TikTok, the world’s leading short-video platform, has expanded its collaborations in Thailand by widening its network to 12 agencies dedicated to preventing increasingly sophisticated fraud. The move comes as part of a broader push to fortify digital safety and empower users with tools and knowledge to recognize and counter online threats. Alongside this expansion, TikTok launched the ThaiAware Season 2 initiative, designed to deepen Thai audiences’ understanding of digital protection and fraud prevention. The project aims to translate complex online risk dynamics into practical, everyday awareness that Thais can apply across social media, online services, and digital transactions. In short, the company is intensifying both preventive education and cross-agency cooperation to raise digital resilience across the country.
TikTok expands fraud-fighting partnerships in Thailand
TikTok’s strategic move to broaden its fraud-prevention partnerships in Thailand culminates in a collaboration framework that now includes twelve distinct agencies, a robust signal of the platform’s commitment to user safety and trusted engagement. The expansion adds four new partners to the existing ecosystem, bringing in the Food and Drug Administration, the National Cyber Security Agency, the Department of Special Investigation, and the Cyber Crime Investigation Bureau. These four new agencies join eight long-standing partners that have already been working with TikTok in the first season, forming a comprehensive coalition across health, cyber security, law enforcement, and consumer protection. The breadth of this coalition reflects a recognition that digital fraud is a multi-faceted threat requiring coordinated action across regulatory bodies, public safety entities, and private platforms. By uniting these agencies under a shared mission, TikTok aims to create a more proactive and holistic shield against scams, phishing, misinformation, and other deceitful online tactics. This approach signals a shift from isolated, reactive responses to a sustained, collective effort that leverages official channels and community-based awareness.
The eight existing partners comprise the Digital Economy and Society (DES) Ministry; the Electronic Transactions Development Agency; Cofact; the Office of the Consumer Protection Board; the Central Investigation Bureau; the Thailand Consumers Council; the Bank of Thailand; and the Securities and Exchange Commission. Each organization brings a distinct mandate and set of capabilities: regulatory oversight, digital transactions governance, consumer advocacy, law enforcement, financial system integrity, and investor protection. Together, they form a multi-layered defense against online fraud, combining policy guidance, enforcement, consumer education, financial safeguards, and industry standards. The inclusion of the four new partners expands the platform’s reach and capacity, enabling more specialized interventions in health-related fraud, cyber security threats, criminal investigations, and cybercrime responses. This layered network is designed to monitor fraud patterns, share intelligence, coordinate enforcement actions, and disseminate timely protective guidance to the public. The overall objective remains constant: to provide Thai users with reliable, practical, and up-to-date protections as digital ecosystems evolve.
In practical terms, the strengthened alliance is expected to facilitate rapid information flow, joint public awareness campaigns, and coordinated responses to emerging fraud trends. By pooling resources and expertise from government, regulatory bodies, and law enforcement, the alliance can produce more authoritative content, faster detection of suspicious activities, and consistent messaging across platforms and channels. The collaboration also signals a formal commitment to aligning digital safety policies with real-world behavioral change, ensuring that protective practices cascade from official guidance into everyday online interactions. For TikTok, the partnership reinforces trust with users by demonstrating a tangible, government-endorsed approach to safeguarding the online experience. For the Thai public, it translates into clearer guidance, more effective warnings, and a stronger sense of institutional backing when they report scams or suspicious activity. Overall, the expanded network is positioned to elevate digital safety literacy and reduce the incidence of fraud across the country.
ThaiAware Season 2: objectives, scale, and expected impact
The ThaiAware Season 2 initiative is designed to further empower Thai citizens with knowledge and practical digital protection against online fraud and scams. Building on the success of the program’s inaugural year, Season 2 emphasizes preventive education and the development of skills to recognize and respond to online threats in all their forms. The focus encompasses everything from basic social-engineering scams to increasingly sophisticated techniques deployed by fraudsters. The aim is to translate complex threat landscapes into accessible, actionable guidance that resonates with a broad audience, enabling safer online behaviors and more vigilant digital citizenship. The season’s educational ethos centers on empowerment through awareness, enabling people to navigate digital spaces with confidence and resilience.
