The Namibian government has launched a major national campaign promoting the ethical use of social media, framing responsible online behaviour not just as a civic duty, but as a critical economic imperative aimed at safeguarding productivity, protecting reputations, and fostering a trustworthy digital environment for commerce.
Minister of Information and Communication Technology, Emma Theofelus, officially unveiled the “Ethical Use of Social Media Campaign” at the Namibia University of Science and Technology (NUST). While emphasizing social cohesion and citizen well-being, Minister Theofelus delivered a stark economic message: the pervasive misuse of social platforms is actively draining the nation’s workforce and productivity.
“The positive impact of social media in our society is undeniable,” Minister Theofelus stated, acknowledging its role in connectivity, education, and democratic participation. “However… we must equally confront the challenges that come with its use.” She pinpointed misinformation, privacy violations, and severe impacts on mental health as key scourges, declaring, “We have lost so many of our productive citizens to this scourge.” This loss, affecting adults and youth alike, represents a tangible drain on human capital and economic output, underscoring the campaign’s urgency.
The Minister directly linked the spread of fake news and false narratives – rampant in an era of instant information – to economic instability. Misinformation “can mislead, cause panic, and even influence critical decisions that affect our communities,” she warned. Such disruptions can impact consumer confidence, distort markets, and create unnecessary volatility, hindering a stable economic climate essential for growth and investment.
Furthermore, Minister Theofelus highlighted the significant economic risks to individuals and businesses posed by reputational damage online. “Always remember that what you share online leaves a lasting impression. Your digital footprint might build or destroy your reputation in the short or long run,” she cautioned. For businesses and professionals, an unethical online presence or the fallout from shared misinformation can lead to lost contracts, diminished investor confidence, and long-term brand erosion. The Minister also reminded citizens and organisations of the legal framework, citing the Communications Act, 2009 (Act No. 8 of 2009), which criminalises the use of telecommunications devices for harassment, cyberbullying, and sharing obscene or indecent material with malicious intent – violations carrying potential fines and legal costs with economic consequences.
The mental health toll, exacerbated by cyberbullying, harmful comparisons, and constant connectivity, was presented as a direct economic burden. The resulting anxiety, depression, and “feelings of inadequacy” lead to absenteeism, reduced productivity, and increased healthcare costs, impacting both individual livelihoods and national economic performance. The campaign advocates for “healthy online habits,” including digital detoxes and boundary setting, as measures to protect workforce well-being and efficiency.
Recognising the vital role of the next generation in Namibia’s digital and economic future, the campaign features a significant international partnership with economic development undertones. The government is collaborating with the Club de Madrid (CdM), the world’s largest forum of democratic former leaders, under the European Commission-funded Women and Youth in Democracy Initiative (WYDE). This initiative explicitly aims to strengthen the rights and participation of women and youth as “key actors of change.”
Through this partnership, the CdM, working with Junior Chamber International Namibia, will support the campaign with a youth-led approach. “This contribution will bring a strong youth perspective… focusing on empowering young people to become responsible digital citizens,” Minister Theofelus explained. Investing in the digital literacy and ethical awareness of young Namibians is positioned as an investment in a future workforce equipped for the modern digital economy, capable of safe online commerce and positive digital engagement.
The campaign, originating from a Cabinet directive, is not a short-term initiative. “We attached no definite timeframe when this campaign comes to an end. It is designed to continue as long as we deem it fit,” the Minister declared, signalling a sustained effort to shift national online culture. The core message merges civic responsibility with economic pragmatism: “How you would behave offline should reflect online.” Minister Theofelus reinforced that the right to freedom of expression online has limits, particularly where it infringes upon the dignity, privacy, or economic well-being of others.
The launch event featured campaign materials including videos, posters, and radio jingles, aiming for widespread reach. Minister Theofelus concluded with a call to action directed at all economic actors: “I call upon every citizen to actively participate in this campaign. Your engagement, your voice, and your commitment are essential to building a digital space that reflects our shared values.” She specifically encouraged reporting online crimes to law enforcement, including the Namibian Police Force (NAMPOL), a key stakeholder in enforcing the legal framework protecting the digital economy.
The “Ethical Use of Social Media Campaign” thus emerges as a multifaceted strategy. While rooted in social responsibility, its strong undercurrents focus on mitigating economic losses from productivity decline and reputational damage, protecting mental health as a workforce asset, leveraging international partnerships for youth skills development, and fostering a stable, trustworthy online environment conducive to Namibia’s broader economic ambitions. The success of this sustained behavioural change initiative will be measured not only in a healthier online discourse but also in a more resilient and productive national economy.