The Independent Broadcasting Authority (IBA) and the Zambia Institute of Marketing (ZIM) have reminded broadcasting stations across Zambia to ensure that all advertisements aired on their platforms comply with established advertising standards, ethical requirements, and broadcasting regulations.
In a joint statement issued on Monday, June 29, 2026, the two institutions emphasized that advertising plays a critical role in informing and influencing consumers, making it essential for broadcasters to ensure that promotional content is truthful, responsible, and does not mislead the public.
The statement was jointly signed by IBA Director General Webster Malido and ZIM Registrar and Chief Executive Officer Danny Chanda.
Broadcasters Urged to Follow Advertising Code
According to the statement, broadcasters are expected to ensure that every advertisement complies with the Code of Advertising Practice as well as other broadcasting content standards.
The IBA and ZIM stressed that advertisements should always be based on truthful and verifiable information.
“Advertisements must be truthful and substantiated and should not contain misleading or deceptive claims,” the two institutions stated.
The regulators further warned that advertisements should uphold decency and good taste while avoiding content that may be offensive or harmful to audiences.
Protection of Children and Vulnerable Groups
The statement also highlighted the importance of protecting children and other vulnerable members of society from inappropriate or exploitative advertising.
Broadcasters have been advised to carefully assess advertisements before transmission to ensure they do not expose children to harmful messages or content that could negatively influence their wellbeing.
Additionally, advertisements should not promote discrimination, prejudice, or harmful stereotypes against any group of people.
Social Responsibility Remains Key
The IBA and ZIM reminded advertisers and broadcasters that they have a social responsibility to ensure promotional messages do not encourage unsafe, irresponsible, or illegal behaviour.
Special attention should also be given to advertisements relating to health, financial services, and other sensitive subjects.
The institutions stated that such claims should be backed by credible evidence and receive all necessary regulatory approvals before being broadcast.
Sponsored Content Must Be Clearly Identified
To enhance transparency and consumer trust, the regulators directed broadcasters to ensure that sponsored content and promotional messages are clearly distinguishable from regular programming.
They noted that audiences should easily identify paid advertising in order to avoid misleading consumers.
Strengthen Advertisement Vetting Systems
The IBA and ZIM further encouraged broadcasting stations to strengthen their internal mechanisms for reviewing advertisements before they are aired.
According to the statement, effective vetting processes will help promote professionalism, safeguard consumers, and strengthen public confidence in Zambia’s media and advertising industries.
Commitment to Responsible Advertising
The two institutions reaffirmed their commitment to working together to promote responsible advertising practices across Zambia’s broadcasting sector.
They said maintaining high standards of integrity, accountability, and ethical advertising is essential in protecting consumers while supporting a credible and professional media environment.
The statement was issued by Webster Malido, Director General of the Independent Broadcasting Authority (IBA), and Danny Chanda, Registrar and Chief Executive Officer of the Zambia Institute of Marketing (ZIM).
