Insider trading—the practice of buying or selling a company’s securities based on material, nonpublic information—has long been a contentious issue in financial markets. While the term often evokes images of corporate executives secretly profiting from inside knowledge, the reality is more complex. Some forms of insider transactions are perfectly legal, while others can result in severe criminal penalties.
Rethinking Advertising Ethics in Ethiopia
In my previous articles for The Weekly Capital, I’ve explored various branding Marketing and banking related topics, including ‘The Misconceptions About Branding,’ ‘The Basics of Successful Branding,’ ‘Why Brands Matter,’ ‘Can Anything Be Branded?,’ ‘How to Choose the Right Logo for Your Business,’ ‘Amplifying Brands: The Power of the Right Brand Ambassador,’ ‘The Hospitality Culture of Ethiopia and Its Potential for Business Success,’ ‘The Power of Personal Branding in Driving Success,’ ‘Ethiopia’s Digital Banking Revolution and South Africa’s ATM Decline,’ and ‘The Impact of Mergers and Acquisitions on Ethiopia’s Banking Sector.’ Building upon my exploration of advertising ethics issues, this article delves into advertising titled ‘Rethinking Advertising Ethics in Ethiopia.
Introduction: A Journey Through the World of Advertising
Advertising is one of the most powerful tools in the modern world; an engine that drives business visibility, public engagement, and consumer behavior. But it’s not a modern invention. The roots of advertising stretch far back in human history, long before billboards and social media. Ancient traders would shout offers in marketplaces, artists would mark their names on goods, and town criers would deliver public announcements; these were all forms of early advertising.
So, when does advertising begin? It begins with the need to communicate value, to differentiate, and to persuade. Advertising begins the moment someone decides to tell a story to attract attention and spark interest in a product, service, or idea.
Why Advertising? The Core Purposes
Advertising serves multiple core purposes:
- Informing – The first and most basic function of advertising is to make people aware of a product, service, or cause. This is especially vital when something new is introduced to the market.
- Persuading – Beyond just informing, ads aim to convince people that one brand is better than another or that they should take action—whether to buy, subscribe, or engage.
- Reminding – Even for established brands, advertising is necessary to stay in consumers’ minds. Constant visibility maintains relevance in a competitive market.
- Positioning – Advertising shapes how people perceive a product or brand in relation to others. It creates a unique identity and emotional connection.
- Creating Brand Loyalty – Over time, consistent and trustworthy advertising builds long-term loyalty among customers.
In Ethiopia, as in other markets, these core purposes are increasingly recognized, yet how they are delivered often varies based on budget, professionalism, and strategic clarity.
How Advertising Should Be Executed
Good advertising is not accidental; it’s the result of careful planning, creative execution, and strategic insight. Key elements include:
• Audience Understanding – Knowing who the target audience is (age, gender, income, behavior, etc.) helps tailor messages and media platforms effectively.
• Message Clarity – The message must be clear, concise, and emotionally appealing. People should immediately understand the value and identity of the brand.
• Medium Selection – Not every product needs to be on TV. The choice of media; radio, social media, billboards, TV, print; should match the audience’s habits, preferences reachability of the media as well.
• Creative Direction – Visuals, tone of voice, scripts, jingles, and even colors must align with the brand’s identity and the values it represents.
• Talent Selection – The selection of promoters, voice-over artists, or brand ambassadors plays a critical role. Their voice, personality, and even personal behavior can affect how the brand is perceived.
Advertising in Ethiopia: A Growing Industry
The advertising industry in Ethiopia is showing progress. Awareness about branding is increasing and a growing number of agencies offering creative services. Businesses are beginning to understand that advertising is not just about spending money, but about investing in visibility, perception, and trust.
However, challenges persist. Many ads still lack originality or cultural relevance. There is also a tendency to imitate foreign ad styles without adapting them to local realities. Furthermore, the role of advertising as a strategic business function is still undervalued by some organizations.
One Major Ethical Concern: Repetition of Promoters Across Competitors
Among the pressing concerns in the Ethiopian advertising space is the use of the same person to promote multiple competing companies, particularly in industries like banking and real estate. In recent years, it’s become common to hear the same voice or see the same personality promoting more than one bank, often within days or even hours on TV and radio.
This would undermine the brand identity and weakens the message. When the same person praises the unique services of two competing banks, for example, it creates confusion among consumers and raises questions about the authenticity of the advertisement and endorsement.
