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NAME : NUR SYAFIRA NATASYA BINTI RAMLI

STUDENT ID : 2025382459

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Name: Sa’idah Solehah Binti Mohammad

Student ID: 2025166621

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NAME: Nurin Qistina Binti Mohd Ezani

Student Id: 2025169333

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PANEL 2: Consumer Affairs Officer at KPDN 

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PANEL 2: Consumer Affairs Officer at KPDN 

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NAME: SITI RABIATUL ADAWIYAH BINTI ZAKARIA

NO STUDENT: 2025110035

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Name : Aina Afiqah Binti Abdullah

Matrics Number : 2025148855

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SEGMENT 2: Influence should not be solely blamed

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SEGMENT 2: Influence should not be solely blamed

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Thank you, moderator Syafira. Honestly, in my opinion influencer shouldn’t be fully blamed for harmful or controversial ads. Particularly, a problem concerning double meaning content in advertising.

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Both influencers and brands are legally & ethically responsible.

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Both influencers and brands are legally & ethically responsible.

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Thank you. I’ll be speaking from a legal and ethical standpoint.

Under Malaysian law, promoting false or misleading advertising is illegal.

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As someone who speaks from the voice of the people, I believe it is unfair to put all the blame on influencers alone. Even though they are the ones in front of the camera, they are not the only ones involved in creating and posting content. Behind every campaign, there is a full team that includes the brand, marketing staff, content creators, and decision makers. So when something goes wrong, like in Neelofa’s case, it is not just her fault. It also reflects the brand’s failure to monitor and approve what gets posted

Many of us, as the public, are questioning why brands stay silent when things get out of hand. It feels like influencers are left alone to deal with the consequences while companies hide behind their name. This makes people feel like brands are only interested in profits, not in taking responsibility for their decisions

From the public’s point of view, we want brands to play a more active role. There should be clear guidelines on what kind of content can be shared, especially for sensitive products. The approval process should be stricter. If something feels inappropriate, it should never reach the public. We have also seen how international companies give proper training and set rules for influencers before they post anything. Local brands can follow the same steps

We also think social media platforms should help create a safer space. Paid content should be labelled clearly, and sensitive posts should go through proper review. This can protect both the audience and the influencer

We are not saying influencers are innocent. But we are saying they should not be the only ones blamed. Everyone involved must be responsible. That is what the public expects. If we want influencer marketing to improve, the system must change too

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Illegal to promote misleading content.

The Consumer Protection Act 1999 (CPA) – Section 10 prohibits false representation in marketing.

Influencers who promote unproven health products, fake giveaways, or misleading claims may be liable.

Brands are also responsible under the Communication and Multimedia Act 1998 if they publish deceptive info online.

In Malaysia, cosmetic products fall under the Control of Drugs and Cosmetics Regulations 1984. (https://www.nst.com.my/opinion/letters/2025/02/1173421/be-cautious-about-cosmetic-promotions-online-influencers)

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Ethics matter.

Influencers are role models, especially for young people. Promoting harmful products (e.g., diet pills, gambling, skin whitening creams) can affect mental health, self-esteem, or even health.

Ethical communication involves transparency, honesty, and integrity.

The Public Relations and Communications Association (PRCA) recommends that influencers clearly disclose affiliations, avoid misleading claims, and consider the public good.

“Content creators should have a sense of responsibility and accountability over their content. The ‘do unto others as you would have them do unto you’ mindset applies, as well as a sense of community spirit,” says Rachel Gong, senior researcher at Khazanah Research Institute (KRI).

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Stricter enforcement in Malaysia.

Despite existing laws, enforcement is still weak. Many influencers still post sponsored content without disclosure, especially on TikTok and Instagram.

There is no clear penalty structure or consistent monitoring.

Creators and regulators take a more proactive role in preventing potential misinformation. (https://theedgemalaysia.com/node/689703)

Malaysia’s Content Code 2022 (by MCMC & CMCF) encourages ethical digital content, but enforcement is voluntary and not always followed.

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Influencers are not alone in the blame brands, agencies, and even platforms must be accountable.

But influencers carry the face of the message legally and ethically, they must be more careful.

Malaysia needs firmer laws, public awareness, and ethical education for digital creators.

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Good morning and welcome to our ELC501 forum discussion. Thank you to everyone who is here today. The topic we’ll be discussing is “Should We Blame Influencers for Harmful Ads?”

