Concern is growing over the dangerous and often life-threatening challenges proliferated by social media platforms like TikTok, alongside scams exploiting prominent figures. Recently, authorities have sounded the alarm about two serious issues stemming from TikTok: the "Superman Challenge," which has resulted in numerous injuries, and the illegal use of individuals' likenesses to promote dubious products.
The Bukit Aman Commercial Crime Investigation Department (CCID) identified the TikTok account named "Malaysia Shopping Mall," which used the voice and video of local medical expert Prof Datuk Dr Noordin Darus without his consent. According to the CCID director, Datuk Seri Ramli Mohamed Yoosuf, this unauthorized use of images and voice is believed to rely on advanced artificial intelligence technology. This raises numerous concerns about misleading advertisements on social media.
Ramli stated, “His voice and video use was carried out without the expert’s consent and is believed to have utilized artificial intelligence.” He emphasized the public's need for vigilance against advertisements featuring prominent individuals, as these could direct consumers to counterfeit products, posing risks to their health.
The sophistication of AI, he said, plays a significant role in creating fake endorsements without authorization. “The public must always be cautious and not easily trust advertisements on social media,” he cautioned, underlining the urgent need to educate consumers on the authenticity of online promotions.
Meanwhile, paediatricians throughout Spain have raised their voices against the highly risky "Superman Challenge," which has already resulted in injuries among teenagers. The Spanish Society of Paediatric Emergencies (SEUP) articulated their concerns as cases have emerged from various regions, including Andalucía, the Basque Country, and Catalonia. This challenge encourages kids to pose like superheroes after being thrown by their peers, which has led to serious injuries documented across several countries including Romania, France, and Israel.
Dr. Paula Vázquez, president of SEUP, explained, “Challenges such as the 'Superman Challenge' expose them to unnecessary risks and, on occasions, serious consequences for their health.” Her remarks highlight the importance of parental supervision and the need for education on the potential dangers of viral trends.
Specific instances of injuries have been reported, with three students from Pablo Neruda Secondary School being injured recently. Following this, local educators have urged parents to be vigilant about their children's online activities to prevent accidents.
Dr. Vázquez pointed out the prevalence of viral challenges on social media which often involve extreme and risky behaviours. “We must educate parents and children about the perils these challenges pose,” she added, echoing the growing fears among health professionals.
Outside of direct challenges, TikTok has also faced criticism for content moderation practices. Just recently, the platform flagged and obscured a dance video by American singer and influencer Montana Tucker as sensitive content. This controversial video featured the struggles of hostages held by Hamas and was intended as both tribute and protest. Critics argue TikTok's actions suppress important narratives and shield users from uncomfortable truths.
Notably, Sacha Roytman, CEO of the Combat Antisemitism Movement, voiced his outrage at the moderation, saying, “By suppressing these stories, TikTok is effectively aiding efforts to silence the truth.” He argued this highlights the platform’s tendency to limit visibility for content meant to raise awareness on pressing issues.
The alarming intersection of harmful trends and scams on social media prompts serious discussions about regulation and monitoring of such platforms. Experts urge immediate and significant measures to protect young users from challenges like the “Superman Challenge,” which can lead to grave injuries, and to protect the public from scams misusing AI technology.
Social media’s potential for good is undeniable, yet the dangers it facilitates demand concentrated attention and action from all stakeholders involved—parents, educators, social media companies, and legislators alike. It is clear to everyone involved: education and proactive measures are key to ensuring safety within these online spaces.