Journalists urged to uphold ethics ahead of 2027 General Election
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Journalists have been urged to uphold ethical standards, professionalism, and responsible reporting as the country prepares for the 2027 General Election.
Cabinet Secretary for Information, Communications and the Digital Economy William Kabogo said independent, accurate, and fair journalism was essential to maintaining public trust, safeguarding national stability, and supporting a peaceful democratic process.
Speaking in Nakuru during the launch of the Media Council of Kenya (MCK) 2026–2030 Strategic Plan and Guidelines for Election Coverage 2027, Kabogo urged news outlets to rely on verifiable facts rather than alarmist language and imagery that could incite fear, division, or social unrest.
He encouraged media houses to prioritize informative content explaining voting procedures, electoral laws, and election timelines to enable citizens to make informed choices.
Kabogo warned that misinformation and disinformation could distort the 2027 elections by influencing voters to make decisions based on emotions rather than facts.
He challenged journalists to uphold fairness, accuracy, impartiality, and independence throughout the electoral process.
The Cabinet secretary also cautioned journalists against accepting gifts, favors, or financial incentives that could compromise their independence and undermine public confidence in the media.
“Journalists have a responsibility to inform the public without inflaming tensions. During elections, every story matters because it can either contribute to peace or fuel division,” said Kabogo.
He said the MCK 2026–2030 Strategic Plan and the election coverage guidelines provided a roadmap for strengthening media accountability, professionalism, institutional performance, and sustainability.
Kabogo said the early release of the guidelines would enable journalists and media houses to prepare adequately for professional and credible election reporting.
He assured the media sector that the government would continue working with MCK and other industry stakeholders to promote a strong, independent, and responsible media industry.
MCK Chief Executive Officer David Omwoyo said the Council had been engaging media stakeholders ahead of the 2027 elections to address challenges experienced during previous electoral periods.
He said the council convened newsroom leaders and members of the Kenya Media Sector Working Group in Nakuru in June to review and amend the 2027 election reporting guidelines.
The consultations focused on professional, ethical, accurate, and responsible election coverage.
Omwoyo said MCK had identified misinformation, disinformation, artificial intelligence, and deepfakes among emerging challenges likely to affect election reporting.
He said preparations were informed by findings from recent electoral coverage, including the November 2025 by-elections.
“An MCK assessment of the November 2025 by-elections found that most media content was factual, well-sourced, and neutral in tone. However, the assessment identified gaps in voter-centered reporting, inclusion, and issue-based journalism,” said Omwoyo.
He said political personalities and competition dominated much of the coverage, while women, youth, and persons with disabilities received comparatively limited attention in election narratives.
The assessment further found that misinformation and propaganda were more visible on social media, highlighting the need for journalists to strengthen verification and fact-checking.
According to DataReportal’s Digital 2026 Kenya report, the country had 23.4 million internet users at the end of 2025, representing internet penetration of 40.5 per cent. The report also estimated 18.4 million social media user identities, equivalent to 31.8 per cent of the population.
YouTube alone had an estimated advertising reach of 12.1 million users in Kenya during late 2025, demonstrating the growing influence of digital platforms in reaching voters.
Omwoyo said the rapid expansion of digital communication presented opportunities for journalists to reach audiences faster but also increased the speed at which false information could circulate.
UNESCO has warned that digital platforms can be misused during elections to distort public decision-making and amplify hate speech, disinformation, and stereotypes.
A 2025 report by the Collaboration on International ICT Policy for East and Southern Africa (CIPESA) also identified AI-driven disinformation as an emerging threat to electoral integrity, including manipulated videos, fabricated headlines, and coordinated online activity.
Omwoyo said MCK was strengthening verification and fact-checking capacity ahead of the 2027 election cycle.
He added that the Council had been working with the Independent Electoral and Boundaries Commission (IEBC) to improve journalists’ access to accurate electoral information.
The two institutions signed a Memorandum of Understanding in 2025 covering journalist training, accreditation, and access to reliable information on electoral processes.
The partnership also provides for training of journalists, independent content producers, and other media practitioners on elections, democracy, governance, and social development.
MCK has also been expanding regional infrastructure to support journalists.
Following the launch of the strategic plan, Kabogo officially launched the Nakuru County Media Hub, adding to the council’s network of regional media facilities.
The Council has described its media hubs as working spaces designed to bring its services closer to journalists while providing conducive environments for content production, training, and professional development.
The Nakuru facility is expected to provide journalists with collaborative working space while supporting access to professional resources and MCK services.
The development comes as media organisations across Kenya face financial and structural challenges, including newsroom closures, job insecurity, and growing misinformation.
A 2026 Thomson Reuters Foundation assessment identified financial pressures, newsroom closures, job insecurity, and misinformation as major challenges affecting Kenya’s media environment.
The report noted that Kenya had 253 television stations and 265 FM radio stations by March 2025, illustrating the scale and diversity of the country’s media industry.
It also cited Kenya’s position at 117th in the 2025 World Press Freedom Index, down from 102nd in 2024.
The new strategy therefore seeks to address both professional standards and the sustainability of the media sector.
Omwoyo has previously acknowledged financial pressure within the industry, including media outlets closing and difficulties in meeting staff obligations.
He has called for innovation and new approaches to help journalists adapt to the rapidly changing media environment.
The Council’s five-year strategy and early election guidelines consequently place greater emphasis on preparing journalists before the electoral period reaches its peak.
For Kenya, credible election reporting will remain important in helping voters evaluate candidates, understand policies, and participate meaningfully in democratic processes.
Stakeholders said journalists must provide balanced coverage, scrutinize issues objectively, and avoid content that could inflame political or ethnic tensions.
They also called for greater attention to voter-centered reporting so that citizens receive practical information on candidates, policies, electoral procedures, and their democratic rights.
The launch in Nakuru places the county at the center of national efforts to strengthen regional journalism ahead of the 2027 General Election.
With the media hub and election guidelines now in place, attention will shift to implementation, training, and ensuring journalists across the country have the skills and resources required to deliver accurate, ethical, and responsible election coverage.
By Jefther Afuyo and Shalin Abulala
Reporting originally appeared via Kenya News Agency. Read the full source for additional context.