KOL/KOC - The dark side of halo and legal gap - Part 5: Joining hands to make the digital environment healthier

The ultimate goal of KOL/KOC management is not just to control activities or prevent violations. The most important thing is to aim at building a healthy environment, contributing to shaping tastes, consumer behavior and spreading positive values, contributing to promoting the image of the country and people. Many managers, experts, and professionals have given opinions and solutions to realize the above goals, contributing to sustainable development.

- Mr. NGUYEN TRUONG SON, Chairman of Vietnam Advertising Association:

Improve responsibility and professional ethics

In the context of digital transformation taking place strongly and comprehensively in all areas of economic and social life, we all clearly see that online sales activities today are no longer a seasonal or amateur job as before.

This has become a real career - a new creative industry, attracting millions of participants, especially the young generation. Not only does it create attractive income, the digital environment also opens up a large space for self-expression, creativity and unlimited connection.

However, the rapid development of this field is also posing increasing demands on responsibility, professional ethics and compliance with the law. Recent changes in the Advertising Law and related legal documents are a testament to the State's efforts in making the digital business environment transparent and healthy, especially advertising and marketing activities on digital platforms.

We cannot deny that, besides individuals and organizations that create content seriously, creatively and responsibly, there are still many phenomena of abusing fame, circumventing the law, and even intentionally violating it for personal gain. Especially, when new concepts such as KOL/KOC, content creator... are becoming popular but the law has not yet completed specific standards to evaluate violations, the risk of violations due to lack of understanding or subjectivity is very high.

- Major General LE XUAN MINH, Director of the Department of Cyber ​​Security and High-Tech Crime Prevention ( Ministry of Public Security ):

Create a healthy environment for KOL/KOC to develop

The greater the influence, the greater the responsibility. Each KOL/KOC needs to be deeply aware of the impact of each statement, image and action.

In addition, management agencies and technology platforms must work together to guide and protect the community from false information, eliminate negative impacts, and strengthen the "trust shield" of society. Create a healthy digital environment for KOLs/KOCs to exert positive influence, promoting the development of the national economy, culture, and media.

- Mr. NGUYEN LAM THANH, CEO of TikTok Vietnam:

Building a set of criteria for evaluating KOL/KOC

I think it is time for Vietnam to develop a set of criteria to evaluate standard KOL/KOC, thereby promoting this power in the right direction, in accordance with legal and ethical regulations, contributing to creating a clean and strong digital space. Vietnam needs to consider KOL/KOC as a profession to develop professionally, instead of just considering it as a spontaneous activity.

TikTok is fully aware of its responsibility to ensure the harmonious interests of consumers and partners. We are also implementing campaigns to improve the community's anti-fake news, hackers, and scams skills and coordinating with authorities and universities in 34 provinces and cities to organize training courses on platform policies and current legal regulations such as the Advertising Law, Tax Law, and E-commerce Law. TikTok's upcoming focus is to provide full information, act as a bridge, and organize training to raise legal awareness for KOLs, KOCs, sellers, and consumers.

- Lieutenant Colonel NGUYEN TIEN CUONG, Head of Department 3, Department of Cyber ​​Security and High-Tech Crime Prevention and Control (A05 - Ministry of Public Security):

Putting social responsibility first

To prevent, stop and handle cases of KOLs/KOCs “high on power”, contributions from many parties and many different channels are needed. Before legal regulations intervene, KOLs/KOCs themselves must self-regulate their behavior, uphold ethical standards and personal responsibility.

Next, we need to be aware of social responsibility, because there are behaviors that do not violate the law but are not beneficial to the country. In "hot" events, if everyone slows down a bit in sharing information, society will be less disturbed and calmer. This restraint and thinking of the common good is social responsibility.

Social media platforms play a very important role. There are cases where KOLs/KOCs make inappropriate statements but they still exist because the community standards of these platforms may not be suitable for the Vietnamese context. Therefore, there needs to be separate standards that are appropriate for each market and each country where the platform provides services.

- Cyber ​​security expert PHI VAN THANH:

Honor individuals who make positive contributions to create lasting motivation

In the digital age, KOLs/KOCs have a great influence on public opinion and social awareness, not only creating trends but also contributing to spreading information about human rights. To promote this role, it is necessary to raise awareness and responsibility for KOLs/KOCs through training and seminars on law and professional ethics.

At the same time, encourage them to participate in mainstream media campaigns, create digital content such as videos , podcasts or livestreams to spread humane messages. State agencies should closely coordinate with KOL/KOC in guiding public opinion, inviting them to be media ambassadors and supporting content production, and honoring individuals with positive contributions to create long-term motivation.

In addition, it is necessary to resolutely handle KOL/KOCs who spread false information; coordinate with social media platforms to promptly prevent negative content. Building a network of KOL/KOCs that accompanies the state, is professionally trained and equipped with verification tools, will help improve the quality of communication, strengthen a healthy information environment, thereby protecting and promoting human rights in a sustainable manner.

- Rapper DEN VAU (Nguyen Duc Cuong):

Every click must be thought through.

I am well aware of the role and influence of a celebrity in society. Therefore, I feel I have to be more responsible in my behavior, spread positive values ​​and continue to improve myself.

At work, I always spend time learning, listening and understanding legal regulations to improve day by day. With the attention and guidance of the authorities, myself and creative people determine that the first thing is to comply with the law and preserve cultural identity.

In addition, we need to show the spirit of solidarity, love, sharing and responsibility to the community. Every click, every content shared on social networks, I think very carefully and thoroughly, to see if there are any consequences. This is especially important for young people, the younger generation who use technology a lot and from a very early age.

MAI AN - VAN TUAN - TIEU TAN

Source: https://www.sggp.org.vn/kolkoc-mat-trai-cua-hao-quang-va-khoang-trong-phap-ly-bai-5-chung-tay-lanh-manh-hoa-moi-truong-so-post813485.html