Sincerity is key to survival.

A number of KOLs (Key Opinion Leaders) and TikTokers were arrested in the first half of this year. Most of the charges involved deceiving customers, false advertising, and selling counterfeit food products that could harm consumers' health.

Previously, if an incident came to light, they only needed to write a post or record a video apologizing to their audience and customers, and... that was it. However, recently, the legal framework has changed, and online sellers can face criminal penalties if they evade taxes, produce or sell counterfeit goods, or make false advertisements. The strong arrests and prosecutions have shaken the remaining KOLs community; responsibility is no longer a choice of kindness, but a necessary path to survival.

The tightening of regulations on online behavior in general and e-commerce activities in particular, especially for products that directly affect user health, and the arrest of a number of KOLs, serves as a wake-up call for those operating online: they cannot continue to act recklessly. Leaving aside profit, to avoid legal problems, they are forced to return to their professional responsibilities: thoroughly checking brands and products they collaborate with, prioritizing ethics over profit, and ceasing the use of deceptive tactics and misleading language. These are fundamental principles that anyone involved in online advertising and sales must adhere to, yet they have now become invaluable, something many KOLs openly acknowledge they will strive to achieve.

KOLs are built on the trust and love of their audience. It is this affection that multiplies their responsibility, rather than providing them with a "get-out-of-jail-free card" to cover up wrongdoing. "Honesty is professionalism" should perhaps be their guiding principle for continued existence.

Viewers need KOLs! They need role models to lead and spread positive consumer culture, inspire healthy living, and help them find the brands they need by showcasing real-life experiences. Audiences are no longer passive; they are more skeptical and discerning, creating necessary pressure that forces content creators to be responsible, improve their content, and take their profession more seriously.

The intervention of the law is not a barrier but an opportunity. The unwavering honesty and responsibility, which were once thought to lead to disadvantages, have now become a competitive advantage. Many KOLs have been arrested, and numerous live streams worth tens of billions of dong have disappeared from social media. Instead, those with courage and credibility have found their way forward and become more prominent. Sincerity and honesty, even when being selective about offers, build trust in brands, expanding opportunities for long-term cooperation and growth in larger markets.

KIND HEART

Source: https://www.sggp.org.vn/chan-thanh-de-ton-tai-post803480.html