By Michael Gwarisa
Zimbabwe has introduced new regulations governing how health practitioners and health institutions advertise their services, placing tighter controls on claims, patient testimonials, social media content, endorsements and digital communication.
The Health Professions (Advertising) Regulations, 2026, contained in Statutory Instrument 170 of 2026, apply to every practitioner registered under the Health Professions Act and every health institution operating under the Act.
The regulations allow health professionals to advertise, but require advertisements to meet specific standards. Under Section 4, advertising is permitted provided it “is factual, accurate and capable of substantiation” and is not misleading, deceptive or likely to create unjustified expectations.
The regulations also state that advertising should be consistent with accepted professional and ethical standards and promote informed healthcare choices, public health education and health promotion. However, the new rules draw a firm line around what health professionals can claim when promoting their services.
Section 5 prohibits advertisements containing information that is false, misleading or deceptive, as well as claims that exaggerate the effectiveness, quality, safety, benefits or outcomes of a health service, treatment, procedure, product or intervention. Health practitioners and institutions are also barred from guaranteeing a cure, successful outcome or any particular result from a health service.
The regulations further prohibit advertisements that directly or indirectly claim superiority over, or compare favourably with, another health practitioner, institution or service.
Patient testimonials and endorsements are also prohibited.
Section 5 specifically bars advertising that “contains or relies upon patient testimonials, endorsements or purported testimonials.”
The rules extend to the rapidly growing use of social media by doctors, clinics, hospitals and other health professionals. Under Section 16, health practitioners and institutions using social media must ensure that information published is “accurate, truthful, verifiable” and consistent with professional standards. They are also prohibited from disclosing patient-identifying information, clinical images or other confidential information without lawful authority and prior written consent.
The regulations prohibit health professionals from providing individual diagnoses, treatment recommendations or prescriptions through public posts, comments or direct messaging.
They also prohibit graphic, disturbing or sensational clinical content and require practitioners to maintain professional boundaries online. Perhaps one of the most significant provisions for social media marketing is the ban on celebrity and influencer endorsements.
The regulations state that a health practitioner or 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.”
Health professionals publishing content relating to healthcare products, services or institutions must also disclose any material financial, commercial or personal interest.
The regulations additionally address websites and electronic communications.
Health practitioners and institutions may maintain websites containing recognised professional qualifications, services offered, practice locations, contact details, factual public health education material and operating information.
However, the regulations require website information to comply with laws governing privacy, data protection, consumer protection and professional ethics.
Direct electronic communication, including email and SMS, must be professional and factual and may only be directed to existing patients or people who have explicitly consented to receive such communications in accordance with applicable data protection laws.
Outdoor advertising is also subject to tighter controls.
Practitioners and institutions cannot advertise through billboards and similar outdoor media without approval from the relevant council. Approved advertisements are limited to information such as the registered name, practice logo, registered speciality, contact details, operating hours and a brief factual description of services.
Applications for outdoor advertising must include a visual proof or copy of the proposed advertisement, its final dimensions, the proposed location and physical medium, together with any required fee and supporting information.
The regulations also reinforce professional conduct across digital platforms, requiring practitioners to preserve patient confidentiality and maintain appropriate professional boundaries.
They prohibit false, disparaging, defamatory, harassing or unsubstantiated statements about other health professionals, institutions or health disciplines.
The regulations also bar health practitioners from allowing their names to be used in commercial advertising of consumer products, medicines, devices, foodstuffs or services in a way that implies professional endorsement.
Existing advertising material has not been given an immediate deadline for removal.
Under the transitional provisions, advertisements, websites, social media accounts, signs, billboards and other promotional material that were lawfully published before the regulations came into force must be brought into conformity within 90 days.
Practitioners and institutions that had existing agreements with advertising agencies or other third parties are similarly required to take reasonable steps to ensure compliance within the 90-day period.
The regulations give the relevant councils powers to investigate alleged breaches, either on their own initiative or following a complaint, and to require practitioners, institutions or persons acting on their behalf to provide relevant information, records or copies of advertisements.
The new framework therefore places responsibility not only on health professionals, but also on the way their services are promoted across traditional media, websites, electronic communications, social media and outdoor advertising.