This issue becomes more noticeable in voice-over ads. A well-known voice might narrate a real estate commercial in the morning and then appear in a competing brand’s ad in the same time. This weakens the distinctiveness of both brands and reduces the impact of the advertising investment.
Recommendations for Stakeholders
To ensure professionalism and brand protection, advertisers and ad agencies should take the following steps:
- Include Exclusivity Clauses in Contracts – Contracts between companies and promoters or media personalities must clearly outline whether the individual can work with competing brands during and after the advertising of the company and
- Set Clear Usage Terms – Contracts should specify how long a company can use the promoter’s voice or image, and on which platforms (TV, radio, newspapers, outdoor ads social media, etc.).
- Conduct Background Checks – Before hiring a promoter, companies should verify whether the person has been associated with a similar brand, especially within the same industry.
- Coordinate Among Industry Players – There shall be strong industry associations or ad councils that can play a role in setting standards and offering guidelines to prevent such conflicts
Learning from a Legend: Gash Wubshet Workalemaw
One of the most respected figures in Ethiopian advertising history is Gash Wubshet Workalemaw, the owner of the then Anbessa Advertising, widely regarded as a pioneer and role model in ethical promotion. I had the honor of working closely with him during my tenure as the Marketing Manager at the Bank of Abyssinia. Gash Wubshet didn’t just promote the bank—he lived its brand values. He was known to say: “As long as I promote Bank of Abyssinia, I will not advertise for another bank, nor even step into one for personal services.”
His professionalism extended beyond banking. While promoting a soft drink brand, he declined all opportunities to promote or consume competing beverages. His ethical consistency and respect for brand integrity are lessons today’s advertising stakeholders should strive to emulate.
His professionalism taught us that advertising is not just about delivering lines; it’s about credibility, consistency, and character. The respect and trust he built with audiences came from the integrity he maintained in every endorsement and advertisement.
Advertising with Purpose and Integrity
As Ethiopia’s advertising industry continues to evolve, we must focus not only on creativity and reach but also on ethics, exclusivity, and professionalism. The future of Ethiopian advertising depends on the commitment of all players; companies, agencies, and talents, to uphold standards that build long-term trust and brand value.
Let us ask not only “How can we advertise more?” but “How can we advertise better?”
We’d love to hear your thoughts on the article. Share your feedback with us via email at info@hayasebat.com or give us a call at +251 988 272 327.
Aschalew Tamiru is the founder and CEO of HayaSebat Marketing and Branding PLC. With extensive experience in senior management roles across various companies, he has made significant contributions to the industry. Aschalew is also a producer and host of popular business radio and TV shows. He is the author of two books: Make a Difference with Customer Service and “ደንበኛ ይቅደም” (in Amharic). A certified Management Consultant, he is passionate about empowering businesses and individuals to achieve success.
“Protection or Exclusion?” The Flawed Logic Behind Raising Security Deposits and Creating Fragmented Division in overseas Employment Sector ‼
Overseas employment through job contract migration is increasingly recognized world wide as a pro-labor export strategy with significant development impacts especially in developing countries of the world.
The tremendous economy benefits from export of labor, some developing countries like Ethiopia, Kenya, Philippine, Egypt, India, Bangladesh, Tunisia, Sirilanka and morocco and Mexico have positioned themselves to maximize benefits from labor exports.
In our country Ethiopia, the last four years government has stipulated policies and created solid systems to enhance the labor export that benefit Ethiopians and play vital role in increasing remittance.
The government effort and policy in strengthening overseas employment sector had been significant and historical.
Nevertheless, the government’s (The ministry of labor and skill) recent intention in getting proclamation in mandating higher security cash deposits to all employment agency is a deeply flawed policy that risks harming the very job seekers it claims to protect, migrant workers. While the measure purports to enhance accountability, it overlooks the socioeconomic realities of labor migration and threatens to stabilize a sector critical to national development.
The sharp increase in mandatory cash deposits will disproportionately affect almost all overseas employment agencies in Ethiopia which form the backbone of overseas employment ecosystem. Many of these agencies operate on thin margin with refund contracts with foreign agents that carry deduction on workers returnee, ticket, insurance, absconding, refusal to work, not fit to work and many other responsibilities they must share with their foreign partners . At times, these agencies lack the capital reserves to meet inflated financial requirements. Forcing them to shutter with thousands of contracts and deployed workers they must follow up in other countries.
A policy that will affect our Ethiopian overseas employment agencies will in reverse help other countries to get comparative advantage in getting more contracts to their citizens. The relationship our oversea employment agencies fostered for years will crumple instantly giving more advantage to their foreign counter parts like Philippine, Indonesia and Kenya.
