NESDC proposes stricter regulations for social media influencers

In the digital age, the influence of social media has grown exponentially, shaping trends, opinions, and consumer behavior. With this rise in influence, however, comes a pressing need for regulations to ensure ethical and legal standards are upheld. The Office of the National Economic and Social Development Council (NESDC) in Thailand has proposed tighter regulations for social media influencers, aiming to curb the production of unethical or illegal content. Let’s delve into the details of this proposal and its implications for the burgeoning influencer industry in Thailand.

NESDC’s Proposal

NESDC Secretary-General, Danucha Pichayanan, has called for an extension of the Media Standard, Ethics, and Freedom Protection Act to cover online content creators, including social media influencers. This proposal aims to provide authorities with the necessary tools to scrutinize content intended for social media platforms, ensuring compliance with legal and ethical standards. Additionally, Danucha advocates for redefining social media within the expanded law to enhance enforcement measures.

Rationale Behind the Proposal

The call for tighter regulations stems from concerns raised by the Thailand Social’s Outlook report on social media trends. The report highlighted the increasing influence of online content creators and influencers in promoting vices, such as online gambling, and the potential social impact of other types of content, including flaunting wealth and privacy invasion.

Thailand boasts a significant influencer population, with approximately two million influencers, making it the second-largest in Southeast Asia after Indonesia. The economic value contributed by influencers globally is substantial, reaching at least US$19 billion in 2022 and projected to hit US$140.3 billion by 2030. With influencers earning up to 800,000 baht per social media post, competition in content production has intensified, leading some influencers to resort to unethical or illegal means to gain attention and engagement.

Unethical Content Production

Methods of increasing engagement range from spreading fake news to promoting online gambling. In the previous year alone, 7,394 accounts published 5,061 fake news stories in Thailand. Moreover, a study found that a significant percentage of new online gamblers were lured by online advertisements. Concerns have also been raised regarding content that flaunts wealth, invades privacy, or violates copyright laws.

Danucha emphasized the need to update existing laws, such as the Computer Crime Act and the Consumer Protection Act, to keep pace with evolving trends in content creation. He cited examples of countries like China, the United Kingdom, and Norway, which have implemented regulations on social media content to address similar issues.

The proposed regulations will have significant implications for influencers and content creators in Thailand. They will be required to adhere to stricter standards of content creation, ensuring that their posts are legal, ethical, and socially responsible. Failure to comply with these regulations could result in legal repercussions and damage to their reputation and credibility.

The NESDC’s proposal for tighter regulations on social media influencers reflects a growing recognition of the need to address unethical content production in the digital space. By extending existing laws and implementing stricter enforcement measures, Thailand aims to promote transparency, accountability, and ethical standards in the influencer industry. As the digital landscape continues to evolve, it is imperative to strike a balance between freedom of expression and the protection of public interests. Through collaborative efforts between authorities, influencers, and stakeholders, Thailand can create a safer and more responsible online environment for all.