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Thank you, moderator.

I’m representing the Ministry of Domestic Trade and Cost of Living (KPDN), which stands for consumer protection.

I want to say that I strongly believe influencers are to blame for harmful ads. Influencers have a lot of power over what people buy, especially young people like us. We trust them a lot, sometimes even more than our own friends. Because of this, I think influencers really need to be careful about what they promote. If they make people buy something bad or dangerous, it’s their fault. So, I’m here to explain why influencers should be held responsible for these harmful ads

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Influencers have a big impact on what people buy, especially young people.

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Influencers have a big impact on what people buy, especially young people.

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Studies show that 49% of consumers in Southeast Asia, including Malaysia, rely on influencer recommendations when making purchases.

Influencers can directly affect their followers’ buying decisions.

If influencers promote harmful or fake products and people get hurt, the influencer is responsible.

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How Social Influencers Shape Trends in Malaysia | MYSense Meta Description: Discover how social influencers in Malaysia shape trends and drive consumer behaviour. Learn to leverage influencer marketing for brand success!

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Discover how social influencers in Malaysia shape trends and drive consumer behaviour. Learn to leverage influencer marketing for brand success!

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Influencers are not always honest about ads.

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Influencers are not always honest about ads.

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Many influencers don’t disclose when they are paid or receive free products to promote something.

This lack of transparency tricks people into thinking the influencer genuinely loves the product.

The Malaysian Communications and Multimedia Commission (MCMC) requires influencers to disclose sponsored content, but many still do not.

Hiding sponsorships leads to misleading ads and loss of consumer trust.

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Influencer Marketing Boom: Ethics, Trust and Authenticity in Malaysia

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Social media celebrities who have amassed enormous followings have evolved into highly effective marketing tools for companies.

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·  In this modern era, influencers hold significant influence. According to Wielki (2020), influencers are powerful human brands that positively impact the performance of companies associated with them.

· They are not just to entertain, but to sell, shape opinions, and build trust.

· But what happens when an ad they promote becomes harmful, offensive, or misleading?

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· Just recently, Malaysia’s well-known celebrity Neelofa was involved in controversy.

· She promoted a product with a double meanings advertisement that some netizens called inappropriate and insensitive.

· While some say it was creative marketing, others say it crossed the line.

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Segment 1: Introduction

Introduce the forum topic clearly.

Present the panelists with brief introductions.

Highlight one key issue related to the topic to set the context.

Segment 2: Opinions

Each panelist shares their viewpoint on whether influencers should be held responsible for harmful advertisements.

Provide reasoning and examples to support their opinions.

Segment 3: Counterarguments and Debate

Engage in a respectful debate where panelists challenge opposing views.

Discuss the complexities and nuances of influencer responsibility in advertising.

Address potential legal, ethical, and social implications.

Segment 4: Suggestions and Prevention

Propose practical measures to prevent harmful ads in influencer marketing.

Discuss the role of influencers, advertisers, regulators, and consumers in ensuring ethical promotions.

Suggest guidelines, education, or regulations that could minimize risks.

Segment 5: Conclusion

Moderator summarizes the key points discussed.

Highlight a consensus or a unifying statement agreed upon by all panelists.

End with a closing remark that encourages ongoing reflection or action.

1. MODERATOR – Opening (2 mins)

2. PANELIST 1 – Not Fully to Blame (Pro-Influencer)

🔁 [Pass to Panelist 2]

3. PANELIST 2 – Should Be Blamed (Anti-Influencer)

🔁 [Pass back to Panelist 1 for short counter]

🔁 PANELIST 1 – Rebuttal (Quick Response)

🔁 [Moderator steps in briefly]

🔁 MODERATOR – Transition

4. PANELIST 3 – Shared Responsibility

🔁 [Panelist 2 responds briefly to challenge this idea]

🔁 PANELIST 2 – Challenge to Panelist 3

🔁 [Panelist 4 joins with a new perspective]

5. PANELIST 4 – Audience View (Consumer Responsibility)

🔁 [Panelist 1 supports this point]

🔁 PANELIST 1 – Agrees with Panelist 4

🔁 [Moderator shifts to final angle legal/ethical]

6. PANELIST 5 – Legal & Ethical View

🔁 [Panelist 3 supports idea of regulation]

🔁 PANELIST 3 – Final Support

✅ 7. MODERATOR – Summary & Closing (2–3 mins)

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SEGMENT 2: Pros and Cons of Controversial Marketing

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SEGMENT 2: Pros and Cons of Controversial Marketing

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Controversial ads can stand out the brand image.

