21.1        Cure

No advertisement should contain a claim to cure any ailment or symptoms of ill health, nor should an advertisement contain word or expression used in such a form or context as the to mean in the positive sense the extirpation of any ailment, illness or disease.

21.2        Misleading or Exaggerated Claims

No advertisement should contain any matter which directly or by implication misleads or departs form the truth as the composition, character, safety or action of the medicine or treatment advertised or as to its suitability for the purpose for which it is recommended.

21.3        Appeals to Fear

No advertisement should be calculated to induce undue fear, on the part of the member of the public, that he is suffering or may without treatment suffer, or suffer more severely from an ailment, illness or disease.

21.4        Diagnosis or Treatment by Correspondence

No advertisement will be accepted from any advertiser who by printed matter, orally mechanically or by any other method undertakes: ‑

21.4.1    To diagnose by correspondence any particular diseased condition in the human being, or to receive from any person a statement of his or any other person’s symptoms of ill health with a view to advising as to or providing for the treatment of such ill health by correspondence,


21.4.2    To diagnose or treat by correspondence or in any other way any ailment or condition.

21.5        College, Clinic, Institute, Laboratory

No advertisement shall contain these or similar terms, unless such term or terms are part of the registered name of the company or the firm.

21.6        Use of ‘Doctor’ or ‘Dr

The use in an advertisement of the word ‘doctor’, or any abbreviation thereof, as part of the name of a branded product will only be permitted in terms of Zimbabwe legislation.

21.7        Medical Opinion

NO advertisement shall contain any reference to medical, including dental, opinion, recommendations, findings or reports unless the source is acceptable to ADMA and mentioned in the advertisement.

21.8        Product Offered Particularly to Women

No advertisement of products, medicines or treatments for disorders or irregularities peculiar to women should contain the following or similar expressions which may imply that the product, medicine or treatment advertised can be effective in inducing miscarriages :‑

‘Female Pills’,

‘Not to be used in cases or pregnancy’

The stronger the remedy the more effective it is’

‘Never known to fail’.

21.9       Natural Remedies

No advertisement should claim or suggest, contrary to the fact, that the article advertised is in the form in which it occurs in nature or that its value lies in its being a ‘natural’ product.

21.10     Aphrodisiacs and Glandular Extracts

No advertisement will be accepted for aphrodisiacs or for medicines which contain gland extracts or which advocate the use of glandular products.

21.11     Slimming, Weight Reduction or Limitation, or Figure Control

No advertisement should offer any product or treatment for slimming, weight reduction or limitation, or figure control if the taking or using of the product or following the course of the treatment is likely to lead to harmful effects.

21.12     Tonics

The use of this expression in advertisements should not imply that the product or medicine can be used in the treatment of sexual weakness.

21.13     Hypnosis

No advertisement shall be accepted which contains an offer, direct or by implication, to diagnose or treat any mental or physical condition by hypnosis.

21.14     Hearing Aids

Advertisements for deaf aids shall only be accepted if they offer such appliances as aids to hearing and shall not be accepted if they offer them as a treatment for deafness.

21.15     Products Offered for Baldness

No advertisement should claim or imply that the product, medicine or treatment advertised will cure baldness.

21.16     Prohibited Advertisements

NO advertisement will be accepted which contains any matter or which offers for sale to the public any medicine, treatment or trade literature that is directly or by implication held out in terms calculated to lead to the belief that the product or subject advertised is effective in the treatment of:

21.17.1                  Aids

Alcoholism                          Kidney Diseases

Anaemia                              Leprosy

Appendicitis                       Locomotor, or any other ataxia

Artery Conditions            Lupus

Arthritis                            Meningitis (all types)

Arterio Sclerosis              Miners Phthisis



Bladder Stones                                 Osteo‑arthritis

Blindness                                             Paralysis

Brights Disease                               Parkinson’s disease

Cancer                                                  Plague

Carbuncles                                          Pleurisy

Cataract                                               Pneumonia

Croup                                                    Prostrate gland disorders

Dengue Fever                                    Pyorrhoea

Diabetes                                              Rabies

Rheumatic fever

Diptheria                                             Rheumatoid Arthritis

Disseminated Sclerosis

Dropsy                                                  Rupture

Epilepsy                                               Scabies

Erysipelas                                            Scarlet Fever

Fits                                                         Septecaemia



Glaucoma                                            Thrombosis

Goitre                                                   Trachoma

Heart disease or                               Tuberculosis

ailments.                                             Tumors




(where the reference is to chronic or persistent)

Typhoid Fever

Infantile diarrhoea                           Varicose Ulcers

Infantile Paralysis                             Varicose Veins

Kidney Stones                                   Venereal diseases

21.17.2  Habits associated with sexual indulgence, weakness or impotence or of any ailments associated with those habits.21.18        Relief or Alleviation

Advertisements may claim to relieve or alleviate the following diseases or disorders, provided no indication or suggestion of a cure is made :‑

Asthma                                                Indigestion, (where the reference

Baldness                                              is not to chronic or persistent)

Bladder Weakness                          Influenza

Catarrh                                                 Malaria

Deafness                                             Migraine

Duodenal ulcers                                Piles

Gastric Ulcers                                    Psoriasis

Gout                                                      Rheumatism, but not rheumatic

fever or rheumatoid arthritis

21.19     Contravention by Inference

No advertisement may be so worded that while in its literal meaning it may not contravene any of the foregoing clauses, in the effect of its likely inference to the class of people to whom it is addressed it amounts to a contravention of the Code.

21.20     Formula or Ingredients

No advertisement will be accepted if the advertiser fails to disclose the formula or ingredients of a product or any other information upon request of the Executive Committee.

21.22     Name of Product

No advertisement will be accepted if the advertiser fails to disclose the name of the product or the nature of the treatment advertised.