Gilian Rusike
ADVERTISING shapes conversations, influences perceptions and reflects the values of the society in which we live. Every billboard, television commercial, social media post, influencer campaign and digital message communicates a brand proposition and also communicates something about who we are and what we consider acceptable. Perhaps as we advertise we should ask this important question … where is our Hunhu? Where is our Ubuntu?
In our Zimbabwean context, Hunhu/Ubuntu speaks to the values of dignity, respect, humanity, compassion and consideration for others. These values should not disappear when we enter the commercial space. If anything, they should become more visible in the way we communicate, persuade and build brands.
Yet, across the advertising landscape, we are increasingly seeing campaigns that appear designed to shock rather than communicate, provoke rather than persuade, and attract attention at any cost.
We see billboards that make us look twice … not because they are exceptionally creative, but because we are questioning whether what we are seeing should have been approved in the first place
Zimbabwe’s advertising and communications landscape is expanding rapidly. Outdoor advertising, digital platforms, social media, influencer marketing and emerging technologies such as artificial intelligence are creating new opportunities for businesses to connect with consumers. But with this expanding reach comes an equally important responsibility.
Every channel carries a message. Every message carries values and every brand has a responsibility for what it puts into society.
Around the world, strong regulatory and self-regulatory systems support ethical standards and behaviours which culminate into business norms. In the UK, the Advertising Standards Authority discourages harmful gender stereotypes and advertising which is directed to children. The EU has strengthened consumer protection in digital advertising, with some countries, including Australia and Malaysia already enacting social media bans for children. South Africa’s codes prohibit degrading portrayals. These examples show that ethics and creativity can thrive together and that responsible marketing builds trust and long-term value.
It is against this backdrop that the recent engagement between the Zimbabwe Gender Commission and the Marketers Association of Zimbabwe is so important. While prompted by concerns about the portrayal of women in a commercial advert, the underlying issue is broader. It is about how we choose to represent women, men, children, families and communities, and whether our industry reflects the inclusive society we aspire to build. Women should not be reduced to instruments of commercial attraction. They are professionals, entrepreneurs, leaders and nation builders. Portraying them with dignity is not only right, it makes strong business sense.
This responsibility is shared. Advertisers, agencies, media owners, digital platforms and regulators all have a role in safeguarding ethical standards. Collaboration, not finger-pointing, will raise standards and strengthen public trust. As a nation, we might also consider revitalising a coordinated self-regulatory mechanism an independent, multi-stakeholder body for advertising standards bringing together advertisers, marketers, media houses, digital platforms, academia, consumer representatives and regulators to develop a modern code of ethical practice for both traditional and digital media.
As the leading professional marketing body, MAZ is well placed to convene this dialogue, working alongside government and partners to shape a communications industry that is creative, competitive, and socially responsible. The strongest brands are not those that merely capture attention, but those that earn respect. As Zimbabwe advances on its development path as enunciated in NDS2 and vision 2030, ethical marketing should be one of its hallmarks. Creativity and competitiveness must walk hand in hand with responsibility and dignity. That is not only good ethics; it is good marketing and good business. MAZ already upholds a Code of Ethics that guides its members.
We now invite all organisations involved in marketing, advertising and communications, whether members or not, to voluntarily adopt these principles and work with us to strengthen ethical standards nationwide. That makes it inclusive and collaborative, rather than restrictive or membership bound and it still asserts leadership.
Some of the MAZ principles of ethical advertising:
1. Respect human dignity, never objectify or exploit people.
2. Portray women and men fairly, without harmful stereotypes or sexualisation.
3. Tell the truth. Claims must be accurate and not misleading.
4. Protect children and vulnerable audiences.
5. Respect human dignity, never objectify or exploit people.
6. Apply the same ethical standards across digital platforms and influencer content.
7. Celebrate diversity and inclusion, reflecting Zimbabwe’s multicultural society.
8. Respect privacy and consumer data.
9. Use AI responsibly and avoid deceptive or manipulative content.
10. Celebrate diversity and inclusion, reflecting Zimbabwe’s multicultural society.
11. Support industry accountability through a national code and collaborative self-regulation.
Zimbabwe has an opportunity to become a regional leader in ethical marketing. MAZ calls upon advertisers, agencies, media houses, digital platforms, academia, regulators, civil society and government to work together on a modern, inclusive and future-focused ethical framework. Ethical advertising is not a constraint. It is an investment in stronger sustainable brands, greater trust, and a more responsible Zimbabwean business environment. Let ethics become the standard, not the exception, so creativity and dignity advance together. Ethical marketing is good business, good leadership and good for Zimbabwe l Dr Rusike is Executive Secretary for the Marketers Association of Zimbabwe