Businesses must notify before KOLs and KOCs cooperate to advertise products.

ANTD.VN - According to the National Competition Commission, the cooperation of retail businesses with influencers (KOLs, KOCs) to participate in marketing and product promotion activities is becoming increasingly popular and diverse, so measures need to be taken to ensure consumer rights.

More and more KOLs and KOCs are collaborating to promote products.

According to the National Competition Commission, influencers are a new concept, regulated in Decree No. 55/2024/ND-CP. Currently, the cooperation of retail businesses with influencers (KOLs, KOCs) to participate in marketing and product promotion activities is becoming increasingly popular and diverse.

“When using influencers to introduce products, goods and services, businesses are responsible for informing consumers in advance and publicly about any form of sponsorship for influencers to use their images, advice and recommendations to promote trade or encourage consumers to buy and use products, goods and services” - the National Competition Commission announced.

In addition to this note, in order to ensure consumer rights, the National Competition Commission also said that businesses need to pay attention to improve compliance with the provisions of the Law on Consumer Rights Protection 2023. Accordingly, compared to the Law on Consumer Rights Protection 2010, the Law 2023 adds a number of new provisions, directly related to the operations of retail businesses, such as: Protection of vulnerable consumer rights.

Vulnerable consumer groups such as: the elderly, the disabled, children, ethnic minorities...

When conducting transactions with this group of consumers, businesses are responsible for ensuring full and appropriate rights for each group of subjects according to the provisions of relevant laws and laws protecting consumer rights.

In addition, the Law on Consumer Protection stipulates that enterprises must apply a mechanism for resolving complaints and disputes in accordance with the provisions of law appropriate to each vulnerable consumer; must not refuse to resolve requests for protection from vulnerable consumers due to differences in language, writing, customs, practices, etc. In particular, enterprises must develop, promulgate and publicize policies to protect vulnerable consumers.

In addition, among the responsibilities to protect consumer information, businesses need to pay attention to the responsibility for the mechanism and method to notify and obtain consumer consent regarding the scope of information they agree to provide and the choice of allowing or not allowing businesses to use information to share, disclose, transfer information to third parties or use consumer information to advertise, introduce products, goods, services and other commercial activities.

Source: https://www.anninhthudo.vn/doanh-nghiep-phai-thong-bao-truoc-khi-kols-kocs-phoi-hop-quang-cao-san-pham-post601329.antd