Our history shows that restrictive regulation that suffocate Ethiopian overseas employment agencies that are licensed often drive demand underground
If legitimate agencies close due to financial and policy constraints, workers desperate for better job opportunities may turn to human traffickers who operate outside any law. This undermines the government’s own efforts to combat exploitation and often deaths crossing on seas. Rather than improving worker safely, the policy could expose migrants to greater risks.
The mandatory deposit of 100,000 USD for private banks or any bank in Ethiopia to safeguard the safe repatriation of workers from their country of work have been working fine as intended for the last four years and have never created any mishaps in securing protection for deployed workers.
The cash deposit requirement and layers of deposit hike assumes financial security alone can deter malpractice. However, corruption and fraud in the recruitment process are rarely rooted in a lack of Ethiopian overseas employment agency liquidity. The real issues – weak enforcement, inadequate labor protection and bureaucratic delays in grievance redressal remain unaddressed.
In Ethiopia and many developing countries overseas employment is a lifeline for millions of families and a cornerstone of the national economy through remittances.
By stifling the agencies that facilitate legal migration, this intended new proclamation risks shrinking opportunities for workers, particularly those from low-income background. The resultant decline in remittances could destabilize household economic and reduce foreign currency reserves, impacting macroeconomic stability.
Ethiopian overseas employment agencies accountability can be achieved without crippling the industry. Strengthening overseas bodies, digitizing recruitment processes to ensure transparency and establishing worker welfare insurances by overseas recruitment agencies are more equitable approaches. Partnering with destination countries to enforce legal contract and pre-departure training would also empower migrant for more than arbitrary financial burdens and overbearing regulation that destroy licensed agencies.
The Ethiopian ministry of labor and skills intent to get new proclamation reflects a troubling disconnect from the grassroots realities of overseas labor migration.
Instead of imposing regressive financial deposit requirement, policymakers should engage with overseas employment agencies owners, foreign employment Association leaders, workers and Top able agencies to design inclusive reforms. Protecting migrants, enhancing Ethiopian overseas employment agencies capacity to compete in international labor arenas requires collaboration and engagement with all shareholders.
Any unintended wrong policies will shrink legal pathways and fuel desperation. It will put Ethiopian recruitment agencies to lose the completion with formidable competitors like Philippine, Uganda, Kenya and Indonesia.
It is time to retract this intended misguided proclamation and pursue solutions that balance accountability with accessibility.
The writer can be reached via fatumahussien163@gmail.com
The Next Milestone for Ethiopia’s Capital Market Development
A Spotlight on the Debt Market
Now that the Ethiopian capital market has become a reality, it is time that the regulator and finance professionals who are invested in the idea of shaping its development start thinking about how to ensure the market will gain momentum and achieve both depth and volume in the shortest possible time.
Among other things, the establishment of the capital market must demonstrate that the financing choices available to both private sector as well as public sector projects are widened compared to the situation which prevailed before the capital market came into existence.
One of the outstanding questions that the local capital market is eagerly awaited to address is whether it will manage to significantly increase the range of financing choices available to private sector firms. So far, the inability of firms to gain access to funds that can finance long-term projects whose returns can only be obtained after a significant wait has been the most significant handicap in the local financial sector. This has resulted in many paradoxical situations where projects which are not only potentially highly profitable for private firms but are also socially desirable, remain unfunded. To wit: even though there is a widely recognized pent-up demand for long- term mortgage loans with relatively long tenor, this has practically remained as a pipedream for the market.
The role of the new capital market in increasing the financing choices in the economy should not be limited to formalizing and broadening the equity market but also extend to introducing the hitherto unfamiliar debt market. So far, local experience with the latter type of market has been limited to bonds issued by the government in the form of treasury bills (maximum of 1-year maturity) and special-purpose bonds to finance unique national projects such as the Renaissance Dam Project.
Debt market instruments, such as government treasury and corporate bonds, have features which can make them more preferable to certain segments of the Ethiopian Economy. This is particularly true for those who prefer investments that offer predictable and stable income streams at relatively lower risk compared to equity investments.
Going forward, it is essential that the local capital market also offers opportunities for raising funds for financing productive long-term projects through the issuance of debt instruments. But before we hasten and recommend the establishment of a formal debt market along with the equity market, we should be familiar with the specific characteristics and peculiarities of this market. In this regard, drawing lessons from the experience of other developing countries’ capital markets would be advisable so that we can avoid starting the journey on the wrong foot.
