A shirtless dance video posted by a Thai YouTuber is sparking a debate across Southeast Asia about how to regulate the burgeoning “creator economy.” Jack Papho’s clip, filmed in Fujikawaguchiko, Japan, near Mount Fuji, quickly went viral adn drew sharp criticism for being disrespectful and possibly damaging to Thailand’s image.
The Tightrope Walk of Influencer Accountability
Southeast Asian nations are grappling with how to balance consumer protection and creative freedom in the age of digital influence.
- The creator economy in Southeast Asia is maturing, bringing increased scrutiny.
- Thailand’s economic council is considering regulatory models like China’s to manage digital influence.
- Indonesia offers a potential model through collaborative accountability with creators.
- Licensing creators is seen as a flawed approach, focusing on the creator rather than the content.
The incident with Papho isn’t isolated. As creators increasingly shape opinions on everything from health to finance, governments are wrestling with how to address misinformation and protect consumers. But how do you regulate an industry built on openness and experimentation without stifling creativity?
Thailand’s economic council is reportedly considering regulatory models similar to China’s,which emphasize strict licensing and content control. But many argue this approach is too heavy-handed and could stifle the region’s vibrant creator ecosystem.
indonesia offers a contrasting approach. Rather of focusing on creator licensing, the country has explored a model of self-regulation centered around ethical declarations. In late 2023, a group of Indonesian creators committed to a declaration of ethical conduct, assuring audiences that content met agreed-upon standards for claims, transparency, and safety.
Vanya Qinthara (Minyo), Co-Founder of the Creators Association of Southeast Asia (CASA), and a representative of the Indonesian beauty creator community IBV, was among those who signed the declaration. This wasn’t about restricting expression; it was about building trust. The declaration functioned as a “credibility signal,” giving audiences more confidence in the details they were receiving.
This model’s scalability lies in its focus on post-publication accountability. Regulators don’t need to vet scripts, but they can set clear expectations for claims and disclosures. Creators retain their voice, while audiences gain confidence. Indonesia’s experience demonstrates that self-regulation, supported by clear standards and enforcement, can improve quality without suppressing expression.
While calls for creator licensing often arise after controversies, such measures address the wrong problem. They focus on the creator’s identity, not the potential harm of the content. this can create barriers to entry, drive activity underground, and politicize creative expression. It also places a significant administrative burden on regulators with little evidence of improved outcomes.
A more constructive path involves professionalization rather than policing. High-risk categories-health and finance, for example-require higher standards and clearer accountability. Industry-led codes of conduct, supported by regional bodies like CASA, can establish those standards in a practical and scalable way. Enforcement should focus on demonstrable harm, avoiding prior restraint or content pre-approval. Ethical declarations and credibility signals can reward responsible creators and provide audiences with clearer signals of trust.
Southeast Asia has an chance to create a framework that protects consumers without equating regulation with censorship. The creator economy is now integral to the region’s communications ecosystem. The key question is whether regulation will aim to control it or help it mature responsibly. Choosing proportionality, accountability, and collaboration isn’t a compromise-it’s progress.
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