Bangkok: Becoming a content creator, influencer, YouTuber, or reviewer is a dream job for many today, as it offers freedom of self-expression and the potential for significant income. Technological advancements have made entering this field easier than ever. However, behind the glamorous facade, those in this field face the painful reality of "non-existence" within the country's social and financial system.

According to Thai News Agency, even with millions in income, home loans are often rejected. Kajorn Jieranaipanich (Mr. M), President of the Thai Content Creator Association, revealed a significant obstacle faced by Thai creators. Despite generating substantial income and paying taxes correctly, many are frequently denied financial transactions such as mortgages, car loans, or credit cards due to the lack of payslips or salary certificates typically provided by salaried employees. Even popular creators like Issara Hata from the "Sarab" channel, with millions of followers and substantial income, have experienced similar problems with credit card applications.

Furthermore, within the government welfare system, most creators are categorized under Social Security Section 40, the lowest-benefit freelance group, lacking access to several benefits such as maternity leave. In the past, during the COVID-19 crisis, creators were also among those who did not receive government relief subsidies because their profession was not officially included in the checklist or definition of self-employed individuals.

To provide clarity, the association has established three main criteria for defining a "professional content creator":

1. Create your own online content.

2. Earn income from creating content.

3. There is consistency in presenting work regularly (e.g., work is consistently produced over a period of 3-4 months).

New Hope: The Gig Worker Act and Creator Score to Address These Issues. The Ministry of Labour is currently drafting a new law called the "Gig Worker Act" to regulate semi-permanent/semi-freelance workers such as creators, food delivery riders, and online domestic helpers. This law will protect minimum rights and prevent exploitation by platforms, such as when platforms change rules or revenue sharing without prior notice. Several countries, including France and Indonesia, already have similar laws in place. In Thailand, the bill is expected to be submitted to the House of Representatives within the next 2-3 months and may take approximately one year for the legislative process to officially come into effect.

Meanwhile, in the financial sector, the association has studied a model from the United States that uses a scoring system called "Creator Score." This system calculates a credit score based on follower count and the consistency of income from a platform (such as YouTube) to apply for loans or conduct transactions with banks without requiring salary slips. This is an approach that the association wants to promote in Thailand.

Organizing society and curbing "grey area" creators: Because creators have a significant influence on the thoughts and behavior of people in society, the association is aware of the problem of some creators producing inappropriate content, such as recommending unlicensed investments or advertising illegal and dangerous drugs and supplements.

The association is therefore accelerating the development of the "Thai Content Creator Standard" (PCCS Standard) in collaboration with various regulatory agencies such as the Consumer Protection Board (CPB), the Food and Drug Administration (FDA), the Securities and Exchange Commission (SEC), and the National Broadcasting and Telecommunications Commission (NBTC). It is expected to be completed and public consultations to begin this October.

This standard will be applied in two main dimensions to regulate ethics:

Award Ceremony: Creators who break the rules or act unethically will not be eligible for any awards in the country.

Advertising Budget: The association has discussed with the Advertising Association of Thailand to request their cooperation in refraining from hiring or providing advertising budgets to creators who produce questionable content. This is seen as cutting off a major source of income, as over 90% of creators' revenue comes from advertising budgets of various brands.

In conclusion, the establishment of this association and the promotion of new regulations will not only protect the rights and ensure the security of content creators in accessing financial systems and government welfare, but will also serve as a shield protecting society from toxic content and help elevate Thailand's creative industry to grow to a high standard and with dignity in the future.