Will the Malaysian govt's scrutiny of TikTok rattle unsure advertisers?

TikTok, the popular social sharing app known for its catchy short-form content, has unfortunately found itself in hot water after been called out by the Malaysian government for political advertising and provocative content.

According to media reports, the Malaysian Communication and Multimedia Commission (MCMC) made nearly 350 requests to TikTok to take down comments from the app. Communications and Multimedia Minister Fahmi Fadzil also told the media that he is in talks with the TikTok Malaysia team with regards to moderation level on the app after seeing many question it for prejudice.

With regard to the allegations, in a statement to Channel News Asia, TikTok Malaysia’s head of public policy Hafizin Tajudin said TikTok’s main aim is to provide its community with “a diverse range of relevant and entertaining content” and to do so it promotes “a small fraction of videos to help diversify the content experience”.

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He reiterated that the team however does not allow for political ads on the platform, which was further put into motion through the policies last year.  

Since the emergence of the news and following the ban of videos on TikTok by MCMC, the news has generated largely negative sentiment, said social listening company CARMA. Around 25% of social conversation around TikTok and MCMC have been negative.  

Interestingly, the negative sentiment also goes beyond TikTok, with many questioning why the previous government did not take action against biased content.

Meanwhile, within the marketing community TikTok remains a prominent channel and especially so for advertisers in Malaysia. The platform has proven to be a rising favourite for advertisers as Malaysia ranks 8th amongst countries with the highest reach of TikTok ads amongst adults, detailed a recent report by We are social and Meltwater.

Advertisers that A+M previously spoke to also noted that there has been a continuous rise in media spend on TikTok. But the road to success wasn’t an easy one.

The platform’s initial presence in Malaysia was met with a a level of scepticism on the type of audience it would attract, coupled with the prevalent misconception that TikTok is only for young, some advertisers were deterred from spending on the platform.  However, TikTok has since demonstrated its ability to attract users of all ages and backgrounds, and as a result, has secured a strong foothold in the marketing strategies of many, agreed media experts A+M spoke to.

However, with the negative news surrounding the platform, will TikTok stumble two steps back as advertisers feel rattled and think twice before spending on the platform?

According to Ham Maghazeh, regional social media director of Lion and Lion, while still a popular platform, generally, advertisers have concerns about the brand safety and ad placement on TikTok. “While the platform is designed to enhance authenticity and creativity, ensuring brand safety remains a concern for many on TikTok,” said Maghazeh.

However, he added that TikTok's unique selling proposition – which will help to retain its ad dollars – remains in its creative control and given the voice that creators have over the platform. “This is a trend we see emerging in decentralised social channels, and is shaping the future of social media,” he added.

When probed which aspects could be made clearer for the ease of transperncy for advertisers, Maghazeh shared that the algorithm powering the "For You" section, for one, on TikTok can be unclear, which limits advertisers' ability to manage the content displayed on users' feeds.

“This lack of control, coupled with TikTok's previous content moderation practices, presents difficulties for brands seeking to utilise the platform in a secure manner,” he shared.

Peter de Kretser, founder of Go Communications added that despite the news, the clock isn’t yet “ticking for TikTok” as many other social platforms have experienced turbulent times with various governments in the past.  This has somewhat set precedent for both stakeholders to successfully navigate such challenges.

Moreover, he noted that in the recent past, Tik Tok has taken strides to improve its relationship with regulators allowing experts and policymakers to review its moderation policies and practices.  “With such a substantial and growing user base in Malaysia, it is hard to imagine the local government not ensuring TikTok prioritise transparency and accountability through robust negotiations to formulate a harmonised coexistence,” he added.

Nonetheless, while the platform has faced several trust issues with governments around the world, Malaysia seems to be the latest in a social political divide to raise its feathers at the discrepancy between free speech and free untruths that affect the administrative spotlight. “History has proven that the proverbial pendulum of ‘trust’ for social networks as opposed to ‘trust’ of government swings in roundabouts and typically the larger communal base comes out on top (after protracted discussions, no doubt),” he added. 

While the news might be anything but a bed of roses at this juncture, requests to remove content from a social platform is not new, explained Said Bani, managing director of BzBee Consult. These requests have been made around the world by governments and the courts, and closely reviewed by Social Platforms to determine if content should be removed.

“I believe that over 300 videos requested to be removed by MCMC were not all about political advertising. A number of the content were offensive and provocative. The fact that TikTok made such decision to ban political advertisements surely would have come after careful consideration on its part,” said Said.

He added that given politics can be destructive and divisive, TikTok’s swift move last year to limit political ads worked in its favour.

 “TikTok, as a social media platform, also has a responsibility to remove content that violates its community guidelines and local laws. Some of these videos were also reported to be provocative and some touched on racial sensitivities,” he said.

“Finally, it’s also important for everyone to remember that rights and freedom of expression, although fundamental, are not absolute! This is also a pillar of modern democracy,” he added.

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