Ruto Announces Plan to Allocate 30% of Govt Advertisements to Content Creators

President William Ruto has confirmed his administration’s commitment to transforming Kenya’s creative sector, positioning it as a key driver of youth empowerment and economic growth.

In a statement shared after attending the 14th Kalasha TV, Film Market and Awards at the Kenyatta International Convention Centre on May 2, 2026, Ruto emphasized the government’s focus on unlocking talent and expanding opportunities.

“The creative economy lies at the heart of our transformation agenda- empowering our youth by unlocking talent, expanding opportunity, and driving inclusive growth,” Ruto stated.

New State House Creative Economy Office Announced

Ruto revealed that the government has already taken steps to strengthen the sector, including establishing a State Department for the Creative Economy.

To further deepen support, he announced the creation of a dedicated Creative Economy Office at the State House.

“Soon, we will appoint key officials, including the Director of Gaming, Secretary for Film Services, and Head of Music and Fashion,” he said.

Also Read:Ruto, Koome Announce New State Appointments [FULL DETAILS]

Ruto pledges 30% Government Ad Allocation to Creatives

In one of the most significant policy announcements, Ruto disclosed plans to direct 30% of government advertising to local creative platforms.

He added that the initiative is expected to inject much-needed funding into the industry, benefiting filmmakers, musicians, digital creators, and other artists.

“As we scale up investment in the sector, we are moving towards directing 30% of Government advertising to creative platforms,” he noted.

Call to Strengthen Copyright Laws

Ruto also urged Parliament to fast-track the Creative Economy Bill 2026 and enhance copyright protections.

He stressed the need to ensure that artists not only gain recognition but also receive fair compensation for their work.

“Strengthen copyright laws so that our artistes are not only celebrated, but also protected and adequately rewarded,” he urged.

Also Read: Kenya Moves to Tighten Gambling Rules Under New 2025 Control Act

Celebrating Talent at Kalasha Awards

The President commended filmmakers and content creators who participated in this year’s Kalasha Awards, describing the event as a vital platform that showcases Kenya’s immense creative talent.

“Congratulations to all winners across various categories at this year’s ceremony,” he said.

He further revealed that the State House will bid to host the prestigious awards next year.

Ruto Issues Personal Apology, Admits Misjudgment on Daughter’s Career Choice

In a more personal reflection during the same address, President Ruto also made a rare public apology to his daughter, Chepng’etich, acknowledging a past disagreement over her career path.

“One more thing, I must this evening apologize to my daughter, Chepng’etich. She had asked me after Form 4 that she would want to do film and I said no. Watching what I have watched this evening, it was a mistake on my part,” Ruto said.

He admitted that he should have supported her decision to pursue film studies, noting that she instead went on to study interior design.

“I should have allowed her to do film. She went on to do interior design, but I’m sure if she’s watching me somewhere, she now knows I said she was right, I was not,” he added.

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President William Ruto together with the Kalasha Awards Event organizers at the KICC Nairobi on May 2,2026. PHOTO/PCS