Unveiling Idea “Stay Alert. Stay Ahead of Digital Threats” to Deliver Safety Media to 50 Million Thais
TikTok, a global destination for discovery, has announced a major expansion of its nationwide anti-scam initiative with the launch of #ThaisAware Season 3 for 2026. Operating under the main theme “Stay Alert. Stay Ahead of Digital Threats.” (คนไทยรู้ทัน ระวังไว้ก่อนภัยจะไวกว่า), TikTok is strengthening its public-private coalition by welcoming the Thai Industrial Standards Institute (TISI), Ministry of Industry, as its new partner to elevate e-commerce safety and online product standards. TISI joins 12 returning government and civil society leaders: Ministry of Digital Economy and Society (MDES), Electronic Transactions Development Agency (ETDA), Cofact, Office of the Consumer Protection Board (OCPB), Central Investigation Bureau (CIB), Thai Council for Consumer Organizations (TCC), Bank of Thailand (BOT), Securities and Exchange Commission (SEC), Food and Drug Administration (FDA), National Cyber Security Agency (NCSA), Department of Special Investigation (DSI), and Cyber Crime Investigation Bureau (CCIB)—forming a powerful 13-partner network to build comprehensive digital immunity against modern cyber threats.
The impact of the #ThaisAware campaign has grown exponentially, with total video views soaring from 3.4 billion in Season 1 to over 17 billion views in Season 2. Crucially, this reach translated into real-world positive results, with partner agencies reporting a noticeable drop in scam victims following platform awareness drives on TikTok. For Season 3, TikTok is elevating its defense framework across three main pillars: Cyber Threat & AI/Deepfake Literacy, E-Commerce Ecosystem Safety on TikTok Shop, and Financial & Investment Scam Protection. Moving beyond general threat alerts, the focus now shifts toward producing proactive, “solution-oriented” content that empowers Thais to actively defend and safeguard their consumer rights.
Mr. Chaichanok Chidchob, Minister of Digital Economy and Society (MDES), stated: “MDES is delighted to join forces with TikTok and all 13 coalition partners to continue the #ThaisAware initiative into its third season, aiming to combat online crime proactively. This year, the project continues to address comprehensive online threats, such as investment scams, mule accounts, and fraudulent AI-generated images, which cause billions of baht in damages annually and deeply impact our citizens. Having participated in global forums like the Global Partnership against Online Scams reinforces the idea that cross-sector collaboration among the public sector, private partners, and platforms is a critical agenda for addressing cyber threats effectively.
MDES strongly believes that fostering Digital Literacy to empower citizens to stay vigilant and protect their rights is the ultimate foundation for sustainable resolution. I extend my sincere thanks to TikTok and all partner organizations for their dedicated, three-year collaboration. Thanks to the united efforts of all sectors, we have achieved a meaningful reduction in scammers by more than 50%.”
Mrs. Chanida Klyphun, Director of Public Policy and Government Relations for SEA, TikTok, said: “TikTok continues to advance digital safety, building on the success of Season 2, which achieved over 17 billion views on digital threat awareness. This year, under the ’13 Heroes’ concept, we are leveraging the specialized expertise of each agency to produce deep-dive, high-quality safety media, aiming to deliver this knowledge directly to over 50 million Thai users. This is driven alongside creator collaborations for public promotion and the launch of an innovative Gamification filter—transforming awareness into an online safety behavior that is fun, engaging, and actionable in real life.”
Integrating 13 Coalitions to Build a “3-Layered Digital Shield” for Thais
Themed “Stay Alert. Stay Ahead of Digital Threats” #ThaisAware Season 3 brings together 13 government agencies and civil society organizations to help people identify and respond to emerging digital scams. The initiative will use TikTok to distribute educational content to audiences across Thailand.
This year, TikTok and its partners will expand the initiative beyond general awareness by providing practical guidance and solutions across three areas under its “Three-Layer Digital Shield”:
- Layer 1: Think Before You Trust—Recognizing Emerging Scams in the AI-Driven Digital World: Raising awareness and blocking emerging cyber threats—particularly AI technologies and Deepfake scams—supported by swift intervention workflows. Led by MDES, CIB, NCSA, and AOC (1441).
- Layer 2: Check Before You Pay—Making Safer, More Informed Online Shopping: Providing consumers with guidance on assessing online offers across websites and social media. This includes checking sellers, product information, safety standards and certifications, as well as understanding consumer rights and where to seek help. The initiative aims to help consumers identify counterfeit, non-compliant and illegal products before making a purchase. Led by TISI, ETDA, FDA, OCPB, CCIB, and TCC.
- Layer 3: Spot the Risk Before Falling Victim—Building Financial Resilience in the Digital World: Uncovering complex investment fraud schemes and unauthorized fund transfers in the digital era to safeguard citizens’ assets effectively. Led by BOT, SEC, DSI, and Cofact.
To drive the campaign to all segments of the public, TikTok has joined forces with a vast number of renowned creators to produce warning videos, alongside the launch of a special “Safe or Scam” activity on the TikTok application—inviting users nationwide to test their safety instincts and share fraud-spotting tips via #คนไทยรู้ทัน (#ThaisAware).
Furthermore, TikTok prioritizes youth protection through backend safety infrastructure, automatic default privacy settings, and screen-time management features for users under 18—delivering multi-layered security spanning policy, technological innovation, and a sustainable online safety culture.
