Advertisement Proclamation No. 759/2012

PROCLAMATION No. 759/2012          DOWNLOAD (.pdf)


WHEREAS, advertisement plays a significant role in the economic, social and political development of the country, by influencing the activities of the public in commodity exchange or service rendering;

WHEREAS, advertisement makes a significant contribution in establishing healthy market competition in the market-led economic system of the country;

WHEREAS, advertisement, if not regulated, may harm the rights and interest of the people and the image of the country;

WHEREAS, it is necessary to clearly define the rights and obligations of advertising agents,

advertisement disseminators and advertisers;

NOW, THEREFORE, in accordance with Article 55(1) of the Constitution of the Federal Democratic Republic of Ethiopia, it is hereby proclaimed as follows:



1. Short Title

This Proclamation may be cited as the “Advertisement Proclamation No.759/2012”.

2.  Definition

In this  Proclamation,  unless  the  context otherwise requires:

1/  “advertisement”  means  a  commercial advertisement  which  is  disseminated through  the  means  of  advertisement dissemination  to  promote  sales  of  goods or  services  or  to  publicize  name,  logo, trademark  or  objectives,  and  includes public and private advertisements;

2/  “means of advertisement  dissemination” includes  the  mass  media,  outdoor advertisement,  telecom,  postal,  internet web  site  and  fax  services,  cinema,  film, video  and  any  other  related  means  of advertisement dissemination;

3/  “public advertisement” means message in the  public  interest  disseminated  by  the mass media;

4/  “personal  advertisement”  means  an advertisement  advertised  through  the means  of  advertisement  dissemination and it includes looking for missing person advertisement,  condolence  message,  and other similar advertisement;

5/   “advertising activity” means an activity that includes  production  and  dissemination  of advertisements,  promotional  services  and other related activities;

6/  “advertising  agent”  means  a  person  who undertakes advertising activity;

7/  “advertisement  disseminator”  means  a person  who  disseminates  advertisements through  the  use  of  means  of advertisement dissemination by providing air time, column coverage or other related services;

8/  “advertiser”  means  a  person  whose advertisement  is  advertised  through  the means of advertisement dissemination;

9/  “mass media” includes print media and broadcasting services

10/  “print media” means any printed material which  has  a  distribution  aimed  to  reach the entire public or a section thereof such as  a  newspaper,  magazine,  advertisement book  or  yellow  page,  telephone  directory or green page;

11/  “broadcasting service” means a radio or television transmission service;

12/  “outdoor  advertisement”  means  any advertisement:

a)  disseminated  by  using  billboard, electronic screen or moving picture;

b)  written or affixed to a building or any structure or transport vehicle;

c)  disseminated by using banner, poster, sticker, brochure, leaflets or flier;

d)  disseminated  through  audio  cassette, loud speaker; or

e)  disseminated  through  any  other related means of dissemination.

13/  “sponsored program” means a program the  transmission  cost  of  which  is  either directly or indirectly paid or promised;

14/  “sponsor” means a person who sponsors a  program  or  a  means  of  advertisement dissemination;

15/  “infomercial”  means  an  advertisement consuming  more  than  two  minutes,  that is  disseminated  through  a  broadcasting service  after  being  prepared  in  a program  format  so  as  to  promote  the product,  service  or  similar  message  of the  contracting  party  who  agreed  to  pay to the broadcaster for such service;

16/  “inserted  advertisement”  means  an advertisement inserted with a program in the  form  of  script,  sound  or  image  to promote  indirectly  the  product,  service or  similar  message  of  any  person,  from whom the broadcaster has earned money or obtained benefit;

17/  “split-screen  advertisement”  means  an advertisement  displayed  occasionally  on the  same  screen  adjacent  to  a  program disseminated  through  television  window or screen;

18/  “counter  advertisement”  means  an advertisement  disseminated  to  counter wrong  public  opinion  created  by previously  transmitted  advertisement  in breach  of  the  provision  of  this Proclamation  or  to  protect  the  rights  of the victim of such violation;

