New law restricting ads contents from non Ethiopians

The new law, which regulates both print and electronic media, also restricts non-Ethiopian citizens from engaging in the sector, however foreign nationals with Ethiopian roots are liable. Firms owned by Ethiopian nationals and foreigners of Ethiopian descent are free to advertise.

The law however prohibits the citizen owned firms from sponsoring news, programmes, current affairs and policy or parliament proceedings. They can only sponsor sports, metrology and business news as long as they are not aired with news content on radio and TV.

In a single day, only 20 percent of advertisement is allowed although advertisers or sponsors of such programmes cannot determine the time of airing their adverts. The advertisers are also banned from altering programmes aired.

Media firms make their profits from advertising. Though the law inclines to give power to broadcast firms over their advertising clients, its impact will soon be felt as firms seek for alternatives methods of promoting their products and services including focusing more on community services and cutting their advertising budgets.

Alcoholic beverage firms still take home the loot. The firms can advertise using any media platform as long as their beverages have an alcoholic content of less than 12 percent. The popular alcoholic beverage in Ethiopia has an alcoholic content of less than 12 percent.

Strong alcoholic beverages with an alcoholic content above 12 percent are only allowed to advertise through outdoor media such as billboards and in publications the monthly, bi monthly or quarterly or even annually.

The billboards should however not be mounted within a 100-metre radius from public institutions such as hospitals, day care centres, schools, movie halls, museums or sports ground.

This controversial law comes less than one month after Ethiopia reportedly banned Skype and other VoIP services in the country.