The media have, since the turn of the 20th century, occupied a unique and strategic position in Sub‐Saharan Africa in general and Zimbabwe in particular. Unlike most other businesses, the media have acquired most profits not directly from the public readership but indirectly through advertising. Due to the influx of multi‐national corporations (MNCs) in Sub‐Saharan Africa, the media have become very useful in advertising and marketing products from these large corporates. Through media advertising, these large corporates have managed to beat competition and remain in business. This article however, brings to the fore some of the ethical challenges that confront media and corporate advertising in sub‐Saharan Africa. In this article, I argue that the media need to strike a balance between corporate advertising and information dissemination if it is to serve its main function of educating, informing and entertaining its consumers, who are the public.
