The Media Council of Kenya (MCK) has cautioned journalists and media houses against publishing or circulating unscientific and unverified opinion polls in the final days leading up to the November 27 by-elections, warning that the practice is illegal and violates established ethical standards.
In a media advisory released on Sunday, November 23, the council said the surge in what is commonly known as "voodoo polls", through instant online polls and call-ins, risks misleading the public and undermining the credibility of election coverage.
According to the council, such polls fail to meet the legal and professional thresholds required under the Publication of Electoral Opinion Polls Act, 2012, and contravene the MCK Election Reporting Guidelines.
"The Act expressly provides that 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," the statement read.
The advisory emphasised that the warning applies not only to major media houses but also to online platforms, influencers, talk shows, and live broadcasts where journalists or hosts may be tempted to sample public opinion informally.
MCK further insisted that journalists and media organisations must refrain from conducting their own polls or sharing results gathered through unscientific methods, urging practitioners to adhere to the council's Election Reporting Guidelines.
"Statements gathered during live or pre-recorded vox-pop segments from people chosen at random are not scientific surveys," MCK stressed.
The council warned that these practices could place journalists in breach of the law and their own editorial codes, exposing them to sanctions for unethical conduct.
This intervention by MCK seeks to safeguard the integrity of election reporting and prevent the spread of misinformation that could impact voter perception and accelerate tensions.
It also urged practitioners to prioritise accuracy, verify all information, and adhere strictly to the law as the country heads into the final stretch of the by-election period.
"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 policies, all of which demand responsible and lawful journalistic conduct," the statement concluded.
The reminder comes as political temperatures is seen to rise in some areas ahead of key by-elections across the country, with heightened online activity and increased demand for instant political predictions.
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