A key aspect of Season 2 is its reach and dissemination strategy, leveraging a network of content creators with wide influence. More than ten creators, each boasting over a million followers, are engaged to disseminate educational content and practical tips. This creator-driven dissemination is designed to maximize reach and engagement while ensuring that accurate information reaches diverse demographics, including first-time internet users and more experienced online consumers. The content strategy aims to cover a spectrum of risk scenarios—from everyday scams encountered in everyday online shopping or social interactions to the more advanced fraud schemes that exploit data, payment systems, or social media platforms. By pairing authoritative messages with relatable storytelling and trusted voices, ThaiAware Season 2 strives to improve digital literacy and proactive defense among millions of Thai netizens.
In terms of measurable impact, Season 2 aspires to deepen the public’s understanding of digital safety concepts, promote proactive protective behaviors, and encourage timely reporting of suspicious activity. The program recognizes that education alone is not enough; it must be reinforced by accessible resources, clear safeguarding guidelines, and a responsive ecosystem that people can trust. The collaboration’s emphasis on prevention implies a long-term cultural shift toward greater caution, critical thinking, and verification in online interactions. The multi-stakeholder approach, combining government agencies, platform partners, and prominent creators, is expected to yield synergistic effects: more consistent messaging, broader audience reach, higher engagement with safety content, and improved adoption of protective practices in daily online life. The season’s ultimate intent is to elevate digital safety knowledge to a level where Thai users are inherently more capable of recognizing red flags and taking appropriate, timely actions against potential fraud.
Season 2 also reflects a dynamic adaptation to changing digital behaviors. By design, the program tracks shifts in user interactions, platform features, and fraud tactics, adjusting content and delivery methods to ensure relevance. The initiative anticipates evolving threats, from new scam archetypes to novel social engineering methods that may emerge as technologies advance. The emphasis on preventive education aligns with broader strategic priorities to safeguard consumers, bolster trust in digital ecosystems, and sustain healthy, sustainable online engagement. The Season 2 rollout thus represents not only an ongoing information campaign but a long-term investment in the resilience of Thailand’s digital society.
New and existing partner agencies and their roles
The Season 2 expansion introduces four new partner agencies to join the eight established partners, forming a robust and diverse coalition. The new participants—the Food and Drug Administration, the National Cyber Security Agency, the Department of Special Investigation, and the Cyber Crime Investigation Bureau—bring specialized expertise in health-related safety, cyber threat detection, criminal investigations, and cybercrime enforcement. These agencies complement the existing partners’ expertise, enabling a more comprehensive approach to fraud prevention that spans regulatory oversight, consumer protection, financial integrity, and criminal justice. The involvement of the FDA underscores the importance of safeguarding consumers in the health supplements, pharmaceuticals, and consumer health product sectors, where misinformation and unsafe practices can have direct consequences for individuals. The National Cyber Security Agency contributes advanced cyber threat intelligence, incident response capabilities, and public awareness campaigns to help mitigate high-tech fraud and security breaches. The Department of Special Investigation and the Cyber Crime Investigation Bureau add critical investigative and enforcement capabilities, facilitating timely responses to fraudulent schemes and enabling accountability through legal channels. Together, these agencies form an integrated defense that addresses both the prevention and prosecution dimensions of online fraud.
The eight existing partners continue to play essential roles within the collaboration. The DES Ministry provides overarching policy alignment and digital governance foresight, ensuring that safety initiatives reflect national digital development priorities. The Electronic Transactions Development Agency contributes expertise in securing digital transactions, safeguarding payment ecosystems, and protecting consumers in e-commerce and financial services. Cofact offers a platform for fact-checking and rapid misinformation correction, helping to curb rumor-spreading that can fuel fraud. The Office of the Consumer Protection Board serves as a consumer rights advocate and regulatory body for market fairness, while the Central Investigation Bureau brings law enforcement capabilities to investigate and prosecute fraud cases. The Thailand Consumers Council represents consumer voices in policy discussions, informing protective measures with real-world consumer needs. The Bank of Thailand contributes financial system safeguards and anti-fraud measures within the monetary sphere, and the Securities and Exchange Commission oversees market integrity in securities and related instruments. This combination of agencies ensures that digital safety efforts are grounded in regulatory frameworks, financial safeguards, consumer empowerment, and robust enforcement.
