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Innocent Mujeri
Correspondent
In a move aimed at protecting the public from misleading and potentially dangerous claims, the Broadcasting Authority of Zimbabwe (BAZ) recently issued a directive prohibiting broadcasters from airing advertisements related to churches, traditional healers, and unverified herbal medicines.
This decision, though not new, reflects growing concern about the proliferation of unsubstantiated health and spiritual claims that could harm unsuspecting consumers.
The 2018 ban on similar advertising was put in place after a surge in complaints from the public, and the re-issuance of this directive suggests that the problem has persisted. BAZ chief executive officer, Engineer Tendai Kapumha, made it clear in a statement that the ban is intended to curb the spread of false claims made by some prophets, traditional healers, and herbalists, which often lack scientific or medical validation.
The decision to halt these advertisements is not just a regulatory action—it is a necessary step toward safeguarding public health, ensuring consumer rights, and promoting a culture of truth and transparency.
In recent years, there has been a dramatic increase in the number of advertisements promoting spiritual and herbal remedies on radio, television, and social media platforms.
These ads often feature charismatic prophets claiming to perform miraculous healing sessions, traditional healers touting age-old remedies for modern illnesses, and herbalists offering “miracle” cures for everything from chronic pain to incurable diseases.
While some of these individuals may have genuine intentions, many of the claims they make are not supported by scientific evidence or regulatory oversight. In some cases, these treatments can be harmful, leading to physical, emotional and financial consequences for the public.
One of the major issues with these advertisements is the lack of scrutiny and verification. In the realm of healthcare, whether traditional or modern, any product or service that affects human health must undergo rigorous testing and approval to ensure its safety and effectiveness. However, in many of the adverts seen on TV and radio, the products and services are marketed without any such validation. As a result, individuals who turn to these remedies may be gambling with their health and, in extreme cases, their lives.
Unverified medical claims present serious risks to public health. In many cases, individuals who are suffering from chronic illnesses or incurable conditions are particularly vulnerable to the allure of these promises of instant healing. This is especially true for people who may have exhausted conventional medical options or who cannot afford expensive treatments.
However, the danger lies in the fact that many of these treatments not only fail to deliver the promised results, but they may also cause harm. Some herbal remedies, for example, can interact with prescribed medications, leading to dangerous side effects. Others may be toxic if taken in the wrong dose or prepared improperly. Additionally, individuals may forgo proven medical treatments in favour of these unverified cures, which can lead to worsening health conditions.
Consider the case of a diabetic patient who, after hearing a prophet or traditional healer claim they can “cure” diabetes, decides to stop taking insulin or other prescribed medications. The result could be catastrophic, leading to severe complications or even death. Similar situations have occurred with cancer patients, heart disease sufferers, and individuals with other serious conditions who have been misled by false claims.
The psychological toll of such deceptions can also be devastating. For those who place their hopes in a prophet or healer, the failure of these treatments can lead to deep emotional distress and despair.
Moreover, in many cases, individuals are not only suffering physically and emotionally but are also left financially drained, having spent large sums of money on these so-called cures.
It is important to recognise that prophets, traditional healers, and herbalists have long played a role in public health matrix in the Zimbabwean society. Many individuals turn to them for spiritual guidance, emotional support, and, in some cases, traditional healing practices that have been passed down through generations. This cultural context cannot be ignored, and there are certainly instances where these practices can offer comfort and support to individuals in need.
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However, the line between spiritual support and medical treatment must be drawn carefully. When prophets and traditional healers begin to make unverified claims about curing serious illnesses, they cross into dangerous territory. These claims often play on people’s fears and hopes, exploiting their vulnerability and leading them away from evidence-based medical care.
While traditional healing and herbal remedies have their place in many cultures, they should be used responsibly and in conjunction with modern medical advice. More importantly, any health claims must be thoroughly verified and subjected to the same standards as conventional medicine to ensure safety and efficacy.
The ban imposed by BAZ is a crucial step in protecting consumers from false advertising. The BAZ has a mandate to ensure that broadcasters act in the public interest, and this includes preventing the dissemination of misleading or dangerous information.
Under Section 23 of the Broadcasting Services Code of Conduct, broadcasters are prohibited from airing advertisements that are likely to mislead the public or promote illegal or harmful practices. This directive aligns with Section 27 of the Broadcasting Services (Licensing and Content) Regulations, which aims to ensure that content aired by broadcasters adheres to ethical and legal standards.
By enforcing this ban, the BAZ is not only protecting consumers from potentially dangerous products and services but also promoting a culture of accountability and responsibility among broadcasters. Media platforms have a powerful influence on public perception, and it is their duty to ensure that the information they disseminate is accurate, fair, and beneficial to society.
While the ban on advertisements related to unverified claims is a positive step, it is not enough on its own. Moving forward, there is need to subject these to intense scrutiny especially when the claims made by prophets, traditional healers, and herbalists, relate to health and well-being.
The Government, in collaboration with health authorities, should establish clear guidelines for traditional medicine and spiritual healing practices. This could include requiring traditional healers to register with a regulatory body, ensuring that herbal remedies are tested for safety and efficacy, and providing education to the public about the dangers of unverified health claims.
In addition, media outlets must take their role seriously in preventing the spread of misinformation. Broadcasters should implement internal policies to vet advertisements before they are aired, ensuring that all health-related claims are backed by scientific evidence and regulatory approval.
In conclusion, the ban on advertising by churches, traditional healers, and herbalists is a necessary and timely measure to protect the public from unverified and potentially harmful claims. While traditional healing and spiritual practices have their place in society, it is essential that they are held to the same standards of accountability and safety as any other healthcare service. By taking a firm stance on this issue, Zimbabwe is paving the way for a safer, more informed, and healthier society.
Online Reporter