Ministry Bans Patient Testimonials In Health Service Advertisements | The Reporter Ethiopia

Media outlets ordered to verify medical advertising claims

Health institutions across Ethiopia will no longer be allowed to use patient treatment testimonials in advertisements under a new federal directive that also places legal responsibility on media organizations to verify the accuracy of medical advertising content before dissemination.

The “Directive on the Production and Dissemination of Health Service Advertisement No. 1134/2026” issued by the Ministry of Health this month introduces sweeping restrictions on how hospitals, clinics and other health institutions promote their services across television, radio, social media, websites, billboards, and printed promotional materials.

The document states that unethical health advertising practices have contributed to “a biased attitude within the community,” prompting the government to introduce a new framework aimed at ensuring advertisements respect public ethics and cultural values while improving transparency.

One of the most significant provisions introduced under the new rules is a prohibition on clinical treatment testimonies in health service advertisements. A person participating as a witness in a health advertisement can no longer provide testimony related to clinical treatment outcomes, according to the directive.

It further requires that any individual appearing in such advertisements must have received the service accurately and must provide written consent before participation.

Additional protections have also been introduced for minors and individuals unable to legally provide consent. The same article further states that if the person participating in an advertisement is a child, an individual with mental health problems, or someone unable to make decisions independently, written permission must first be obtained from parents, guardians, caregivers, or legally authorized relatives.

Violations involving unauthorized testimonies or participation of vulnerable individuals carry substantial financial penalties. Health institutions found using testimony from individuals without written consent or from people who did not actually receive services at the institution face fines ranging from 20,000 Birr to 50,000 Birr. Institutions using minors or individuals unable to provide consent without legal authorization face penalties ranging up to 100,000 Birr.

Institutions failing to pay administrative penalties within three months risk suspension of their certificate of competency until payment is settled.

The directive also introduces new obligations for media organizations and other disseminators of health advertisements.

Institutions or individuals disseminating health advertisements must now ensure that promotional content fulfills all requirements established under the directive and verify that disseminated information is accurate.

The measure effectively shifts part of the legal responsibility for health advertisements onto broadcasters, publishers, digital platforms, and other dissemination channels. Disseminators found transmitting advertisements that violate these provisions face penalties ranging from 10,000 Birr to 30,000 Birr.

The directive broadly defines dissemination mediums to include mass media, outdoor advertising, health education programs, telecommunications-based text and voice messages, social media platforms, websites, digital media, and similar communication channels used for advertising health services.

In addition to broadcast and online media, the rules also apply to advertisements placed on vehicles, T-shirts, banners, posters, magazines, brochures, billboards, photographs, cartoons, and related promotional materials.

The new directive introduces extensive content restrictions intended to regulate the language and messaging used in medical advertising. It requires that health advertisements respect national health policy, protect community health and safety, and consider social and cultural values. Advertisements must also avoid excessive professional jargon and use language understandable to the intended audience.

The directive specifically bans phrases such as “First Choice,” “Everyone’s Choice,” and similar promotional claims commonly used in advertising campaigns.

Health institutions are additionally prohibited from presenting themselves as professionally superior to competitors or suggesting that their medical staff possess distinct or exceptional professional capabilities unavailable elsewhere.

It also bars institutions from portraying themselves as places of healing through “special substances” or implying that clients risk health consequences if they do not receive treatment from a particular institution.

Another provision prohibits advertisements that may affect “the honor and psychology” of clients, signaling increased scrutiny over emotionally manipulative medical promotions.

Where institutions advertise awards or recognitions, the directive now requires advertisements to include detailed and accurate information specifying the timing of the award, reasons for recognition, and the organization that issued the award.