The Independent Broadcasting Authority (IBA) and the Zambia Institute of Marketing (ZIM) have issued a joint directive to all broadcasting stations to ensure that advertisements meet national ethical and content standards, warning against misleading, offensive, or irresponsible messaging.
In a joint press statement released to the media, the two institutions reminded that broadcasters have a duty to protect audiences because advertising plays a major role in informing and influencing consumer decisions.
“Broadcasters are expected to ensure that advertisements comply with the provisions of the Code of Advertising Practice and other broadcasting content standards,” the statement read in part.
IBA and ZIM outlined eight areas that stations must pay particular attention to before putting ads on air among them is truth and accuracy, decency, protection of vulnerable groups, non discrimination, social responsibility, sensitive claims, transparency and legal compliance.
The regulators further urged broadcasters to strengthen internal mechanisms for vetting advertisements prior to transmission.
According to the statement, it will help promote professionalism, consumer protection, and public confidence in both the media and advertising sectors.
“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,” the institutions noted.
The IBA and ZIM reaffirmed their commitment to work together to promote responsible advertising practices and maintain high standards of integrity and accountability in Zambia’s broadcasting industry.
The statement was jointly signed by IBA Director General Webster Malido and ZIM Registrar and Chief Executive Officer Danny Chanda.
