Thailand’s influencer marketing boom sparks regulatory debates

The burgeoning influencer marketing trend is powering the local creator economy while simultaneously causing societal implications, thereby sparking debates over regulatory measures.

Thailand’s National Economic and Social Development Council (NESDC) and Nielsen’s data highlighted the meteoric rise of influencers, with over 13.5 million influencers in the ASEAN Economic Community, and more than two million influencers in Thailand alone. The scramble to produce engaging content has led to a focus on popularity over accuracy, leading to the spread of misinformation, illegal solicitation, and the promotion of harmful societal values.

The NESDC report also outlined the economic value generated by influencers. Globally, advertising and product reviews contributed to an economic value of about US$19 billion, with projections to skyrocket to…