19/  “program”  means  voice  or  visual  or audiovisual  arrangement  transmitted  to inform, educate or entertain the public or an  all  inclusive  transmission  of  a broadcasting service;

20/  “news  and  current  affairs  program” means news, documentary, commentary, interpretation,  feature  or  analysis transmitted through broadcasting service that  has  local,  regional,  national  or international  content  and  that  relates  to immediate  political,  economical  or social issues;

21/  “daily  transmission  time”  means broadcasting  service  transmission  in  24 hours starting from 6 a.m.;

22/  “lottery” means any game or activity in which the prize winner is determined by chance,  drawing  of  lots  or  any  other means,  and  includes  games  and  events listed by the relevant law;

23/   “region” means any of the states referred to in Article 47(1)  of the Constitution of the  Federal  Democratic  Republic  of Ethiopia    and  includes  the  Addis  Ababa and Dire Dawa city administrations; ]

24/  “Authority”  means  the  Ethiopian Broadcasting Authority;

25/  “person” means a physical or juridical person;

26/  any  expression  in  the  masculine  gender includes the feminine

3.  Scope of Application

This Proclamation shall be applicable to:

1/  advertising  agent,  advertisement  disseminator and advertiser working within Ethiopia;

2/  advertisement  prepared  and  disseminated in Ethiopia;

3/  advertisement  disseminated  through  the internet website being designed in Ethiopia or  abroad,  by  an  organization  established in  Ethiopia  or  by  a  person  who  resides  in Ethiopia;

4/  advertisement  disseminated  through  any foreign  news  paper  or  magazine  imported and  which  focuses  primarily  on  domestic issues; and

5/  advertisement  produced  in  Ethiopia primarily  for  local  audience  and disseminated  from  abroad  by  a  foreign broadcasting entity.




4.  The Right to Undertake Advertisement Activity

1/  Any  Ethiopian  national  or  a  business organization  established  in  accordance with  the  Ethiopian  law  and  whose  capital is  not  shared  by  foreign  nationals,  shall have  the  right  to  undertake  advertising activity.

2/  Notwithstanding  sub-article  (1)  of  this Article,  any  foreign  national  of  Ethiopian origin  shall  have  the  right  to  engage  in advertising activity.

5.  Obtaining Advertising Business License

1/  Any  person  who  wants  to  engage  in  the activities of an advertising agent shall have to  obtain  an  advertising  business  license from the appropriate governmental body.

2/  Any  advertisement  disseminator  who wants  to  engage  in  the  production  of advertisement  shall  have  to  obtain advertising  business  license  from  the appropriate governmental body

3/  Any  mass  media  that  engages  in  the production  of  advertisement  shall  conduct the  advertising  activity  in  a  separate arrangement from its mass media activity.

4/  Notwithstanding  sub-article  (1)  and  (2)  of this  Article,  any  person  who  wants  to promote  his  product,  service  or  other message,  may  prepare  and  disseminate  his own  advertisement  or  prepare  and disseminate  it  through  an  advertisement disseminator,  without  required  to  have advertising  business  license.  Provided, however,  that  he  shall  include  his  identity and address in the advertisement.

5/  Any  advertisement  prepared  abroad  may be  disseminated  in  Ethiopia  through  an advertising agent.

6/  The  appropriate  governmental  body  that issue  license  pursuant  to      sub-article  (1) and (2) of this Article shall transmit to the Authority  information  concerning  the license  holders  by  filling  a  form  designed for such purpose.




6.  Content and Presentation of Advertisement

1/  Any advertisement shall, in its content and presentation:

a)  not be contrary to the law or moral;


b)   be  free  from  misleading  or  unfair statements;

c)  respect  the  social  and  traditional values of the society and not infringe the legitimate interests of consumers;

d)  describe  the  true  nature,  use,  quality and  other  similar  information  of  the product  or  service  intended  to  be promoted;

e)  not  undermine  the  commodities  or services of other persons;

f)  protect  the  dignity  and  interests  of the country; and

g)  respect professional code of conduct.

2/  Any  advertisement  disseminated  through the  mass  media  shall  be  presented  in  a manner  that  clearly  differentiates  it  from other  programs  and  may  not  affect  the content of the programs.

