Media Council of Kenya Issues New Ethical Guidelines to Curb AI-Generated Misinformation and Content Theft in Journalism

The Media Council of Kenya sets new standards for AI use in journalism, focusing on disclosure, human oversight, and curbing content theft. Read the full guidelines.

By: AXL Media

Published: Apr 20, 2026, 8:51 AM EDT

Source: Information for this report was sourced from The Star Kenya

Addressing the Ethical Crisis in Digital Reporting

Journalists and content creators in Kenya are facing increasing scrutiny following several high-profile incidents of content lifting and the dissemination of unverified AI-generated news. Victor Bwire, the Media Council of Kenya (MCK) training director, warns that these practices lead to professional embarrassment, costly defamation suits, and a systemic loss of credibility. As mobile and digital technologies reshape media consumption, the industry is now forced to navigate the thin line between technological innovation and ethical responsibility.

New MCK Guidelines for AI and Data Protection

In response to these challenges, the Media Council of Kenya has developed formal guidelines for media training and capacity building. These protocols require media outlets to implement in-house Standard Operating Procedures (SoPs) that prioritize human dignity. Key mandates include:

Appropriate Oversight: Requiring impact assessments, audits, and due diligence for all AI-utilization.

Mandatory Disclosure: Ensuring that audiences are clearly informed whenever content is generated or significantly altered by AI.