Sidumisile Mabena
Robin Muchetu
Health professionals from across Zimbabwe have convened in Bulawayo for a consultative meeting on the development of a Statutory Instrument (SI) to regulate the advertising of healthcare services.
Currently, healthcare practitioners in Zimbabwe are traditionally prohibited from explicitly advertising their services, including promotions and discounts, in the media — a restriction rooted in professional ethical standards.
The meeting, organised by the Ministry of Health and Child Care, seeks to gather input from a broad spectrum of practitioners and regulatory bodies as Government moves to craft a harmonised legal framework.
The Secretary for Health and Child Care, Dr Aspect Maunganidze, who was represented by Chief Director Policy Planning, Health
Informatics, Monitoring and Evaluation, Dr Stephen Banda, said the wide representation at the meeting was crucial in shaping the proposed instrument.
“We are equally honoured by the presence of professional associations representing medical, dental, nursing, pharmaceutical, laboratory, environmental health, rehabilitation, chiropractic, biokinetics, occupational therapy, physiotherapy and other healthcare disciplines, including private practitioners. Your participation reflects the breadth of expertise and the collective responsibility we share in shaping a sound regulatory framework.
“This diversity of representation underscores the importance and sensitivity of the subject before us. Advertising in healthcare is not merely a commercial issue. It touches on patient rights, professional ethics, public protection, fair competition, and the integrity of our health system. It must balance the public’s right to information with the need to prevent misleading, unethical or exploitative practices,” he said.
Dr Maunganidze said the development of the Statutory Instrument was both timely and necessary, particularly in light of rapid technological advancements, the rise of digital marketing, cross-border healthcare services and growing consumer awareness.
He noted that the absence of clear and harmonised standards has the potential to create regulatory gaps, inconsistencies and possible harm to the public.
“Our objective today is to gather your expert input to ensure that the proposed Statutory Instrument aligns with existing health legislation and regulatory mandates, upholds professional ethics and standards of practice, promotes truthful, responsible and evidence-based advertising and protects members of the public from misleading claims,” said Dr Maunganidze.
He further said the SI would provide clarity and enforceability for both regulators and practitioners.
“This is a consultative process. Your insights, practical experiences, and sector-specific concerns are critical to producing a balanced, workable and legally sound instrument. We encourage open, constructive and solution-oriented engagement,” said Dr Maunganidze.
Dr Maunganidze added that the consultative process is expected to culminate in a regulatory framework aimed at strengthening public trust, enhancing professional accountability and ensuring that healthcare advertising in Zimbabwe is conducted with integrity, transparency and in compliance with the law.
Bunjiwe Mkwananzi
Online Reporter