24-5-2024 (BANGKOK) As the influencer industry continues to soar, driven by the ever-increasing popularity of social media and e-commerce, the National Economic and Social Development Council (NESDC) of Thailand has urged the government to establish regulations and provide necessary support for those pursuing this emerging profession with high economic potential.
According to statistics from Nielsen, the ASEAN region had some 13.5 million influencers in 2023, while global revenue generated by influencers through advertising and other channels amounted to approximately $19 billion. It is estimated that influencers’ contributions to the global economy will surge to $140 billion by 2030, a more than sevenfold increase.
In Thailand, the number of influencers stands at about 2 million, the second-highest in ASEAN after Indonesia, stated Danucha Pichayanan, NESDC’s secretary-general, on Wednesday.
“The number of influencers in Thailand is growing, as the occupation offers lucrative revenues and benefits, while more consumers tend to use social media in finding information from key opinion leaders,” he said. “The government needs to issue regulatory and supporting laws for influencers, like other countries that take this issue seriously.”
The NESDC suggested the government establish a registration system for Thai influencers and introduce supportive policies for those in this occupation, including providing skills training and other career-related assistance.
Having specific regulations and laws for influencers will also help mitigate the impact in case of a crisis that affects influencers’ revenues or employment on a large scale, Danucha pointed out.
“Most importantly, the laws will help prevent influencers from spreading fake or unverified news that could cause public confusion,” he added.
Danucha highlighted that several countries already have laws and regulations in place for influencers, such as China, which prohibits the flaunting of wealth and excessively expensive lifestyles via online media to prevent imitation among viewers.
Norway, meanwhile, mandates that social media influencers cannot post modified photos without declaring what they have done, aiming to reduce the pressure of beauty standards among young people. The United Kingdom is also considering passing a similar law.
The United Arab Emirates requires influencers to register and obtain a permit from the National Media Council, which monitors advertising content and illegal activities online.
According to the NESDC’s study titled “Influencer: When everyone can be media,” influencers in Thailand earn anything between 800-700,000 baht per post, depending on the number of their followers.
The study also found that influencers, streamers, and YouTubers ranked among the top 10 dream careers of Thai adolescents in 2024, surpassing professions like lawyers, pilots, and government officials.
Meanwhile, the government’s Anti-Fake News Centre reported that in 2023, 5,061 topics of fake news were posted by over 7,000 social media accounts, including those belonging to famous influencers.
Some Thai influencers were found to have advertised illegal websites, such as online gambling, to their millions of followers, the centre added.