3/  Advertisement  may  not  be  prepared  and disseminated in the form of news.

4/  An  advertising  agent  who  designed  and disseminated  an  advertisement  to  promote the  goods,  services  or  other  related messages of any person may not advertise, within  the  next  three  months,  similar goods,  services  or  other  related  messages of  another  person  by  using  the  image  or voice of the same advertising actor.

5/  Laws  issued  to  protect  copyright  and neighboring  rights  as  well  as  inventions, minor  inventions  and  industrial  design patent  shall  be  applicable  with  respect  to advertisement service as appropriate.

7.  Unlawful or Immoral Advertisement

The  following  advertisements  shall  be  deemed to  be  as  having  unlawful  or  immoral  content  or presentation:

1/  advertisement  that  contains  image,  speech or  comparisons  that  violates  the  dignity, liberty or equality of mankind in relation to language,  gender,  race,  nation,  nationality, profession,  religion,  belief,  political  or social status;

2/  advertisement  that  violates  the  rules  of good  behavior  or  human  dignity  of individuals,  nation,  nationalities  or peoples,  and  defames  the  reputation  of  an organization;

3/  advertisement  that  undermine  the  national or regional state’s flag, emblem, national anthem or currency;

4/  advertisement  that  undermine  the  dignity or emotional feeling of physically disabled person  or  a  person  living  with  HIV/AIDS or suffering from other disease;

5/  advertisement  that  instigates  chaos, violence,  terror,  conflict  or  fear  among people;

6/  advertisement  that  instigate  an  action  that could  endanger  the  physical  or  mental health and security of the people;

7/  advertisement  causing  sound  pollution through  any  sound  magnifying  machine, which  does  not  comply  with  the  sound limit  set  by  the  appropriate  governmental body;

8/  advertisement  with  obscene  written message,  image,  picture,  film  or  similar presentation;

9/  advertisement  using  the  name,  image  or photograph  of  a  person  without  his consent,  or  artistic  or  creative  works protected by  the  law  without  authorization by the concerned person;

10/  advertisement  contrary  to  traffic  safety  or environmental protection;

11/  commercial  advertisement  presented  by wearing  defense  force  or  police  uniforms, decorations or insignia;

12/  advertisement  with content or presentation prohibited  by  other  laws  or  that  promotes the violation of any law.

8.  Misleading or Unfair Advertisement

The  following  advertisements  shall  be  deemed to  be  as  having  misleading  or  unfair  content  or presentation:

1/  advertisement  that  gives  false  information about  the  country  or  place  of  origin,  date of  production,  nature,  ingredients,  weight, volume,  use  or  acceptance  by    consumers of a product;

2/  advertisement  that  gives  false  information about  the  price  of  goods  or  service including  tax  and  other  lawful    fees  or about  obtaining copy right or patent right, quality  and  standard  certification  or  prize from  a  recognized  body  or  other  related information;

3/  advertisement  presenting  a  product  or  a service  beyond  its  real  usage,  quality, flavor,  taste,  ingredient,  strength, durability or sufficiency;

4/  advertisement  promoting  a  product  the expiry date of which is approaching or has already lapsed;

5/  advertisement promoting a milk powder or similar  meal  as  preferable  or equivalent  to breast feeding for children under the age of six months;

6/  advertisement  presenting  the  products  or services of others as one’s own;

7/  advertisement  promoting  a  product  or service  contrary  to  the  rules  of  fair  trade competition  by  undermining  those consumers  who  do  not  use  the  product  or the service;

8/  advertisement that undermines a product or service,  or  the  capacity  or  reputation  of  a competitor by comparing and contrasting it with  one’s  product  or  service,  or  that

degrades  local  products  or  services  with the  aim  of  promoting  preference  to  an imported product or service;


9/  advertisement that mix local language with a  foreign  language  unless  a  term  taken from  the  foreign  language  has  no equivalent in the local language;

10/  advertisement  that  present  goods  or services  that  are  not  available  in  the market;

11/  an  ambiguous  advertisement  that  confuses a  product,  service  or  a  company  with another product, service or company;

