Consider This: Ethical Reporting & Sharing of Suicide-Related Content

Name: Consider This: Ethical Reporting & Sharing of Suicide-Related Content
Uploaded: 2025-06-05T12:00:00+00:00
Duration: 26 min 19 s
Channel: AWANI

00:00Hello and good evening. I'm Melissa Idris. Welcome to Consider This. This is the show

00:15where we want you to consider and then reconsider what you know of the news of the day. New ethical

00:20guidelines on suicide-related content, on reporting and sharing suicide-related content

00:26were released, were launched recently, spearheaded by the Communications and Multimedia Content

00:32Forum of Malaysia. The guidelines aim to curb harmful reporting, reduce contagion and promote

00:39responsible coverage across media and social platforms. Now this comes amid growing concerns

00:46about how suicide is portrayed and shared in the digital age. So today we want to ask the question,

00:53can voluntary guidelines keep pace with virality and emotional harm online? So joining me on the

01:00show today is Mediha Mahmood, who's the CEO of the Communications and Multimedia Content Forum.

01:07Content Forum is an industry forum registered under the Malaysian Communications and Multimedia

01:12Commission. Mediha, welcome back to the show. It's good of you to join us and good to have you back

01:17on the show today. Thank you. Very happy to be back. So you brought a copy of the content guidelines.

01:22Talk to me about what prompted the need for these guidelines. And I was just wondering,

01:30when you spearheaded this process or started the process, what specific harms were you trying

01:37to address? What gaps? Let me just take you a little bit back into 2022 when I think I met

01:43you as well. We were talking about the content code revamp. And that was smack in the middle

01:47of the pandemic when we were developing that. And during the pandemic, unfortunately, there

01:51were a lot of cases of mental health challenges. There was a lot of suicide cases. And people

01:57were talking about how suicide was being related and how it's actually harmful. So we added that

02:04to the content code. We said, you know, there should be ethical reporting of suicide. But after

02:09that, we realized that yes, people know it's harmful, but they don't know what's harmful,

02:13what can they do, what can't they do, right? So when we had conversations with journalists as well,

02:18they said, we want to do good. We want to prevent harm, but we're not quite sure what we can and

02:21cannot put in. So we decided to do guidelines on ethical reporting of suicide. We sat down with a

02:27bunch of, with a working group. So there were mental health practitioners, there were broadcasters,

02:32content creators, mental health advocates. And during that process, we realized that we can't just

02:37focus on the journalists and editors because they're not, the media is not the only one talking about

02:41suicide. Because like you rightfully pointed out, we've got social media, we've got people

02:46on the internet becoming mobile journalists, or content creators, TikTokers, and they're talking

02:52about suicide too. And they're doing it in a harmful way. So the guidelines were then expanded

02:57beyond ethical reporting to ethical reporting and sharing of suicide related content. So it took us

03:03a little bit more time to develop that. But we did. And I think it's really important because

03:09hopefully it will reach every single content creator, including us, who are content creators

03:15when we comment on post as well. Now, I love that it was also about sharing, so not just reporting,

03:21and a recognition of the fact that influencers and content creators influence the media diet

03:28of millions of people online. We'll come to that. I do want to start specifically with newsrooms

03:36and traditional media, if I may. When you think about, when you said that, you know, they weren't sure,

03:44media professionals weren't quite sure what was harmful, what was not. How did you explain or make

03:51those clear definitions or those clear parameters?

03:55Okay. And I really appreciate those questions from them because it showed us that, you know,

03:59they really want to do good. It's just they didn't know how. And I, as usual, as whenever we work in the

04:04content forum, we realize that people don't like censorship. I don't like censorship either.

04:09But, you know, if you tell them why such content is being discouraged, for example,

04:14The rationale behind it, they're much more invested in complying. So for suicide content,

04:19instead of, you know, we're not saying you need to censor your stories, these stories need to be told.

