The tightening of advertising controls on medicines and spiritual healing services by the Broadcasting Authority of Zimbabwe (BAZ) has ignited a nationwide debate, with authorities defending the move as a public safety intervention while practitioners and consumers argue that the measures could destabilise a sector that has long supported families and contributed to Zimbabwe’s health and economic landscape.

BAZ Acting Chief Executive Officer Eng. Matthias Chakanyuka said the Authority’s position is grounded in protecting citizens from potentially harmful and misleading medical claims.

“We have noted with grave concern the resurgence of unauthorised advertisements relating to health, particularly traditional and herbal medicines, as well as faith-based or spiritual healing services, on broadcasting platforms,” said Eng Chakanyuka.

He said investigations had established that some advertisements were being aired without the required approval from the Ministry of Health and Child Care.

“Some of these advertisements are being aired without the necessary clearance, and many of the claims made regarding the effectiveness of these medicines and healing services are unverified,” he said.

“Reports further suggest that some consumers have suffered adverse effects and other forms of prejudice after using such products or services.”

Eng Chakanyuka emphasised that the regulations apply to all categories of medicines without exception.

“No advertisement relating to any medicine  whether traditional, herbal or conventional s well as spiritual or faith-based healing, may be aired without proof of approval by the Ministry of Health and Child Care,” he said.

“This requirement applies equally to all categories of medicines and is not intended to discriminate against any group.”

He added that non-compliance would attract legal consequences.

“Failure to comply with these regulations constitutes a breach of the law and will result in the full application of statutory penalties,” said Eng Chakanyuka.

“Proof of approval must be submitted to the relevant broadcaster before any advertisement is aired. We expect all broadcasters to exercise due diligence and strictly uphold the law to protect the public and maintain the integrity of the broadcasting sector.”

However, voices from the herbal medicine industry and the public paint a broader picture of what is at stake.

Sipho Matemwa, who operates in the indigenous herbs sector, said regulation was necessary but must be balanced.

“They say they want to protect us, but at the same time they are affecting the business of legitimate practitioners who have been operating for years,” he said.

“We need proper rules and structured regulation  not something that feels like a blanket restriction.”

Herbal products, widely sold in both urban and rural communities, have for decades provided alternative relief for ailments ranging from stomach complications to respiratory infections.

Beyond health use, the trade has sustained thousands of families through cultivation, harvesting, packaging and retailing of indigenous plants. In many communities, herbs form part of preventative healthcare, reducing pressure on overstretched clinics and hospitals.

Fadzai Mabhema said access to information about herbal remedies remains important.

“If people are stopped from advertising muti, who will inform us about the herbs that genuinely work?” she said.“Some of us already have concerns about certain hospitals, and now it feels like we are being told not to trust traditional alternatives either.”

Tinotenda Tsakeni said affordability remains a key factor.

“Many of us still buy traditional herbs because they are cheaper and we grew up using them,” he said.

“Stopping the advertisements feels like punishing ordinary people who still believe in our culture.”

As the debate gathers momentum, the core issue remains finding equilibrium between public safety and preserving a sector that is deeply rooted in Zimbabwe’s identity and informal economy. Authorities insist the objective is compliance and verification, not prohibition.