ZIM warns masquarader
… Ngondo says unregistered marketers risk compromising marketing services
By Francis Maingaila
Lusaka, Zambia24 – (7-08-2024) – The Zambia Institute of Marketing (ZIM) has issued a stern warning against individuals falsely claiming to be marketing professionals, urging employers to hire only credentialed experts.
This call to action follows the enactment of the Marketing Act Number 2 of 2022, which aims to professionalize and regulate marketing practices in Zambia.
Eric Ngondo, Vice President of Policy at ZIM, highlighted concerns at a media briefing about individuals operating without proper affiliation to the Institute.
He noted, “We are seeing an alarming number of individuals falsely presenting themselves as marketing professionals without proper credentials. This undermines the profession and puts organizations at risk.”
Gondwe identified two main categories of masqueraders: those who are not affiliated with ZIM and those who, despite being members, have not paid their subscription fees and thus lack a practicing certificate.
“The first group includes individuals who may hold positions outside of marketing, such as engineers, but undertake marketing roles within their organizations,” Ngondo explained.
He warned that individuals lacking certification could negatively impact their employer’s reputation if their performance is subpar.
“It’s crucial for organizations to understand that hiring unqualified individuals can harm their reputation if their marketing strategies fail or are mismanaged,” he said.
“The second group consists of members who have not paid their dues and thus have not obtained the necessary certification to practice professionally,” Gondwe added.
Ngondo expressed regret that the presence of masquerading marketers is displacing qualified professionals, depriving them of job opportunities.
“It’s unfortunate that these unqualified individuals are taking jobs away from those who have invested time and resources to become certified professionals,” he said.
He vowed that ZIM, in collaboration with relevant institutions, will take all necessary measures to address this issue.
“We are committed to ensuring that job opportunities are rightfully returned to those who have met the professional standards,” Ngondo stated.
“Our goal is to protect the integrity of the profession and support those who have genuinely qualified.”
Ngondo emphasized the importance of regulating marketing to ensure high standards, enhance organizational reputation, and provide continuous professional development.
“Regulation is key to maintaining high standards and fostering trust within the industry,” he noted.
The Act assigns ZIM the role of regulatory authority, with powers to certify and accredit marketing professionals and educational programs, ensuring that practitioners meet the required qualifications.
A critical aspect of the new legislation is consumer protection. By regulating marketing activities, the Act seeks to prevent misleading and unethical practices, fostering market trust and integrity.
ZIM is also tasked with advocating for marketing professionals and representing their interests in various forums.
The Act introduces disciplinary measures for breaches of professional conduct and broadly defines marketing activities, including advertising, sales management, and public relations.
All individuals in these roles must be registered with ZIM.
In response to the rise in unregistered marketers, ZIM will conduct nationwide inspections to ensure compliance.
Practicing without registration, as outlined in Section 12 of the Act, is punishable by a fine of up to 500,000 penalty units or imprisonment for up to five years or both.
Marketing professionals are encouraged to report unregistered individuals to info@zimmarketing.org or call 978-600-520.
He said employers are now required to specify ZIM membership in job advertisements for marketing roles failure to do so will hold organizations accountable for non-compliance.
ZIM is open to questions and discussions on the Act, emphasizing its role in upholding the integrity of the marketing profession in Zambia and ensuring compliance with the new regulations.