Controversial ads can engage more viewers

However, controversial ads can damage the brand images

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SEGMENT 2: Influencers are not the only one to blame

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SEGMENT 2: Influencers are not the only one to blame

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The issue raised concerns about influencer responsibility and public expectations.

It reflects a “shock value” marketing tactic, using bold visuals for engagement.

Influencers have strong influence but aren't the only ones behind harmful ads.

Ad content is often shaped by brands, agencies, and algorithms, not just the influencer.

In Malaysia, many influencers have limited control over visuals or captions.

Edelman (2022): 57% of Gen Z & Millennials trust influencers as much as traditional media.

Blaming influencers alone ignores the bigger issue it’s a systemic problem.

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Edelmen (2022) 57% of gen Z & Millennials trust influencers as much as traditional media

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Edelmen (2022) 57% of gen Z & Millennials trust influencers as much as traditional media

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Shows the significant influence influencers hold over young audiences

Trust gives influencers strong persuasive power

Any mistake or poor content choice can trigger public backlash

High trust comes with high responsibility in content delivery

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Harmful content can be serious, especially in health or culture.

Influencers often follow brand briefs & deadlines, not full creative control.

Algorithms reward high engagement, even if unethical.

In Malaysia, some influencers revealed clients edited captions & rushed approvals.

Influencers still have a role, they must know when to say no.

Brands shouldn’t push creators into compromising content.

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Harmful ads happen due to system failure, not just one person’s fault.

1. Stricter guidelines: Stop brands from pushing misleading or sensitive content.

2. Transparency: Require clear disclosures & proper content review before publishing.

3. Platform role: Algorithms pressure creators; platforms must improve moderation (Hödl & Myrach, 2023).

Shared responsibility between influencers, brands & platforms is key.

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Hödl & Myrach (2023) Algorithms pressure creators to chase engagement

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Hödl & Myrach (2023) Algorithms pressure creators to chase engagement

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Leads to ethical compromises in content

Platforms like TikTok & Instagram play a role in shaping influencer behavior

Need for better moderation tools & algorithm policies

Platform responsibility is crucial in reducing harmful ads

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Name: Nurul Syafika binti Mohd Zairi

Matrics Number: 2025147071

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As a digital marketing expert, I believe this discussion shows that harmful advertising is rarely the fault of influencers alone. Campaigns are shaped by brands, agencies, and algorithms that often prioritise engagement over ethics. To move forward, we must build a more accountable ecosystem where responsibility is shared and trust is protected.

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Edelman. (2022). Brands in a feed first world. 2022 Edelman Trust Barometer: Brand Trust. https://www.edelman.com/sites/g/files/aatuss191/files/2022-08/2022%20Edelman%20Trust%20Barometer%20SUPPLEMENT%20to%20The%20New%20Cascade%20of%20Influence%20FINAL.pdf

Hödl, T., & Myrach, T. (2023). Content creators between platform control and user autonomy. Business & Information Systems Engineering, 65(5), 497–519. https://doi.org/10.1007/s12599-023-00808-9

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Influencers promote unrealistic beauty standards and make people feel bad about themselves.

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Influencers promote unrealistic beauty standards and make people feel bad about themselves.

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Many use filters and edit photos to look perfect, which makes followers feel insecure.

Research shows that constant exposure to these images causes people to compare themselves and feel worse about their own looks.

Influencers are responsible because they choose to post edited, unrealistic photos without disclosure.

This leads to low self-esteem and body image issues, especially among young Malaysians

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The public may see our posts as personal endorsements, but the truth is, we’re just delivering the message exactly how the brand ask for.

Not all influencer have a powerful when it comes to what they endorsing.

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Influencers choose what they want to promote.

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Influencers choose what they want to promote.

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No one forces influencers to promote harmful or illegal products—they have the power to say no.

If they accept promotions for money, they are responsible for any harm caused.

In Malaysia, an influencer promoted online gambling sites for high payment, even though it’s illegal. She and others were caught by police after public complaints.

