Setting the bar for content creators

PETALING JAYA: The rapidly growing influence of the content creator industry, now well beyond that of conventional marketing, necessitates clearer standards to ensure responsible practice, says the Communications and Multimedia Content Forum of Malaysia (CMCF).

In response to increasingly complex issues arising from influencer marketing, CMCF has opened a 45-day nationwide public consultation on its proposed guidelines for influencers and brand collaborations.

“Influencer marketing has become too important to be governed by guesswork,” said CMCF chief executive officer (CEO) Mediha Mahmood.

Developed over several months with input from creators, brands, agencies, advertisers, academics, civil society organisations, child-safety advocates and other industry specialists, the draft guidelines seek to set practical standards for the creator economy, which is increasingly shaping the opinions, decisions and actions of the Malaysian public.

The guidelines address key issues such as artificial intelligence (AI)-generated and virtual influencers, children and kid-fluencers, financial and health-related promotions, and livestream sales tactics.

Additionally, it also covers topics like paid collaborations disclosures, misleading and unsubstantiated claims, age-restricted products, digitally altered body images, fake followers and engagements, contests and giveaways, citizen journalism, and cultural and religious sensitivities.

“Rules that look good on paper are not enough,” Mediha said.

“These guidelines must work in the real world, where a creator may be trying to understand disclosure, a parent may be worried about what their child is seeing, and a consumer may be deciding whether to trust a recommendation. That is why public feedback is so important.”

According to CMCF, the guidelines emphasise that the duty does not lie with creators alone, as brands and agencies also shoulder the responsibility for how campaigns are briefed, approved and monitored.

Andrew Lee, CMCF council member and CEO of the Association of Accredited Advertising Agents Malaysia or 4As, noted that the guidelines bring a familiar advertising principle into a fast-evolving media environment.

“Some of today’s most powerful advertising does not look like advertising at all,” he said. “Creator-led marketing has become a serious part of the advertising economy, and clearer standards give creators, brands and agencies greater certainty about where the boundaries sit.

They also help protect the trust that makes this space valuable in the first place.”

The aim of creating these guidelines is to help creators and businesses make better judgement calls before content is published.

The proposals put forward that AI-generated influencers should not claim personal experiences they could never have, while digital alteration that changes a product, result or human appearance should be made clear.

Moroever, the proposals highlight that commercial content should not exploit physical insecurities or promote unhealthy body ideals.

Additionally, the draft introduces safeguards for children who appear regularly in monetised content, as well as prohibitions against provoking fear, distress, embarrassment or humiliation to gain views or engagements.

Meanwhile, financial influencers are warned that investment-related promotions, such as content involving digital assets or capital market products, could trigger separate requirements under Securities Commission rules.

The guidelines also flag deceptive amplification methods like fake followers, purchased comments and fabricated testimonials, which should not be employed to give a false impression of popularity or consumer satisfaction.

Firdaus Fadzil, Malaysia head of public policy at TikTok and a member of CMCF, commented that clear and practical guidance will support responsible growth in Malaysia’s creator economy.

“We welcome CMCF’s consultative and collaborative approach to developing practical guidance for creator-brand collaborations in Malaysia,” he said.

“Clearer expectations around transparency and responsible content practices help creators, brands and audiences continue to build trust locally as the creator economy evolves.

“It is important that guidance remains practical, accessible and grounded in the realities of how creators and brands work today, while upholding rights-respecting principles and safeguarding freedom of expression for all Malaysians.”

CMCF stated that the guidelines were developed with its self-regulatory mandate and are intended to work alongside the Malaysian Communications and Multimedia Content Code, as well as other applicable laws and regulatory requirements.

The public consultation will remain open until Sept 30, 2026, with members of the public, creators, brands, agencies, platforms and other interested parties welcomed to review the draft and provide feedback by visiting www.contentforum.my.

“Influence now carries real consequences, but responsibility should not come at the expense of creativity, personality or commercial opportunity,” Mediha said.

“The purpose of this consultation is to make sure we get that balance right.”

Those interested in a more detailed walkthrough of the proposed guidelines and consultation can also contact CMCF to arrange a dedicated town hall session.

After the consultation, CMCF will review and consolidate the submissions before finalising the guidelines.