Mediha Mahmood: When content manipulates sympathy or stages harm without any clear boundary, the fallout spreads fast. And once public trust is shaken, it’s not just content credibility at risk—it’s the entire ecosystem around it.
Malaysia’s advertising and creative industry leaders are sounding the call for influencers and content creators across platforms to take greater accountability for the content they publish.
In an age where view counts and shares have become the main currency of creators, the temptation to lean into attention-seeking stunts and misleading content in the pursuit of virality can be hard to resist.
However, the Communications and Multimedia Content Forum of Malaysia (Content Forum) warns of the detrimental, real-world effects that can come from irresponsibly made online content.
Misleading narratives, staged scenarios, and undisclosed promotions on social media have the potential to stir up confusion and distress among the public, having consequences that extend far beyond the phone screen.
Some creators may even misuse their large platforms, crafting content that can provoke, deceive, manipulate, or sometimes even weaponise their followers.
“In a heartbeat, digital content can go viral, and audiences often react emotionally and instinctively,” said Mediha Mahmood, chief executive officer of the Content Forum.
“Creators must understand the weight that carries.
“When content manipulates sympathy or stages harm without any clear boundary, the fallout spreads fast.
“And once public trust is shaken, it’s not just content credibility at risk – it’s the entire ecosystem around it,” she added.
The Content Forum is an industry forum registered under the Malaysian Communications and Multimedia Commission and designated by the Communications and Multimedia Act 1998 to promote self-regulation of content over the electronic networked medium.
Its members, representing stakeholders from platforms and broadcasters to advertisers and creatives, collectively agree that the future of the content landscape will be dependent on creators being able to draw the line between attention and integrity.
Content that showcases crisis, danger, or trauma without context or disclosure can trick audiences into believing a false reality, they added.
Esma Daniel, honorary secretary of the Digital Creative Content Creators Associationof Malaysia, stresses the importance of distinguishing between entertainment and manipulation.
“In professional storytelling, there’s a clear understanding between the creator and the audience.
“But on social media, when content is made to feel ‘real’ without any clear indication otherwise, that line disappears,” she said.
“The public can’t make informed decisions, and what’s framed as creativity can quickly become carelessness.”
The Content Forum also notes that misleading or malicious online content that causes public panic can result in legal consequences.
Acts that mislead or alarm the public may fall under laws in Malaysia involving public mischief, misuse of communication networks, or false reporting.
Around the world, instances of digital stunts, such as faking emergencies, impersonating officials, and creating dangerous public scenes, have led to prosecution.
“Content creators must understand that virality does not excuse legal liability, and the contents must not be offensive or illegal to start with,” says Datuk Brian Law, managing partner at LAW Partnership.
Claudian Navin Stanislaus, president of the Malaysian Advertisers Association and vice-chairman of the Content Forum, points out the need for an “industry-backed trust mark” for verifying trustworthy creators.
“Brands are watching.
“They want to work with creators who reflect credibility, not controversy – those who align with their values and uphold brand integrity,” he said.
“Maybe it’s also time for a code of conduct to ensure that trust truly means something to creators, brands, and most importantly, consumers.”
Rafiq Razali, managing director of Media Prima Group and chairman of the Content Forum, emphasises the duty of leaders in the media space to lead by example.
“We have to set the tone.
“The content we put out – especially when seen by millions – should reflect the kind of digital culture we want to build: one that’s responsible, respectful, and aware of its impact.”
Additionally, as consumers of content, the public can also play its part to mitigate harm by critically and responsibly engaging with what they view online.
The Content Forum encourages individual viewers to be discerning when it comes to content, remembering to pause before they share and to question whether posts are factual, exaggerated, harmful, informative, or intentionally crafted to provoke a reaction.
Audiences should also actively avoid rewarding dishonesty and refrain from boosting content that plays on fear or falsehood.
Content that is deceptive or endangering should be flagged and reported using tools provided by platforms.
Finally, the Content Forum urges viewers to hold the content creators they follow accountable, ensuring that they meet appropriate standards for both credibility and creativity.
