The Communications and Multimedia Content Forum of Malaysia (CMCF) has introduced a set of proposed guidelines aimed at regulating influencer marketing practices in the country. The draft rules, which cover a range of issues including AI-generated content, child exploitation, misleading claims, fake engagement, and financial promotions, are now open for a 45-day public consultation period running through September 30.

The guidelines address the growing influence of social media creators and brand collaborations, reflecting efforts to establish clearer standards amid rapid digital marketing expansion. Mediha Mahmood, CMCF’s chief executive officer, emphasized the importance of practical rules that protect public trust and operate effectively in real-world scenarios.

Among the key provisions, the draft stipulates that AI and virtual influencers should not present personal experiences they could not genuinely have. It also mandates disclosure when digital alterations significantly affect perceptions of products, results, or human appearances. This includes digitally enhanced body images, with the guidelines cautioning against content that exploits body-image insecurities or promotes unhealthy body ideals.

Specific protections are proposed for children appearing regularly in monetized content, including a prohibition on deliberately inducing fear, distress, embarrassment, or humiliation to increase engagement. Livestream sales methods, contests, giveaways, citizen journalism, and news-like content are also addressed, alongside sensitivity toward cultural and religious matters.

The draft guidelines highlight that "finfluencers," or financial influencers, must comply with separate regulations from the Securities Commission Malaysia when promoting investment products such as digital assets and capital market instruments. Additionally, the CMCF is seeking to combat fake followers, purchased comments, and fabricated testimonials that create deceptive impressions of popularity or consumer satisfaction.

Firdaus Fadzil, head of public policy at TikTok Malaysia, welcomed the initiative, noting that clear and practical guidance would help creators, brands, and consumers navigate the evolving creator economy while building greater trust.

Stakeholders including content creators, brands, agencies, and platforms are encouraged to review the draft and submit their feedback via the CMCF website during the consultation period. The final guidelines aim to foster a more transparent and responsible influencer marketing landscape in Malaysia.