Nga said the Sentuhan Maya programme, which utilises volunteers from his ministry, does not incur additional costs compared to hiring external key opinion leaders (KOLs), which he said could be expensive.

“The online ambassadors are enthusiastic volunteers from various departments and agencies within the ministry.

“Through this initiative, the ministry does not incur any additional costs, while hiring KOLs can cost hundreds of thousands of ringgit,” he said in a statement.

He said the initiative aims to promote the ministry’s products and services through social media.

It also focusses on building capacity among civil servants in digital tools and communication strategies, ensuring clear messaging about the ministry’s programmes, such as MyKiosk 2.0, an affordable rental scheme, and the Teduh system for checking developers’ backgrounds.

Nga’s comments come amid criticism from several quarters, including Puad Zarkashi, a former director-general of the now-defunct special affairs department (Jasa).

Puad questioned the need for appointing online ambassadors when the government already has entities with similar functions, such as the community communications department, or J-Kom, and Komuniti Madani, both under the communications ministry.

He said introducing these ambassadors would lead to overlapping powers and disorganised social media efforts.

Former housing and local government minister Zuraida Kamaruddin also criticised the initiative, calling it “wasteful and unethical”, adding that Nga should focus on handling issues related to his ministry instead of deploying civil servants as cybertroopers.

Earlier today, communications minister Fahmi Fadzil said he was open to the initiative, but would review it to ensure coordination in the dissemination of information.

He also said he would discuss the matter with Nga.