Influencers, Politicians Top Source of Disinformation in Kenya, Reuters Institute Report Reveals
Nairobi, Kenya – A new report by the Reuters Institute for the Study of Journalism has identified online influencers and political figures as the primary drivers of news distortion in Kenya. According to the 2025 Digital News Report, a staggering 59% of Kenyan respondents pointed to influencers as the biggest purveyors of false or misleading information, significantly surpassing the global average of 47%. This alarming trend underscores the growing influence of these digital personalities in shaping public discourse and raises concerns about the potential impact on democratic processes and societal cohesion. The report, released on June 23, 2025, paints a complex picture of the evolving news landscape in Kenya, highlighting both the challenges and opportunities presented by the digital age.
The findings reveal that Kenya is not alone in grappling with the pervasive issue of disinformation. Globally, platforms like TikTok and Facebook have been flagged as major conduits for the spread of false narratives. However, the role of influencers appears particularly pronounced in Kenya and Nigeria, where they surpass even politicians as the primary source of concern. This phenomenon is particularly prevalent among younger, educated, urban, and affluent demographics, who are more likely to be engaged with online personalities and their content. The report’s authors suggest that the perceived authenticity and relatability of influencers may contribute to their effectiveness in disseminating misinformation, often bypassing traditional media gatekeepers and fact-checking mechanisms.
The report’s findings are further corroborated by recent investigative journalism that exposed coordinated campaigns by political parties and candidates to leverage influencers for spreading disinformation online. This practice raises serious ethical questions about the role of influencers in political discourse and the potential for manipulation of public opinion. The lucrative nature of these engagements further incentivizes influencers to prioritize financial gain over journalistic integrity, exacerbating the spread of false narratives and eroding public trust in information sources.
Despite the prevalence of disinformation, social media platforms remain dominant channels for news consumption in Kenya. YouTube leads the pack with 54% reach, closely followed by Facebook (52%), WhatsApp (46%), X (formerly Twitter) (42%), and TikTok (38%). While TikTok’s rapid growth positions it as a significant player in the news ecosystem, it simultaneously carries the reputation of being a hotbed for misinformation. This duality presents a significant challenge for news consumers, who must navigate an increasingly complex information landscape where discerning truth from falsehood becomes increasingly difficult.
The report highlights a growing tension between the popularity of social media platforms and public perception of their role in the spread of misinformation. Facebook and TikTok, despite their widespread use, are perceived as the most problematic platforms for false content. This perception, coupled with the increasing influence of influencers on these platforms, creates a challenging environment for accurate and reliable news dissemination. In contrast, messaging platforms like WhatsApp, where communication is confined to smaller, trusted networks, are generally seen as less risky. However, the report cautions against complacency, citing instances in India where misinformation on WhatsApp has led to real-world violence. This underscores the potential for even seemingly closed communication channels to become vectors for harmful narratives.
Interestingly, the report reveals that only a small percentage of users (11%) identify friends and family as significant contributors to misinformation. This indicates that the primary sources of false information are often external, originating from influencers, politicians, and social media platforms rather than within personal networks. However, the role of interpersonal communication in amplifying and reinforcing existing biases and misperceptions cannot be discounted. The complex interplay between formal and informal information channels requires a nuanced understanding of how disinformation spreads and takes root within communities.
The report also underscores the growing concern over content moderation, particularly in the West. While opinions are divided on the effectiveness of social media companies’ efforts to combat harmful content, there is a growing awareness of the need for greater transparency and accountability. In the United States, political polarization significantly shapes views on content regulation, reflecting the broader societal divisions on issues of free speech and censorship. In Kenya, the challenge of combating disinformation is compounded by the rapid adoption of mobile technology, which has dramatically expanded access to information but also increased vulnerability to manipulation.
Despite the rise of digital platforms, traditional media brands continue to enjoy high levels of trust in Kenya. Outlets such as Citizen TV, NTV, and the Daily Nation maintain trust levels around 90%, demonstrating the enduring value of established news organizations. This high level of trust reflects the credibility earned by these outlets over time through their commitment to journalistic standards and their role in holding power to account. However, the report acknowledges the need for these legacy media organizations to adapt to the changing media landscape and engage effectively with younger audiences who are increasingly turning to digital platforms for news.
The emergence of AI-powered tools and chatbots is another significant development highlighted in the report. While still in its nascent stages, the use of AI for news consumption is growing, particularly among younger demographics. The report notes the potential of AI to enhance news access and personalization but also flags concerns about transparency and accuracy. As AI plays an increasingly prominent role in the news ecosystem, addressing these concerns will be crucial to maintaining public trust and ensuring responsible implementation of these powerful technologies.
While the prevalence of misinformation presents a significant challenge, the report offers some encouraging insights. Trusted news brands and official sources remain the primary resources for fact-checking across all age groups, demonstrating the enduring value of credible journalism. Although younger users are more likely to consult social media or AI chatbots for verification, the fact that they still turn to established news organizations indicates a persistent need for reliable information sources. This reinforces the imperative for continued investment in quality journalism and media literacy initiatives to empower individuals to critically evaluate information and navigate the increasingly complex digital landscape.
The report concludes by emphasizing the vital role of human-driven journalism in the fight against disinformation. While digital and AI-driven platforms offer new avenues for news consumption and distribution, the need for trustworthy, fact-checked information remains paramount, particularly in regions like Kenya where the stakes are high. The report urges continued efforts to strengthen media literacy, support independent journalism, and promote responsible technology use to ensure a healthy and informed information ecosystem.