Content Forum Calls For Stronger Child Protection In Digital Advertising & Influencer Marketing
"As children become increasingly involved in the digital economy, a bigger question emerges: who is profiting, and who is looking out for them?" it asked.
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The Communications and Multimedia Content Forum of Malaysia (CMCF) has called for better protection of children involved in online content creation and influencer marketing
CMCF CEO Mediha Mahmood recently represented Malaysia at the ASEAN ICT Forum on Child Online Protection in Manila, the Philippines, on 3 and 4 November, where she spoke about the issue.
According to a Facebook post by the Content Forum, Mediha shared Malaysia's efforts to improve child online protection through industry-led standards and co-regulation.
She spoke during an industry fireside chat and a session titled "Behind the Feed", which were attended by nearly 400 participants from across the region and beyond.
She highlighted how children can be exposed to commercial risks through family content, influencer marketing, and brand collaborations
"A family video featuring a child can earn advertising revenue. A trusted influencer can persuade young followers to buy a product. And a seemingly genuine brand deal could be a way for a stranger to approach a young creator.
"As children become increasingly involved in the digital economy, a bigger question emerges: who is profiting, and who is looking out for them?" the Content Forum said in its post.
Mediha also pointed out that children can be commercially exploited in different ways, including through the content they create and the money they generate.
"When the commercial incentives are this powerful, protecting children cannot be left to parents and children alone," she said.
CMCF proposed three minimum safeguards that ASEAN countries could consider adopting:
- Clear advertising disclosures: Make sure children can easily recognise paid promotions through disclosures that are visible, prominent, and written in language they understand.
- Protection from age-restricted products: Prevent children from being commercially targeted with age-restricted products, including through paid partnerships with content creators under 18.
- Safer brand collaborations: Encourage brands to approach young creators through official channels, while introducing platform safeguards to detect suspicious offers that could expose children to grooming or exploitation.
The discussions come as CMCF works on its Influencer and Brand Collaboration Guidelines and Gaming Sub-Code
The two proposed instruments were developed with input from industry stakeholders, content creators, and child advocacy groups. Both recently completed public consultations, which received contributions from local and international industry players, creators, members of the public, and child advocacy organisations, including UNICEF and ECPAT.
The initiatives cover several areas of child online protection, including children's privacy, transparent advertising, the protection of young content creators, age-appropriate gaming experiences, and safer online interactions.
The Content Forum said it was encouraging to see the interest in Malaysia's approach at the regional forum, adding that countries could learn from one another as they work towards creating safer digital spaces for children.
