Zimbabwe permits healthcare advertising under 2026 regulations

Archival photograph: healthcare workers in Zimbabwe. Image source: WHO.

Registered health practitioners and institutions in Zimbabwe can advertise their professional services under the Health Professions (Advertising) Regulations, 2026. The rules, gazetted as Statutory Instrument 170 of 2026, permit print, broadcast, digital and outdoor communication while placing responsibility for compliance on practitioners and those in charge of institutions, The Herald reports.

The core requirement is that advertising be factual, accurate and capable of substantiation. Misleading information, unjustified expectations, exaggerated claims about effectiveness or safety, and guarantees of cures are prohibited. The rules also prohibit patient testimonials and endorsements, inducements, gifts, rewards, competitions and discounts intended to attract clients. Soliciting, canvassing or touting for patients, and commissions for patient referrals, are barred.

Websites and social media

Providers may publish qualifications, services, practice locations, contact details and factual public-health education. Social-media information must be accurate and verifiable, protect patient confidentiality and maintain professional boundaries.

Individual diagnoses, treatment recommendations and prescriptions may not be provided through public posts, comments or direct messages. Social-media advertising may not use endorsements, testimonials or appearances by celebrities, public figures or influencers.

Broadcast, print and outdoor requirements

Radio and television advertisements are limited to 30 seconds. Background music, dramatic sound effects, voice modulation and similar persuasive production techniques are prohibited. Broadcasts must state that the information is not medical advice and direct the public to a registered practitioner or institution for diagnosis and treatment.

Print advertisements must give the registered name, recognised qualifications, registered specialties, address, contact details, practice hours and a concise description of services. Outdoor advertising requires approval from the relevant professional council and is limited to specified factual information. Councils must decide complete applications within 30 days and provide written reasons for refusals.

Practitioners and institutional leaders remain responsible when third parties prepare advertisements. Professional councils can investigate alleged breaches and require material to be stopped, withdrawn, amended or corrected.