Thai government urged to regulate booming influencer industry

With the explosive growth of social media and e-commerce, the role of influencers has never been more prominent. Recognising the immense economic potential, the National Economic and Social Development Council (NESDC) calls for the Thai government to implement regulations and provide support for this burgeoning career path.

In 2023, the ASEAN region boasted approximately 13.5 million influencers, according to Nielsen. Globally, influencer-driven advertising and other channels generated around US$19 billion (approximately 693.31 billion baht) in revenue. Projections suggest that by 2030, influencers could contribute a staggering US$140 billion to the global economy.

Thailand is at the forefront of this trend, with about 2 million influencers, second only to Indonesia in the ASEAN region. NESDC Secretary-General Danucha Pichayanan highlighted the rapid growth of this sector yesterday.

“The number of influencers in Thailand is growing as the occupation offers lucrative revenues and benefits. Consumers increasingly turn to social media for information from key opinion leaders.

“The government needs to issue regulatory and supporting laws for influencers, similar to other countries that take this issue seriously.”

The NESDC has proposed a registration system for Thai influencers and supportive policies that include skills training and career assistance. Regulations would also provide a safety net in the event of a crisis affecting influencers’ incomes or employment.

“Most importantly, these laws will help prevent influencers from spreading fake or unverified news that could cause public confusion.”

Countries like China, Norway, and the United Arab Emirates have already implemented stringent regulations. For instance, China restricts the display of excessive wealth online, while Norway requires influencers to disclose photo modifications to reduce unrealistic beauty standards. The UAE mandates influencer registration and permits to monitor advertising content and prevent illegal activities.

A recent NESDC study revealed that Thai influencers can earn between 800 and 700,000 baht per post, depending on their follower count. Influencing, streaming, and creating YouTube content is now among the top ten dream careers for Thai adolescents in 2024, outranking traditional professions such as law and aviation.

However, the rise of influencers is not without its pitfalls. The government’s Anti-Fake News Centre reported over 5,000 instances of fake news from more than 7,000 social media accounts, including prominent influencers last year, reported The Nation.

Additionally, some influencers were found promoting illegal activities like online gambling to their massive followers.

ORIGINAL STORY: NESDC proposes stricter regulations for social media influencers

The Office of the National Economic and Social Development Council (NESDC) in Thailand proposed tighter regulations for social media influencers, in an attempt to curb unethical or illegal content production.

NESDC Secretary-General, Danucha Pichayanan, suggested yesterday that the Media Standard, Ethics, and Freedom Protection Act be extended to cover online content creators.

Danucha stressed the urgency of a regulation that allows authorities to thoroughly scrutinise content destined for social media platforms, ensuring its accordance with the law. He also advocated for the redefinition of social media within the expanded law to enhance enforcement measures.

The call for regulation comes in response to the Thailand Social’s Outlook report on social media trends, which highlighted the growing influence of online content creators and influencers in promoting vices, such as online gambling.

According to a report by data analytics company, Nielsen, Thailand boasts two million influencers, making it the second-largest influencer population in Southeast Asia after Indonesia. The same report indicated that in 2022, influencers and content creators globally contributed an economic value of at least US$19 billion (approximately 68 billion baht), a figure projected to hit US$140.3 billion by 2030.

Influencers in Thailand can earn as much as 800,000 baht per social media post, depending on their reach and popularity. This lucrative prospect has intensified competition in content production and audience engagement. Consequently, some influencers have resorted to producing unethical or illegal content to garner attention and stimulate engagement, which directly translates into revenue.

Illicit content

Methods of increasing engagement span from spreading fake news to promoting online gambling. Pichayanan revealed that in the previous year, 7,394 accounts published 5,061 fake news stories. Furthermore, a study by the Centre for Gambling Studies at Chulalongkorn University found that 87.7% of the 740,000 new online gamblers were lured by online advertisements, reported Bangkok Post.

The NESDC Secretary-General also pointed out the potential social impact of other types of content. For example, content showcasing influencers flaunting their wealth has gained popularity among Thai netizens, despite contradicting social norms and values. Additionally, concerns have been raised over privacy invasion and copyright violations, particularly when influencers share their perspectives on news stories without proper citation or discretion with sensitive details.

Pichayanan recommended updating existing laws, such as the Computer Crime Act and the Consumer Protection Act, to keep pace with the rapidly evolving trends in content creation. He cited China, the United Kingdom, and Norway as examples of countries that have implemented regulations on social media content.