IBA, ZAMRA advises against airing of unapproved medical products

THE Independent Broadcasting Authority (IBA) has called for responsible broadcasting of spiritual, traditional, cultural and medical claims on radio and television stations. IBA Director General Webster Malido says while the Authority respects spiritual, religious, traditional and cultural beliefs and practices, claims relating to such practices should be communicated responsibly and in accordance with the law, […]

THE Independent Broadcasting Authority (IBA) has called for responsible broadcasting of spiritual, traditional, cultural and medical claims on radio and television stations.

IBA Director General Webster Malido says while the Authority respects spiritual, religious, traditional and cultural beliefs and practices, claims relating to such practices should be communicated responsibly and in accordance with the law, ethical principles and broadcasting standards.

Mr Malido noted that there is need to strike a balance between respecting legitimate beliefs and protecting members of the public from content that may be misleading or harmful.

He was speaking when he officially opened a stakeholder engagement meeting at the Mulungushi International Conference Centre in Lusaka today.

Mr Malido observed that broadcasting is a powerful tool that shapes public opinion, choices and behaviour, and therefore advertisements, testimonials and promotional content should be presented accurately, fairly and responsibly.

And Zambia Medicines Regulatory Authority (ZAMRA) Director General, Makomani Sianga called on regulators, marketers and other stakeholders to play their part in protecting the public from unapproved medical products and potentially misleading health claims.