𝐁𝐈𝐂𝐌𝐀 𝐖𝐚𝐫𝐧𝐬 𝐀𝐠𝐚𝐢𝐧𝐬𝐭 𝐃𝐚𝐧𝐠𝐞𝐫𝐨𝐮𝐬 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚 𝐓𝐫𝐞𝐧𝐝𝐬 𝐓𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐘𝐨𝐮𝐭𝐡

…𝒑𝒂𝒓𝒆𝒏𝒕𝒔, 𝒔𝒕𝒖𝒅𝒆𝒏𝒕𝒔, 𝒂𝒏𝒅 𝒆𝒅𝒖𝒄𝒂𝒕𝒐𝒓𝒔 𝒉𝒊𝒈𝒉𝒍𝒊𝒈𝒉𝒕 𝒕𝒉𝒆 𝒏𝒆𝒆𝒅 𝒇𝒐𝒓 𝒂𝒘𝒂𝒓𝒆𝒏𝒆𝒔𝒔 𝒂𝒏𝒅 𝒆𝒏𝒇𝒐𝒓𝒄𝒆𝒎𝒆𝒏𝒕

By Sonam Choden

The Bhutan Information, Communications, and Media Authority (BICMA) has raised concerns over extreme punishment challenges and other risky trends on social media, particularly TikTok. Popular among Bhutanese content creators and live streamers, these trends often encourage participants to engage in physically or psychologically dangerous activities in pursuit of likes, views, gifts, or online recognition. What may appear entertaining on screen, BICMA warns, can conceal intense pressure to harm or humiliate oneself.

Citing section 2.2(c) of the Rules and Regulations on Content 2019, BICMA reminded the public that content offensive to public feeling, threatening public security, or abusive in nature is strictly prohibited. The authority highlighted several serious concerns, including the normalization of self-harm as entertainment, significant physical and psychological risks such as injury, trauma, and long-term mental health effects, and the high likelihood of children and young people imitating these actions without understanding the consequences.

BICMA strongly urged users, creators, and live streamers to stop participating in these harmful trends. The notice emphasizes responsible online behavior and encourages content that is safe, respectful, and positive. Violations will be subject to enforcement under the kingdom’s laws, reflecting the authority’s commitment to a safer digital environment.
The public has welcomed the notice. Sonam Choden, a high school teacher and parent in Thimphu, said, “This notice is crucial. Young people are heavily influenced by what they see online. As a parent, I worry about the pressure my children may feel to imitate these trends. This guidance gives us a reference to explain why such actions are dangerous.”

Other parents shared similar concerns. Leki Dungden, mother of three, explained, “These challenges are very risky. My kids sometimes watch TikTok trends, and I fear they might try them. This notice reminds everyone that these actions are unacceptable and reinforces safety at home.”

Students and young adults also weighed in. Kinley Pelmo, a university student, said, “I have seen some of my friends join these trends just for likes. Awareness and enforcement might stop people from feeling pressured. Online fame is not worth risking your safety.”

The notice also resonated with social media viewers. Dechen Wangmo shared, “Even though TikTokers may earn from these trends, I feel uncomfortable watching extreme punishment videos. They seem risky and could be life-threatening. As a viewer, it is hard to enjoy content that endangers someone’s safety.”

Additional voices highlighted the wider societal impact. Dawa Gyeltshen said, “It is not just the participants who are at risk. When such videos circulate, they send the wrong message to others, normalizing self-harm and dangerous behavior. BICMA’s notice is an important reminder that safety should come first.” Similarly, Pema Yangki, a mother, commented, “I understand that some TikTokers earn from views, but watching someone risk serious injury or humiliation for fame is disturbing. This notice reassures parents that authorities are taking these issues seriously.”

Challenges remain. Enforcement in digital spaces is complex given the anonymity and global reach of platforms like TikTok. Awareness alone may not stop all users from participating in harmful trends. Many in the public echoed this concern. Tshering Dorji, a parent, said, “Even with awareness, some young people may still feel pressured because everyone else is doing it. Guidance at home and in schools is as important as regulations.” Dechen added, “Regulations help, but education and peer support are key. People need to understand the risks before they participate.” Complementary measures, such as educational campaigns, parental supervision, and peer-led initiatives, are vital to maximizing the notice’s impact.

BICMA’s advisory reinforces the collective responsibility of both authorities and users to maintain a safe and respectful online environment. By discouraging harmful trends and promoting content that prioritizes safety, dignity, and mental health, the initiative aims to protect all social media users, particularly children and adolescents. As the digital landscape evolves, proactive measures like this are essential to ensure that entertainment does not come at the cost of health and safety.

The notice represents a critical step in curbing the dangers of viral social media challenges. Public opinion shows optimism that these measures will reduce harmful online practices and safeguard young audiences, paving the way for a safer and more responsible digital culture in the country.