Content Forum Malaysia draws the line on viral irresponsibility

The Communications and Multimedia Content Forum of Malaysia (Content Forum) is urging influencers and content creators to take greater accountability for the impact of their work, especially in an era where digital content can stir emotions and public reaction within seconds.

In an advisory issued on 22 July, the Content Forum called attention to a growing trend of attention-seeking and misleading online content, warning that while virality may win clicks, it can erode trust and even cross legal and ethical lines.

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“Influence doesn’t just attract followers. It activates real emotions, real reactions, and sometimes, real consequences,” said Mediha Mahmood, CEO of the Content Forum. “When content manipulates sympathy or stages harm without clear boundaries, the fallout spreads fast. And once public trust is shaken, it’s not just the content creator at risk, it’s the credibility of the entire digital ecosystem.”

The fine line between creativity and manipulation

As creators lean into storytelling, some have blurred the line between fiction and fact. Content mimicking danger, trauma, or crisis, without context or disclosure, can confuse or alarm audiences, said the Forum. In today’s algorithm-driven economy, the temptation to stage extreme or provocative content can result in reputational damage for both creators and the platforms that host them.

Esma Daniel, honorary secretary of the Digital Creative Content Creators Association of Malaysia (DCAM) and Content Forum council member, emphasised the importance of clear storytelling ethics.

“In professional storytelling, there’s an unspoken agreement between creator and audience. But on social media, that line can vanish,” Esma said.

When content is made to feel ‘real’ but isn’t, it’s no longer just storytelling—it becomes manipulation. And that has real-world consequences.

The Forum also reminded creators that Malaysian law still applies online. According to Brian Law, managing partner of LAW Partnership and a Content Forum council member, content that causes public panic or spreads misinformation may fall foul of the law.

Virality doesn’t excuse legal liability.

Content creators must understand that misleading, offensive, or malicious material, even if intended as entertainment, can trigger real legal consequences,” Law warned.

Examples from around the world, the Forum noted, have shown creators being prosecuted for stunts such as impersonating officials, staging emergencies, or causing public disorder in pursuit of views.

Integrity over controversy

As Malaysia’s self-regulatory body under the Communications and Multimedia Act, the Content Forum advocates for a content ecosystem built on responsibility, transparency, and respect. According to its chairman, Media Prima Group managing director Rafiq Razali, creators must take the lead in building a healthier digital culture.

“The content we put out, especially when seen by millions, should reflect the kind of digital environment we want to foster: one rooted in responsibility and awareness,” he said.

Claudian Navin Stanislaus, president of the Malaysian Advertisers Association (MAA) and vice chairman of the Forum, added that trust is becoming the new currency in digital marketing.

Brands are watching closely.

"They want to align with creators who reflect credibility, not controversy. Perhaps it’s time for an industry-backed trust mark (one that’s earned, not bought) to give credible creators an edge and brands the peace of mind they need," he said. 

He also proposed the introduction of a digital code of conduct to formalise expectations between creators, platforms, and advertisers.

Content platforms are also taking note. “Keeping online spaces safe is a collaborative effort,” said Firdaus Fadzil, head of public policy for Malaysia at TikTok and a Content Forum council member. “TikTok remains committed to upholding a safe, positive, and secure environment for our Malaysian community by working with civil society groups, educators, creators, and industry partners.”

The Forum also called on audiences to play their part in curbing harmful content:

• Pause before sharing: Check if the content is factual, exaggerated, or harmful.
• Question motives: Is it informative, or just designed to provoke a reaction?
• Don’t reward dishonesty: Avoid engaging with deceptive content.
• Report responsibly: Use platform tools to flag harmful or deceptive posts.
• Expect better: Hold creators to higher standards of integrity, for both creativity and credibility.

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