12/  advertisement  announcing  the  supply  of  a product  or  the  provision  of  service  freely or  at  a  discounted  price  while  the  product is supplied or the service  is rendered at its real price;

13/  advertisement  promising  speculative dividend  earnings  of  shares  offered  for sale;

14/  advertisement  promising  the  awarding  of prizes  or  the  provision  of  guarantees  to consumers  and  fails  to  do  so after  the  sale of products or services;

15/  advertisement that presents research results or  excerpts  or  quotations  from  scientific, technical  or  other  publication  as  if  they have relation with the promoted product or service;

16/  an  advertisement  which  uses  false testimony;

17/  advertisement containing superlatives such as  “the  first  of  its  kind”,  “the  only  one”, “for the first time”, “never ever before”, or “unparalleled”,  if  it  cannot  be  proved  with evidence;

18/   any other similar advertisement misleading or unfair with its content or presentation.

9.  Advertisement Requiring Special Certification

1/  Prior  certification  by  the  appropriate  body shall  be  required  in  order  to  promote products  or  services  that  have  to  meet mandatory standard requirements.

2/  An  advertiser  who  is  required  to  obtain  a certificate  of  competence  or  a  business license  may  not  advertise  its  product  or service  without  obtaining  such  certificate or license from the appropriate body.

10.  Advertisements Affecting Minors

The  dissemination  of  the  following advertisements shall be prohibited:

1/  an  advertisement  that  may  harm  the attitude, feeling or thinking of a minor;

2/  an advertisement that may cause a minor to lose  affection  or  trust  in  his  family, guardian, tutor, teacher, society or country;

3/  an  advertisement  that  openly  motivates  a minor to require his parent, guardian, tutor or  any  other  person  to  buy  the  advertised product or  service;

4/  an  advertisement  which  directly  or indirectly  provides  a  misleading  price  and gives  impression  to  a  minor  that  the product  or  service  advertised  is  affordable to any family;

5/  an  advertisement  causing  inferiority complex  to  a  minor  that  did  not  buy  the advertised  product  or  service,  by portraying  that  the  one  who  does  is  better than the one who does not;

6/  an  advertisement  that  demonstrates, through  mixing  of  sounds,  writings  and pictures,  a  minor  while  doing  any  action contrary  to  law  or  moral,  or  being  in  a  dangerous situation or place;

7/  an  advertisement  that  uses  a  minor  as  an advertisement  presenter  or  actor  without the consent of his guardian or tutor; or

8/  any  other  advertisement  having  similar content or presentation.

11.  Herbicides or Pesticides Advertisement Herbicides or pesticides advertisement:

1/  shall  provide  clear  and  accurate information  about  their  usage  and  the precautions to be taken during their usage;

2/  may  not  be  disseminated  as  the  product  is not  totally  poisonous  and  not  harmful  to health.

12.  Lottery Advertisement

1/  Any  person  who  is  not  authorized  by  the law  or  a  permission  obtained  from  the appropriate  government  body  to  engage  in a  lottery    business  may  not  advertise  a lottery.

2/  Any lottery advertisement shall disclose:

a)  the name of the lot organizing person and that it has a legal permission;

b)  the amount of money or prize type to be awarded; and

c)  the  date,  time,  and  venue  of  lot casting.

13.  Public Advertisement

1/  A  public  advertisement  may  not  advertise a  business  activity,  product,  service  or related message of any person.

2/  The amount of money to be charged by an advertisement  disseminator  for  public advertisement  may  not  exceed  that  of commercial advertisement.

3/  Any  advertisement  disseminator  shall  give priority  to  public  advertisement  than commercial  advertisement,  and  disseminate it based on the choice of the advertiser.

4/  If an advertisement disseminator fails, due to  the  priority  given  to  a  public advertisement,  to  disseminate  another advertisement  in  accordance  with  a contract  concluded  with  an  advertising agent or an advertiser, it shall, in advance, inform  the  advertising  agent  or  the advertiser.

