Rumbidzayi Zinyuke
Senior Health Reporter
HEALTH practitioners and institutions can now advertise their professional services following the gazetting of new regulations governing the content and manner in which healthcare services can be publicised.
The Health Professions (Advertising) Regulations, 2026, gazetted on Friday, allow registered practitioners and health institutions to advertise through print media, radio, television, websites, social media and outdoor platforms.
The regulations, contained in Statutory Instrument 170 of 2026, are expected to make it easier for the public to access information about available healthcare services, practitioners’ qualifications, areas of specialisation, practice locations and contact details.
However, practitioners and institutions will be required to ensure that all advertising is factual, accurate and capable of being substantiated, with strict restrictions against misleading claims and promotional practices.
Under Section 4 of the regulations, a health practitioner or health institution may advertise professional health services provided the advertisement meets professional and ethical standards.
“A health practitioner or health institution may advertise professional health services provided that the advertisement — (a) is factual, accurate and capable of substantiation; (b) is not misleading, deceptive or likely to create unjustified expectations,” reads the SI.
The regulations prohibit advertisements that exaggerate the effectiveness, quality, safety, benefits or outcomes of any health service, treatment, procedure, product or intervention.
Practitioners and institutions are also prohibited from guaranteeing cures.
“No health practitioner or health institution shall publish, cause to be published, distribute, broadcast or otherwise disseminate an advertisement that — (a) contains information that is false, misleading, deceptive or likely to mislead the public; (b) exaggerates the effectiveness, quality, safety, benefits or outcomes of any health service, treatment, procedure, product or intervention.”
Patient testimonials and endorsements are banned, as are inducements, gifts, rewards, competitions and discounts intended to attract clients.
Practitioners are further barred from directly or indirectly soliciting, canvassing or touting for patients, while the payment or receipt of commissions for referring patients to other practitioners or institutions is prohibited.
Under the regulations, practitioners and institutions may maintain websites containing their professional qualifications, services offered, practice locations, contact details and factual public health education material.
Social media advertising is also permitted, but practitioners must ensure that information is accurate and verifiable, protect patient confidentiality and maintain appropriate professional boundaries.
They are prohibited from providing individual diagnoses, treatment recommendations or prescriptions through public posts, comments or direct messages.
Social media advertising may also not feature endorsements, testimonials or appearances by celebrities, public figures or influencers.
The regulations state: “A health practitioner or health institution shall not advertise professional services through social media by means of endorsements, testimonials or appearance by a celebrity, public figure, influencer or any such related person.”
Radio and television advertising will be subject to additional restrictions.
Such advertisements will be limited to 30 seconds and may not use background music, dramatic sound effects, voice modulation or other production techniques intended to persuade audiences.
Broadcast advertisements must also end with a disclaimer stating that the information is not medical advice and advising members of the public to consult a registered practitioner or institution for diagnosis and treatment.
Print advertisements must provide the registered name of the practitioner or institution, recognised qualifications, registered specialties, official address and contact details, practice hours and a concise description of services offered.
Outdoor advertising, including billboards, will require approval from the relevant professional council.
Such advertisements will be limited to factual information including the registered name, practice logo, registered specialty, contact details, operating hours and a brief description of services.
The relevant council must approve or reject a complete application within 30 days and provide written reasons where an application is refused.
Responsibility for advertisements rests with practitioners and persons in charge of health institutions, including where advertising agencies or other third parties are engaged.
Professional councils have powers to investigate alleged violations and issue compliance notices requiring practitioners or institutions to stop, withdraw, amend or correct advertisements that breach the regulations.
