ACA Fortifies Media Partnership in Bungoma to Elevate Public Awareness and Combat Illicit Trade

BUNGOMA, Kenya – In a pivotal move to strengthen public awareness and enhance the fight against counterfeit and illicit trade, the Anti-Counterfeit Authority (ACA), in strategic partnership with the Media Council of Kenya, convened a comprehensive sensitization session for approximately 50 journalists and media practitioners in Bungoma County. This initiative is a core component of the ACA's ongoing week-long series of outreach forums in the region, designed to foster a robust, informed community capable of mitigating the severe impacts of illicit commerce.

The session, facilitated by Mr. Tom Muteti, Regional Manager – ACA Kisumu, and Mr. Henry Maina Omusundi, OGW, Deputy Director – Research at ACA, provided an in-depth exploration of the Authority’s mandate and operational framework. Journalists received detailed briefings on critical aspects including intellectual property protection, the intricacies of inspection and seizure procedures, investigation processes, and the indispensable role of inter-agency collaboration. The training aimed to equip media professionals with the technical acumen necessary to accurately contextualize and report on the complexities of counterfeit trade.

Beyond the legal and operational tenets, participants engaged in a thorough examination of the cascading consequences of illicit trade. Discussions highlighted how counterfeit goods not only undermine legitimate businesses, erode government revenue, and destroy jobs but also pose significant health and safety risks to consumers. Examples ranged from the immediate dangers of substandard electrical appliances and illicit alcohol to the long-term impact of fake agricultural inputs on food security.

Mr. Evans Teddy, Regional Coordinator – Kisumu Region, from the Media Council of Kenya, underscored the profound responsibility inherent in media influence. "Journalists shape how society understands complex issues. When reporting on counterfeit trade, it is critical to provide clear context, verified facts, and balanced narration. Accurate reporting not only informs the public but also strengthens accountability and consumer protection," Mr. Evans stated.

A central focus of the training was the development of effective and responsible communication strategies for reporting on counterfeiting. Participants were guided on structuring narratives with factual accuracy, meticulously distinguishing between allegations and confirmed findings, providing comprehensive legal context, and rigorously avoiding sensationalism that could mislead the public or compromise ongoing investigations. The emphasis on clear narration highlighted that a seizure is not merely a headline but a step in a legal process, and an arrest does not equate to a conviction. Responsible journalism ensures the public understands both the enforcement action and the overarching legal framework.

The training further elucidated the strategic role of the media in: Awareness Creation, Agenda Setting, Influencing Consumer Behavior and Denormalization: Shifting societal perception to reject counterfeiting as harmful and economically damaging, rather than normal or harmless.

The Bungoma engagement unequivocally reflects the ACA’s commitment to a collaborative, 'whole-of-society' approach in addressing counterfeit and illicit trade. While enforcement agencies are tasked with removing harmful goods from circulation, sustained public awareness and behavioral change necessitate informed and consistent storytelling. The session concluded with a resonant message: the battle against counterfeit goods is being waged not only in warehouses and courtrooms but crucially, within newsrooms, through the meticulous headlines crafted, the facts verified, and the unwavering responsibility upheld.

By empowering journalists to tell the full story, the ACA and its partners are fostering a more vigilant public, supporting legitimate enterprise, and contributing significantly to a safer, more accountable marketplace for all citizens.