Kenya’s media watchdog has officially rolled out a new code of conduct for journalists, in a bold move aimed at tightening ethical standards, protecting vulnerable groups, and setting clear rules around the growing use of artificial intelligence in newsrooms.
The Media Council of Kenya (MCK) announced the enforcement of the code on Monday, following its publication in Gazette Supplement No. 70 by Cabinet Secretary for Information, Communication and the Digital Economy, William Kabogo.
The overhaul comes just weeks after a High Court ruling struck out the previous Broadcasting Code, calling it unconstitutional. The court instructed the MCK to put in place age-appropriate safeguards, especially for children and other at-risk groups.
In a statement, the Council described the new guidelines as “a defining moment for media regulation, professionalism and the unyielding defence of press freedom in Kenya.”
“The ratification of this Code is a testimony and a clarion call for progress,” the Council said. “It demands accountability from the media and welcomes critique from the government, fostering trust and mutual respect.”
One of the standout updates in the new code is the inclusion of ethical standards around the use of Artificial Intelligence. MCK says the guidelines aim to address challenges posed by rapidly evolving tech tools in journalism, ensuring editorial choices remain human-led and responsible.
The new framework also promises to streamline how complaints against media are handled. The Council says this will allow for quicker, fairer resolutions that uphold the integrity of the profession.
Parliament’s approval of the new code was met with praise from MCK, which said the move showed lawmakers’ support for a free yet accountable press.
“It will not only protect the public but also help the media operate with greater clarity,” said an official who spoke anonymously due to the sensitivity of the issue.
Analysts say the changes are timely, as the country continues to grapple with fake news, political polarisation, and blurred ethical lines in digital reporting. However, some journalists have expressed concern over the potential for government overreach.
MCK has reassured the public that the updated code is not about control, but clarity.
“We remain committed to fostering a media landscape that upholds the highest standards of integrity and public service,” the Council said.
The next steps will include countrywide sensitization campaigns to help media houses understand and implement the new rules, especially smaller, regional outlets often left behind in policy shifts.
With the code now in force, attention will shift to how effectively MCK enforces it-and whether it will win the trust of both the media and the public.
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