Govt sets tough advertising rules

Nov 25, 2020

Faith and religious advertisers must not appeal for funds, except for charitable purposes and must not claim to heal, miracle-working or that faith-based counselling can treat, cure or alleviate physical or mental health problems.

The Uganda Communications Commission (UCC) has laid out a litany of standards that advertisers, agencies and media owners must adhere to in carrying, broadcasting and presenting advertisements and promotions for individuals, events, goods and services.

The advertising standards target religion and other equivalent systems of belief and specific products and services, such as alcohol, medicine, health, cosmetic treatment, weight control and slimming.

The standards are also aimed at regulating advertisements for gambling, betting, tipsters, lotteries, charities, fortune tellers and magicians, introduction and dating services, financial products, services and investment, instructional courses, as well as educational opportunities.

In the new standards, adverts are expected to abide by the laws of the land, be prepared with a sense of responsibility to the consumer and shall be decent, honest and truthful.

They shall also conform to the principles of fair competition in business. "No advertisement shall bring advertising into disrepute or reduce confidence in advertising as a service to the industry and to the public," the advertising standards read.

The standards are set to regulate commercial and non-commercial advertising, political and controversial subjects, as well as advocacy to ensure advertising does not mislead, harm or offend the consumers.

It must, therefore, be socially responsible and prepared in line with the principles of fair competition.

RELIGION AND FAITH

According to a copy of the standards seen by New Vision, the rules for faith, religion and other equivalent systems of belief, seek to strike a balance between freedom of speech and the prevention of advertising that could be harmful.

The rules bar advertisements from promoting psychic and occult practices that include satanism, the casting of spells, palmistry, attempts to contact the dead, divination, the invocation of spirits or demons and exorcism.

However, they must also not expound doctrines or beliefs, unless they are broadcast on channels, whose editorial content is wholly or mainly concerned with such matters.

They must not exhort audience members to change their beliefs or behaviour or refer to the alleged consequences of faith or lack of faith.

They should not also present the advertiser's beliefs as the "one" or "true" faith and desist from denigrating the beliefs of others.

Faith and religious advertisers must not appeal for funds, except for charitable purposes and must not claim to heal, miracle-working or that faith-based counselling can treat, cure or alleviate physical or mental health problems.

"If the charitable purpose includes or will be accompanied by recruitment or evangelism, the advertisement must make that clear. Broadcasters are urged to take measures and be satisfied that the funds raised will be used solely for the said charity purpose," the standards indicate.

On financial products, services and investment, broadcasters must ensure that the advert has the necessary authorisations or clearances from Bank of Uganda and complies with all laws and regulations set by the central bank.

MEDICINE

On medicines and cosmetic treatments and services, the rules prohibit promotional recommendations or endorsements by health professionals and persons with celebrity standing in society.

"Adverts shall not contain statements which give the impression of professional advice, make reference to a hospital, clinic, college, institute, laboratory or other similar body, unless a bona fide establishment, corresponding to the description used does in fact exist and is duly registered as such or contain unwarranted and indiscriminate use of such words as "safe", "without risk", "harmless" or terms of similar meaning," they state.

"Prior to the airing of any advert, it is the broadcaster's obligation to ensure that the advert to be broadcast has received the necessary authorisations or clearances from the National Drug Authority and does not contain any offer of a treatment," it says.

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