164 Copyright © 2017, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 9 DOI: 10.4018/978-1-5225-2095-5.ch009 ABSTRACT Opinion polling during elections plays a pivotal role in infuencing the political and media agenda, and can potentially afect voting behaviour. However, evidence from various countries indicates that elec- toral polls have been characterised by contradictions and contentious debates which undermine their usefulness in democratic processes. The digital age has also led to a mushrooming of online polls, but some of them are of dubious quality. Thus, the chapter questions the continued use of electoral polls in multiparty politics in Africa. It argues that as a result of the inherent political and electoral volatility in many African countries, the utility of opinion polls need to be reconsidered. The paper recommends strategies for addressing the identifed pitfalls, including increased professionalization of opinion poll- ing, voter education on the limitations of pre-election polls and stronger appreciation of data journalism for media professionals. Stricter regulations, such as the embargo of election opinion polling may also be considered in diferent contexts. INTRODUCTION For over 80 years, opinion polling has been a major element of democratic polity and a source of data and information across the world. Polls are a permanent feature of democratic processes and are essen- tial to policy making and public engagement on social issues globally (Esomar & Wapor, 2014; Lewis, 2001). As a component of survey research, opinion polls help to describe, understand, explain, analyse and predict the perceptions and behaviour of a population or its sample (Fayoyin & Ngwainmbi, 2015; Kou & Sobel, 2004). Electoral Polling and Reporting in Africa: Professional and Policy Implications for Media Practice and Political Communication in a Digital Age Adebayo Fayoyin United Nations Population Fund (UNFPA), South Africa