Online Reporter
As social media influencers, online marketplaces and digital advertising increasingly shape how people access health information, concerns are mounting over the proliferation of unregistered medicines — the so-called “miracle cures” — and misleading health claims that prey on vulnerable consumers. To shed light on the laws governing medicines advertising in Zimbabwe and the measures being taken to protect the public, our Senior Health Reporter RUMBIDZAYI ZINYUKE spoke to Medicines Control Authority of Zimbabwe (MCAZ) public relations and communications manager MR DAVISON KAIYO. In this wide-ranging interview, he explains MCAZ’s role in regulating advertising medicines, the legal requirements governing promotional material, the dangers posed by false and misleading claims, the regulator’s response to violations on social media and what consumers, pharmaceutical companies and content creators need to know to ensure medicines are marketed responsibly.
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Q: Please share a brief overview of the Medicines Control Authority of Zimbabwe, its mandate and the role it plays in protecting public health.
A: The Medicines Control Authority of Zimbabwe (MCAZ) is the national medicines regulatory authority established in terms of the Medicines and Allied Substances Control Act.
The authority exists to protect and promote public and animal health by ensuring that medicines and allied substances available in Zimbabwe are safe, effective, of good quality and meet internationally accepted standards.
MCAZ regulates medicines and allied substances throughout their entire life cycle; that is, from development (monitors clinical trials) and manufacturing to the end user (patient).
Its mandate includes registration of medicines, licensing of manufacturers, wholesalers and pharmacies, control of imports and exports, oversight of clinical trials, post-marketing surveillance, pharmacovigilance, quality control testing through the national quality control laboratory and the regulation of the advertising of medicines.
In essence, MCAZ serves as the gatekeeper that ensures that the medicines Zimbabweans use are both safe and beneficial while protecting the public from unregistered, harmful, substandard and falsified medicines.
Q: How does the Medicines and Allied Substances Control Act regulate the advertising, promotion and marketing of medicines in Zimbabwe?
A: The Medicines and Allied Substances Control Act contains specific provisions governing the advertising and promotion of medicines.
The law prohibits the publication or dissemination of false or misleading advertisements concerning medicines and places restrictions on the advertising of prescription preparation (PP) medicines to the general public.
The Act empowers MCAZ to review and approve medicine advertisements before they are published or broadcast to ensure that they are accurate, balanced, evidence-based and consistent with the approved product information and registered indications. Advertisements may not exaggerate benefits, omit risks or encourage irrational medicine use. The Act also prohibits medicines for certain conditions from being advertised.
Q: Why is it important for medicines to be regulated differently from ordinary consumer products when it comes to advertising?
A: Medicines are fundamentally different from ordinary consumer goods because they directly affect human health and, if used incorrectly, can cause serious adverse reactions or even death.
Unlike household products, medicines require scientific evidence to support claims regarding safety, efficacy and quality.
Consumers may not possess the technical knowledge required to evaluate complex therapeutic claims or understand contraindications, side effects and interactions. Without strict controls, advertising could encourage self-diagnosis, self-medication, overuse, misuse or delayed medical consultation. The regulation of medicines advertising, therefore, exists primarily to protect patients and ensure that commercial interests never supersede public health interests.
Q: Many people may not understand what qualifies as medicine advertising. What activities or communications constitute medicine advertising under Zimbabwean law?
A: The legal definition of medicine advertising is very broad. It includes any written, visual, audio or digital communication intended to promote the sale, supply or use of a medicine.
This includes newspaper advertisements, radio and television commercials, billboards, posters, pamphlets, social media posts, influencer endorsements, WhatsApp broadcasts, sponsored content, websites, podcasts, online videos, promotional events and testimonials. Even statements made during livestreams or videos encouraging people to purchase a medicine may constitute advertising under the law. The medium does not matter; the intention to promote the sale or use of a medicine is what determines whether it is advertising.
Q: What is the legal process for obtaining approval before a medicine advertisement can be published or broadcast?
A: Before any medicine advertisement is released to the public, the sponsor or advertiser must submit the proposed advertising material to MCAZ for review and approval. The submission is evaluated by technical experts to ensure that the product is legally registered in Zimbabwe; all claims are scientifically substantiated; the advertisement reflects the approved indications and prescribing information; risks, warnings and limitations are appropriately communicated; and the content complies with applicable legislation and advertising guidelines.
Only after written approval has been granted may the advertisement be published or broadcast. Any material changes to approved content require fresh approval.
Q: False and misleading advertisements remain a global concern. What constitutes a false or misleading medicine advertisement, and what risks do such advertisements pose to public health?
A: A false or misleading advertisement contains inaccurate, exaggerated, unsubstantiated or deceptive claims regarding a medicine’s safety, effectiveness or quality.
Examples include claims that a product is “guaranteed to cure cancer”, “works instantly without side effects”, or “is approved by health authorities” when that is not the case.
Such advertisements can lead patients to abandon legitimate medical treatment, delay seeking professional care, waste financial resources or suffer serious adverse health outcomes.
In some cases, misleading promotions may encourage the use of unregistered, falsified or unsafe medicines. The adverse public health consequences can, therefore, be severe and, in certain cases, life-threatening.
