MY govt mulls mandatory labelling of AI-generated content

Malaysia may soon require all artificial intelligence (AI)-generated content to carry a clear “AI generated” label under the forthcoming Online Safety Act 2024, according to communications minister Fahmi Fadzil, as reported by Bernama.

The proposed mandate is part of wider efforts to combat the misuse of AI technologies, particularly in cases involving scams, identity impersonation and online defamation - threats that are becoming increasingly prevalent across digital and social media platforms.

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Speaking at the Institute of Public Relations Malaysia’s (IPRM) YOU & AI: MEET@BANGSAR programme yesterday, Fahmi emphasised the need for greater transparency in digital content creation.

He said, as quoted by the news outlet, that the ministry believes platforms must be proactive in labelling AI-generated content. Fahmi also added that the requirement is expected to come into force by the end of this year, under the Online Safety Act.

Fahmi added that several global platforms have already taken voluntary steps to flag AI-generated content. He suggested that such practices could be formalised and expanded across Southeast Asia through ASEAN-level cooperation.

The minister also acknowledged growing concern about the spread of hyper-realistic fake videos and imagery produced using generative AI. He noted that while there are currently no globally standardised regulations to tackle the issue, discussions are underway at international forums such as the United Nations (UN) and the International Telecommunication Union (ITU).

Fahmi explained that while the government and the digital ministry must take lead on a national level, every ministry also has a role in assessing and evaluating the use of AI within its scope. He also urged the younger generation, especially Gen Alpha, to understand the benefits, challenges and limitations of AI given their high level of exposure to it. 

A+M has reached out to the communications ministry for more information, as to how the requirement will affect AI-generated advertising and marketing materials in the country. 

Earlier last week, Fahmi announced that Malaysia is preparing to roll out guidelines for responsible AI communication to help media, PR and digital content professionals navigate an AI-driven landscape with a clear ethical framework.

The guidelines will support the country’s National AI Roadmap and push for transparent, trustworthy communications as AI continues to shape public discourse. He said the new framework will help guide communication professionals to lead with human judgement and ethics as technology evolves, according to The Star.

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