When citizens resort to legal action against social media influencers for misinformation, dangerous stunts, or inappropriate behaviour, it is time to discuss curbing such behaviour online.
A recent trail of controversies shows that the unchecked rise of influencers monetising provocative or unsubstantiated content has become a genuine concern, as their influence can inflict real harm on people and industries.
The first case involves content creator Jaturong Papho, better known as Jack Papho. With millions of followers across Facebook and TikTok, Jack Papho met a ferocious backlash after posting a video of himself dancing shirtless on the roof of a car in front of a Lawson convenience store in Japan with Mount Fuji featured in the background.
This particular convenience store location has become infamous for incidents of tourism-related misconduct. At one point, local authorities temporarily installed a black screen at the location to block views of Mount Fuji and discourage those tourists who had upset locals with their bad behaviour, including jaywalking, littering, ignoring traffic, and climbing on roofs and traffic signs for better photo angles.
Jack Papho’s video, captioned “They may look down on me, but I don’t care”, spurred condemnations from both Thai and Japanese netizens. Comments ranged from cautioning the YouTuber to respect local customs to disparagement that this kind of behaviour has brought shame to Thailand.
The controversy escalated to the point that some social media users called on the Thai embassy in Tokyo to revoke Jack Papho’s passport. Even Foreign Minister Sihasak Phuangketkeow and Tourism and Sports Minister Atthakorn Sirilatthayakorn joined the fray, urging Thai travellers to respect the laws and cultural norms of the countries they visit.
The second scandal concerns misinformation. An online forum hosted by media personality Wuthithorn “Woody” Milintajinda featured panellists, including influencers, who suggested that Thai cow milk was inferior to foreign products.
The claim forced Thai dairy farmers, experts, and the Agriculture and Cooperatives Minister, Capt Thamanat Prompow, to defend local milk quality, reassuring consumers that Thai cow milk is safe, pure, and meets international nutritional standards. Woody eventually issued an apology, saying information provided on the show was incomplete and inaccurate.
Lastly, the young doctor and TikTok influencer Dr Mook has raised questions about professional ethics. Known for her videos gorging on cake, the creator was embroiled in controversy after releasing a clip criticising an attendant at a well-known clothing brand.
The spat prompted netizens to question whether her past “reviews” of goods and services were fair to proprietors. Also, is it appropriate for a medical doctor to promote a lifestyle of excessive consumption by regularly eating food like pure whipped cream and cakes?
One thing is clear. When content creators feel free to skirt laws, show outrageous behaviour, or spread falsehoods to get more eyeballs, their designation as “influencers” becomes a misnomer.
This is an issue in which all concerned parties, from regulatory authorities to brands and the online community, must do everything in their power to hold creators accountable so they follow the law, cultural sensitivity, and media ethics.