The dark side of going viral — Dong Lefan and Mohd Istajib Mokhtar

In today's digital world, anyone can become a global creator, but safeguarding their work proves to be an ongoing challenge. Imagine investing time in crafting a video, only to discover it went viral on a different account, without proper credit or compensation. Social media platforms like TikTok, YouTube, and Instagram have revolutionized communication, enabling ordinary users to amass large followings and earn real income.

However, this rapid, effortless sharing culture has given rise to a significant issue. The ease with which content can be copied and disseminated globally blurs the line between sharing and stealing. Content creators face a double blow: loss of financial gain and recognition. The ease of publishing and reposting content on platforms like TikTok and X disproportionately benefits thieves over creators, diminishing creators' motivation to continue producing.

People often assume that online content is free to use, stemming from a misunderstanding of copyright. This lack of awareness leads to numerous instances of unintentional copyright infringement. The rise of AI-generated art further complicates matters, as these models are trained on internet data without consent or payment to original creators.

Social media platforms rely on automated systems like YouTube's Content ID to combat theft, but these systems are rife with inaccuracies, mistakenly flagging legal content like reviews and educational material as breaches of copyright. The legal framework, such as Malaysia's Copyright Act 1987, is clear, yet enforcement is a slow, costly, and often unattainable task for most creators due to the global nature of digital content.

Ethically, copyright is about respecting the time and passion creators invest in their work. However, some argue that information should be freely accessible, while tech companies justify AI data scraping. The solution lies in collective responsibility. Policymakers must draft laws reflecting the current internet landscape, including AI data scraping and borderless sharing.

Social media companies need to refine their algorithms to prevent penalizing innocent creators and establish fair appeal processes. Education plays a crucial role in promoting digital literacy and respect for others' work. Creators should employ digital watermarks, clearly state licensing terms, and maintain ownership of original files.

Users can contribute by practicing basic digital etiquette, such as sharing original links and crediting creators. Ultimately, protecting creativity requires a joint effort from lawmakers, tech giants, educators, and everyday users.