Influencers make their own choices and are fully responsible for the consequences if they promote risky or illegal products.

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Over the years, general surgeon Ahmad Tarmizi Mohammad has had his fair share of patients who fell for the far-fetched claims of some health product sellers, especially patients with multiple or serious medical conditions.

"You drink this and you're cured of diabetes, hypertension, gout, cholesterol or even heart disease. And the most ridiculous is of course cancer," he cited.

I've been treating cancer patients ... Most of the time when they're diagnosed, they're looking for a cure, in whatever stage they are.

But claims aside, the safety of these products has been called into question. Tarmizi said some so-called energy boosters contain steroids, which "can cause a lot of problems" if ingested in large amounts.

"The worst-case scenario is it can cause (stomach) ulcers ... (and) bleeding that can cause death," he added.

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In Malaysia, online marketing tactics drive a health products boom - with side effects

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The market for health and beauty products in the country is soaring. But there have also been concerns about bogus and misleading claims, so how safe and effective are these supplements? The programme Undercover Asia investigates.

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Many influencer in Malaysia fail to disclosure their "material connection"

As influencers, we have a responsibility to make sure the products we promote are safe and trustworthy.

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Let’s begin with our segment, I will starts with miss nurin. Okey, miss nurin. As an influencer yourself, do you believe that influencers should be fully blamed for the harmful ads they promote? Or do you think it’s unfair to put all the responsibility on their shoulder?

Thank you, miss nurin. Miss Rabiatul, from your experience dealing with consumer complaints, what is your take on this issue?

Thank you for that insightful view, miss rabiatul. Now, let’s move on to Miss syafika. As someone who works closely with both brands and influencers, what’s your opinion? Should influencers be blamed, or is it the brand’s responsibility to ensure the ad is safe and honest?

Thank you, miss syafika. Dr. Solehah, from a legal and ethical standpoint, where do you think the line should be drawn?

Thank you dr solehah for your point of view. Now, let’s hear from the voice of the people, miss aina. Ainaa, as someone who follows content online and is influenced by social media, what do you think about this topic?

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From the discussion, we can see that there are many sides to this issue. Some believe that influencers should take more responsibility and some think that brands and audience should play a role. Now let’s move into the next part of our discussion — focusing on the opposing views.

Dr solehah, as the media law expert, do you still believe influencers should be mainly responsible, after hearing what’s been said

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Since we all have come to an agreement that influence is not fully to be blamed. Now, let’s move on to the next part , suggestions. In this segment, we would like each panelist to give one or two simple suggestions or solutions to this issue. What can influencers do to avoid harmful ads? What should the government or the public do to help prevent this problem?

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this issue needs teamwork. Influencers should be more responsible, brands must be honest, and consumers should be more careful.

we can make online advertisements more safe and trustworthy.

Influencers must be held accountable because of their strong influence over the public. But, the brands, advertisers, and even consumers share the same responsibility.

this is not a one-sided issue. Everyone plays a part. influencers, brands, the government, and even us as consumers. In the end, the goal is to make online spaces more honest, ethical, and safe for everyone.

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What we value most is trust. We don’t follow influencers just because they’re famous. We believe in them and in the image they represent.

When influencers promote something that feels fake, disrespectful, or done just for money, that trust disappears.

Neelofa’s recent product post is a clear example. Many people felt it was inappropriate, especially considering her strong Muslimah identity. Public reactions included feelings of shock, embarrassment, and betrayal. Comments like “jijik” and “I didn’t expect this from her” were everywhere. Some chose to unfollow her not because of the product, but because the message she sent crossed a line.

This is not a one-time issue. Globally, we’ve seen cases like Kim Kardashian being fined for promoting cryptocurrency without disclosing it was a paid advertisement. In Malaysia, several influencers have lost public support after promoting low-quality or sensitive products.

People today are more aware. We don’t just follow blindly. We observe, we question, and we respond when something feels off.

As consumers, we are tired of being treated like numbers. We want influencers to mean what they say and live the image they promote. If you stand for religion, modesty, or honesty, then show it in all aspects of your content.

Because once public trust is broken, it’s not easy to earn back.

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Why Kim Kardashian was charged by the SEC, and how other celebrities might avoid crypto trouble

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Kardashian paid over $1.2 million to the SEC after she promoted a cryptocurrency token called EthereumMax.