Each partner contributes specific assets to the alliance’s operations. DES delegates policy development and strategic coordination to maintain alignment with national digital governance goals. The Electronic Transactions Development Agency supports risk assessment, secure digital transaction standards, and consumer education on financial services. Cofact provides rapid fact-checking infrastructure that counters misinformation which could precipitate fraud or panic. The Office of the Consumer Protection Board channels consumer advocacy to illuminate everyday risks faced by ordinary users. The Central Investigation Bureau and the Cyber Crime Investigation Bureau deliver investigative capacity and cross-jurisdictional enforcement to deter perpetrators. The Thailand Consumers Council channels consumer concerns into policy and campaign design, improving the practical relevance of safety messages. The Bank of Thailand anchors protection efforts within the financial sector and helps guard financial ecosystems from manipulation or exploitation. The Securities and Exchange Commission contributes to safeguarding capital markets from fraud and ensuring transparent information in investment activities. The synergy among these agencies fosters a proactive, intelligence-led approach to digital safety, with clear pathways for reporting, investigation, and public education.
Beyond the structural benefits, the partnership network supports a robust content development program. The collaboration leverages the expertise of more than ten creators with substantial followings to disseminate safety knowledge in engaging, accessible formats. This content strategy emphasizes preventive education, practical tips, and skill-building exercises designed to help users recognize and respond to online threats. The combined strength of official agencies, platform support, and influential creators enhances the credibility of the messaging, increases audience trust, and expands reach across demographics. The integrated approach aims to normalize safe online practices, reduce the prevalence of scams, and encourage more vigilant online communities that actively protect themselves and others.
The content strategy: creators, education themes, and prevention
Central to the program’s effectiveness is the deliberate use of creator-driven content to educate and empower audiences. With more than ten creators boasting audiences of at least one million followers each, the initiative taps into established trust networks to deliver safety messages in relatable, compelling formats. The content strategy prioritizes preventive education—teaching people how to spot signs of online threats, how to verify information, how to protect personal data, and how to respond appropriately to suspicious activity. The messaging spans a spectrum of topics, from basic scam awareness to advanced techniques fraudsters may employ, ensuring that audiences at varied levels of digital literacy can benefit. By diversifying formats—short explainer videos, scenario-based demonstrations, and practical checklists—the program increases engagement and knowledge retention, turning abstract risk concepts into actionable habits.
One core objective of the Season 2 content approach is to build skills that enable people to recognize online threats in all forms. This includes recognizing social engineering tactics, phishing attempts, counterfeit websites, and deceptive online advertisements, as well as understanding how data can be misused or exploited across platforms. Another emphasis is on building protective routines, such as enabling two-factor authentication, recognizing secure website indicators, and adopting cautious sharing practices. The program also highlights behavioral cues that indicate fraud, encouraging a culture of verification before trust. The creators’ role extends beyond simply delivering information; they model prudent online behavior through relatable, concrete examples that resonate with viewers’ daily digital experiences. This approach helps to translate policy and safety guidance into lived practice.
The content development phase has been modernized to align with evolving user behavior. The aim is to deliver timely, relevant, and culturally resonant safety messaging that speaks to contemporary online dynamics. The collaboration emphasizes clear, practical calls to action, guiding users on how to report suspicious activity, how to protect themselves, and where to turn for legitimate assistance. Content teams work closely with partner agencies to ensure accuracy, consistency, and alignment with regulatory standards. By continually updating content to reflect current fraud trends and platform changes, the program seeks to maintain high levels of relevance and utility for audiences. The overarching objective is to cultivate safer online norms, not merely to raise awareness, with the expectation that improved digital literacy will lead to measurable reductions in fraudulent activity and better user self-protection.
In addition to content creation, the Season 2 program prioritizes community engagement and feedback mechanisms. Audiences are encouraged to participate in conversations, share experiences, and report suspicious content via appropriate channels. This interactive element helps to close the gap between information dissemination and real-world action, enabling a more dynamic and responsive protective ecosystem. The program’s measurement framework includes engagement metrics, knowledge uptake indicators, and behavior change outcomes, providing a basis for evaluating the effectiveness of education efforts and informing future refinements. The long-term vision is to foster an environment in which Thais are not only aware of online threats but are also equipped to act decisively and responsibly, promoting digital safety culture across the nation.
Broader digital safety initiative: policy, literacy, and public impact
The expansion of partnerships and the Season 2 education drive sit within a broader national and global emphasis on digital safety. The program aligns with ongoing efforts to strengthen policy frameworks, adapt legal measures, and modernize governance to keep pace with a constantly evolving digital landscape. DES Minister Prasert Jantararuangtong has underscored the need to continually update policies and legal instruments to reflect the rapid evolution of digital environments. The minister’s statements highlight a proactive approach to regulation, one that anticipates emerging threats and provides a solid foundation for robust digital safety practices. This policy orientation is essential to ensure that guardianship and enforcement capabilities remain effective as technologies advance and user behaviors change. The objective is to create a coherent, adaptable policy environment that supports safe digital engagement while fostering innovation and growth in the country’s digital economy.
As part of the broader strategy, Thailand has also advanced initiatives aimed at expanding digital literacy across communities. The One District, One IT Man project is a notable example, aimed at equipping communities with digital literacy skills and practical IT competencies. This nationwide effort seeks to democratize access to digital knowledge, empower residents to participate in digital economies, and reduce the digital divide between urban and rural areas. The project reflects a recognition that digital safety is most effective when coupled with broad-based digital competency, enabling people to navigate online systems, protect their information, and participate in the online ecosystem with confidence. The One District, One IT Man initiative thus complements national policy objectives and platform-driven safety programs by embedding digital skills into local communities and long-term capacity-building.
From a public policy perspective, the partnership model demonstrates how government, public institutions, and private platforms can collaborate to deliver comprehensive safety solutions. The presence of agencies across health, cyber security, consumer protection, law enforcement, and financial regulation ensures a multi-dimensional defense against fraud. This collaborative framework also provides a blueprint for other national contexts seeking to strengthen digital safety through cross-sector cooperation. For policymakers, the experience from the ThaiAware Season 2 project underscores the importance of aligning regulatory goals with practical education, community engagement, and robust enforcement mechanisms. It shows that digital safety is not just a technical issue but a social, educational, and cultural one that requires sustained, inclusive action and continuous adaptation.
In concrete terms, the program’s impact is measured through a combination of content reach, audience engagement, changes in online behavior, and enforcement outcomes. The collaboration’s effectiveness depends on timely updates to safety messaging, the ability to reach diverse population segments, and the capacity to translate policy developments into practical everyday guidance. This approach aims to build a lasting digital safety culture that supports responsible online participation and reduces stakeholders’ exposure to fraud risks. Additionally, it supports the broader digital economy by enhancing consumer trust, reducing fraud-related losses, and reinforcing the integrity of online financial transactions and information exchange.
TikTok’s global trust and safety investment and regional impact
TikTok reports that it invests more than US$2 billion annually in trust and safety initiatives on a global scale. This substantial investment reflects the company’s prioritization of user protection, platform integrity, and responsible content governance. The Thai context demonstrates how global safety commitments translate into local impact, with country-specific strategies tailored to address national fraud patterns, regulatory frameworks, and consumer protection needs. The scale of the global investment informs the local approach, ensuring that resources are allocated to technologies, safety programs, risk analytics, and user education efforts that can adapt to changing threats. The sizeable global commitment signals to users and regulators alike that safety is a core company value and ongoing priority.
Within Thailand, TikTok’s trust and safety operations have produced tangible outcomes. Between January and March 2025, the platform removed 3.4 million content items for violations of its community guidelines, including those related to scams. This level of content moderation reflects an active enforcement posture designed to curb fraudulent or harmful content and protect users from deception. The removals illustrate the platform’s responsiveness to policy violations and its capacity to identify and address a broad spectrum of risk signals. While such figures reflect aggressive enforcement, they also underscore the continuing challenge of maintaining a safe online space in the face of sophisticated fraud tactics. The Thailand-specific data, coupled with the expanded agency partnerships, indicates a coordinated approach to safety that combines platform responsibility with public-sector leadership and community education.
In policy terms, the joint efforts emphasize the alignment of platform rules with national safety standards and consumer protection policies. DES Minister Prasert Jantararuangtong’s remarks about policy updates highlight the interplay between regulatory evolution and platform governance. The mechanism by which government bodies monitor digital ecosystems, share threat intelligence, and provide education complements TikTok’s internal safety measures. The result is a more holistic safety architecture in which platform policies, public policy, and community education reinforce one another. The collaboration also signals to businesses, educators, and consumers that digital safety is a shared responsibility requiring ongoing investment, collaboration, and adaptation to emerging threats.
Government policy context and digital literacy initiatives
The Thai government’s policy framework for digital safety is shaped by the ongoing collaboration among ministry-level bodies, enforcement agencies, and industry partners. The DES Ministry’s role in policy development provides a strategic layer that connects digital safety to broader economic and social objectives. The ministry’s engagement with safety initiatives ensures coherence with national cross-sector plans, including how digital services are delivered to citizens and how digital literacy programs are deployed. The ongoing policy dialogue facilitates updates to regulatory measures, enabling more effective responses to evolving digital risks and better protection for consumers in online ecosystems.
The One District, One IT Man project represents a practical extension of policy objectives into the community. By delivering digital literacy training across districts nationwide, the program aims to raise the baseline level of digital competencies and safety awareness at the local level. The initiative also helps to create a feedback loop wherein local communities inform policy and program design through experiential knowledge. This bottom-up approach enhances the relevance and effectiveness of safety messaging and training. When combined with national-level campaigns and platform-driven safety efforts, the district-based program contributes to a more resilient digital society with greater capacity to recognize, report, and counter online fraud.
Policy updates and enforcement demonstrate the Thai government’s commitment to staying current in a rapidly shifting digital environment. The dynamic nature of online threats requires adaptable legal instruments and regulatory approaches that can respond to new fraud modalities, evolving technologies, and changing consumer behaviors. The collaboration with TikTok and partner agencies provides a model for how government policy can stay responsive and practical while supporting innovation and user safety. The combined programmatic and regulatory actions illustrate a comprehensive strategy that integrates education, enforcement, technology, and governance to protect citizens online.
Operational outcomes: content removal, safety metrics, and ongoing enforcement
The safety-focused collaboration has produced measurable operational outcomes that reflect both platform actions and public-sector interventions. The reported figure of removing 3.4 million content items in the January–March 2025 period shows a robust enforcement regime addressing rule violations—including scams—on the TikTok platform in Thailand. This level of moderation demonstrates a combination of automated detection, manual review, and cross-agency coordination to identify and remove harmful content quickly. It also signals a commitment to maintaining a safe user experience by reducing exposure to fraudulent material and suspicious activity. The large volume of removals indicates that the platform is actively managing risk in a dynamic digital environment where fraud tactics routinely adapt to new platform features and user behaviors.
From a policy standpoint, the enforcement data reinforces the value of the expanded agency network and the season’s educational objectives. By combining regulatory involvement, consumer protection measures, and enforcement capabilities with proactive education, the program seeks to reduce the prevalence and impact of online scams. The collaboration’s emphasis on prevention through knowledge-building complements enforcement by helping to prevent fraud before it begins. In practice, this means users are more likely to recognize red flags, verify information, and avoid engaging with suspicious content, which in turn reduces the overall success rate of scams. The alignment of content development with enforcement outcomes also ensures that safety messaging reflects the current threat landscape and the needs of the community.
Looking ahead, ongoing enforcement and education will continue to adapt to emerging fraud patterns and platform innovations. The effectiveness of the collaboration depends on timely updates to safety messaging, ongoing creator engagement, and the capacity of partner agencies to respond to new threats with policy and law enforcement actions. The ThaiAware Season 2 program provides a framework for sustained impact by integrating preventive education, cross-sector collaboration, and data-driven enforcement. This integrated approach fosters greater user confidence in online environments, supports a safer digital economy, and reinforces the country’s commitment to protecting citizens from evolving online fraud.
Future outlook: challenges, expansion, and continual refinement
As digital fraud strategies become more sophisticated, the Thai safety alliance must continue to evolve to maintain effectiveness. Ongoing challenges include keeping pace with rapidly changing online tactics, ensuring that safety content remains accessible and engaging across diverse populations, and balancing enforcement with freedom of expression and innovation. To address these challenges, the expanded partnership model provides a flexible platform for adapting to new risks. The collaboration can incorporate new tools, analytics, and training resources to refine risk detection, response, and education. By maintaining close coordination among agencies, TikTok, and content creators, the program can respond rapidly to shifts in fraud patterns, platform features, and user behavior.
Future expansion may involve additional partnerships, broader content formats, and more localized educational initiatives. The program could explore deeper integration with school curricula, workplace training, and community-based programs to scale digital literacy and safety practices. In addition, continuous improvement in measurement frameworks will help quantify the impact of safety campaigns on knowledge, behavior, and scam prevention outcomes. The ultimate objective is to create a resilient digital ecosystem in which safety concepts are embedded in daily practices, empowering individuals to navigate digital spaces with assurance and discernment. Through sustained collaboration, policy alignment, and community-driven education, Thailand aims to set a scalable model for digital safety that can inspire other countries facing similar challenges.
The Season 2 rollout also serves as a platform for ongoing public dialogue about online safety, trust, and accountability. By engaging with citizens, educators, and industry stakeholders, the program can identify gaps, address concerns, and refine strategies to meet evolving needs. The combination of policy leadership, regulatory oversight, consumer protection, and platform-based enforcement underscores the importance of shared responsibility in safeguarding digital life. As the digital landscape continues to evolve, the ThaiAware initiative and its multi-agency, creator-driven outreach will remain central to building a safer, more informed, and more capable online community.
Conclusion
TikTok’s expanded partnerships with twelve agencies in Thailand, alongside the ThaiAware Season 2 initiative, mark a significant milestone in the nation’s ongoing effort to combat online fraud and strengthen digital safety. The four new partner agencies—Food and Drug Administration, National Cyber Security Agency, Department of Special Investigation, and Cyber Crime Investigation Bureau—complement eight existing partners to form a comprehensive protective network, covering health-related safety, cyber security, consumer protection, financial system integrity, and law enforcement. The Season 2 program leverages the influence of over ten creators with million-plus followings to deliver preventive education aimed at recognizing and countering online threats, from basic scams to sophisticated techniques. It builds on last year’s success, which saw more than 2.5 million TikTok videos created for the #ThaiAware campaign and 3.4 billion views, highlighting the platform’s capacity to mobilize large-scale awareness efforts. The collaboration’s core objective is to elevate digital safety knowledge and cultivate resilient online behaviors that empower Thais to protect themselves and others in a rapidly evolving digital environment.
Beyond messaging, the alliance seeks to modernize content development to be more comprehensive, user-responsive, and aligned with changing user behavior. The commitment to trust and safety is underscored by TikTok’s global investment of over US$2 billion annually in safety measures, reflecting a broad, ongoing dedication to safe digital experiences. In Thailand, the impact is evidenced by the fact that, from January to March 2025, 3.4 million content items were removed for violations of community guidelines, including scams, demonstrating the platform’s enforcement capacity and its willingness to take decisive action against harmful content. Policy perspectives from DES Minister Prasert Jantararuangtong emphasize the need for policy updates and legal measures to keep pace with digital evolution, and the One District, One IT Man project exemplifies a practical commitment to nationwide digital literacy. Taken together, these efforts reflect an integrated strategy that combines policy development, enforcement, education, and community empowerment to build a safer, more informed digital society for Thailand.