ZIM Advertising Board To Clamp Down on Misleading and Improper AD Placements 

By Daily News Reporter 

As Zambia is entering a new era of professionalism and accountability in its advertising and marketing sector with the launch of the Advertising Standards Board (ASB), a move aimed at ensuring ethical compliance, responsible marketing, and fair business practices across the country.

The initiative, championed by the Ministry of Commerce, Trade and Industry in collaboration with the Zambia Institute of Marketing (ZIM) and the Public Private Dialogue Forum, establishes a specialist board tasked with being the ultimate custodian of truth, fairness, and integrity in advertising. The Board will work alongside the newly formed Advertising Committee to regulate content placement, enforce compliance with national standards, and provide guidance to advertisers.

Speaking at the launch of Zambia’s Advertising Standards (ZAS), Zambia Institute of Marketing (ZIM) President Mr. Mwewa Besa said the framework addresses growing concerns over inappropriate advertising placements and unethical practices in the sector.

“One key issue is the placement of alcohol advertisements in environments frequented by children, such as sports centers,” Mr. Besa noted.

 “Advertising must be done responsibly and in the right place. Certain products cannot be promoted where they can influence school children. These are the kinds of issues the Board will correct.” Mr. Besa Noted.

The ASB will actively engage media owners, advertisers, and agencies to ensure advertisements adhere to ethical guidelines, are appropriately placed, and uphold professionalism.

Starting March 1, the new standards will take effect, marking what stakeholders describe as a pivotal moment in Zambia’s advertising industry. Under the framework, all advertising and marketing entities operating in the country must meet the minimum standards established under the Advertising Standards Law, while agencies are required to comply with the Zambian Risk of Marketing Act No. 2 of 2022, including registration and licensing.

“In an environment where there are no standards, anything works. We must define thresholds and ensure everyone practicing in this country adheres to them,” Mr. Besa emphasized.

The standards document is designed to remain flexible, allowing the Board to adapt to Zambia’s fast-evolving advertising landscape. Stakeholders were encouraged to provide feedback and engage with the Board to keep the framework relevant and practical.

Meanwhile speaking on behalf of Ministry of Commerce, Trade and Industry Permanent Secretary,  Ms. Magritte M. Chikuba Director Domestic and Trade reiterated its support for the initiative, calling it a milestone in promoting transparency, consumer confidence, and ethical compliance in the sector.

“Advertising plays a strategic role in facilitating trade, promoting competition, and connecting businesses to consumers,” said Ms Chikuba.

Ms. Chikuba added that it is a great value-add to business, products, and services. For its influence, standards must be set correctly to ensure fairness and healthy competition.

She added that markets can only function effectively when communication between businesses and consumers occurs within a framework that promotes fairness, accountability, and professionalism.

The launch reflects Zambia’s commitment to positioning itself as a regional leader in professional advertising practices. Stakeholders noted that effective regulation will only succeed through collaboration between regulators, advertisers, and media owners.

“Our intention is to promote private sector growth and unity by ensuring advertising is regulated effectively. This can only be achieved if we work together as partners,” Ms Chikuba added.

Industry leaders described the launch as a significant step toward safeguarding consumers, enhancing competition, and strengthening Zambia’s marketing and advertising ecosystem. With clear standards now in place, Zambia’s advertising industry stands poised for a more transparent, accountable, and professional future.