Regulate quality of television ads -ZACA


THERE is need to regulate the quality of advertisements aired on television because most of them are either too comical or just untrue about the products being promoted for sale to unsuspecting consumers, says Zambia Consumer Association (ZACA) general secretary Samuel Simutunda.

Mr Simutunda said there was too much ‘drama and lies’ in most of local advertisements that appeared on the local television channels.

He said some adverts were full of comedy that diluted the actual message being sent out to the public about the products.

“There is need for regulation on the quality of advertisements being shown on television in Zambia because most of the adverts appeared not to represent the actual products.

“They do not portray the real picture of the products, but instead exaggerate them and what they can do for the consumer,” he said.

Mr Simutunda wondered how some companies would approve adverts like two young men chasing a vehicle by use of a supermarket trolley on a busy road.

He said the drink manufacturers too owe it to their customers and should consider messages which were both factual and safe for their target audience, including young children.

He said there must be a body established to ensure all aired adverts were subjected to some litmus test to prove their truthfulness and their safety in the case of children who watched the ads.

“I have seen one advert and it doesn’t make sense. The drink should not be advertised like that. What we see in the adverts is what we should be getting at the end of the day,” he said.

Some consumers have expressed concern over the quality of adverts on television as well as the misrepresentation of facts including exaggerated expressions or comedy aimed at attracting consumers to buy the products.

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