14.  Counter Advertisement

1/  The  advertiser,  the  advertising  agent  and the  advertisement  disseminator  shall disseminate  a  counter  advertisement  in favour  of  the  victim  of  any  advertisement that  breaches  any  of  the  provisions  of  this Proclamation.

2/  Unless  otherwise  contrary  evidence  is presented,  the  advertiser,  the  advertising agent  and  the  advertisement  disseminator shall  be  jointly  and  severally  liable  to cover  the  cost  of  the  counter advertisement.

3/  A  counter  advertisement  shall  be  arranged and  disseminated  in  the  same  method, duration  and  place  as  the  original advertisement was disseminated.

4/  If  it  is  found  necessary,  the  Authority  or other appropriate body may order a change on  the  method,  duration  and  place  of dissemination  of  the  counter advertisement.




15.  Sponsored Program

1/  The  content  or  timetable  of  a  sponsored program  may  not  fall  under  the  influence of  the  sponsor.  In  particular,  a  sponsored program may not agitate the sell or hire of the sponsor’s product or service.

2/  A  sponsored  program  may  advertise  or announce  the  name,  objectives,  service, goods  and  similar  condition  or acknowledgement  of  the  sponsor  at  the beginning, break time or end of the program;  however,  notwithstanding  to  the  provisions of  Article  17(1)  and  Article  19  of  this Proclamation,  the  time  to  be    allocated  for any advertisement including split-screen, and infomercial  advertisement,  the  name, objective,  service,  goods  and  similar messages  as  well  as,  acknowledgement  of  a sponsor  may  not  exceed  10  percent  of  the sponsored program.

3/  Unless  otherwise  an  agreement  is  concluded between  the  sponsor  and  the  broadcaster, other  commercial  advertisement  may  not  be disseminated  in  a  sponsored  program.  When there are  more than one sponsor, all of them shall give their consent.

4/  A  person  who  produces  or  sells  a  product or  renders  a  service  whose  advertisement is  prohibited  or  restricted  under  Article  25 and  Article  26  of  this  Proclamation  may not  sponsor  a  means  of  advertisement dissemination subject to the prohibition.

5/  Political  and  religious  organizations  may not be sponsors.

6/  The  provisions  of  this  Article  shall  be applicable,  as  deemed  appropriate,  to sponsored  advertisements  disseminated through  any  means  of  advertisement dissemination.

16.  Programs not to be Sponsored

1/  Programs  disseminating  discussions  of  the House  of  Peoples’ Representatives, news programs and current affairs programs may not be sponsored.

2/  Children’s  program  may  not  be  sponsored by a business organization.

3/  Notwithstanding  sub-article  (1)  of  this Article,  sport,  meteorology  and  business news  may  be  sponsored  if  they  are presented separately from other news.




17.  Advertisement  Dissemination  through Broadcasting Service

1/  Unless  it  is  broadcasting  service  station established  for  disseminating  advertisement, the  time  to  be  allocated  by  a  broadcasting service  for  any  advertisement  including split-screen,  and  infomercial  advertisement, the  name,  objective,  service,  goods  and similar  messages  as  well  as  acknowledgement of a sponsor may not exceed:

a)  20%  of  its  daily  or  a  particular program transmission time;

b)  15% of a particular program having a transmission  time  of  not  more  than one hour; or

c)  12  minutes  in  a  one-hour  transmission time.

2/  Where  a  split-screen  advertisement  is disseminated:

a)  in  the  form  of  image  or  photograph, the  space  occupied  by  the advertisement  may  not  exceed  15% of  the  total  space  covered  by  the television  window  or  the  screen frame; or

b)  in  the  form  of  readable  moving  line, the  space  occupied  by  the advertisement may not exceed 7% of the  total  space  covered  by  the television  window  or  the  screen frame.

3/  The  following  programs  may  not  be interrupted by advertisement:

a)  discussion  of  the  House of Peoples’ Representatives;

b)  children’s program;

c)  news or current affairs program;

d)  unless  authorized  by  the  copy  right owner, music, drama or documentary film;

e)  any program the transmission time of which is not more than 20 minutes.

