KOL&KOC: Current status of violations and legal responsibilities in e-commerce activities

With the boom of e-commerce, livestream sales have become a popular trend, but there have also been many manifestations of commercial fraud and false advertising that have caused public outrage and distorted the business environment.

This is also one of the discussed contents that attracted the attention of consumers and experts at the seminar "KOL&KOC - Current status of violations - Legal responsibility in e-commerce activities" organized by the Center for Quality Monitoring and Anti-Counterfeiting on the morning of October 16 in Hanoi .

Dr. Nguyen Duc Tai, Director of STLA Institute, Center for Quality Monitoring and Counterfeit Prevention moderated the discussion.

Speaking at the seminar, Dr. Nguyen Duc Tai, Director of STLA Institute, Center for Quality Monitoring and Counterfeit Prevention, emphasized that recent practices have shown many signs of commercial fraud and false advertising that have caused public outrage and distorted the business environment. The cases of fake vegetable candy and milk are typical examples, showing the serious consequences when KOL&KOC lack responsibility and assist in bringing poor quality products to consumers, leading to violations of the law.

In particular, a number of famous KOL&KOC cases have been prosecuted and detained for violating accounting regulations, causing serious consequences, which have shocked public opinion. These cases not only show the level of legal risks that KOL&KOC may face, but also raise big questions about professional ethics, transparency and behavioral standards of people with influence in the digital environment.

Besides, the market is witnessing many tricks of demagoguery, emotional appeal, exaggeration of product benefits of some KOCs, taking advantage of consumer trust to boost short-term sales.
Dr. Nguyen Duc Tai affirmed that such “scandalous strategies” erode social trust and create a distorted and unsustainable e-commerce environment. KOL&KOC activities in e-commerce are becoming a prominent social and economic phenomenon, with direct impact on consumer behavior, business marketing strategies, as well as the healthy business environment of the country.

At the seminar, many opinions clarified the core issues of the current situation of violations of false advertising, fraudulent livestream sales, and assisting in the sale of counterfeit, fake, and poor-quality goods; Impact on health and consumer confidence, tax loss, criminal risks; Lack of regulations, codes of conduct, and practice certificates for KOLs and KOCs.

To end this phenomenon, experts have proposed many solutions such as: Building standards, strengthening technology supervision, promoting training, granting practice certificates, encouraging and promoting the role of participation of associations in self-management, management agencies...

According to experts, in addition to traditional e-commerce, there has recently been a heated debate related to KOC in the field of cryptocurrency and digital assets. This shows that the influence of KOL & KOC is not only limited to consumer goods but also extends to sensitive digital financial fields.

This is also the reason why the Center for Quality Monitoring and Counterfeit Prevention will continue to organize a specialized forum on "Legal framework for digital asset and cryptocurrency transactions" in the coming time to create a transparent legal corridor for this field. The goal is to create a scientific - legal - technological forum to establish a safe and transparent management mechanism for Vietnam's digital economy.

Dr. Nguyen Duc Tai said that the cases of fake vegetable candy, fake milk or commercial fraud in livestream sales clearly show the danger when KOLs and KOCs violate. KOC's tricks to fool people have shown the limits of professional ethics in the digital environment. A strict legal framework and a transparent monitoring system are needed to protect the market, consumers, and the professionals themselves. Consumers are harmed, businesses lose their reputation, and society suffers the consequences.

Therefore, it is urgent to build a legal framework, a code of conduct and a practice certificate for KOLs and KOCs. At the same time, expand research and prepare for challenges from digital asset and cryptocurrency transactions. Only then can we form a transparent and honest e-commerce and digital economic ecosystem - where "Protecting quality is protecting yourself".

Source: https://baotintuc.vn/xa-hoi/kolkoc-thuc-trang-vi-pham-trach-nhiem-phap-ly-trong-hoat-dong-thuong-mai-dien-tu-20251016134519942.htm