Zimbabwe’s next advertising market

Wesley Santo

ZIMBABWE is at a defining moment in the evo­lution of its advertising industry. As technology reshapes how people consume information, con­nect with businesses and make decisions, our approach to advertising must evolve with it. Advertising is no lon­ger simply about selling products or promoting brands. It has become one of society’s most powerful tools for education, awareness and behavioural change. If we are serious about building Zimbabwe’s next advertising market, we must rethink how communication serves the public across every profession.

As a marketing professional, I have spent years un­derstanding one simple truth: people cannot benefit from services they do not know exist or fully understand. Marketing bridges that gap. It informs, educates and connects people to solutions that improve their lives. Yet in many regulated industries, advertising is still viewed through the outdated lens of self-promotion rather than public service.

This thinking inspired my recent engagement with the Law Society of Zimbabwe, where I submitted a pro­posal advocating for the review of existing advertising restrictions governing legal practitioners. The discus­sions remain ongoing, and while policy reform takes time, I am encouraged by the willingness to engage. I remain committed to seeing this conversation through until Zimbabwe embraces an advertising framework that reflects the realities of today’s digital economy.

The legal profession provides one of the clearest ex­amples of why this conversation matters.

For many Zimbabweans, lawyers only become rel­evant after a crisis has occurred. Whether it is signing a contract, facing a labour dispute, resolving family matters or recovering from fraud, legal advice is often sought too late. This is not because legal services lack value; it is because awareness remains limited.

Marketing has the power to change that.

Responsible advertising allows professionals to edu­cate the public before problems arise. It shifts commu­nication from reacting to crises to preventing them. This is why Zimbabwe should rethink how regulated profes­sions communicate with the communities they serve.

One of the most debated aspects of my proposal is the use of billboards. Rather than seeing billboards purely as commercial advertising spaces, we should rec­ognise them as platforms for public education. Imagine driving through a city and seeing messages encourag­ing citizens to understand their labour rights, seek legal advice before signing contracts or learn where to find assistance when faced with domestic violence or inher­itance disputes. These messages do more than promote a law firm, they empower people with knowledge.

Advertising should not be measured only by the products or services it sells. It should also be measured by the problems it prevents.

The same principle applies to digital marketing.

Social media has become Zimbabwe’s largest com­munication platform. Millions of people consume infor­mation through Facebook, WhatsApp, TikTok, Linke­dIn, Instagram and YouTube every day. These platforms influence behaviour, shape opinions and determine where people seek answers. Yet many professional sec­tors remain largely absent because regulations were de­signed long before digital communication became cen­tral to everyday life.

This is especially important in addressing cyberbul­lying and other online offences.

Cyberbullying, online harassment, digital fraud, identity theft and defamation continue to affect indi­viduals, businesses and families. Many victims are un­aware of their legal rights, while many perpetrators do not fully understand the consequences of their actions.

The solution is not simply stronger laws. It is stronger communication.

If cyberbullying occurs on digital plat­forms, then le­gal education should exist on those same platforms. Law­yers should be empowered to use digital mar­keting responsibly to explain cyber laws, ed­ucate citizens about their rights, clarify legal processes and communicate the penalties as­sociated with online misconduct.

This is why I continue to advocate for re­sponsible digital advertising. The objective is not to commercialise the legal profession but to ensure that knowledge reaches the people who need it most. Marketing is at its best when it creates informed communities rather than simply attracting clients.

The opportunity extends beyond the legal profession. Healthcare professionals can edu­cate communities about preventative care. Fi­nancial institutions can improve financial lit­eracy. Mental health practitioners can reduce stigma through awareness campaigns. Every regulated profession has knowledge that deserves a wider pub­lic platform, provided communication re­mains truthful, ethical and responsible.

Many countries, including South Africa, the United Kingdom, Australia, Canada and the United States, have modernised professional advertising regulations while maintaining high ethical standards. They have demonstrated that pro­fessional dignity and responsible advertising are not opposing ideas, they complement one another. Zimbabwe has the opportunity to do the same.

My engagement with the Law Society of Zimbabwe represents one conversation within a much broader vision for the future of adver­tising in our country. It reflects my belief that marketing should be recognised as a driver of education, accessibility and social impact. When used responsibly, advertising does more than build brands, it builds trust, strengthens institutions and empowers communities.

Building Zimbabwe’s next advertising market is not about increasing the number of advertisements people see. It is about increas­ing the value those advertisements create. It is about embracing communication that informs before it persuades, educates before it sells and serves before it promotes. That is the ad­vertising industry Zimbabwe should aspire to build, and it is a vision I will continue champi­oning until it becomes our reality.

l Santo is a digital marketing strategist, lecturer, and career development con­sultant with expertise in digital transfor­mation, SEO, website development, and brand strategy. He has mentored aspiring digital professionals and lectures in digital marketing for international training insti­tutions. He can be contacted on santomo­to99@gmail.com or +263 716 091 781.