New Ad Rules Unveiled

Agencies Required to Register Under ZIM Act

By Francis Maingaila

Lusaka, Zambia24 -- (17-02-2026) - New advertising rules have been unveiled in Zambia following the official launch of the Zambia Advertising Standards and the inauguration of the Advertising Standards Board, ushering in a mandatory compliance framework for agencies operating under the Zambia Institute of Marketing (ZIM) Act No. 2 of 2022.

The new standards establish clear ethical and professional benchmarks for advertising across traditional and digital platforms, with marketing and advertising agencies now required to register and obtain practising licences in line with the law.

Speaking on behalf of Permanent Secretary Lilian Bwalya at the Ministry of Commerce, Trade and Industry, Director of Domestic Trade and Commerce Margret Chikuba said the launch signals continued growth and professionalism within the marketing sector.

She said clear, consistent and accountable standards are essential in promoting fair competition and strengthening connections between businesses and consumers.

“In today’s highly digital environment, advertising is everywhere — from billboards to social media platforms. The key question is whether these communications meet acceptable standards. Are they appropriate? Do they add value? Do they protect consumers?” Ms. Chikuba said.

She noted that one of the Ministry’s core mandates is to protect consumers while promoting businesses that provide goods and services, adding that the newly unveiled rules will contribute to a well-regulated business environment and enhance professional excellence in the sector.

Ms. Chikuba urged the Advertising Standards Board to remain open and responsive to emerging players, particularly young innovators, and to ensure the standards keep pace with industry developments. 

She later officially declared the Zambia Advertising Standards and the Advertising Standards Board launched.

Zambia Institute of Marketing President Mwewa Besa said the unveiling of the new advertising rules marks a significant milestone in the evolution of Zambia’s marketing industry.

Mr. Besa emphasised that all advertising in the country must comply with the principles set by the Advertising Standards Board and that agencies must adhere to the registration and licensing requirements stipulated in the ZIM Act.

“Compliance will help ensure adherence to ethical standards and preserve the integrity of our profession,” he said.

He described the standards as a working document developed through years of consultation, stressing that they are not cast in stone but must remain dynamic to reflect changes in the industry. 

He encouraged stakeholders to provide feedback to keep the framework relevant and effective.

Mr. Besa added that effective regulation of advertising will not only protect consumers but also contribute to job creation and economic growth by creating an enabling environment for businesses, particularly benefiting young professionals entering the sector.

Zambia Institute of Marketing Chief Executive Officer Dannie Chanda said the operationalisation of the Advertising Standards Board represents a strategic move to align Zambia’s advertising industry with global best practice.

Mr. Chanda said the initiative strengthens ZIM’s mandate to safeguard high standards of marketing practice and promote honest, responsible and ethical communication.

“This is not merely a ceremonial event. It is a strategic decision to create a more coordinated and efficient system for managing advertising standards in our country,” he said.

Public Private Dialogue Forum Deputy Chairperson Jacqueline Chishimba Kalabo said the milestone was achieved through collaboration among ZIM, media associations, advertising agencies and regulators.

She said strong advertising standards protect consumers, promote fair competition and foster trust in markets, while also contributing to a transparent and predictable business environment. 

She encouraged ZIM to intensify awareness campaigns and capacity building, particularly for small and medium enterprises.

Advertising Standards Board Vice Chairperson Kennie Tonga said trust remains the most valuable asset in advertising.

He said the Board’s role is not to stifle creativity but to act as a moral compass, ensuring transparency, fairness and accountability while maintaining a level playing field for businesses.

The unveiling of the new advertising rules and the inauguration of the Advertising Standards Board are expected to strengthen compliance, enhance consumer protection and elevate professionalism within Zambia’s marketing and communications sector.