KUALA LUMPUR: Southeast Asian countries should adopt common minimum safeguards to protect children from commercial risks in the digital economy.
Communications and Multimedia Content Forum of Malaysia (CMCF) chief executive officer Mediha Mahmood said the proposed safeguards include clearer advertising disclosures and preventing creators under 18 from being paid to promote age-restricted products.
CMCF put forward the proposals at the Asean ICT Forum on Child Online Protection in Manila, the Philippines, on Nov 3 and 4.
Mediha said children’s growing involvement in the digital economy had exposed them to commercial risks that were often overlooked.
“Follow the money and you begin to see the risks differently. Money can be made from children, through children, and even used to gain access to them.
“When the commercial incentives are this powerful, protecting children cannot be left to parents and children alone,” she said.
Mediha spoke during an industry fireside chat and a panel discussion titled “Behind the Feed”, which examined child safety in digital advertising and the influencer ecosystem.
CMCF identified three areas for regional cooperation: clearer advertising disclosures that children can understand; safeguards against commercial targeting involving age-restricted products; and safer brand collaborations through official channels, supported by platform measures to prevent grooming and exploitation.
Mediha also highlighted Malaysia’s efforts to address these risks through the recently registered fourth edition of the Content Code, as well as the Content Forum’s proposed Influencer and Brand Collaboration Guidelines and Gaming Sub-Code.
These initiatives cover children’s privacy, advertising transparency, protection for young creators, age-appropriate gaming and safer online interactions.
Both proposed instruments have completed public consultations, which drew feedback from local and international industry players, creators, the public and child advocacy organisations, including the United Nations Children’s Fund and ECPAT, a global network of civil society organisations.
Mediha said the discussions also generated interest in Malaysia’s co-regulatory approach, under which industry players help develop practical standards with regulatory oversight.
She said the Asean Regional Plan of Action and the Asean Industry Working Group could provide avenues to advance the proposals, while taking into account differences in national laws and regulatory approaches.
“The feed doesn’t recognise national borders.
“The money certainly doesn’t.
“A child should not have less protection simply because the brand, creator or platform they are dealing with is based in another country.
“Asean has an opportunity to agree on common safeguards that can reach children wherever these commercial interactions take place,” she said.