04:23But we explain the evidence behind it. There is a principle under the medical community globally

04:31has seen this. It's called the weather effect. So the weather effect is, some people call it

04:35copycat suicide. But it's usually when, if there's one report with a little bit of detail,

04:40maybe where and how, in the near future, in fact, in the near, in the next few days,

04:46you'll see similar suicide cases. Because it, I can give you an example that might be relatable,

04:54when Robin Williams, the actor died, right? So there was so much content about his suicide.

05:00They mentioned how he died and why he died. And within the next few months, people of the same

05:06demography as Robin Williams also died by suicide in the same way. So that is one of many examples of

05:13how the weather effect works. So when we go out to journalists, we tell them this is how you guys can

05:17actually save lives by making sure your reports do not trigger any harmful behaviour. And when they,

05:23when we had the launch, when we had the discussions with the journalists, they're all those who didn't

05:27know and they finally knew and they're like, oh, we had no idea that this was actually something

05:32that is life saving. So I think that's how we approach these discussions with everybody from

05:38media to everyone else, that we all have a role. We can play superhero here. We can actually save lives.

05:42No, I, I think I completely agree with you. I think that there are, um, until it's pointed

05:48out to us, we don't actually think or make conscious decisions about how we speak about

05:53it, how we report, um, about it. Um, can you maybe share a bit? So, so it's not just, uh,

06:00limited to media professionals or us here in the newsroom, but for every, all media consumers,

06:06for them and us all to be aware what to look out for, maybe you can talk a little bit about some

06:12of the key principles in your guidelines. You mentioned not too much explicit detail. And what

06:18other examples can you give us? So I think the three, the three main principles is number one,

06:23do no harm. That's the first thing. And I think I've spoken about that. Number two is to preserve

06:27dignity as well. So there's a portion in the suicide content guidelines where it gives you guidelines

06:33on how to interview families who are involved with someone in their family had died by suicide.

06:40So there's also what, what, you know, guidelines on how to approach that. And the third principle

06:44is to offer help because any discussion about suicide, even the one that we're having here,

06:50the narrative is always, the objective is always to make sure that we guard lives and no one else

06:55dies by suicide. So the objective, if we put it there, whether you're a filmmaker, which is also part

07:00of the guidelines, filmmakers, when they're writing their script, or the directors are

07:04looking at how to create a scene about suicide, they can be guided by this as well. The key

07:09is to make sure that we can prevent suicide. And, you know, for conversations like this,

07:14I should also put out there, who's anyone who's watching, who might be feeling that they need

07:18mental health support, the stallion heal at 15555. And every single time we have a discussion

07:24about it, we need to offer these helplines as well.

07:28Okay, so, so to make that kind of practice, right? How do you see it? So if, correct me

07:35if I'm wrong, these guidelines are voluntary?

07:37Yes.

07:37So it's like an ethical code of conduct.

07:39Correct.

07:39How do we bridge that gap between guidelines, voluntary ethical guidelines, and on the ground

07:48newsroom culture? Because sometimes, under the pressure of deadlines, decisions can be

07:55quite rushed, and not the best, can cause, you know, unintentional harm. But how do we

08:00make these principles become instinctive, and not just referential?

08:04I think that also falls down on us as well, but we're one of many, who need to actually

08:09push for advocacy and awareness about these issues. I mean, you know, when we produce such

08:14a guideline, people sometimes will look at it, I'm not going to read all this, you know,

08:18I didn't read all this. But, you know, what we need is maybe for the media, a short toolkit

08:23or training, and at the very least, the understanding of the objective I mentioned to you, do no

08:29harm. And do no harm just basically talks about how just don't put in the details, locations,

08:34the visuals that you put out there as well needs to be very careful. So when you look at

08:38it from that lens, I think from the journalists, the photographers, to the editors, looking at

08:44that from that perspective, they can instill this into their habits.

08:48So beyond the content code, is this the first specific topic-related guidelines that the

08:56content forum has put out?

08:57Okay, so we've done a couple. We've done one on the marketing of intoxicating liquor.

09:04You know, you're not allowed to market intoxicating liquor on TV or anywhere else, but we do see

09:09these ads online. So we took it upon ourselves to sit down with the industry to talk about

09:15how when they do this, they also need to be careful. They cannot market it to underaged

09:21children, and they are encouraged not to market it to a certain demography, which is Muslims.