Q: There has been a growing trend of products being advertised as “miracle cures” for chronic illnesses such as diabetes, hypertension and cancer. How does MCAZ deal with these claims? Have there been arrests made?
A: MCAZ takes a zero-tolerance approach to so-called “miracle cure” claims.
There is no single medicine that can legitimately claim to cure all chronic diseases such as diabetes, hypertension or cancer. We have seen people advertising a concoction claiming to cure a number of diseases at once. Claims of this nature are usually misleading and exploit vulnerable patients and families seeking hope. When such cases are identified, MCAZ may conduct investigations, seize products, remove advertisements and refer matters for prosecution in collaboration with law-enforcement agencies, including the police (Criminal Investigations Department — Drugs and Narcotics) and other enforcement partners.
The authority has participated in enforcement operations that have resulted in seizures and arrests involving illegal medicines and unlawful pharmaceutical activities. However, individual cases are handled based on the available evidence and in accordance with due legal process.
Q: Could you explain what Seventh Schedule conditions are and why medicines used to treat these conditions are subject to stricter advertising controls?
A: Seventh Schedule conditions refer to serious diseases and medical conditions for which self-diagnosis and self-treatment may pose significant risks to patients. These generally include conditions such as cancer, diabetes mellitus, hypertension, epilepsy and other illnesses that require professional medical diagnosis, monitoring and management.
Because of the potential risks involved, medicines used in the treatment of these conditions are subject to stricter advertising controls to prevent inappropriate self-medication, delayed diagnosis and exploitation of vulnerable patients.
Q: Social media has become a major platform for selling medicines. What are some of the most common violations MCAZ is seeing on these platforms? And what action has been taken to address this?
A: Some of the most common violations include illegal or unapproved advertisement of medicines; promotion of unregistered medicines; advertisements for prescription medicines directed at the general public; misleading claims regarding cures and guaranteed outcomes; influencer endorsements without regulatory approval; sale of medicines through unlicensed online platforms; failure to disclose risks, contraindications and side effects; and use of testimonials that exaggerate effectiveness.
MCAZ has strengthened digital surveillance activities and works closely with social media platforms, law-enforcement agencies and other stakeholders to identify and address non-compliant content.
The authority also conducts awareness campaigns aimed at educating content creators, marketers and the public on their legal obligations and responsibilities.
Q: What legal action can MCAZ take against individuals or companies that advertise medicines without approval or make misleading health claims?
A: Depending on the nature and seriousness of the violation, MCAZ may order the immediate withdrawal of advertisements; issue compliance directives and warning notices; suspend or revoke licences and permits; seize and confiscate products; initiate prosecutions through relevant authorities; and work with law-enforcement agencies to investigate offences and secure convictions.
The law provides for fines and imprisonment for certain offences involving false or misleading advertisements and unlawful promotion of medicines.
Q: Are Zimbabwe’s medicines advertising regulations aligned with international standards and best practices, including those of the World Health Organisation?
A: Yes! Zimbabwe’s medicines regulatory framework is aligned with international best practice and is informed by World Health Organisation principles on ethical medicinal drug promotion and responsible medicines regulation.
MCAZ actively participates in regional and international harmonisation initiatives and continuously reviews its regulatory systems to ensure that they remain consistent with global standards and emerging trends in medicines regulation.
Zimbabwe’s medicines regulatory system has also received international recognition through the World Health Organisation Global Benchmarking Tool (WHO GBT Maturity Levels) framework, reflecting the country’s commitment to regulatory excellence and continuous improvement.
Currently, the authority has attained the WHO GBT Maturity Level 3, was assessed for Maturity Level 4 (the highest level) in April 2026 and is awaiting assessment feedback from WHO.
Q: With the rapid growth of e-commerce and artificial intelligence (AI)-generated content, is MCAZ considering further reforms to modernise medicines advertising laws?
A: Digital commerce, artificial intelligence and algorithm-driven advertising are rapidly transforming the regulatory landscape globally.
MCAZ recognises the need for regulatory frameworks to evolve in response to these developments and continues to review emerging risks associated with online sales, cross-border digital marketing, influencer advertising and AI-generated content.
The authority remains committed to ensuring that the regulatory environment remains agile, responsive and capable of protecting consumers in an increasingly digital marketplace.
Q: Finally, what message would you like to leave with pharmaceutical companies, healthcare professionals, content creators and the general public on responsible medicines advertising and the importance of protecting consumers?
A: Medicines are not ordinary commodities; they are public health interventions.
To pharmaceutical companies and healthcare professionals, we urge strict adherence to ethical promotion practices and compliance with all regulatory requirements.
To content creators and digital influencers, we encourage responsible communication and remind them that promoting medicines without the necessary approvals may expose them to legal liability and place public health at risk.
To the public, our message is simple: If a health claim sounds too good to be true, it probably is.
Always verify whether a product is registered with MCAZ and seek advice from qualified healthcare professionals before using any medicine.
Protecting public health is a shared responsibility, and responsible medicines advertising is one of the most important safeguards for ensuring that Zimbabweans receive accurate information and safe treatment options.
