PETALING JAYA: New guidelines proposed for influencers in Malaysia cover AI-generated content, child exploitation, misleading claims, fake engagement and financial promotions.
The Communications and Multimedia Content Forum of Malaysia (CMCF) has opened a 45-day nationwide public consultation on its proposed guidelines for influencers and brand collaboration.
The draft also covers health-related promotions, age-restricted products, digitally altered body images, livestream sales tactics, contests and giveaways, citizen journalism and news-like content, as well as cultural and religious sensitivities.
CMCF chief executive officer Mediha Mahmood said influencer marketing had grown beyond conventional advertising and clearer standards were needed to protect public trust.
“Influencer marketing has become too important to be governed by guesswork.
“At the same time, rules that look good on paper are not enough. These guidelines must work in the real world,” she said in a statement on Wednesday (Sept 2).
Under the proposed guidelines, AI and virtual influencers should not claim personal experiences they could not genuinely have. Material use of AI or digital alterations that affect how a product, result or human appearance is perceived should also be disclosed.
The draft includes safeguards for children who regularly appear in monetised content, including a ban on deliberately provoking fear, distress, embarrassment or humiliation to generate engagement.
It also states that commercial content should not exploit body-image insecurities or promote unhealthy body ideals.
The guidelines also remind “finfluencers” that investment-related promotions, including those involving digital assets and capital market products, may be subject to separate Securities Commission Malaysia requirements.
CMCF council member Andrew Lee, who is also CEO of the Association of Accredited Advertising Agents Malaysia (4As), said clearer standards would give creators, brands and agencies greater certainty.
The draft also seeks to curb fake followers, purchased comments and fabricated testimonials used to create a false impression of popularity or consumer satisfaction.
TikTok Malaysia head of public policy Firdaus Fadzil said practical guidance would help creators, brands and audiences build trust as the creator economy evolved.
The public consultation is open until Sept 30.
Members of the public, creators, brands, agencies, platforms and other interested parties can review the draft and submit feedback through CMCF’s website. CMCF will review the submissions before finalising the guidelines.
