The Advertising Standards Authority of Zimbabwe (ASAZIM) is an independent body that works in conjunction with ZAAPA, MAZ and ADMA. It aims to provide a prompt, accessible and cost-efficient mechanism to ensure advertising is legal, decent, honest and truthful.

ASAZIM has a duty to represent the society it serves and to emulate public sentiment, observe all states and uphold the Code of Advertising Practice in an impartial and objective manner.

The Code of Advertising Practice is ASAZIM’s guiding document. It is based on the International Code of Advertising Practice, prepared by the International Chamber of Commerce and accepted worldwide as the basis for domestic systems of self-regulation. ASAZIM’s Code has been specifically tailored to the Zimbabwean marketplace. It was drawn up by representatives of the local marketing and communication industries, and is amended from time to time to meet the changing needs of the industry and society.