In a move aimed at protecting public health and consumer interests, the Broadcasting Authority of Zimbabwe (BAZ) has issued a landmark directive banning advertisements from prophets, traditional healers, and purveyors of unverified herbal remedies across all broadcast media in the country.
BAZ Chief Executive Tandai Kapumha announced the decision yesterday, citing concerns over the potential for such advertisements to mislead the public. The ban specifically targets advertising content that cannot be authenticated, including claims of miraculous healing powers and promises of quick wealth.
“Our primary responsibility is to safeguard the well-being of our citizens,” Kapumha stated. “This directive ensures that broadcasters uphold their duty to provide reliable information to the public.”
The decision comes in response to a growing trend of self-proclaimed prophets and traditional healers purchasing airtime on radio and television to promote their services. Health officials have expressed alarm over reports of patients abandoning prescribed medical treatments in favor of unproven alternatives, sometimes with tragic consequences.
Dr. Portia Manangazira, Director of Epidemiology and Disease Control in the Ministry of Health and Child Care, welcomed the move. “This ban will help combat the spread of misinformation that can have serious health implications. It’s a step towards ensuring that health-related information broadcast to the public is evidence-based and reliable.”
The directive is grounded in existing broadcasting regulations, specifically Section 23(a) and (b) of the Broadcasting and Services (Code of Conduct for Broadcasters) Regulations, 2023, and Section 27(4)(e) of the Broadcasting Services (Licensing and Content) Regulations 2004.
Importantly, BAZ clarified that the ban does not extend to general discussions or debates on traditional medicine or religious practices. Instead, it focuses specifically on advertising content that makes unverifiable claims.
The move has garnered support from various sectors, including medical professionals and consumer rights advocates. Dr. Fortune Nyamande, chairperson of the Zimbabwe Association of Doctors for Human Rights, praised the decision. “This is a significant step in protecting vulnerable individuals from exploitation and ensuring that health decisions are based on sound medical advice,” he said.
However, the ban has also sparked debate. Some traditional healers argue that their practices are deeply rooted in Zimbabwean culture and should not be subject to the same scrutiny as modern medicine. BAZ has stated it is open to dialogue with all stakeholders to ensure fair implementation of the directive.
As broadcasters begin to implement the new guidelines, media analysts predict a shift in programming content. Emmanuel Chibanda, a media studies lecturer at the University of Zimbabwe, suggests this could lead to more educational content about health and wellness. “Broadcasters might fill the gap with informative programs that empower viewers to make informed health decisions,” he noted.
The BAZ directive represents a significant step in regulating health-related advertising in Zimbabwe’s broadcast media. As the country grapples with the challenge of balancing traditional practices with modern healthcare, this move underscores the government’s commitment to prioritizing public health and information integrity.
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