Political interference during Kenya's last election led to the country's media taking sides.
This had devastating consequences - undermining their credibility.
Joshua Arap Sang, a former radio DJ has been accused by the International Criminal Court of inciting violence along tribal lines following the 2007 elections.
New guidelines instated ahead of this week's general election are meant to prevent that.
Al Jazeera's Nazanine Moshiri reports from Nairobi on how some outlets are even self-censoring to avoid alienating their audience.