Zimbabwe has opened up medical advertising, allowing registered doctors and healthcare institutions to promote their services through newspapers, radio, television, websites and social media under a new regulatory framework that bans promotional discounts, patient testimonials and miracle-cure claims.
The new Health Professions (Advertising) Regulations, 2026, gazetted under Statutory Instrument 170 of 2026, permit advertising through newspapers, radio, television, websites, social media and billboards, subject to strict professional and ethical requirements.
Under the regulations, “practitioners can publicise their qualifications, specialties, services, practice locations, operating hours and contact details. However, all advertisements must be factual, accurate and verifiable,” it reads.
Section 4 prohibits guarantees of cures, exaggerated claims about treatment effectiveness and assertions of superiority over competing providers. Advertising unproven miracle treatments or using celebrities, public figures and social media influencers to endorse medical services is also banned.
The regulations further prohibit patient testimonials, promotional discounts, gifts, rebates, rewards and competitions intended to attract patients. Advertising that exploits patients’ fears, anxiety or limited medical knowledge is equally prohibited.
Radio and television advertisements are limited to 30 seconds and cannot use background music, dramatic sound effects, voice modulation or other production techniques designed to persuade audiences.
Broadcast advertisements must also carry a disclaimer stating that the information does not constitute medical advice and advising audiences to consult registered healthcare providers for diagnosis and treatment.
Section 13 limits advertisements in the same newspaper or print publication to twice a month. The same restriction applies to radio and television advertisements aired on the same station or channel.
Social media advertising is permitted, but practitioners must protect patient confidentiality and maintain professional boundaries. They cannot disclose patients’ identities, clinical images or confidential medical information without lawful authority and prior written consent.
Practitioners are also prohibited from providing individual diagnoses, treatment recommendations or prescriptions through public social media posts, comments or direct messages.
Email and SMS promotions may only be sent to existing patients or individuals who have expressly consented to receive them, and must remain factual and professional.
The regulations also prohibit commissions or other financial benefits for referring patients, recommending products or promoting another healthcare provider’s business. Practitioners cannot share professional fees with individuals who did not personally provide or directly participate in the services billed.
Section 7 bans patient touting through unsolicited approaches, pressure or other forms of direct or indirect solicitation.
Billboard advertising requires approval from the relevant professional council, which must determine complete applications within 30 days. Unregistered practitioners and institutions are barred from advertising healthcare services.
Professional councils can investigate suspected violations and order the withdrawal, amendment or correction of advertisements that breach the regulations. Practitioners remain responsible for advertisements produced or distributed on their behalf by third parties.
The new framework comes in as Government seeks to improve public access to information about healthcare services while protecting patients against misleading claims, unethical marketing and commercial exploitation.
