ADDIS ABABA-Health service providers that misuse their registration credentials to commit false advertising should refrain from deceptive acts, the Addis Ababa City Drug and Food Administration warned.
Speaking at a dialogue on medical service advertising yesterday, Authority’s Chief Executive Officer Muluemebet Tadese criticized some media and advertisers for violating legal and ethical standards noting that such practices are harmful to individuals and public health.
“For example, traditional medical practitioners are not authorized to use terms like ‘curable,’ ‘choice of most’ or ‘no side effect’ in their advertisements. The Authority only provides a certificate of registration. However, we have observed hospitals and traditional medicine practitioners claiming their services are ‘testified.’ This is completely deceptive,” Muluemebet explained.
She also noted that the Authority is collaborating with legal institutions and media organizations to tackle the spread of false and misleading advertisements.
“Some media outlets are broadcasting illegal advertisements that violate societal norms and advertising regulations. For instance, treated patients cannot serve as testimonials for healthcare providers. Yet, several institutions misuse their clients to promote their services,” she added.
Preventive measures are being taken by the Authority to combat such abuses, but she stressed the need for greater involvement from other institutions.
Ethiopian Media Authority, Advertising Desk Head Bedria Hussien highlighted public complaints about deceptive healthcare advertisements.
“Individuals misled by such advertisements are suing advertisers and media outlets, claiming they incurred unnecessary expenses,” she stated.
Similarly, the Addis Ababa Traditional Medicine Practitioners Association, President Merigeta-Tibeb Mengistu Desta called for administrative action against those misleading advertisers.
“Being a traditional medicine practitioner should not be interpreted as bribery or deception. Unfortunately, some are exploiting the concept, tarnishing the reputation of genuine traditional medicine services,” he remarked.
BY YESUF ENDRIS
THE ETHIOPIAN HERALD SATURDAY 14 DECEMBER 2024
