Government Issues Warning on Election Opinion Polls

Opinion polls—conducted through field surveys, phone-ins, and online platforms—have become an integral feature of electoral cycles worldwide.

In Uganda, these polls often aim to gauge candidate popularity and predict election outcomes.

However, the Uganda Communications Commission (UCC) warns that without proper regulation, opinion polls can be manipulated to mislead the public, particularly when results are broadcast in the critical days leading up to elections.

As Uganda approaches the 2026 general elections, the UCC has issued detailed guidelines regulating the conduct and broadcast of opinion polls.

These directives seek to enhance transparency, ensure accuracy, uphold ethical reporting standards, and guard against the misuse of poll data to improperly influence voter sentiment.

Broadcasters airing opinion survey results are now required to disclose key information alongside the poll findings, including:

• The name of the sponsor or originator of the survey.
• The individual or organization that conducted the poll.
• The specific dates during which the survey was carried out.
• The total number of individuals contacted and the percentage who declined to participate.
• The survey’s margin of error, with detailed breakdowns for each question when applicable.
• The exact wording of each question reported.
• Contact information for the sponsor or originator to allow access to the full survey report.

Moreover, broadcasters must obtain a comprehensive written report from pollsters detailing the survey methodology.

This report should include information such as the population sampled, the total number of respondents and non-respondents, sampling methods, interview timings, weighting or normalization techniques used, and any instances of ineligible contacts.

The UCC emphasized that programs reporting on polls must maintain journalistic integrity and avoid bestowing undue credibility on poll results.

The guidelines instruct media outlets to avoid relying solely on the poll sponsor’s interpretation of data and to apply rigorous scrutiny to the questions posed, the data presented, and the trends observed.

The Commission specifically calls for:

• Clear explanations when the margin of error overlaps between leading candidates.
• Disclosure if the poll was conducted via telephone.
• Balanced airtime and measured analysis to avoid sensationalism.

“The Commission stresses that poll results ‘never prove or show’ electoral outcomes but merely ‘suggest’ possible trends,” the UCC stated.

Broadcasters are urged to avoid language that implies certainty or finality.

The UCC also addressed televoting, phone-in, and internet polls, highlighting that these methods rely on self-selected participants and do not constitute statistically valid samples of public opinion.

“Broadcasters must clearly state that such polls are not statistically valid representations of public opinion,” the guidelines caution.

They further direct broadcasters to “refrain from using terms like ‘most people’ or ‘the public’ when referencing results,” instead labeling such polls as “straw polls” and ensuring they are used for illustrative—not analytical—purposes.

Broadcasters are tasked with ensuring poll questions are neutrally worded to avoid bias and to refrain from using these informal polls as a basis for measuring party political support.

In live programs such as talk shows and call-ins, the UCC reminds presenters and producers to uphold journalistic standards and comply with election reporting laws.

“Broadcasters must challenge or cut off callers who breach guidelines, especially those spreading hate speech, as well as uphold respect, honesty, and fairness in all interactions with viewers, listeners, and callers,” the UCC states.

These UCC guidelines form part of broader efforts to uphold integrity and professionalism in media coverage during the 2026 election period.

Media houses and practitioners are urged to familiarize themselves with the new rules and ensure full compliance to promote credible and responsible journalism throughout the electoral season.