09:27So we have that. We also have a guideline for OCC content. OCC is online curated content.

09:32Sometimes it's known as OTT, but actually it's small. It's OCC. So these are the Netflix,

09:36ICHEs of the world. We sat down with them as well to have guidelines on how they can self-regulate.

09:41But I have to say that these guidelines are the first of its kind.

09:45Very proudly saying it without trying to...

09:48No, you should be proud.

09:49I am proud because, and I'm sharing credit with so many. We worked with the Ministry of Health.

09:55We worked with the National Centre of Excellence for Mental Health. We worked with just everyone,

10:01broadcasters, content creators, psychiatrists were part of the working group. So we're very happy

10:04that we got this done. And it's got everything from not just media, but also, like I mentioned,

10:11filmmakers. There's also a portion talking about how do you talk about suicide in a multi-faith

10:17community. Because, you know, sometimes when you talk about suicide or you interview people

10:21about suicide-related content, it always goes to they're going to be punished. Or maybe it's

10:28because they weren't faith... Religious enough or pious enough.

10:33Yes, exactly. You should have prayed more. You know that kind of conversation?

10:36It makes religion look as if it's punishing those who even think of suicide.

10:42When you look at the big picture, faith, all faith actually, also embraces giving support to people

10:48who have mental health challenges, right? Helping them get out from that dark place without being

10:52judgmental about it. So we've got that in here as well. Oh, wow.

10:56So, yeah. So it's a first-time nationwide industry-led guidelines. We really appreciate MCMC

11:01and the ministries for giving us the independence to do this on our own. And we're very happy that

11:06they were there as well at the launch. I really appreciate the multi-stakeholder

11:11collaboration consultation. It feels like many hands were involved, but you also listened to the

11:19many voices and the evidence of science. Exactly. Evidence of science was the premise

11:24for it. And the great thing is we also went through a public consultation. Okay. So everyone

11:28in the public had a chance to have their say. So there were opportunities for us to also argue

11:34somewhat with people who were pushing against it. Because there are who may not understand

11:38and they'll say, you're editing. What can we, you know, what can we report if you can't show

11:43the photo, the location, et cetera, et cetera, right? But when we have that conversation with

11:47them, we tell them there's so many options for you to change that narrative to one of

11:50harm and sensationalism, to one of support and getting help.

11:54No, I, I, so this is one of the paradoxes of reporting that I struggled with when I, early

12:00in my career, when I was a rookie reporter, that there is a stigma around suicide that can

12:09be contributed to media silencing itself. Under-reporting a suicide can lead to more

12:17stigma, but irresponsible reporting of suicide can lead to copycats. So it was something that

12:23I think every reporter had to deal with and learn. And now there are guidelines. So we

12:27can, we have a framework to refer to. That's right. That's right. Please don't stop talking

12:31about it. It is a mental, you know, suicide is a public health issue. It needs to be talked

12:36about, but how we tell the story, that's, that's what makes the difference. So most guidelines,

12:41Mediha, often focus on what not to do. Yes. You mentioned a bit earlier, one of the key

12:46principles was what to do, meaning offer help, offer avenues and resources for help. But how

12:53would you take that further? What else can media and content creators do to maybe take away some

13:03of the stigma, but also look at suicide and mental health as a structural issue, one that

13:10it requires policy and societal change? Yes. I think, I think some of the media, I mean,

13:15Estran Wani is doing a great job as well, highlight the factors behind suicide. For example,

13:21the mental health issues and how it also expands beyond, it's, it's not just, it's not homogenous,

13:26right? In the area, you need to look at it from the gender lens as well. You need to look at it

13:30from, from the youth perspective as well. So socioeconomic and social, economic, financial,

13:35precisely. So many, right? Those are all stories that can be told to, to reach the similar objective.

