising plays an important role in informing and influencing consumers and, therefore, broadcasters have a responsibility to ensure that advertisements are truthful, decent, responsible and do not mislead the public.

“Broadcasters are expected to ensure that advertisements comply with the provisions of the Code of Advertising Practice and other broadcasting content standards,” said IBA Director General Webster Malido.

Malido reminded broadcasters to pay particular attention to advertisements that uphold decency and good taste and avoid content that is offensive or harmful to audiences, protecting children and other vulnerable groups from inappropriate or exploitative advertising, desist from advertisements that promote discrimination, prejudice or harmful stereotypes.

He further implored advertisers and broadcasters to exercise social responsibility and ensure that messages do not encourage unsafe or irresponsible behaviour.

“Advertisements on health, financial and other sensitive claims should be supported by credible evidence and relevant approvals where required, sponsored content and promotional messages should be clearly identifiable to avoid misleading consumers. Advertisements should comply with all applicable laws and industry codes.”

Speaking at the same event, ZIM Chief Executive Officer Danny Chanda has encouraged broadcasters to strengthen their internal mechanisms for vetting advertisements before transmission in order to promote professionalism, consumer protection and public confidence in the media and advertising sectors.

“We reaffirm our commitment to continued collaboration to promote responsible advertising practices and maintain high standards of integrity and accountability in Zambia’s broadcasting industry,” Chanda said.

Following the operationalization of Zambia’s new Advertising Standards Board (ASB) under the ZIM Act No. 2 of 2022, the two bodies are pushing for a heightened era of accountability, professional excellence, and consumer protection within the national media landscape.