KUALA LUMPUR: The Communications and Multimedia Content Forum of Malaysia (Content Forum) has called for greater accountability from influencers and content creators amid growing concern over attention-seeking stunts and misleading digital content.
It said that while many create content to entertain or inform, others may use their platforms to provoke, manipulate or even weaponise their audience.
“Through misleading narratives, staged scenarios and undisclosed promotions, content 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,” the forum said in a statement.
Content Forum chief executive officer Mediha Mahmood said creators must understand the weight of viral content, where audiences often react emotionally and instinctively.
“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 said.
Content Forum chairman and Media Prima Group managing director Rafiq Razali reminded creators to be responsible, respectful and accountable.
“As leaders in this space, 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,” he said.
Content Forum member and Law Partnership managing partner Datuk Brian Law said content creators must understand that virality does not excuse legal liability.
“When online content is false, misleading or malicious and causes public panic, there is a real risk that legal consequences may follow.
“Content creators must understand that virality does not excuse legal liability and the content must not be offensive or illegal to start with,” he said.
He added that examples from around the world have shown that digital stunts, whether faking emergencies, impersonating officials or creating 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,” he said.
Content Forum vice chairman and Malaysian Advertisers Association president Claudian Navin Stanislaus said it is timely for a code of conduct to be introduced to ensure that trust truly means something to creators, brands and, most importantly, consumers.
The Content Forum also encouraged viewers to engage critically with what they see online and to reflect before sharing content, question its motives and report responsibly.
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