Ethical and Safe Practices in Live Streaming Media Production: Content Moderation and Viewer Protection

Abstract

The rapid growth of live streaming media in Thailand has brought new opportunities for digital
engagement but also significant challenges related to ethical content production and viewer
safety. This study investigates ethical and safe practices in live streaming media production,
with a focus on content moderation and viewer protection in the Thai context. Using a
qualitative approach, data were collected through semi-structured interviews with content
creators, platform moderators, and viewers, complemented by focus group discussions, live
stream observations, and document analysis of platform guidelines and Thai regulations. The
findings reveal that automated moderation tools are often insufficient to manage nuanced or
context-specific harmful content, highlighting the need for hybrid moderation strategies
combining AI and human oversight. Ethical awareness among creators varies, with smaller
streamers demonstrating inconsistent safety practices. Viewers remain vulnerable to offensive,
graphic, or psychologically harmful content, emphasizing the importance of proactive safety
measures, localized AI moderation, and culturally adapted guidelines. The study concludes that
effective ethical and safe practices in Thailand require integration of technological solutions,
creator education, and regulatory alignment, providing actionable insights for platforms,
policymakers, and digital media producers.