Celebrities who advertise falsely will run out of business

Mr. Bui Hoai Son, a full-time delegate of the Committee on Culture and Society, stated that the National Assembly's consideration of amending the Law on Advertising, including regulations to tighten advertising activities on social networks, is a very necessary and timely move.

Advertisements for treating bone and joint diseases are rampant on social networks, making many people fed up - Photo: TRI DUC

There needs to be a strong enough legal framework to control the authenticity and objectivity of advertising content, especially advertising from influencers on social networks.

* It is expected that in the second phase of the 9th session, the National Assembly will consider and approve amendments to the Advertising Law, which has introduced many new regulations to tighten advertising on social networks to prevent false advertising and consumer deception. What do you think about the new sanctions that have been introduced?

- The Law's addition of sanctions and clear requirements that advertisers must actually use the product and publicly disclose the financial benefits received from advertising is a step in the right direction, demonstrating the spirit of respect for the law and protecting consumer rights in the digital environment.

I especially appreciate the new regulations on defining the responsibility of social media platforms such as Facebook, YouTube, and TikTok in controlling and removing violating advertising content - this is a breakthrough.

In the digital space, no one can be "invisible" before the law. We cannot let platforms become "gray zones" where all kinds of false advertising go viral without anyone being held accountable.

On the other hand, sanctions against celebrities who advertise falsely should also be strictly applied. The proposal to revoke the right to perform, or ban violators from appearing on television or social networks for a certain period of time is completely appropriate. This is not only a handling measure but also a strong message about social responsibility in the digital age.

This amendment to the Advertising Law should focus on feasibility and deterrence. Regulations are necessary, but without a transparent and fair mechanism for inspection, supervision and punishment, the law will remain on paper only.

Therefore, along with supplementing provisions, the National Assembly, the Government and specialized management agencies need to invest in law enforcement capacity in the field of digital advertising, including human resources, technology and international cooperation.

* How do you expect the tightening of celebrity responsibility in advertising to change the advertising market, especially in protecting consumers?

- I expect that when the revised Advertising Law officially comes into effect and is strictly enforced, tightening the responsibility of celebrities will create a big "push" in restoring order, discipline and ethics in the advertising market - which is being strongly impacted by cyberspace and today's "viral" culture.

The most important impact will be to restore consumer trust - trust that is being seriously eroded by a series of KOLs advertising false information, trading reputation for profit.

When celebrities are held legally responsible for their every word and advertising action, they will be forced to be more cautious before each "speak", carefully considering between commercial value and social reputation, between freedom of expression and moral obligations to the community.

This will profoundly change the way businesses approach advertising - from "hunting for famous faces" to looking for people with real credibility, product knowledge, and responsibility to the community.

I believe that when the law has a strong enough mechanism, the advertising market will gradually form new standards: transparent, honest, and grounded. Celebrities will no longer easily "sell their names" to promote products that they have never used or do not fully understand.

At the same time, consumers will also gradually improve their "media resistance", knowing how to view advertising content with a critical perspective, thereby making safer and wiser consumption choices.

Three pillars of preventing dirty advertising

* In your opinion, what needs to be done to make the new regulations truly effective, preventing false advertising and deceiving consumers?

- It is necessary to simultaneously and synchronously deploy all three pillars: strict laws, strict enforcement and raising social awareness. In which, the regulations must be clear, specific and highly feasible.

Not just stopping at general principles, the law needs to clearly identify who is an "influencer" in advertising, what their legal responsibilities are, and how false advertising is handled.

Administrative sanctions, compensation for damages or being banned from appearing on media platforms. The law needs to establish an independent monitoring mechanism and a transparent database of violations, avoiding the situation of "having laws but not using them".

It is necessary to strengthen the capacity and responsibility of enforcement agencies. This requires the synchronous participation of many parties such as the Ministry of Culture, