Raising awareness about the safety of communication devices,
including the potential risks of using devices in a safe and
responsible manner, is very significant. The use of a
communication device without an Malaysian Communications &
Multimedia Commission (MCMC) label may not be safe as it could
come with a substandard charger, not in compliance with the
safety requirements and may lead to electric shock or,
worst-case, fire. Therefore, Check-Your-Label (CYL) campaign
promotional activities and platforms are strictly endorsed to
direct users’ attention and to improve public awareness. When
consumers understand the importance of using safe and compliant
communication devices that meet relevant regulatory requirements
and bear appropriate labels or certifications, they can make
more informed purchasing decisions. The study aims to measure
public awareness of MCMC labels for communication devices,
evaluate the effectiveness of the CYL campaign, and provide
suggestions for improving the CYL campaign among public
consumers. The mixed research approach was used in this study,
with a questionnaire distributed to 233 Malaysian consumers and
16 people participating in the focus group discussion. The
results showed that consumer awareness and knowledge about MCMC
labels and consumer self-regulation are positively related to
the CYL campaign effectiveness. It has also been observed that
the effectiveness of the CYL campaign mediates the relationship
between consumer awareness and knowledge about MCMC labels and
consumer self-regulation. The practical recommendations have
been made to the CYL campaign key challenges, such as
integrating the use of creativity in marketing strategies,
engaging university students, promoting MCMC awareness into
student’s tech curriculum or lessons, and compromising the use
of interactive methods to make the learning experience enjoyable
to reach a wider audience. In conclusion, the study raises
awareness about the importance of adhering to MCMC labels, and
by applying these recommendations, MCMC may develop a more
informed and engaged consumer base, which will influence the
societal growth of the multimedia and communication industry.
Keywords: Communication devices, MCMC label, CYL, Public
awareness
02 introduction
MCMC is a regulatory body which is responsible to govern the
communications and multimedia industry according to the
authority provided under the Malaysian Communications and
Multimedia Commission Act 1998 and the Communications and
Multimedia Act 1998. MCMC has also taken initiatives to promote
digital knowledge and skills in the present age of information
technology. MCMC is actively promoting digital literacy among
public consumers on the ability to effectively access digital
media while accessing relevant information, analysing the
authenticity and reliability of the information, as well as an
ethical consideration in using digital media.
MCMC
launched the CYL campaign in 2015, as an awareness campaign to
educate on the importance of purchasing communication devices
with a valid MCMC label. One (1) aspect of this campaign is to
guide consumers in verifying the validity of MCMC labels on
communication devices that have been proven to be effective in
promoting customer self-regulation and encouraging them to take
important measures to promote the safe and effective use of
communication devices. The campaign has enabled the public to
understand that purchasing communication devices without MCMC
labels can be detrimental to them, may not be safe as it could
come with substandard chargers not in compliance with the safety
requirements and hence may lead to electric shock or worst-case,
fire. This is where the promotion of the CYL campaign and
promotional activities are significant to raise awareness and
influence the consumer’s perception and guide decision-making
processes.
problem statement
MCMC certification mark is important as it indicates that the
devices have met the standards of safety, and quality, or meet
regulations of Communications and Multimedia (Technical
Standards) Regulations 2000. Using communication devices without
an MCMC label can pose several risks, as these devices may not
meet the necessary safety and technical requirements set forth
by MCMC. Devices without an MCMC label may not be safe since
they do not comply with safety requirements. Moreover, there can
be serious issues when using non-compliant communication
devices. Accidents might occur when using non-certified devices
such as electric shocks and fire outbreaks. Non-certified
communication devices may not be compatible with local networks,
and consumers may experience frequency interference,
compromising the device’s quality and performance. In order to
promote awareness, the CYL campaign which was initiated by MCMC
provides resources to help consumers verify the certification
status and validity of MCMC labels on communication devices. The
CYL campaign plays an important role in educating consumers on
MCMC labels to ensure consumer safety and communication device
compliance with legal requirements. However, the public’s
acceptance of the CYL campaign and MCMC labels is ambiguous when
there is no past study focused on the association between
customer awareness and knowledge about MCMC labels, as well as
the effectiveness of the CYL campaign is argued, hence requires
further investigation.
research objectives
The following research objectives are established:
r01
To measure public awereness and knowledge of the importance of
certified communication devices among consumers.
r02
To evaluate the effectiveness of the CYL campaign among
consumers.
r03
To explore the challenges of the CYL campaign and provide
recommendations for enhancing the effectiveness of the CYL
campaign among consumers.
03 literature review
Overview of Malaysian Communications & Multimedia Commission
Labels and Check-Your-Label Campaigns in Malaysia
The Malaysian government has recognised the importance of
consumer protection by implementing a few initiatives to ensure
that the appropriate labelling of communication devices is
implemented. One (1) of these initiatives is the MCMC label and
CYL campaign. It has been regulated that certified communication
devices shall hold MCMC labels to declare that they comply with
standards and legal MCMC requirements. MCMC labels are awarded
to products that meet all safety and quality requirements set by
the Malaysian authorities. At the same time, the CYL campaign is
a consumer education programme aimed at guiding them in
certifying the validity of communication devices. The campaign
was designed to educate consumers on the importance of reading
the labels on products and services. The campaign also
encourages consumers to ask questions and to seek further
information when purchasing communication devices. The CYL
campaign is designed to educate the public about their consumer
rights and empower them to make informed purchases. There are
various methods that MCMC offers in CYL campaign apps where in
checking the label, the most efficient and fastest way is to
have the app that can be downloaded through Google App Store,
Apple App Store and Recee.my website. There are only four (4)
steps that a consumer should follow to check the label, which
are, look for an MCMC label before buying, download the CYL
mobile application or go to eComM website, find the IMEI number
or device’s serial number, key in to retrieve the device or
approval information, and confirm device’s approval information
displayed. MCMC Label and CYL campaign have successfully
promoted consumer protection in Malaysia hence resulting in a
greater awareness of the importance of product labelling among
consumers and increased consumer confidence in the products
purchased.
Consumer Awareness and Knowledge about MCMC Labels
Consumer awareness and knowledge of MCMC labels are essential to
ensure the safety and quality of products that are being bought
by consumers. Thus, consumers should be made aware of the
different categories of labels, as well as the requirements for
each category of the label. Being aware of the importance of
MCMC labels empowers consumers to make informed choices and
purchase products that comply with standards and regulations,
thereby protecting their rights as consumers.
Understanding
the safety, security, and quality of products and applications
can be crucial for consumers, and this knowledge often relies on
awareness of labels, including those issued by MCMC. According
to a past survey conducted in Malaysia, it was found that the
vast majority of respondents were aware of the MCMC label and
able to express the correct option when asked about the purpose
of the label. This suggests that while awareness of the MCMC
label is high, the knowledge about the purpose of the label and
its implications is relatively low. The results of this survey
suggest that more efforts should be made to educate consumers
about the purpose of MCMC labels. Hence, the CYL campaign has to
be circulated around public spaces for instance (train stations,
inside LRTs, MRTs, or even buses) to get mass awareness of the
public to conduct the CYL campaign on the products that they
have purchased or will purchase in the future.
Theory of Effectiveness
The theory of effectiveness was introduced by Smith and Schwartz
(1985) where he administered the effectiveness in terms of
organisation. This theory supports the association between
consumer knowledge and MCMC labels with the effectiveness of the
CYL campaign. This could be explained when consumers have high
motivation and the ability to process information, they are more
likely to engage in central route processing. Consumer knowledge
about the importance of MCMC labels can serve as a central cue
that influences consumers to pay more attention and carefully
process the information in the CYL campaign. On the other hand,
the MCMC label, being a recognised regulatory requirement for
product safety and quality, serves as a credible source of
information for consumers. When consumers are aware of the
importance of MCMC labels, they are more likely to perceive the
CYL campaign, which promotes checking MCMC labels, as credible
and trustworthy. Thus, this perception enhances the
effectiveness of the CYL campaign.
metacognitive theory
According to Moshman (2018), metacognitive theories are based on
the integration of one’s knowledge regarding the regulation of
cognition. The theory supports the association between consumer
awareness and knowledge of MCMC labels and consumer
self-regulation. The metacognitive theory also escalates the
phenomenon related to self-regulation or planning. John Flavell
(1979) presented the theory as thinking regarding thinking or
more comprehensively explained that metacognitive explains one’s
information that shapes one’s cognitive procedures on something
associated with them (Dayan, 2022). The theory supports the
relationship between consumer awareness as an increment and an
additional behaviour that escalates his self-regulation
behaviour. The concept is related purely to self-cognition, so
according to the theory, the rationale or sequential procedure
to ponder upon thinking before finalising or concluding a
certain behaviour is an approach conveyed by metacognitive
theory.
self-regulation theory
The theory elaborates on the aspect of psychology and perception
as self-regulation theory decreases the frequency and intensity
of the impulses by self-regulation of stress or the negative
environmental effects (Vohs & Baumeister, 2016). This theory
potentially backs the relationship between the effectiveness of
the CYL campaign and consumer self-regulation. The more
effective the CYL campaign is, the better the impact of
consumers’ self-regulation behaviour. The person’s thoughts are
guided according to the concept of this theory which also backs
the relationship because the effectiveness of the CYL campaign
is associated with its consumer’s self-regulation.
04 methodology
This research has applied a mixed research method in which
qualitative and quantitative techniques have been used to
analyse the involved constructs and draw accurate results. Mixed
method research is also beneficial because more appropriateness
is achieved in results when it is tested from two (2) distinct
methods. This research has thus formulated three (3) research
objectives based on the measurement of public awareness and
knowledge of the related MCMC significance label for
communication devices and the evaluation of an effective CYL
campaign among consumers followed by the exploring different
challenges related to the CYL campaign along with suggestions to
increase the CYL campaign effectiveness among consumers. The
accomplishment of each one would involve further data collection
and analysis tools.
The research population for this study has been identified based
on the group that mainly focuses on the interest of this
research. This is aligned with the use of quota sampling, which
ideally accommodates the respondent’s specific traits and
qualities, and saves data collection when it represents the
distribution of target population. The survey was conducted in
six (6) major states of Malaysia at concerned locations, such as
Selangor, KL, Johor, Sabah, Pahang, and Sarawak, which intends
to record the perceptions of consumers regarding the
significance of MCMC label and CYL campaign. The survey was
launched in mid-January until the end of February 2023 on
various online platforms, such as MCMC social media, the
university’s page and linkages, and the research teams’
contacts.
For the qualitative mode of data collection, the targeted
population has been identified for focus group interviews,
including 16 participants: two (2) representatives from MCMC,
another two (2) from SIRIM Qas International and the rest (12)
consisting of public consumers and shopkeepers. They were
contacted/approached to collect detailed perceptions and
information and to provide appropriate recommendations for the
CYL campaign.
05 findings and analysis
The chapter illustrates the empirical findings of this study.
For the quantitative part, the confirmatory factor analysis
(CFA) was used to examine the convergent and discriminant
validity of the variables. Data analysis and path modelling were
performed by using PLS-SEM (Partial Least Square-Structural
Equation Modeling) with Smart PLS 4 software, and SEM was
employed to assess the hypotheses. The qualitative part follows
suit thematically to reveal the result of focus group
discussions.
Quantitative Analysis and Findings
Table 1: Descriptive, Reliability and Validity
Table 1 describes the characteristics of data and presents the
descriptive statistics of the study variables. It shows the mean
values and standard deviations of all under-study variables with
an acceptable range of Alpha values. The mean values of Public
Awareness and Knowledge of MCMC Label, Effectiveness of CYL
Campaign, and Consumer Self-Awareness are 3.326, 3.342, and
3.676, respectively. It shows that most of the respondents
agreed with the given statements. Moreover, data reliability and
scale validity are other important factors before proceeding to
hypothesis testing. Reliability implies the inter-item
consistency of the scale. The reliability of instruments was
assessed by calculating the alpha coefficients and inter-item
correlation of under-study variables. Table 1 indicates that the
data for all the variables is reliable, as the alpha value for
all constructs is greater than 0.70. Table 1 also proved that
there is no issue of convergent validity of the scales as all
the values of AVE are greater than 0.50. Thus, there is no issue
of reliability and validity.
Table 2: Discriminant Validity (HTMT Ratio)
Table 2 shows the discriminant validity, and results identified
that there is no discriminant validity issue in this study as
all the values are less than the maximum threshold of 0.9, hence
validity has been established for all the variables.
Table 3: Hypotheses Testing
Table 3 and Figure 4.1 shows the results of hypothesis testing.
It was found that all three (3) hypotheses are supported
statistically. Results proved that public awareness and
knowledge of MCMC labels significantly impact the effectiveness
of CYL campaigns in Malaysia. Similarly, it was revealed that
public awareness and knowledge of MCMC labels significantly
positively affect the self-regulation behaviours of the public
in Malaysia. Results highlighted that the effectiveness of CYL
campaign is also positively related to public self-regulation
behaviours. Lastly, it was evident that the effectiveness of the
CYL campaign significantly mediates the relationship between
public awareness and knowledge about MCMC labels and consumer
self-regulation.
Figure 4.1: Structural Model Assessment
H1 - Public awareness and knowledge of MCMC labels
significantly impact the effectiveness of the CYL campaign
in Malaysia.
H2 - Public awareness and knowledge of MCMC
labels significantly affect the self-regulation behaviours
of the public in Malaysia.
H3 - Effectiveness of the CYL campaign is
positively related to public self-regulation.
H4 - Effectiveness of the CYL campaign mediates
the relationship between public awareness and knowledge
about MCMC labels and consumer self-regulation.
RQ1: What is the association between public awareness and
knowledge about MCMC labels, consumer self- regulation and the
effectiveness of CYL campaign?
Three (3) formulated hypotheses (H1, H2 and H3) were tested to
address this research question. The results obtained from this
study showed that consumer awareness and knowledge about MCMC
labels are positively related to the effectiveness of the CYL
campaign and self-regulation. It has also been observed that CYL
campaign effectiveness is positively related to consumer
self-regulation. It has been observed that improved consumer
knowledge helps influence their purchasing behaviours and
attitudes. The awareness programmes help in promoting
self-regulation without force. According to Niosi, A. (2021),
consumers seek information regarding the products or brands
before purchasing them. This explains the need to promote the
effectiveness of different awareness programmes which help
promote transparency of various company policies and
regulations. Therefore, consumer knowledge and awareness about
MCMC labels was vital in improving their knowledge and
encouraging them to make effective purchase decisions.
RQ2: What is the mediating impact of the effectiveness of
CYL in the relationship between public awareness and knowledge
about MCMC and consumer self- regulation?
In order to answer this RQ, H4 was tested. The results obtained
from this study showed that the effectiveness of the CYL
campaign mediates the relationship between public awareness and
knowledge about MCMC labels and consumer self-regulation. The
promotion of an effective CYL campaign is crucial to improve the
knowledge of customers regarding the significance of the MCMC
label. According to scholars, effective information helps
improve customers’ self-determination and autonomy, encouraging
them to make their own purchase decisions based on the provided
information. As a result, consumers become more vigilant as they
have various sources to cross-check the given information. Thus,
the effectiveness of the CYL campaign is crucial to improve
consumer self-regulation.
RQ3: How can the challenges of CYL campaign be overcome to
increase the effectiveness of CYL campaign among public
consumers?
The results obtained from the focus group interviews showed that
different challenges were faced by the CYL campaign, which
impacted the effectiveness of this campaign. The CYL campaign
failed to gain an effective response from the public and
received backlash due to different transparency and
accessibility issues. To resolve these issues, important
innovative and effective strategies must be promoted such as
improving the transparency of the policies and regulations of
MCMC by using e-platforms, raising consumers’ feedback for CYL
campaign, and encouraging them to focus on MCMC labels before
purchasing any communication device. This will help improve the
efficiency of this programme.
Qualitative Analysis and Findings
The information regarding the two (2) participants’ groups was
recorded via audio during the focus group interviews and later
transcribed. From these discussions, various basic and
organising themes emerged and were subsequently combined to form
an overarching theme of the ‘CYL Campaign’, which is displayed
in Figure 4.2 below.
Figure 4.2: Thematic Network Map
RQ1: How much are consumers aware of and how well do they
understand the importance of MCMC labels for communication
devices?
Due to inflation, some merchants selectively certify their
products, while others are only familiar with the SIRIM label
and MCMC certification but not the CYL campaign. Consumers
prioritise convenience and price over product safety, whereas
parents prioritise safety and dependability. Meanwhile, parents
are willing to pay extra for approved communication tools, even
if unauthorised alternatives are less expensive. To ensure the
best value for money and to protect against malfunctions or
faults, sellers of communication devices prioritise pricing and
warranty over MCMC certification.
RQ2: How effective has the CYL campaign connected with and
influenced consumers?
The billboard ads for CYL campaign were ineffective due to
high-speed highway traffic and gained people’s short-term
attention. However, a joint venture between MCMC and Plaza Low
Yat resulted in an impressive response. The campaign captured
the attention of previously unaware tenants, who gradually
showed interest and searched for more information about MCMC
labels. Then, MCMC produced Public Service Announcements (PSAs)
with radio and television stations, starring Malaysian musician
Dato’ Siti Nurhaliza, although they were not shown during prime
time due to free messaging. This resulted in inefficiency
because most individuals were sleeping at the time. To combat
this, MCMC moved its focus to social media platforms, engaging
with influencers and celebrities like Izzue Islam and Cik
Manggis. Interactive campaigns with prize incentives resulted in
a successful engagement approach.
RQ3: What are the key challenges faced by the CYL campaign, and
what recommendations can be provided to improve its
effectiveness among consumers?
Key Challenges
Online purchasing is preferred by consumers because of lower
pricing and foreign certification. Pop-ups are a powerful
advertising approach, but they may be difficult to install and
irritating to users. The CYL campaign is facing a challenge in
terms of resources and new ideas for improvement, as previous
techniques may lose freshness and appeal to the target
demographic. The absence of innovative and effective ideas might
lead to a decrease in campaign performance and impact. End-users
and viewers may become bored with repeating techniques.
Collaboration with influencers and authorities may not give the
novelty and innovation required to re-energise efforts.
Consumers frequently ignored MCMC labels in communication device
advertising, preferring to focus on other aspects such as price,
brand, and processor. MCMC certification is not available for
all goods because only a few have gone through the certification
process.
recommendations
Here are some of the participants’ recommendations to improve
the effectiveness of the CYL campaign and raise awareness about
the importance of MCMC certification.
Effectiveness of CYL Campaign
Promote smart purchase system: Emphasise the need for MCMC
certification of communication devices to ensure its
interoperability and safety.
Allow consumers to scan products for verification: Use QR
code scanning instead of manually keying in the code.
Add certification to product listing: Ensure all products
are certified and safe with clear descriptions and customer
support.
Student-led university campaign: Engage university students
to lead campaigns targeting 18 to 24-year-olds.
Booths at public places: Set up educational booths in malls,
schools, or universities with interactive elements.
Highlight catastrophic consequences: Emphasise catastrophic
consequences safety and security services such as disruption
of emergency communication services and air traffic control
and encourage checking for certification status before
purchase.
Targeting youth via TikTok: Use different advertising
methods for different audiences (traditional for older
consumers, digital for younger).
Interactive game for youth: Use interactive games and offer
age-specific incentives for using CYL apps, such as coins or
points for popular games like Roblox or Minecraft for youth.
Shift focus to behind the scenes: Educate consumers about
the certification process and the significance of purchasing
certified products.
Raising awareness of MCMC certification
Effective deterrents with penalties: Impose fines for
non-compliance with regulations for older adults.
Show MCMC label during device startup: Displaying a
protection message during transactions or device activation,
and preloading MCMC label on smartphones before sale.
Integrate media knowledge in school: Integrate MCMC
awareness into the tech curriculum of “Reka Bentuk dan
Teknologi (RBT)” to educate students.
Kids safety awareness using cartoon characters: Make
learning enjoyable for young children with familiar
characters and interactive methods.
Fun memes Infotainment: Use creative marketing strategies
(videos, social media, humour) to captivate attention.
06 recommendations
researcher's recommendation
Here are some of the researchers’ recommendations to improve the
effectiveness of the CYL campaign and raise awareness about the
importance of MCMC certification.
Effectiveness of CYL Campaign
“MCMC certification of all communication devices is required
to guarantee the safety of their use in terms of device
interoperability.” This needs to be emphasised by the
communication device seller. Not all consumers are equally
concerned about product safety. The campaign can be improved
by creating tailored messages for specific groups of
consumers, such as parents, seniors, or people who have been
injured by unsafe products. The campaign should highlight
how MCMC certification can specifically address their
concerns and ensure the safety of their loved ones. QR codes
are mobile–friendly, a quick and easy way for consumers to
verify the authenticity of a product. They are also more
secure than manually keying in a code, as there is less risk
of human error. An MCMC certification status with a check
mark next to the communication device should be added on
product listings, this helps consumers make informed
decisions about which products to buy. The benefits of doing
this include increasing customer trust, which can lead to
better sales.
The suggestion to engage university students to lead a
campaign targeting 18 to 24-year-olds is a good idea. MCMC
should also partner with influencers who have a strong
following within this target demographic. These influencers
can help spread awareness among these youngsters about the
campaign through their social media platforms, blogs, or
YouTube channels, effectively reaching a wider audience.
University students are a large and engaged demographic, and
they are more likely to be aware of and interested in
campaigns that are led by their peers. A student advisory
board can be set up and student volunteers can be recruited
to develop and implement the campaign. The board can provide
feedback on the campaign’s goals, message, and materials.
Setting up educational booths in public places with
interactive elements is a good way to improve the campaign’s
reach, engagement, and retention. Booths can reach a large
audience of people who might not otherwise be aware of the
campaign. Interactive elements can help to engage people and
to get them interested in the campaign. People who interact
with the campaign are more likely to remember it and take
action.
Highlighting the catastrophic consequences of using
non-certified devices such as disruption of emergency
communication services and air traffic control. Thus,
consumers should be encouraged to check for certification
status before purchasing. Use real-world examples that have
been caused by unsafe products. This will help to make the
dangers more real and tangible for consumers. Use strong
visuals, such as photos or videos, to illustrate the dangers
of unsafe products. Visuals can be a powerful way to grab
attention and communicate a message.
Use traditional advertising methods for older consumers.
Traditional advertising methods, such as TV commercials,
print ads, and radio ads, can be effective in reaching older
consumers. These consumers are more likely to watch TV, read
newspapers, and listen to the radio, so these channels can
be a good way to reach them. Use digital advertising methods
for younger consumers. Digital advertising methods, such as
social media ads, search engine ads, and email marketing,
can be effective in reaching younger consumers. These
consumers are more likely to use the internet, so these
channels can be a good way to reach them.
Using interactive games and offering age-specific incentives
is a good way to improve the campaign’s reach, engagement,
and learning. Games can be a fun and engaging way to teach
young people about safety. This can help to increase
engagement, motivation and improve learning and retention
with the CYL app.
By creating behind-the-scenes content, it helps consumers to
understand the certification process and the significance of
purchasing certified products. By educating consumers about
the certification process, it helps to increase awareness of
the issue among consumers; increase demand for certified
products and improve public perception of MCMC.
Raising awareness of MCMC certification:
Displaying MCMC labels during device startup is a good way
to raise awareness of MCMC certification and its importance
to consumers. When consumers see the MCMC label, they can be
confident that the device has been tested and meets safety
standards. This can help to increase consumer confidence in
the device and in the company that manufactured it.
Companies that show MCMC labels can improve their brand
reputation by ensuring interoperability in communication
devices. This can help them attract new customers and retain
existing customers.
Integrating MCMC awareness into the tech curriculum of RBT
is a good idea. This will help to educate students about the
importance of MCMC certification and its role in guiding
users’ purchase of communication devices. The following
lessons can be included in the curriculum:
• A
lesson to discuss the potential dangers of using unsafe
electronic devices and the importance of purchasing devices
that have been certified by an appointed MCMC certifying
agency;
• A lesson to teach students how to
look for MCMC label on electronic devices and how to verify
that the device has been certified by an appointed MCMC
certifying agency;
• A lesson on the
importance of following the manufacturer’s instructions.
Using cartoon characters and interactive methods to raise
awareness of MCMC certification among young children is a
good idea. This helps to make learning about MCMC
certification enjoyable and engaging for children.
Interactive content, such as a cartoon video about MCMC
certification, a mobile app that includes educational game
quizzes and activities and hosting local community events
using cartoon icons to feature fun activities, games, and
prizes, are effective ways to teach children about MCMC
certification and raise awareness among young children.
The suggestion to use creative marketing strategies, such as
videos, social media, and humour, to raise awareness of MCMC
certification is a good idea. This will help to captivate
attention and make the information more memorable.
07 conclusion
Advancements in ICT have accelerated Malaysia’s communication
and multimedia industry growth, leading to the introduction of
MCMC labels to ensure product safety and authenticity. This has
encouraged MCMC and other regulatory bodies to promote important
regulations and policies for providing safe and cost-effective
products to the public to improve customer satisfaction. In this
regard, the MCMC label was introduced, ensuring the product’s
safety and authenticity. According to the guidelines of MCMC,
any communication devices without MCMC label are not safe or
authentic and might also impact the service quality. To
encourage self-regulation, MCMC launched the CYL campaign, an
awareness programme that has been beneficial in increasing
consumer self-regulation. A current study revealed that
promoting MCMC certification and generating awareness can be
accomplished through a variety of means, including increasing
the visibility of MCMC label, targeting specific audiences,
assuring product safety, and strengthening CYL campaign
platform. Reaching a larger audience requires creative marketing
methods, engaging university students, and engaging young
children. TikTok, as one of the most popular social media
platforms among Malaysian youth, can also be utilised to promote
MCMC certification to younger generations. This will assist in
providing the public with the necessary information regarding
the MCMC label, which will ultimately lead to transparency,
promoting customer satisfaction and improving the multimedia and
communication industry’s social growth.
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