13:41And I think that's, that's really something that we really look forward to. And also I understand

13:46sometimes it's hard for, for stories to be built and we say, you know, include expert opinion,

13:50et cetera, but then you, you, if you need to, to work really fast, where are you going to get

13:55those expert experience? So that was one of the feedback that we got. So if I can just show you

13:59in the, in the, in the code, we've got additional resources with QR codes. We love a QR code.

14:06The reason it's a QR code is because it takes you to a link and that link can be updated constantly.

14:10So it's got a list of the helplines that are available out there, not just Talian Heal. There's

14:14just so many out there who are helping out. We also have a list of experts that you can speak to.

14:18If Melissa, you want to invite someone who can talk even more in depth into the medical aspect,

14:23you can have, you know, their experts there as well. And also people with lived experience

14:27who are happy to share their stories as well, because again, the objective is to prevent more harm.

14:32Yeah. Part of this was also not just reporting, but also the sharing of suicide related content.

14:39So talk to me about how influencers, independent contact creators who operate outside of traditional

14:45newsroom norms. How would you see them adopting these guidelines? How does it affect them?

14:51It definitely does. Okay. So it's usually this case where when we have conversations like this,

14:56and I appreciate the way you pose that question, because sometimes people say,

14:59how do you compel these guys to do it? Compel.

15:01Compel them to do it. How do you ensure they take care of their guidelines?

15:04And then the conversation goes, we need to license them or register them, which is incredibly,

15:09I get the thought behind it, but it's not practical. And again, like what I said,

15:14we need to build it into their consciousness. I always use this analogy, like the content world

15:20is really loud and bright. So many creatures out there. Content forum is like this Jiminy Cricket

15:25trying to sit there in the voice of conscience and say, you guys, there's a certain way to do things.

15:29But we do work with some influencers as well. We also provide training called Vibe Check.

15:35It's for ethical influencing. And, you know, we are very happy.

15:40Ethical influencing. Yes.

15:42I think this is a new area that we should be looking at.

15:46Because, you know, see the value of influence, I think, is going to move beyond popularity and virality.

15:52You know, you got popularity, virality that lasts for a short time.

15:56Sometimes you can go viral for a month and then nobody hears about you again.

15:59But ethics is going to be the value of influence from now on.

16:02It's just like the media. You know, if you've built a name as, like Awani,

16:07you've built a name as a truthful, credible news source, then the long-term brand reputation is there.

16:14As opposed to those who are going for the clicks, it might not last as long as it should.

16:20So we want to push ethics as the value.

16:22That makes me reconsider some of the people I follow online.

16:27And why I follow them is because of maybe some of their values and their ethics.

16:32And that makes me want to consume their content.

16:33And they may not have millions of followers.

16:35But because you appreciate that the content that you're reading from them or consuming from them is credible and authentic,

16:42then you're there.

16:42Okay. But that is the ideal.

16:45But currently, we are in an attention economy that rewards virality.

16:50And guidelines are only as effective as the willingness to comply.

16:55That's right. Correct.

16:56What can be done to ensure that this is instinctive, as you said, right?

17:04So beyond working with just a few influencers,

17:06how can we ensure that maybe consumers themselves know what to share,

17:12what to post and know where to draw the line?

17:17That's right. So for us as well, we work with their public campaigns.

17:21We also go on ground with the public because everyone talks about how there's clickbait and ragebait.

17:26And these are the ones that are spurring people to click on bad stuff.

17:29But it's bait who's biting it.

17:32It's still us.

17:32We're taking the bait.

17:33We're taking the bait, right?

17:35So we all understand how algorithms work.

17:37If you like certain content, they'll push more content like that.

17:39So we're always talking to people on the hundreds of activities that we do.

17:43We always say, don't engage with content that is harmful.

17:47And if it's suicide reporting, and we've seen this happen, people do call it out.

17:51People do call out media organizations or even individuals who put pictures and stuff, right?

17:56Because there's a balance here.

17:57There are people who, let's say you post a report about suicide.

18:01There are no pictures because you're following the guidelines.

18:03Somebody will comment down there,

18:04And then somebody else will go, oh, ada gambar, but in a different platform, for example.

18:10So we want to change that into people calling these guys out.

