PROPOSED GUIDELINES’ EFFECTS ON OTHER PROFFESSIONS
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of the proposed guidelines was made available on the Commission’s website. In the proposed guidelines, the ban on priests and prophets’ adverts was also included.
The ban is not limited to priests and prophets but extends to other ‘professions’.
Holistically, the ban, in Clause 22 (1) (d), reads: “It is unethical and not allowed for certain professions to advertise inclusive of their institutions. These are physicians, lawyers, dentists, osteopaths, chiropractors, herbalists, traditional doctors, occultists, optometrists, priests, prophets and others of a similar nature.”
Other professions that are prohibited from advertising are; witchcraft, fortune-telling, astrology, phrenology and other forms of occultism, such as spiritism, mind or character reading, palm reading and numerology.
Also to be banned is advertisement that causes unwarranted anxiety or fear; and there shall also be no advertisements that cause serious or widespread offence against generally accepted moral, social or cultural standards.
Further, there shall be no advertisements that promote stereotypes or in any way degrade any individual or group in society, religion, faith and philosophies of life.
The ban also affects cemeteries, undertaker services, mortuaries, morticians, coffin manufactures and similar products and services associated with burial, which would be deemed to be of a morbid nature (showing a strong interest in subjects such as death, that most people think are unpleasant).
The long-standing ban on adverts for tobacco products, including electronic cigarettes (vapour), has been maintained.
As per the new guidelines, licensees are required to ensure that they only broadcast advertisements that are lawful, honest, decent and conform with the principles of fair competition.
A licensee is a holder of a broadcasting licence or a content service provider licence. The guidelines also state: “Advertisements must not condone or encourage discriminatory behaviour or treatment and must also not prejudice respect for human dignity.”
A licensee has to ensure that that advertisements broadcast by its station do not contain any descriptions, claims or other materials which may, directly or by implication, mislead members of the public in relation to the product or service advertised, or about its suitability for the purpose recommended; and
The advertisements should also not unfairly attack or discredit, directly or by implication, any other advertisers, products or advertisements. “A licensee shall, before broadcasting an advertisement, ensure that any descriptions or claims in the advertisement have been adequately substantiated by the advertiser,” provides the guidelines.
Other provisions are that a licensee shall not unreasonably discriminate against or favour any advertiser; and shall exercise responsible judgment when scheduling advertisements that may be unsuitable for children during periods when children are expected to be watching or listening to programmes.
A licensee is also required to ensure that any advertising breaks are clearly distinguishable from broadcast programmes; and that its presenters, when reading advertisements, make a clear distinction between the programming material and the advertisements they deliver.