Misleading ads, ethical journalism, and inclusive media: A call for change in lira district

25 November 2024, 7:47 pm

Byamukama Alozious

Awor Florence Mary, representing women politicians in Lira District, has called for reforms in the media sector to address unethical practices and foster inclusivity. She raised these concerns during the Public Accountability and Public Affairs Reporting Engagement organized by the Uganda Media Women’s Association (UMWA) at the Grand Pacific Hotel in Lira City. The event brought together women councilors, politicians, and journalists from Lango Districts to discuss ways to amplify women’s voices in the media.

Awor highlighted how misleading advertisements often exploit vulnerable communities, citing cases where schools falsely advertise updated infrastructure, only for parents to discover substandard conditions. “A parent hears the ad, enrolls their child, only to find the reality starkly different,” she said, emphasizing the need for ethical advertising standards.

Participants noted the public’s vulnerability to exaggerated claims, with one journalist adding, “If you tell them a phone is as big as a building, they’ll believe it.” Awor called for digital literacy training for journalists, refresher courses to enhance performance, and minimum pricing standards for media houses to ensure fairness and ethical practices.

UMWA also emphasized inclusivity, urging media houses to recruit persons with disabilities and ensure accessibility in their operations. Akully Edith from Atedero FM in Kwania District advocated for using the media to challenge fixed societal mindsets and promote equitable growth through education and positive engagement.

The forum concluded with participants calling for disciplinary measures against unethical media practices, recruitment of qualified personnel, and gender-responsive policies to create a media environment that represents all voices and fosters development in Lira District.