18:13Why are you asking for pictures?

18:15Can't you think about the family, etc.?

18:17I want you to do the right thing.

18:18I'm not publishing pictures.

18:19So we want more Jiminy Crickets out there to call people out.

18:25And that's great because then it can be kind of public pressure.

18:28That's right.

18:28That changes behavior online.

18:30And I also have to highlight here that social media platforms such as Meta, TikTok, and all of them,

18:36they do have community guidelines specifically on suicide-related content, right?

18:40I was just about to ask you how the tech platforms are engaging with this.

18:44So they do.

18:45So if you type, let's say, something harmful,

18:48even if you type suicide in a TikTok search bar or Meta search bar,

18:51it immediately prompts you to helpline.

18:54And any topics like, for example, related to it, like self-harm, which we also have in here,

18:59is also flagged by the algorithms.

19:02But we can't rely purely on the algorithms.

19:05It's really not enough.

19:06Again, we need to have the users who are there on the platform to flag it to the social media platforms

19:11to have it moderated or taken away.

19:13And we're having conversations with them as well

19:15because if these guidelines can help the way their community guidelines are being interpreted,

19:20that would be something we'd be very grateful for.

19:22Yeah, okay.

19:22So a little bit more effort from the tech companies as well.

19:26You mentioned earlier that the guidelines also cover filmmakers.

19:30Yes.

19:31Talk to me about that.

19:32Well, filmmaking is a huge thing, right?

19:34And it's so influential as well.

19:36I mean, I'm sure whenever we talk about suicide, people remember 13 Reasons Why.

19:39Uh-huh.

19:4013 Reasons Why was a few years back.

19:42Was that a good example of...

19:44Okay, that was...

19:44It's a terrible example.

19:45Terrible example, okay.

19:46No, it was a terrible example to the point that there were many cases of teen suicides after that series.

19:52So Netflix actually did, they edited that scene out.

19:56There was a really long scene on the suicide.

19:59So they edited it out.

19:59And for the next season, they made sure they had everything needed to make sure that

20:04if teens or whoever it is who's watching have means to support.

20:08So that's how they regulated themselves in that sense.

20:11But we've also seen how it's being treated here locally as well.

20:14And I also understand that, you know, you want that dramatic scene as well.

20:19I totally get that.

20:21I enjoy movies myself.

20:22But again, if your scene can lead to even one death, don't you want to be able to be preventing that?

20:29That's far too many already.

20:30That's far too many already.

20:31And I'm sure, I mean, among our members are also film associations.

20:36And, you know, I have to say that this may be voluntary to the lot out there.

20:40But it is something that needs compliance from our members.

20:43So our members have basically agreed that they will comply with this.

20:47And if they don't, we'll be there to sort of nudge their way.

20:50Good.

20:50Okay.

20:52Do you think that this could become a template for other sensitive reporting?

20:57I'm thinking gender-based violence, domestic abuse, child abuse even.

21:03The way we report about migrant crime and death.

21:06You've listed everything.

21:07Sorry.

21:08Well, how could it become a template?

21:11Absolutely.

21:11I think this was an eye-opener for me at least because this topic, I thought I've read everything about it.

21:18But when I sit down with the working group, people with lived experience, people who are psychiatrists who are working with the ones impacted,

21:24I realize there's just so many branches out there leading to content that we should be looking at.

21:29So you've listed all of it that we're working.

21:30We're also working on with certain migrant groups as well because reporting about migrants and refugees and immigrants can be mixed up sometimes.

21:40And it does lead to real-world consequences of stigma, stereotype and harmful actions taken against them.

21:45So we're working with them.

21:47And absolutely, Melissa, I agree with you, online gender-based violence.

21:50In fact, gender-based violence in general is also something we need to look at.

21:53I think of the helplines that can, the resources that will be very helpful.

21:57We don't instinctively do it yet in the newsroom when we report gender-based violent crime.

22:03We don't instinctively put something up there.

22:06But it would be great to have this as practice.

22:09As practice.

22:10I mean, even if you say it, that's great.

22:12But even just a line at the bottom of the screen might help someone out there.

