28/07/2025

LYFE MONDAY | JULY 28, 2025

25 Accountability matters even more in age of influencers

A MID growing concern over attention-seeking stunts and misleading digital content, the Communications and Multimedia Content Forum of Malaysia (Content Forum) is calling for greater accountability from influencers and content creators across platforms. Influence does not just attract followers – it can activate real emotions, real reactions and sometimes, real consequences. While many create to entertain or inform, others may use their platforms to provoke, manipulate or even weaponise their audience. Misleading narratives, staged scenarios and undisclosed promotions can lead to confusion, distress or trigger public reactions far beyond the screen. In some cases, influence is used not just to gain attention, but to attack, deceive or deflect accountability. When content crosses into that territory, the damage is no longer digital, it becomes real. Understanding the line between content and conduct While storytelling is a vital part of digital creativity, creators must distinguish between entertainment and manipulation. When content mimics crisis, danger or trauma – without context or disclosure – audiences are drawn into a version of reality that may not exist. Accountability does not end online – law still applies Examples from around the world have shown that digital stunts – whether faking emergencies, impersonating officials or c r e a t i n g dangerous public scenes – can and do result in prosecution. In Malaysia, acts that mislead or alarm the public may fall under laws addressing public mischief, misuse of communication networks or false reporting. Integrity is real currency of influence, not controversy Content Forum is an industry forum registered under THE Communications and Multimedia Content Forum of Malaysia (Content Forum) has joined the Priority Flagger programme across both Google and YouTube to reinforce Malaysia’s efforts in creating a safer digital environment in the country. The Priority Flagger Programme was introduced as a way for participating local government agencies and non-governmental organisations to flag potentially harmful or problematic content on certain Google products and services. Due to their specialised industry knowledge across a variety of subject matters, these organisations have a higher degree of accuracy when flagging violative content. Operating under the purview of

o Online content can have tremendous real-world impact

Disinformation can result in

catastrophic real-world damage.

the Malaysian Communications and Multimedia Commission and designated by the Communications

Viewers must ask if content is informative or just aimed at provoking a reaction.

who understand the difference between attention and integrity. What the public can do Viewers are encouraged to engage critically with what they see online: 0 Pause before sharing: Ask yourself if the content is factual, exaggerated or harmful. 0 Question motives: Is this post informing or just provoking a reaction? 0 Do not reward dishonesty: Avoid boosting content that plays on fear or falsehood. 0 Report responsibly: Use platform tools to flag content that deceives or endangers.

“We believe it takes an entire ecosystem to create a safe digital environment. By working with organisations such as the Content Forum, we are adding a crucial layer of local expertise, which deepens our ability to respond to harmful content with relevance and precision,” said Google Malaysia country director Farhan S. Qureshi. “Being part of Google’s and YouTube’s Priority Flagger Programmes marks a meaningful advancement in how we support content safety in Malaysia. It allows us to move beyond dialogue into action, ensuring that harmful content is flagged and reviewed with the urgency it deserves,” said Content Forum CEO Mediha Mahmood. self-regulation of content over the electronic networked medium. The Content Forum consists of key players in the content industry, such as advertisers, advertising agencies, broadcasters, content creators/distributors, audiotext hosting service providers, advertising agencies, internet service providers and civic groups. As Malaysia’s self-regulatory body under the Communications and Multimedia Act, the Content Forum represents a broad spectrum of stakeholders – from platforms and broadcasters to advertisers, creatives and civil society. Members agree that the long-term health of the content ecosystem depends on creators

a n d Multimedia Act 1998 to

over see a n d promote

An informed audience is essential to

Creators must distinguish between entertainment and manipulation. – PICS FROM PEXELS 0 Expect better: Hold creators to higher standards – for creativity and credibility. Content Forum joins Google’s Priority Flagger Programme to strengthen online safety in Malaysia separating fact from fiction.

Google government

the Malaysian Communications and Multimedia Commission, the Content Forum serves as a self-regulatory industry body promoting responsible content practices across electronic networked media. As part of the Priority Flagger programme, Content Forum will extend its expertise to help identify potentially policy-violating content across YouTube and Google, taking into consideration local cultural contexts. As a participating organisation, they will gain access to a dedicated intake channel to inform Google of potential policy violations, which will be prioritised for review, as well as participate in discussions and feedback about Google and YouTube content policies.

affairs and public policy manager for Malaysia and Indonesia Arianne Santoso (left) and Mediha mark the onboarding of the Content Forum into Google and YouTube Priority Flagger Programmes.