4/   The  same  advertisement  of  a  product  or service may not be disseminated more than twice in a one-hour transmission time.

5/  An  inserted  advertisement  may  not  be included in any discussion of the House of Peoples’  Representatives,  children’s program, news or current affairs program.

18.  Infomercials

1/  Any broadcasting service may disseminate infomercial.

2/  Unless  it  is  a  broadcasting  service established for disseminating advertisement, an infomercial shall have a title that clearly differentiates it from other programs.

19. Advertisement  Dissemination  through Community Broadcasting Service  Notwithstanding  to  the  provisions  of  Article 17(1)  of  this  Proclamation,  the  time  to  be allocated  by  a  community  broadcasting  service for any advertisement including split-screen, and infomercial  the  name,  objective,  service,  goods and  similar  messages  as  well  as acknowledgement of a sponsor may not exceed:

1/  15%  of  its  daily  or  a  particular  program transmission time; or

2/  9 minutes in a one-hour transmission time.

20.  Advertisement  Dissemination  through Newspapers and Magazines

Unless it is a newspaper or magazine established only  to  disseminate  advertisement,  advertisements disseminated through newspapers and magazines:

1/  may  not  exceed  60%  of  the  whole  content of each edition;

2/  shall appear under the title “advertisement” to  distinguish  them  from  the  other materials of the periodical.

21.  Outdoor Advertisement

1/  No  person,  unless  obtained  a  permit  from the  appropriate  government  body  and,  as may  be  appropriate,  the  consent  of  the owner  or  possessor  thereof,  may  affix, hang,  erect  or  otherwise  place  outdoor advertisement on:

a)  any building, wall, fence, bus station, pole,  telecom  service  equipment  or any other similar structure

b)  any road, highway, rail way or public transport; or

c)  any place used for public services.

2/  Any  outdoor  advertisement  may  not  be placed  in  such  a  way  as  to  be  confused with  traffic  or  direction  signs,  obstruct views,  hamper  or  undermine  traffic movement or safety, or spoil beauty of the scenery.

3/  Any  outdoor  advertisement  placed  in accordance  with  this  Article  shall  be written  in  local language or alphabet, or if  it is  written in local and  foreign languages or alphabets, the local language or alphabet shall  appear  before  or  above  the  foreign language or alphabet.

22.  Advertisement Dissemination through Telephone

1/  Any advertisement through telephone shall be disseminated with the permission of the telecom service provider.

2/  With  the  exception  of  public advertisements  and  advertisements  of  the telecom  service  provider,  disseminating any commercial advertisement  through the apparatus  of  a  telephone  service  user, without his consent, shall be  prohibited.

3/  If  the  dissemination  of  the  advertisement requires  the  telephone  service  user  to  pay charges,  the  advertising  agent, advertisement  disseminator  and  advertiser shall make it clear to the telephone service user.

23.  Advertisement  Dissemination  through  Postal Services

1/  An  advertisement  through  postal  service shall  be  disseminated  by  obtaining permission  from  the  postal  service provider.

2/  A  postal  service  provider  may  disseminate public  advertisement  or  its  own advertisement  through  the  post  box  of  a postal  service  user;  provided,  however  that, to  dessiminate  a  commercial  advertisement through the post box of a postal service user, a  postal  service  provider  shall  take  in  to consideration  the  interest  of  a  postal  service user and establish a working procedure.

24.  Advertisement  Dissemination  through  Cinema  or Film

Unless  during  break  time  or  end  of  a  scene, interruption  of  any  cinema  or  film  for advertisement shall be prohibited.





25.  Prohibited Advertisement

1/  The  direct  or  indirect  dissemination  of  the following  advertisements  through  the  use of  any  means  of  dissemination  shall  be prohibited:

a)  advertisement  of  any  substance classified  as  narcotic  drug  by appropriate governmental body;

b)  advertisement  that  encourage  the direct  use  of  any  prescription medicine or medical appliance;

c)  advertisement  of  narcotic  drug  or psychotropic substance;

d)  advertisement of weapon;

e)  advertisement of gambling;

f)  advertisement  of  illegal  product  or service;

g)  advertisement of usury;

h)  advertisement of witchcraft;

i)  advertisement  of  cigarette  or  other

tobacco products;

j)  advertisement  having  political  goals; and

k)  other  advertisements    prohibited  by law.