22:15Fantastic.

22:16Okay, so what else are you...

22:18I mean, you've already done quite a lot in the half of the year that most of us are still getting going.

22:24But for a content forum, what is it that you are looking at next?

22:27And I'm always interested to know what you're doing is because this is such a time of evolution for content

22:36because you're not just dealing with traditional media, but content from...

22:39Everyone with a phone is a content creator, essentially.

22:43And in the age of AI and deepfake and all of that,

22:46how are you managing your priorities and what you're focusing on?

22:51Wow, yes.

22:52That's a loaded question.

22:53There's several things that we are working on, several fronts.

22:56You mentioned most of them.

22:57Protection for children online.

23:00And when we talk about that, we always talk about how children are accessing harmful content,

23:04which is very important for us to address.

23:05But it's also how children are portrayed online as well, in content as well.

23:10You see the rise of kidfluences, children being used as influences, exploited for...

23:16Commercial gain.

23:16Yes, commercial gain.

23:18So we're looking at that as well.

23:20But I think the biggest project or initiative that we're on,

23:23last time it was 2022 when we did the content code revamp.

23:27This year, we're reviewing the content code again because I think last year,

23:30I'm sure you're aware that there were several laws being amended to curb or to address online harms.

23:38There's the Communications and Multimedia Act, the way they've redefined things.

23:41For example, grossly indecent.

23:43What does that mean?

23:44There's also the online safety bill that should be effective soon.

23:48So there are a lot of things.

23:49Even the penal code, there's so many laws that were amended.

23:52So we need to make sure our content code is aligned as well.

23:55And AI.

23:56In 2022, AI won't have been.

23:58Yes, so when the content code was being kind of revamped,

24:02it wasn't the age of AI just yet.

24:05No, no, no.

24:06We were dealing with the pandemic and trying to deal with the rise of influencers and online content.

24:11That's right.

24:11Now we have AI.

24:12Now it's completely different.

24:13Yeah.

24:14What's next?

24:14You're right.

24:14In 2022, nobody figured out that AI was going to come.

24:17I think only later we had that ridiculous AI will see video eating spaghetti, which looked awful.

24:23But now there are deep fakes using us, if possible, right?

24:26So we've got to look at that as well.

24:28And at the same time, we want to make sure that we don't overreact.

24:31Because sometimes, you know, AI is a new tool.

24:34But there are some principles that we already have embedded into the content code,

24:38like misleading advertisements.

24:40Whether you use AI or Photoshop or whatever it is, if it misleads, it's a bad thing, right?

24:44So we want to make sure we don't overregulate the technology.

24:48Like a knee-jerk reaction to something new we don't know.

24:51That's right.

24:51So we don't believe that policymaking works if it's knee-jerk and too quick.

24:57We need to make sure it's evidence-based.

24:59We speak to everyone involved, not just the ones who feel impacted by AI,

25:03but also people who are doing AI.

25:05And what are the safeguards or guardrails that they are already putting in?

25:09We need to have the big picture.

25:11Does it feel overwhelming sometimes for you?

25:13Because it's coming in all directions in all times of the day.

25:17It really does.

25:18But I have to say that we have really good support from the industry.

25:21Our members are fantastic.

25:23Whenever we have to do these policymaking things, they are involved as well.

25:26We've got support from the government.

25:28I love the fact that they're giving us the independence to do this,

25:32industry-led, because they do trust us that we will speak to the public,

25:36we'll speak to civil society,

25:37and hopefully have something that everybody can agree with

25:40as at least that's the best practice for now.

25:43Wonderful.

25:44Madeha, it's always such a pleasure to talk to you.

25:46Thank you so much for coming to tell us about these suicide content guidelines

25:50and for providing us with this tool so we're better equipped in the future.

25:54Our pleasure.

25:55Thank you so much.

25:56That's all we have for you on this episode of Consider This.

25:59I'm Melissa Idris, signing off for the evening.

26:01Thank you so much for watching.

26:02Good night.

Consider This: Ethical Reporting & Sharing of Suicide-Related Content

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