KUALA LUMPUR: The Communications and Multimedia Content Forum (CMCF) has improved on the Content Code which covers best practices related to electronic content, particularly with regard to advertising.

       CMCF in a statement said that the improvements addressed eight key issues namely children’s rights in advertising; the rights of Persons with Disabilities (PWDs) and ethical reporting of suicide cases.

       The other issues tackled are the misuse of religion in advertising; prohibition against online abuse and gender-based violence; addressing counterfeit content and its impact on society; ensuring influencers and ecommerce players refer to advertising guidelines and ensuring paid advertisements are clearly disclosed by influencers and news outlets.

       In the statement, CMCF executive director Mediha Mahmood said the revised code or ‘Content Code 2022’ had been produced through feedback from the public, which helped CMCF to identify some new issues that needed to be highlighted.

       “This includes the need to increase the accessibility of content for the disabled, curb misuse of religion in advertising and ensure that influencers adhere to the same standards as other advertisers,” she said.

       Meanwhile, CMCF chairman Kenny Ong said the updated Content Code was timely as all content creators benefited greatly from self-regulating their content based on the more comprehensive 2022 Content Code.

       “The eight key issues and focuses in the 2022 Content Code reflect the passage of time and technological development while emphasising the importance of upholding the rights, safety and welfare of various segments of society including women, children, consumers and the disabled,” he said.

       The Content Code established in 2004 is a set of guidelines outlining best practices and ethical standards for the creation and compilation of content provided by CMCF under the auspices of the Malaysian Communications and Multimedia Commission (MCMC).

       In the same statement, MCMC commended CMCF’s initiative in performing its role as an independent self-regulatory body and industry forum prescribed under the Communications and Multimedia Act 1998 (AKM98).

       “This is in line with MCMC's vision to create an industry that is competitive, efficient, and more inclined to adopt self-regulation to keep up with the changing times.

       “MCMC hopes there is a greater awareness of self-regulation through the Content Code as it is also used as a reference for the interpretation of offences under Section 211 and Section 233 of AKM98,” according to the commission.

       AKM98 refers to indecent, obscene, false, or threatening content and the Content Code provides a better understanding of the meaning of these elements.

       For example under the 2022 Content Code, irresponsible and unethical news sharing related to suicide cases will be considered ‘threatening’ as it raised the risk of further suicides.

       Content Code 2022 was officially registered and came into effect on June 9, and can be found here. – Bernama