SIRIM has one more step before Malaysians hit checkout

SIRIM is taking its "Ada SIRIM, baru beli" consumer safety campaign online in 2027 with a new digital push encouraging Malaysians to check product certification before making a purchase.

Dubbed "Check. Confirm. Checkout!", the campaign builds on the tagline, which SIRIM has used since 2022 to promote quality, safety and confidence in consumer purchases. The new phase turns the message into a three-step action for shoppers: check the product, confirm its applicable SIRIM certification and then checkout with confidence.

The campaign will be marketed through videos, social media content and targeted digital media, with content designed to show consumers what certification marks to look for and how they can verify them. For applicable electrical products, SIRIM will highlight the ST-SIRIM Label and promote MySIRIM for label verification.

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The organisation will also spotlight its SIRIM Trusted Mark Scheme (STMS), which recognises qualifying online sellers that meet the scheme's requirements. Beyond digital, SIRIM plans to bring the campaign to consumers through on-ground activations, where participants can learn about relevant certification, see verification demonstrated and speak with SIRIM representatives.

SIRIM is exploring collaborations with eCommerce platforms and other partners to bring the campaign closer to consumers while they shop. It has also engaged brands offering SIRIM-certified products and is inviting more brands, industry associations, retailers, eCommerce platforms and government stakeholders to participate.

In conversation with A+M, Aminudin Abd Aziz, SIRIM's chief sales and marketing officer, said the shift towards online shopping means consumers increasingly need to make decisions based on information presented in product listings.

"We want to turn awareness into a purchasing habit. When Malaysians hear 'Ada SIRIM, baru beli', we want them to think: What should I check for this product, and how can I confirm it?", he explained. 

SIRIM's message extends beyond electrical goods. Motor vehicle engine oil is another example of a product subject to certification requirements under the relevant KPDN order, with covered products required to carry a SIRIM Conformity Label.

"Our message is broader than electrical products. The practical advice is to check for the mark that applies to the product being purchased," Aminudin said.

The "Ada SIRIM, baru beli" campaign will continue throughout 2027, with digital content and on-ground activities rolling out during the year.

The campaign comes as scrutiny of products sold online intensifies. In July, Deputy Finance Minister Liew Chin Tong reportedly said the government would launch an integrated compliance operation targeting electrical products that fail to meet safety standards, including those sold through eCommerce platforms and physical retailers. Random market inspections found that more than half of phone chargers offered for sale were not certified by ST-SIRIM.

A month later, the government also announced plans to introduce new regulatory measures for eCommerce platforms following complaints over uncertified electrical and electronic products, reported Bernama. 

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