BAZ Bans Advertising Content from Churches and Traditional Healers

Gweru, Zimbabwe – In a sweeping move aimed at protecting the public, the Broadcasting Authority of Zimbabwe (BAZ) has issued a directive prohibiting broadcasters from airing advertisements related to churches, prophets, traditional healers, and their associated products. The ban, which is effective immediately, targets the advertising of religious and traditional medicines that cannot be authenticated, as these have often been accused of misleading the public.

The directive, issued by BAZ Chief Executive Officer, Eng. Tendai N.H. Kapumha, emphasizes the responsibility of broadcasters to uphold public protection principles. The authority referred to specific sections of the Broadcasting Services (Code of Conduct for Broadcasters) Regulations, 2023, and the Broadcasting Services (Licensing and Content) Regulations, 2004, which prohibit misleading content from being aired.

“This letter serves to remind you of the Authority’s directive to all broadcasters to stop the broadcasting of advertising content from churches and traditional healers, and of traditional herbs and medicines which cannot be authenticated, since they tend to mislead the public,” Kapumha said in the notice.

According to BAZ, the move is intended to protect the public, who may be influenced by religious or traditional claims about the efficacy of certain products and treatments, which often lack scientific validation. BAZ clarified that the ban only applies to advertising content, allowing discussion programs and debates to continue, provided they do not contain any promotional material.

The Authority’s decision comes amid growing concerns over unsubstantiated claims made by some religious and traditional healers, particularly in the wake of the COVID-19 pandemic, which saw a rise in alternative remedies being promoted.

While this move has been welcomed by public protection groups, it is likely to face pushback from some religious and traditional institutions that rely heavily on media advertising to attract followers and customers. Broadcasters are expected to immediately discontinue any advertising related to these groups to comply with the new regulations.

This is not the first time BAZ has taken such steps. The authority has a history of enforcing content regulations to protect the public from misleading or harmful content, though this latest directive is particularly significant given the wide-reaching influence of both religious and traditional healer networks in Zimbabwe.

What’s Next?

With the prohibition now in place, broadcasters will need to carefully review their content and advertisers to ensure they remain in compliance. Any breach of this directive could result in penalties, though details regarding enforcement and possible consequences have not yet been clarified by BAZ.

For now, the spotlight is on broadcasters to adjust their content strategies while religious and traditional leaders may need to find alternative ways to reach their audiences. It remains to be seen how this directive will impact these sectors in the long term.

Implications for the Public

The BAZ directive is a clear signal of the authority’s commitment to protecting the public from misleading or unverifiable claims. This proactive stance may help curb the spread of misinformation, particularly concerning health and wellness practices that do not adhere to scientific or legal standards. People are urged to remain cautious and to seek professional advice before relying on any health-related claims made outside recognized medical channels.