Tinotenda Hove- The Zimbabwe Media Commission (ZMC) has issued a stern warning over allegations that some journalists and media practitioners are demanding money and other benefits in exchange for favourable coverage, raising fresh concerns over ethical standards and the growing commercial pressures facing journalism.

In a press statement dated September 29, the commission said it had received reports of journalists allegedly soliciting or demanding money, fuel, allowances and other benefits to publish favourable stories, suppress information or soften negative coverage.

The ZMC described such conduct as a serious abuse of the profession, warning that journalists who turn editorial coverage into a bargaining tool risk undermining public confidence in the media.

“If proved, such conduct would constitute a grave betrayal of public trust and the professional duty of journalists,” the commission said.

The warning comes at a time when the boundaries between journalism, advertising, sponsorship and commercial interests can become increasingly blurred, particularly for media practitioners operating under financial pressure.

However, the ZMC also acknowledged that not every payment or benefit associated with media work automatically amounts to misconduct.

“Legitimate institutional arrangements for transport, accommodation, advertising or sponsorship are not automatically improper,” the commission said.

According to the regulator, the problem arises when payment or another personal benefit is demanded in exchange for editorial treatment, favourable reporting, suppression of information or protection from adverse coverage.

The commission warned that where threats or illegitimate pressure are allegedly used to extract money or other benefits, the conduct could potentially amount to extortion under sections 133 and 134 of the Criminal Law (Codification and Reform) Act.

The ZMC said it would take action against substantiated cases, but stressed that allegations must first go through a fair investigation.

“The Commission will not hesitate to act decisively where allegations are substantiated following a fair investigation,” it said.

Depending on the outcome, the commission said it could make formal findings, issue orders or recommendations, notify the relevant media organisation, pursue court action and refer suspected criminal conduct to the Zimbabwe Republic Police and other competent authorities.

The regulator’s warning also puts pressure on editors, publishers and newsroom managers to tighten internal controls around payments, gifts, sponsorships and other benefits.

It said media organisations should “prohibit payment-for-coverage demands”, separate advertising and sponsorship from editorial decisions and preserve evidence relating to suspected misconduct.

The ZMC further called on members of the public and organisations to report suspected cases, urging complainants to provide details such as names, dates, locations, messages, recordings, witnesses or proof of payment where possible.

The statement nevertheless raises an important challenge for the media industry: protecting journalism from financial influence without creating a climate where legitimate commercial relationships or ordinary professional expenses are automatically treated as corruption.

The commission said complaints would be handled objectively and with due regard to the rights of all parties to be heard.

It also reaffirmed its commitment to media freedom and freedom of expression, while insisting that those freedoms cannot be used to shield unethical conduct.
“The rights of citizens to consume professionally produced media content must override any self-serving, and unethical conduct,” the commission said.

The ZMC ended with a blunt declaration that captures the seriousness of its warning: “The Commission’s position is unequivocal: journalism is not for sale.”