Influencers, Politicians Identified as Primary Source of Disinformation in Kenya
Nairobi, Kenya – A new report by the Reuters Institute for the Study of Journalism has revealed a disturbing trend in Kenya’s digital news landscape: online influencers and political figures are now seen as the leading purveyors of misinformation. According to the 2025 Digital News Report, a staggering 59% of Kenyan respondents identified influencers as the biggest threat to news accuracy, significantly higher than the global average of 47%. This finding underscores the growing influence of these digital personalities and the potential for manipulation in an increasingly online world. The report, which surveyed English-speaking Kenyans aged 18-50, highlights the specific challenges faced by African nations in combating the spread of false narratives, with 73% of respondents across the continent admitting difficulty in distinguishing between truth and falsehood online.
Kenya, along with Nigeria, emerged as a hotspot for influencer-driven disinformation, with political actors also playing a significant role in disseminating misleading information. The report points to a worrying trend where young, educated, urban, and affluent individuals are particularly susceptible to the influence of online personalities. This demographic’s reliance on social media for news consumption creates a fertile ground for targeted disinformation campaigns. An independent investigation by AFP corroborated these findings, revealing instances where prominent influencers in both Kenya and Nigeria were paid by political entities to spread fabricated stories online, further blurring the lines between legitimate news and politically motivated propaganda.
Despite the pervasive threat of misinformation, social media platforms remain the dominant source of news for Kenyans. YouTube leads the pack with 54% of respondents using it for news consumption, closely followed by Facebook at 52%. WhatsApp, X (formerly Twitter), and TikTok follow at 46%, 42%, and 38% respectively. TikTok’s rapid ascent, while noteworthy, also raises concerns, as it is globally perceived as a major conduit for misinformation. Both Facebook and TikTok were identified as the platforms most associated with misleading content, with TikTok’s rapid growth surpassing other platforms in terms of perceived risk. Messaging platforms like WhatsApp, while generally considered less risky due to the closed nature of communications within trusted groups, present their own unique challenges, as highlighted by past incidents of violence incited by misinformation spread through the platform in India.
The report further reveals the complex web through which disinformation spreads, highlighting that friends and family are also seen as contributors, albeit to a lesser extent. Just over one in ten respondents (11%) believe that their personal networks play a role in disseminating false information. This underscores the challenge of addressing misinformation that circulates within trusted social circles. Public opinion remains divided on whether social media companies are doing enough to counteract the spread of harmful content, with growing concern about content moderation, particularly in Europe and the United States. In the US, 57% of respondents identified politicians as the primary source of misinformation, highlighting the politically charged nature of the debate around online content regulation.
Kenya’s digital landscape is characterized by high mobile penetration, with 92% of respondents accessing news via smartphones. This reliance on mobile devices, coupled with relatively low data costs and a historical preference for video content due to lower literacy rates, explains the popularity of platforms like YouTube in Kenya and other African nations. Despite the digital shift, traditional media brands in Kenya continue to enjoy high levels of trust. Outlets such as Citizen TV, NTV, and the Daily Nation retain trust levels around 90% amongst the online sample surveyed, demonstrating the enduring strength of established media institutions. Overall trust in news in Kenya stands at 65%, slightly lower among the under-35 demographic but still significantly higher than many other countries included in the study.
The emergence of artificial intelligence (AI) in the news ecosystem presents both opportunities and challenges. While only 7% of respondents globally use AI chatbots for news weekly, this figure rises to 15% among users under 25. The report recognizes the growing role of AI-powered news aggregators and notifications, particularly in mobile-first countries like Kenya. However, public perception of AI in news remains cautious. While some see the potential for AI to improve efficiency and personalization, others worry about the impact on transparency, accuracy, and trust. A net 29% believe AI will reduce the cost of news production, and 16% think it will make news more up-to-date. However, 18% express concern that AI will erode trust in news. Despite growing adoption of digital platforms and new AI tools, the report finds that established news brands and official sources remain the primary resources people turn to for fact-checking, highlighting the enduring value of trusted sources in combating misinformation.
