Doctors Can Now Advertise in Zimbabwe: What You Should Know
Story By Staff Reporter
Zimbabwean health practitioners and institutions can now advertise their services legally. The government gazetted the Health Professions (Advertising) Regulations, 2026, on Friday. Lawyers know them as Statutory Instrument 170 of 2026. The rules explain where, how and what healthcare providers may publicise.
For doctors, dentists and clinic owners, the change brings an opportunity and a duty. First, you can now promote your services openly. However, you must follow strict rules on what your advertisements say. Here is what you need to know.
What the regulations allow
Registered practitioners and health institutions may advertise through print media, radio, television, websites, social media and outdoor platforms. As a result, the public should find it easier to learn about available services, qualifications, specialisations, practice locations and contact details.
Section 4 sets the main test. Your advertisement must be factual, accurate and capable of substantiation. Moreover, it must not mislead, deceive or create unjustified expectations.
What the regulations ban
First, you cannot exaggerate the effectiveness, quality, safety, benefits or outcomes of any service, treatment, procedure, product or intervention. Likewise, you cannot guarantee a cure.
Second, the regulations ban patient testimonials and endorsements. In addition, you may not use gifts, rewards, competitions or discounts to attract clients.
Third, you may not solicit, canvass or tout for patients, whether directly or indirectly. Similarly, you may not pay or receive commissions for referring patients to other practitioners or institutions.
Rules for each platform
Websites. You may publish your qualifications, services, practice locations and contact details. In addition, you may share factual public health education material.
Social media. You may advertise on social media, but you must keep your information accurate and verifiable. Furthermore, you must protect patient confidentiality and maintain professional boundaries. For example, never give individual diagnoses, treatment recommendations or prescriptions in public posts, comments or direct messages. Besides that, celebrities, public figures and influencers may not endorse your services or appear in your advertising.
Radio and television. These adverts face extra restrictions. First, you must keep them to 30 seconds. Second, you cannot use background music, dramatic sound effects, voice modulation or other persuasive production techniques. Finally, every advert must end with a disclaimer. The disclaimer must say the information is not medical advice and must urge listeners to consult a registered practitioner or institution for diagnosis and treatment.
Print. Your advert must include your registered name, recognised qualifications, registered specialties, official address, contact details and practice hours. It must also give a concise description of your services.
Billboards and outdoor advertising. You need approval from the relevant professional council. Even then, you can only show factual details such as your registered name, practice logo, registered specialty, contact details, operating hours and a brief description of services. On the positive side, the council must decide a complete application within 30 days. If it refuses, it must give you written reasons.
You carry the responsibility, even when an agency helps
Practitioners and the people in charge of health institutions remain responsible for their advertisements. This applies even when they hire advertising agencies or other third parties. Therefore, outsourcing your marketing does not outsource your liability.
Meanwhile, professional councils can investigate alleged violations. They can also issue compliance notices that require you to stop, withdraw, amend or correct a non-compliant advertisement.
A regional comparison: India’s new guidelines
Zimbabwe is not alone in tightening these rules. On 6 October 2026, India’s National Medical Commission issued its own guidelines on ethical advertising, with immediate effect. They apply only in India. Nevertheless, they show where regulation is heading.
Like Zimbabwe, India bans testimonials, before-and-after photos, referral fees, guaranteed-cure claims and inducements. In addition, India goes further on technology. For instance, it prohibits AI-generated promotional campaigns for commercial interest, and it requires an explicit AI label on any compliant AI content. It also bans fake followers, purchased reviews and search-ranking manipulation.
Penalties in India rise step by step. A first offence brings a warning and ethics training, while repeat offences can lead to removal from the medical register.
The Zimbabwean regulations, as reported, do not mention AI content or fake engagement. Still, the general rules on accuracy and misleading content likely cover those practices too.
A practical checklist
- First, check that you can substantiate every claim.
- Next, remove testimonials, patient stories and influencer involvement.
- Then drop discounts, giveaways and promotional offers.
- After that, stop giving individual medical advice in comments and direct messages. Instead, invite people to book a consultation.
- Also confirm that your name, qualifications and contact details are accurate.
- For radio and television, add the required disclaimer and keep adverts to 30 seconds.
- Before you erect a billboard, get council approval.
- Finally, review your agency contracts, because you remain liable for their work.
The bottom line
The regulations let doctors be visible, but not salesy. Information, credentials and accessibility are in. By contrast, hype, hard-sell tactics and patient stories are out.
This article summarises press reports on SI 170 of 2026 and does not constitute legal advice. Practitioners should read the gazetted text and consult their professional council.