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An interesting study which was conducted by two researchers, (Dimitri G. Demekas and Anica Nerlich in 2020) through interviews with market participants identifies two key phases in the development of capital markets in emerging economies: an initial, government-dominated stage and a later phase involving private sector activity.
Not surprisingly, the study highlights that legal infrastructure and regulatory quality are crucial at the early stages of the development of such markets, while later growth depends on stable macroeconomic conditions and domestic savings. The study also underlines the increasing importance of intangible factors such as financial sophistication and corporate culture as critical elements for the market’s development in the second phase.
With regard to the patterns of the development of the two segments of capital markets, the study observes that even though there are some exceptions, the market for equity typically appears first in these capital markets, while the market for corporate debt develops later.
It will be reasonable to expect that a similar pattern of development of the two segments will also prevail in the Ethiopian context because the current momentum and trajectory shows that we are going in the same direction. The equity market which has so far been operating under an informal and unorganized market has naturally become the first – and logical – focus of our attention and the first candidate for taking root in the new capital market. The debt market, on the other hand, will likely take some more time before it can gain momentum and become a viable source of long-term funding, particularly for private sector companies which plan to issue corporate debt instruments.
Charting the way and accelerating the process for the development of a viable local debt market that can serve both the public and private sector as a long-term source of finance requires taking a number of preparatory measures – initially by the government and later by both the government as well as by private sector actors who intend to tap the debt market as a source of long-term financing.
In line with the familiar motto of first things first, the following sections focus on the most immediate priorities that need attention and need to be addressed through the direct involvement of the government in the process.
Why should the government take the lead?
The government should take the lead in providing the initial impetus for the development of the local debt market for two practical reasons: (1) so far, it is the only actor which has any involvement and experience with issuing debt instruments in the domestic market and therefore has both the experience and the expressed need for using such instruments and, (2) the local capital market and investors need a reference point for a risk-free rate which is a critical input for making investment decisions and can only be obtained through the direct participation of the government in the local debt market.
The first reason is more or less self-evident but the second needs some elaboration.
Supplying the market with a Risk-free Rate: The initial involvement of the government in shaping the debt market by taking the initiative to issue its own debt instruments for subsequent trading of these instruments in the newly minted capital market will have a consequential effect on the local capital market as a whole. One consequential effect of this act will be providing a good reference point for establishing the risk-free rate and then the cost of capital in the economy.
As students of finance would quickly note, the cost of capital for evaluating investment opportunities in an economy is firmly anchored on what is considered as the risk-free rate in the market. At least from the perspective of local investors whose investment choices are limited by what is on offer in the local economy, this risk-free rate will be a cornerstone for evaluating all kinds of investment opportunities.
At the risk of oversimplifying a highly technical subject, we should note that the risk- free rate in a capital market is set by referring to the current yield on long-term government debt. The rationale for using the yield on long term government treasury bonds as the risk-free rate is based on the assumption that buying a government bond (which is equivalent to lending money to the government) is the safest investment one can expect to have in the market. At the technical level, it is only after this risk-free rate is determined that additional premiums will be added to compensate for the additional risks associated with other risky market instruments such as corporate shares and bonds.
The early involvement of the government in the debt market on the supply side will, therefore, set the tone for the rest of the debt market – and indirectly for the equity market – and provide a reference point for other market participants. For example, potential issuers of corporate debt instruments will use the current yield on government bonds as a reference point and mark up their coupon rates accordingly
because corporate debt instruments will naturally be perceived by the market to be riskier than government bonds.
Maintaining a stable macroeconomic environment: While the significance of direct involvement of the government at the introductory stage of a formal debt market in Ethiopia cannot be
understated, the indirect role of the government in maintaining the health of the capital market through prudent
macro-economic management so that a
Bond yield as a
barometer of macro- economic health
The current yield rate on long-term government bonds is used by the rest of the market as the risk-free rate. The yield rate is sensitive to changes in government policy and market expectations and its direction serves as a barometer of
investor sentiment and uncertainty. A
good example is the recent rise in the yield of US treasury bonds which reportedly forced President Trump to at least reconsider his position on tariffs temporarily. (Note: a rise in the yield rate is not seen as a good thing because, in effect, it means that the market is
demanding a higher compensation to lend
money to the government.)
low and stable risk-free rate can prevail in the market will be its never-ending homework.
