NAIROBI, Kenya — The Media Council of Kenya (MCK) has issued a stern warning to journalists, media houses, and digital publishers against conducting or disseminating unscientific and unauthorised election-related opinion polls, saying the practice is illegal and constitutes a breach of Kenya’s electoral laws and journalistic ethics.
In a media advisory released on Sunday 23, November 2025, the Council cautioned that the proliferation of so-called “voodoo polls” — often circulated online without any scientific methodology — must cease immediately, particularly as the country approaches the by-elections scheduled for 27 November 2025.
According to MCK, such polls violate the Publication of Electoral Opinion Polls Act, 2012 and contravene the Council’s Election Reporting Guidelines, which demand accuracy, ethical conduct, and professional responsibility in political reporting.
Poll results prohibited five days before voting
The Council emphasized a critical legal provision often overlooked by content creators and newsroom teams: “A person shall not publish the results of any electoral opinion poll on the day of the election or during the period of five days immediately preceding the date of the election.”
MCK noted that many instant or call-in polls hosted during talk shows, live broadcasts, or social media livestreams mislead the public because they do not meet the standards required by the law.
The Council clarified that such activities amount to the publication of unscientific surveys, further stressing that election reporting rules apply equally to:
- Social media polls
- Live phone-ins
- Vox-pop style street interviews
- User-generated polls on digital platforms
The MCK Guidelines explicitly direct journalists and media houses to “refrain from conducting opinion polls and publishing results on their social media platforms.”
They further warn that “statements gathered during live or pre-recorded vox-pop segments from people chosen at random are not scientific surveys.”
Risk of misleading the public
The Council warned that unauthorised polls are especially dangerous during election periods as they may distort public opinion, sway voter perception, or create false narratives around candidate popularity.
Such actions, MCK said, undermine credible journalism and violate statutory protections designed to ensure a fair and transparent electoral environment.
Journalists urged to uphold ethics and the law
The advisory calls on all media practitioners to desist from any activity that could compromise ethical standards or breach the electoral laws governing opinion polls.
The MCK further reminded media houses to align their coverage with their internal editorial policies, which require accuracy, verification, impartiality, and strict adherence to the law.
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“Journalists and media organisations are therefore urged to desist from any practices that would place them in breach of the law, professional ethical standards, or their own in-house editorial policies,” the Council stated.
The warning comes amid growing concern over misinformation, manipulated political content, and the rapid spread of unverified polls on social media platforms.
With by-elections approaching, regulators are tightening enforcement to protect electoral integrity.
The Media Council reaffirmed its commitment to promoting press freedom while ensuring that journalists operate within the bounds of responsible and lawful practice.