2/   The  provisions  of  sub-article  (1)(j)  of  this Article  may  not  preclude  a  political organization  or  a  candidate  registered  in accordance  with  the  law  from  advertising the  election  campaign,  or  the  political organization from advertising change of its address,  meeting  announcement  and  from disseminating other similar advertisements.

26.  Restricted Advertisement

1/  Any  advertisement  of  liquor  with  more

than  12%  alcoholic  content  may  not  be disseminated directly or indirectly  through any  means  of  dissemination  other  than outdoor  advertisements  and  news  papers and magazines which are not published on daily and weekly basis.

2/  Notwithstanding  to  the  provision  of  sub-article (1) of this Article, the advertisement of  any  liquor  with  more  than  12% alcoholic content  may  not be disseminated through  the  use  of  electronic  screen, microphone,  audio  cassette,  or  other audiovisual  advertisement  disseminated through the use of outdoor advertisement.

3/  Any advertisement of liquor may not:

a)  advertise  that  consumption  of  the liquor  is  good  for  health,  brings about  individual  or  social  success, improves  psychological  or  physical strength or  provides  healing  power, or  instigate  its  repeated  consumption or over drinking;

b)  undermine or oppose abstention from alcohol addiction;

c)  concentrate  on  minors,  or  use  a minor as an advertisement actor; or

d)  contain other similar massages.

4/  An  outdoor  advertisement  of  any  liquor may  not  be  placed  within  100  meters radius  of  a  children  care  center,  school, medical or historical institution, cinema or theater hall or a stadium.





27.  Verification of Information

1/  Any  advertising  agent  or  advertisement  disseminator shall have the obligation:

a)  to  verify  the  correctness  of  an information  provided  to  it  by  an advertiser; and

b)  to  require  the    advertiser  to  make adjustments to an advertisement where it  breaches  the  law  if  disseminated  as presented.

2/  Any advertiser shall have the obligation to submit  evidence  requested  by  an advertising  agent  or  disseminator  to  verify the  correctness  of  an  information  included in an advertisement.

3/  The advertising agent or disseminator may cancel  the  contract  concluded  with  the advertiser  and  claim  damages  if  the advertiser  is  unwilling  or  unable  to  fulfill the requirement specified under sub-article (1)(b) or (2) of this Article.

28.  Record Keeping and Providing Information

1/  Any  advertiser,  advertising  agent  or advertisement  disseminator  shall  have  the obligation  to  make  a  copy  of  a disseminated  advertisement  and  keep  a record of it at least for six months.

2/  Any  advertiser,  advertising  agent  or advertisement  disseminator  shall,  when requested  by  the  Authority  or  the appropriate  government  body  in connection  with  the  enforcement  of  this

Proclamation,  provide,  at  its  own  cost,  a copy  of  an  advertisement  record  kept  in accordance  with  sub-article  (1)  of  this Article.

29.  Fair Dissemination of Advertisements  Any  mass  media  disseminating  advertisements shall  disseminate  impartially  and  fairly advertisements submitted to it by advertisers and advertising agents.

30.  Responsibilities  of  Advertiser,  Advertising Agent and Advertisement Disseminator

Unless  proved  to  the  contrary,  any advertisement  disseminated  in  breach  of  the provisions  of  this  Proclamation  shall  be presumed  to  have  been  conducted  with  the consent  of  the  advertiser,  advertising  agent  and advertisement  disseminator,  and  they  shall  be jointly  and  severally  liable  according  to  their degree of responsibility.