A low and stable risk-free rate is universally seen as a necessary condition for the capital market as a whole and for the debt market to gain traction and for the private sector to meaningfully tap into the domestic capital market in a significant way. The study mentioned earlier indicates that persistently high sovereign yields in developing country capital markets tend to dominate debt issuance and crowd out the demand for other instruments, especially those coming from the private sector.
An unstable macro-economic environment which suffers from such things as a high inflation can affect the health of the debt market in many ways. As inflation rises, the purchasing power
of the fixed income from bonds
decreases and investors demand higher yields to compensate for this loss in purchasing power. Inflation expectations often lead central banks to increase interest rates and higher interest rates result in higher bond yields because new bonds must offer more attractive returns to compete with existing bonds.
It is therefore important that the government maintains a relatively stable macro- economic environment for the effective functioning of both the debt and equity markets as well as for the rest of the economy.
Promoting the development of a critical mass of domestic savings and large local investors: The debt market will need a sustainable pool of local savings and large institutional investors for its sustenance – may be even more than the equity market needs such types of investors. Among other things, such large and committed local institutional investors serve as anchor investors who are likely to have a long- term view when assessing current developments surrounding the market. Such investors will have significant vested interest and a strong incentive to maintain any market, including the debt market, on an even keel.
The need for building domestic savings and mobilizing sizable funds through insurance companies, pension funds and similar mechanisms as a pre-requisite for generating a sustainable source of investment funds for the local capital market has already been flagged by many local authors and professionals and may not warrant detailed treatment here. However, it would be appropriate to reiterate, once again, that although the participation of a large number of retail investors in the capital market will be an important indication of trust on the market, it will be wholesale funding institutions which will be a more reliable and sustainable source of growth for the local capital market.
It should also be noted that while a government debt market can start with banks and some foreign investors, a broader set of domestic investors with a long-term commitment such as insurance companies and pension funds will be needed for the corporate debt market to develop.
It is therefore important that the government takes steps which will promote the mobilization of such sizable pools of funds that can be the backbone of the debt market.
Credit Rating Institutions
Once the debt market starts rolling, gains momentum and trust, non-sovereign actors such as city administrations, financial institutions, private corporations and others can start to meaningfully participate in the debt market by issuing their own debt instruments. Such debt instruments, of course, will have to offer coupon rates that reflect the risks they present to prospective bondholders compared to holding the equivalent tenor sovereign bond. Therefore, an objective and independent risk assessment of each prospective issuer becomes a critical matter for both potential bondholders as well as the regulator (ECMA) whose mission is protecting the interests of the investing public.
Since it would be very expensive and very impractical for each investor to do a due diligence on each company that issues corporate debt for recurring transactions, it is critical that independent credit rating institutions which can perform this service become part of the local capital market ecosystem before the debt market takes off.
In this regard, although the capital market authority has already indicated its readiness to issue licenses for credit rating companies, so far there is no news that such a license has been issued. This gap in the ecosystem will hopefully be closed before the debt market reaches a level of maturity where the non-sovereign issuers decide to participate in the debt market.
Conclusion
One of the benefits of being a latecomer is that it affords the opportunity to learn from the experience of others who have passed through the same process and avoid mistakes and build on what works.
This short article shows that there are two important observations that come from the development patterns of capital markets in emerging economies. The first observation is that there are two key phases in the development of such capital markets – an initial, government-dominated phase and a later phase involving private sector activity. The second observation is that, in such markets, the equity market tends to appear first with the debt market following later.
The article argues that, in the case of Ethiopia, the direct and indirect involvement of the government will be critical for the accelerated development of the capital market in both phases. The initial direct involvement of the government in the debt market will have an important consequential impact on the whole capital market through the provision of a market determined risk-free rate. This risk-free rate will be a cornerstone for estimating the cost of capital and the basis of valuation for all other
capital market instruments traded on the local exchange.
The article also covers additional measures which will be needed for accelerating the development of the capital market and can only be realized through the involvement and proactive actions of the government. These include maintaining a macro- economic environment that can allow a low and stable risk-free rate to prevail in the economy and taking measures that will promote the mobilization of domestic savings and funds through insurance companies, pension funds and similar mechanisms. These types of funds will be the backbone and mainstay of both the debt and equity market.
Finally, the article underscores the importance of having independent credit rating service providers in the capital market ecosystem which can provide an objective assessment of the credit standing of potential non-sovereign issuers of debt instruments in the capital market.
Zekrie Negatu is the Managing Director of Consulting and Learning Solutions at HST, and he can be reached at ze krie.ne gatu@hs t-e t .com.