The President William Ruto administration created a State department in charge of “digital economy”, but its actions reflect a different attitude. They depict a government that preaches water and drinks wine. Various departments have been in overdrive digitising government services. The ICT and Digital Economy ministry says the government has digitised 19,000 services.

Officials argue that the digital transformation is meant to help citizens access government services “at the touch of a button” and improve efficiency and service delivery

To achieve this, the government intends to work with stakeholders to not only enhance connectivity but also ensure that the digitised services are accessible and usable by Kenyans.

Only yesterday, the President addressed the EU-Kenya Business Forum 2025, themed ‘digitalising trade’.

He revealed that Kenya was attracting global technology giants like Microsoft and Apple, which have already established their presence in the country. The forum he was addressing was discussing the “use of digital tools and solutions as engines of trade growth”.

These are the issues businesses are grappling with as they find and implement digital solutions for sustainability and efficiency, and serve customer needs.

It is therefore mind-boggling that the same government that is actively digitising services will insist on using the traditional advertising model –that of the physical news content format.

Why would a government that has digitised 19,000 services be unwilling to have a conversation about digital advertising, by simply communicating to the majority of the population in the spaces that they patronise? The government’s outdated mindset is unresponsive to the changing behaviour of citizens.

This needs to change. Only in this way will Ruto be seen to be involved in a meaningful and productive reflection on the “use of digital tools and solutions as engines of trade growth”.

The President has developed an appetite for wanting to look “digital and progressive” when addressing sophisticated global audiences, only to retreat home and continue implementing outdated, parochial policies and bad business practices.

This government needs to have a discussion about digital advertising for its own good. Or stop the talking shops about a digital economy at international forums.