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Zambia’s Social Media Monetisation law: A step forward, but not the full solution

By our African Marketing Confederation News Team | 2025

New legislation in Zambia is helping to establish a supportive environment for creators. But there’s more to be done.

In November 2024, Zambia’s Parliament passed a motion to facilitate social media monetisation, a commendable step toward empowering content creators and boosting the country’s digital economy.

Antoni Shkraba from Pexels

However, while this is progress, it’s important to address the realities of what truly drives creator earnings, and the role government can play in enabling a thriving creator economy.

The assumption that government negotiation with platforms like Facebook and TikTok will automatically result in monetisation for Zambian creators is misguided. These platforms don’t require governments to engage with them to enable monetisation. Instead, monetisation is based on a combination of factors such as:

Platform Policies. Platforms like YouTube, TikTok and Facebook decide which countries they enable monetisation for, based on their internal criteria such as advertising demand and payment infrastructure.

Audience Demographics. Earnings depend heavily on where a creator’s audience is located. Advertisers pay more for views from countries with higher purchasing power – for example, the US, UK or South Africa.

For Zambian creators, even if platforms enable monetisation, the local advertising market may limit their earnings because Zambia’s economy doesn’t yet generate high-value ad spend. This means that only creators with large, international audiences stand to benefit significantly from platform ads.

While regulation is helpful in creating a supportive environment for creators, the government’s role isn’t to negotiate directly with platforms. Instead, it should focus on building an ecosystem that enables creators to monetise effectively.

You can read more about more about Zambia’s Social Media Monetisation legislation and the potential way forward for the country’s creator community in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC).

Read or download Issue 1 2025 online here. A Print Edition is also available.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.