Zambia unveils Advertising Standards and launches new Standards Board

This ushers in a new era of accountability, professional excellence and consumer protection within the Zambian advertising and marketing landscape. 

The new standards establish ethical and professional benchmarks for advertising across traditional and digital platforms, with marketing and advertising agencies now required to register and obtain practising licences in line with the country’s laws. 

“In today’s highly digital environment, advertising is everywhere – from billboards to social media platforms. The key question is whether these communications meet acceptable standards. Are they appropriate? Do they add value? Do they protect consumers?” said Margaret M. Chikuba, Director of Domestic Trade and Commerce at the Zambian Ministry of Commerce, Trade and Industry. 

She was speaking at the official launch, held in Lusaka last week, of the mandatory compliance framework for agencies operating under the Zambia Institute of Marketing (ZIM) Act No. 2 of 2022. 

Preserve the integrity of the profession 

Addressing attendees at the event, ZIM President Mwewa Besa noted that compliance will help ensure adherence to ethical standards and preserve the integrity of the profession. 

He emphasised that the standards are a working document developed through years of consultation. They are not in stone, but will remain dynamic to reflect changes in the industry. 

Danny Chanda, CEO of the Zambia Institute of Marketing, said the operationalisation of the Advertising Standards Board is a strategic move to align Zambia’s advertising industry with global best practice. 

The initiative strengthens ZIM’s mandate to safeguard high standards of marketing practice and promote honest, responsible and ethical communication. 

“This is not merely a ceremonial event. It is a strategic decision to create a more coordinated and efficient system for managing advertising standards in our country,” he said. 

The newly appointed Advertising Standards Board is being chaired by the ZIM’s Vice President for Policy, Eric Ngondo. 

Zambia Institute of Marketing is a member of the African Marketing Confederation.