Maintain standards of conduct in the digital space.

Businesses need to leverage the role of their legal department to issue warnings, integrate the Code of Conduct into production processes, and publish its content.

The issuance of the Code of Conduct for Cyberspace is expected to create an important foundation for cleaning up the digital environment, while also helping content creators develop in a more sustainable direction.

Establish separate standards

Recently, a number of celebrities and key opinion leaders (KOLs) such as beauty queen Thuy Tien, Quang Linh Vlogs, Hang Du Muc, Hai Be, Ngan 98, etc., have been involved in legal troubles related to counterfeit goods and false advertising, causing negative public opinion. In addition, fake news, harmful content, and deviant behavior remain prevalent on social media.

Advertising activities on digital platforms will become increasingly restricted with the introduction of a Code of Conduct for a Culturally Appropriate Digital Environment. (Photo: DUY PHÚ)

In this context, the Ministry of Culture, Sports and Tourism (VH-TT-DL) recently issued a Code of Conduct for Cultural Behavior in the Digital Environment, applicable to the following groups: individuals; organizations and businesses providing social media and digital platform services; internet service providers, etc. Specifically for KOLs (Key Opinion Leaders), the code requires them to maintain a healthy lifestyle, not promote violations of the law or contrary to traditional customs and morals, not exploit the trust and feelings of users for personal gain, and comply with advertising regulations. This is considered a "guideline" to regulate behavior, based on legal and ethical standards.

Mr. Le Quang Tu Do, Director of the Department of Radio, Television and Electronic Information (Ministry of Culture, Sports and Tourism), affirmed that this legal framework establishes separate standards for each target group, based on four core pillars: compliance with the law, civilized conduct, respect for differences, and responsible information sharing. The Department applies a "priority list" and "blacklist" mechanism to select and recommend websites and channels that comply with the law and have clear commitments to brands and advertising agencies. This model has been applied for the past four years and has yielded positive results.

Another noteworthy point is that the ministry has launched a nationwide portal and database on KOLs and online advertising. This system applies technology to collect and manage data, increasing transparency in online advertising activities. "Online advertising is entering a stricter phase. After what was considered a 'purging' phase for KOLs and KOCs last year due to violations of false advertising, many cases could even face criminal prosecution if related to copyright or other legal regulations," Mr. Le Quang Tu Do emphasized.

Mr. Nguyen Van Tuan, General Director of NetSpace - the unit assigned to operate the Information Portal, said that any individual or channel violating the Code of Conduct in the digital environment or violating the law will be publicly labeled on the system. This also serves as a basis to warn brands and businesses to consider limiting cooperation with those who violate the rules. When operational, the Information Portal will not only support management agencies in monitoring and supervising but also help businesses and the community have more tools to evaluate and contribute to building a professional, safe, and sustainable digital media environment. "Besides the 'blacklist,' if individuals and organizations comply well with legal regulations and have positive activities, they will be recognized with commendation badges, enhancing their reputation and increasing opportunities for brands to know about and choose to cooperate with them," Mr. Tuan shared.

Alerts by level

According to one KOL, the biggest challenge in advertising is clearly identifying and naming violations. The issuance of a Code of Conduct provides a concrete reference point for KOLs to self-assess and adjust their behavior. When included in collaboration agreements, this code forces KOLs to regularly monitor their speech and actions, avoiding arbitrariness and lack of standards in the digital environment. This will also be an important tool for businesses and brands working with KOLs or brand representatives.

In reality, brands are always cautious in selecting KOLs, from assessing their influence, communication strategy, schedule, to collaboration costs, in order to minimize the risks associated with media crises. People's Artist Xuan Bac, Director of the Department of Performing Arts (Ministry of Culture, Sports and Tourism), believes that businesses need to leverage the role of their legal departments in warning and integrating the Code of Conduct into the production and posting of content, considering this a crucial step to mitigate the risk of violations. For individuals creating content, especially when under management, increased censorship is necessary to avoid unintentional mistakes. Furthermore, he proposed researching a tiered warning mechanism, such as first, second, and third warnings, to allow violators to make timely adjustments and even proactively apologize when necessary. "The Code of Conduct is not intended to impose penalties but rather to build a healthy digital environment, while also acting as a 'filter' to help organizations and brands control content from the outset," emphasized People's Artist Xuan Bac.

According to Mr. Nguyen Ngoc Hoi, Deputy Director of the Ho Chi Minh City Department of Culture and Sports, the department plans to hold a thematic conference in early June to advise the Ho Chi Minh City People's Committee on concretizing measures to improve implementation effectiveness. Along with this, Ho Chi Minh City will continue to implement lists for managing influential individuals, such as the "white list," "restricted list," and plans to add a "green list" to spread positive content. The city will also promote the mobilization of content creators to participate in mainstream media and resolutely handle violations in cyberspace.

Content control using technology

According to Ms. Ha Tran, Director of Influencer Solutions at WPP Media Vietnam, in the context of the digital content boom, advertising can inadvertently present inappropriate content, posing risks to brands and contributing to the spread of negative information. Therefore, in addition to the requirement of "brand safety," the advertising industry needs to aim for higher responsibility, ensuring cultural appropriateness and contributing to building a healthy and transparent digital environment. Media companies need to proactively raise enforcement standards, apply technology to control content, and closely coordinate with brands, creators, and platforms to ensure legal compliance, promote positive content, and enhance social responsibility in digital advertising activities.

Source: https://nld.com.vn/giu-chuan-hanh-xu-บน-khong-gian-so-196260523211904628.htm