Marketing has formally been recognised as a regulated profession in Ghana, with all practising marketers now legally required to hold an approved professional qualification and register with the Chartered Institute of Marketing, Ghana (CIMG).
The clarification was made by Kwabena Akuamoah Agyekum, Registrar and Chief Executive Officer of CIMG, who issued a renewed call for compliance with the country’s marketing regulatory framework.
According to him, the legal basis for regulating the profession is firmly established under the CIM, Ghana Act, 2020 (Act 1021) and the Chartered Institute of Marketing, Ghana Regulations, 2023 (Legislative Instrument 2479).
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Legal Requirements for Practising Marketers
Mr. Agyekum explained that Sections 24 and 52 of Act 1021, together with Sections 3, 4 and 5 of Legislative Instrument 2479, clearly outline the requirements governing qualification, registration and ethical conduct for all marketing practitioners in Ghana.
Under the law, individuals practising ma.rketing without the requisite qualification and registration are operating outside the approved regulatory framework.
“The regulation of marketing is not optional. It is a legal requirement intended to protect the public and strengthen professional standards,” he said.
Professional Marketing Qualification as Main Pathway
To support compliance, CIMG administers the Professional Marketing Qualification (PMQ), which serves as the primary route for practitioners seeking recognised professional status.
The PMQ was introduced in April 2021 and has since attracted candidates nationwide through CIMG’s network of accredited study centres, offering both in-person and virtual learning options.
Mr. Agyekum described the qualification as a comprehensive pathway that allows marketers to:
- Build professional competence
- Gain industry credibility
- Meet statutory requirements under the law
Who the Regulation Applies To
The directive applies to marketers across all sectors, including:
- Corporate organisations
- Marketing and advertising agencies
- Small and medium-sized enterprises
- Public sector institutions
- Consultancy firms
The CIMG Registrar stressed that regularising professional status is not merely an administrative exercise, but a responsibility that serves the broader public interest.
“Compliance enhances credibility, protects consumers, and elevates the standing of marketing as a profession in Ghana,” he noted.
Ethics and Continuous Professional Development
Beyond qualification and registration, the regulations also require marketers to engage in continuous professional development (CPD) and uphold strict ethical standards.
Sections 6 to 14 of Legislative Instrument 2479 empower CIMG to investigate and take action against unprofessional or unethical marketing practices — authority the Institute says it intends to actively enforce.
Flexible Routes to Compliance
Founded in 1981, CIMG received its Presidential Charter in 2020 through Act 1021, officially mandating it to regulate the marketing profession in Ghana.
In addition to the PMQ, the Institute has introduced an Accelerator Programme, offering an alternative route for experienced practitioners seeking faster compliance.
CIMG reaffirmed its commitment to making professional certification accessible through:
- Flexible study schedules
- Nationwide accredited centres
- Ongoing professional development programmes
The Institute encouraged all practising marketers to take steps to regularise their status in line with the law.
