While unveiling new regulations aimed at curbing alleged misinformation, indecent content, and negative influence across media platforms, including social media, UCC executive director Nyombi Thembo explained that media personalities, who gain fame through their work, sometimes misuse their influence on social media. To address this, Thembo said, UCC is now shifting responsibility to media employers, urging them to ensure their employees uphold professional standards.
“If you have gained fame through the waves you’ve had the opportunity to work on and now want to earn from your influence, go home and post. The problem arises when you use that enormous influence negatively while hiding behind a brand – that’s what we are going to fight,” Thembo remarked.
While the guidelines hold employers accountable, Thembo clarified that the intention is not to infringe on individual rights, but rather to align Uganda’s media regulations with global practices. He emphasized that personal freedom comes with responsibility and that UCC’s role is to balance freedom with accountability.
“We are responsible regulators who can’t take away your freedoms,” Thembo said, highlighting that media content, particularly in music videos and lyrics, often crosses the line of decency. He cited violations of the Minimum Broadcasting Standards under the Uganda Communications Act, 2013, urging broadcasters to ensure that the content aired is appropriate and does not target minors.
Failure to comply with the guidelines could result in fines of up to 10 per cent of a broadcaster’s annual gross revenue or the revocation of their license.
Medi Kaggwa, UCC’s head of multimedia services, elaborated on the commission’s collaborations with digital platforms like Facebook, TikTok, and Instagram to moderate online content. He emphasized that UCC is revising its standards to help content creators adhere to rules without stifling creativity.
Despite UCC’s assurances, the new guidelines have sparked criticism. Prominent media proprietor Francis Babu argued that holding employers accountable for their employees’ personal actions is unfair. He suggested that while employers can enforce rules, they cannot control their employees’ behaviour outside work.
“A proprietor does not have the capacity to control the minds of their workers. You cannot control someone’s cellphone, tablet, or computer. The best I can do as an employer is to terminate their contract, but holding me liable is totally unfair,” Babu remarked.
The UCC’s move is part of a broader effort to regulate Uganda’s media landscape, ensuring responsible use of social influence while balancing freedom of expression and societal protection.
