Malaysia Sets Rules for Influencers Holding Brands Responsible for Disclosure

The Communications and Multimedia Content Forum of Malaysia (CMCF) is preparing draft guidelines for influencers and their brand collaborations, holding brands, agencies, and clients jointly responsible with influencers for claims made and content promoted.

The draft includes disclosure of paid partnerships, accuracy of product claims, audience appropriateness, content concerning children and younger demographics, and the use of AI-generated content.

The Forum's Executive Director, Mediha Mahmood, stated that responsibility does not fall solely on the influencer, as promotional content often involves multiple parties; a creator may work based on a brief from an agency and claims provided by a client. She added that good standards must consider the entire ecosystem and give creators greater confidence to reject requests that cross ethical boundaries.

Forum Chairman Datuk Seri Mohd Rafiq Razali explained that effective self-regulation requires industry players to participate in setting the standards they will be expected to adhere to. Public consultation on the draft guidelines and a proposed sub-code for gaming will remain open until October 24, after which feedback will be considered prior to final adoption.

What Do These Terms Mean?

CMCF: A Malaysian forum comprising media and content industry players that sets self-regulation standards rather than relying solely on legislation.

Disclosure: A content creator's clear declaration that a post is a paid advertisement or commercial partnership, so the audience understands the nature of the content.

Self-regulation: An industry establishing its own binding code of conduct for its members, rather than waiting for a government entity to impose one.