31.  Powers and Duties of the Authority

The  Authority  shall  have  the  powers  and  duties


1/  ensure  that  advertisement  is  conducted  in such  a  manner  that  contributes  to  the economic, social and political development of the country;

2/  in consultation with the appropriate bodies, issue competency requirement  and code of conduct for advertising activity;

3/  examine  and  suspend  any  advertisement, other  than  outdoor  advertisement, disseminated in violation of the provisions of  this  Proclamation,  and  order  the dissemination of a counter advertisement;

4/  transmit  to  the  appropriate  government  body any  information  relevant  for  the  prosecution of  any  offender  who  disseminated  an advertisement  in  violation  of  the  provisions of this Proclamation;

5/  provide  technical  support  to  the appropriate  regional  bodies  regarding  the enforcement  of  this  Proclamation  with respect to outdoor advertisements;

6/  design  strategies  and  provide  support  for developing  the  advertising  profession  and for making the sector self regulated.

32.  Consumers Association

Any  consumers  association  established  under the relevant law shall:

1/  cooperate  with  the  Authority  and  the appropriate  government  bodies  in  the enforcement of this Proclamation;

2/  have  the  right  to  institute  a  civil  suit  on behalf  of  its  members  who  have  sustained damages  as  a  result  of  an  advertisement disseminated in violation of the provisions of this Proclamation.

33.  Submission of Complaints to the Authority

1/  Any person whose rights are infringed by the dissemination  of  any  advertisement,  other than  outdoor  advertisement,  in  violation  of the  provisions  of  this  Proclamation  may submit  complaints,  within  six  months  from the  date  of  the  dissemination  of  the advertisement,  to  the  Authority  to  obtain  an order  of  suspension  of  disseminating  the advertisement  or  the  dissemination  of  a counter advertisement.

2/  The  provision  of  sub-article  (1)  of  this Article  may  not  be  construed  to  preclude the institution of a suit with the competent judicial body.

34.  Penalty

1/  Unless  punishable  with  more  severe penalty under other  law, any  person found guilty of violating:

a)  Article  5(1)  and  (2)  of  this Proclamation  shall  be  punishable  in accordance  with  Article  60(1)  of  the Commercial  Registration  and Business Licensing Proclamation No. 686/2010;

b)  Article  5(3),  Article  5(5),  Article 6(2),  Article  6(3),  Article  6(4), Article  10,  Article  11,  Article  12(2), Article  13,  Article  15(1),  Article 15(2),  Article  15(3),  Article  16, Article  17,  Article  18,  Article  19, Article  20,  Article  21,  Article  22, Article 23, Article 24,  Article 26(3), Article 27, Article 28 or Article 29 of this Proclamation shall be punishable with  a  fine  not  less  than  Birr  10,000 and not exceeding Birr 100,000;

c)  Article  6(1),  Article  7,  Article  8, Article  9,    Article  12(1),  Article  14, Article 15(4) , Article 15(5),  Article 26(1),  Article  26(2)  or  Article  26(4) of  this  Proclamation  shall  be punishable  with  a  fine  not  less  than Birr  20,000  and  not  exceeding  Birr 150,000;

d)  Article  25(1)  of  this  Proclamation shall  be  punishable  with  a  fine  not less  than  Birr  30,000  and  not exceeding Birr 250,000.

2/  In addition to the fine specified under sub-article  (1)  of  this  Article,  the  income obtained  by  the  convicted  person  from  the illegal  advertisement  activity  shall  be confiscated.

35.  Inapplicable Law

No  law  or  customary  practice  shall,  in  so  far  as it  is  inconsistent  with  the  provisions  of  this Proclamation,  be  applicable  with  respect  to matters provided for by this Proclamation.

36.  Power to Issue Regulation and Directive

1/  The  Council  of  Ministers  may  issue regulations  necessary  for  the implementation of this Proclamation.

2/  The  Authority  may  issue  directives necessary  for  the  implementation  of  this proclamation  and  regulations  issued  under sub-article (1) of this Article.

3/  Regions may issue regulations and directives necessary  for  the  implementation  of  this Proclamation  with  respect  to  outdoor advertisements.

37.  Effective date

This  Proclamation  shall  enter  into  force  on  the date  of  publication  in  the  Federal  Negarit


Done at Addis Ababa, this 27th  day of August, 2012.




5 replies »

  1. the way newly stablished companies in ethiopia adverizes their prospectus to public will hopefully be changed!!

    a good proc.!!

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