Practical Guidelines for Online Media and WebsitesDuring Periods of Mourning

In the digital age, where information spreads rapidly, Online Media, websites, social content, and digital advertisements (Digital Owned Media) play a vital role in shaping the social atmosphere. Online Media operations must adhere to Guidelines that prioritize social appropriateness, decorum, and strict legal compliance.

These Guidelines are divided into two main areas: Website Color Adjustment and content format for the Expression of Condolence during sensitive national periods, and adherence to Media Ethics and law, particularly the Cybercrime Act (B.E. 2560), to prevent offenses.

Defining Tone and Presentation for Appropriateness During National Condolence

During periods when the nation is in a state of mourning, media associations and organizations often issue Guidelines to ensure digital media is adjusted appropriately, following principles of respect and reverence.

Website Color and Structure Adjustment

1. Grayscale Color Scheme: It is recommended to apply a grayscale color scheme (using appropriate gray levels) to the entire website, videos, digital platforms, or online advertisements. Website Color Adjustment to black-and-white tones is a widely recognized symbol for the Expression of Condolence online.

2. Symbols of Condolence: If full Website Color Adjustment is not feasible, a message bar or a black ribbon symbol can be added to the top of the webpage.

3. Content and Communication Control: The publication of content deemed entertaining, joyful, humorous, or celebratory must be refrained from. All forms of festive and entertaining activities should be avoided during the specified period.

4. Marketing and Advertising: Marketing activities and advertisements can continue, but the tone should be adjusted to be subdued and respectful, minimizing elements of joy, music, or celebratory visuals.

Technical Methods for Grayscale Adjustment (Guidelines for Digital Owned Media)

For businesses looking to quickly implement Website Color Adjustment on their Digital Owned Media, several free tools and methods are available:

• Saturation Adjustment: Guidelines suggest adjusting the image saturation to approximately -60% to -100% (true black and white) using editing applications like Snapseed or other computer programs.

• Plugins (for WordPress): Users can utilize specific Plugins (e.g., WP Easy Grayscale) to apply a grayscale filter to the entire website easily.

Ethics and Legal Compliance: 13 Warnings Under the Cybercrime Act

The production and dissemination of Online Media must adhere to strict Media Ethics and legal regulations, notably the Cybercrime Act (B.E. 2560), which outlines penalties for offenses that everyone must be aware of before publishing information.

13 Warnings Under the Cybercrime Act for Users and Digital Media

1. Liking (กด Like) and Sharing (กด Share): Generally not an offense, unless the action is affiliated with false or deceptive information that causes damage to others, the public, or national security. (Note: Content related to the monarchy may be prosecuted under Criminal Code Section 112).

2. Page Administrators: Admins must monitor comments. Failure to delete or hide illegal comments from followers is an offense under the Cybercrime Act Section 14 (Punishable by up to 5 years imprisonment or a fine up to 100,000 THB).

3. Obscene Content: Posting or disseminating obscene material is strictly prohibited under the Cybercrime Act Section 14 (Punishable by up to 5 years imprisonment or a fine up to 100,000 THB).

4. Deceased Persons: Posting images or information about a deceased person in a contemptuous or hateful manner is an offense (Punishable by up to 3 years imprisonment or a fine up to 200,000 THB).

5. Copyright Infringement: Quoting text, music, or images requires permission and proper credit (Punishable by up to 5 years imprisonment or a fine up to 100,000 THB).

6. Defamation: Posting false information to insult or defame others carries a penalty under the Cybercrime Act (Punishable by up to 3 years imprisonment or a fine up to 200,000 THB).

7. Spam/Store Posting: Unsolicited store promotions (spam) on social media carry a maximum fine of 200,000 THB.

8. Unsolicited Email Marketing: Sending promotional emails without the recipient's consent is an offense (Punishable by up to 2 years imprisonment or a fine up to 100,000 THB).

Summary of Media Ethics: Online Media operators must exercise heightened discretion in producing and disseminating content. Adhering to these Guidelines is essential not only for maintaining social decorum but also for upholding standards in the Thai Online Media industry and protecting oneself from potential legal risks.

The strict adherence to these Guidelines and the Cybercrime Act is an essential foundation for building brand trust, a critical factor for success in Digital Marketing.

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