Strict AI guidelines adopted as Media Council announces new code of conduct
They follow a High Court ruling that nullified the previous Broadcasting Code, citing its unconstitutionality.
The new Code of Conduct for Media Practice has been formally adopted into practice, setting, among others, firm rules on the ethical use of artificial intelligence in journalism.
Media Council of Kenya (MCK) Chief Executive Officer David Omwoyo said the adoption takes effect after publication of the Code of Conduct in a Special Kenya Gazette notice by ICT and Digital Economy Cabinet Secretary William Kabogo.
“The Code of Conduct for media practice 2025 is now in effect. This marks a significant milestone for media professionalism and accountability in Kenya,” Omwoyo stated.
The new Code of Conduct for Media Practice replaces the decade-old framework with revised standards aimed at improving ethical journalism, protecting children, and addressing emerging challenges in the digital media space.
It directly responds to that directive, embedding age-appropriate protection measures and other critical safeguards.
Among other key updates are responsible management of user-generated content, and clear standards for editorial decision-making.
It replaces the Second Schedule to the Media Council Act, 2013, and takes over from the former Code of Conduct for the Practice of Journalism in Kenya.
The new guidelines follow a High Court ruling that nullified the previous Broadcasting Code, citing its unconstitutionality.
The court ordered MCK to develop standards that better safeguard children and vulnerable groups in media content.
The new guidelines also introduces stronger accountability measures for media practitioners, while enhancing the Council’s ability to resolve disputes and handle complaints fairly and quickly.
With this, there shall be strict new regulations for media operations, including heavy penalties for misuse of Artificial Intelligence (AI) and publication of misleading AI-generated content.
The guidelines also call for a clear separation between betting or gaming-related content and general news.
Omwoyo commended the National Assembly for approving the new guidelines and the Clerk of the National Assembly for confirming the document, terming the move “a testimony and clarion call for progress.”
“The new Code of Conduct demands accountability from the media and welcomes critique from the government, fostering trust and mutual respect,” the CEO noted.
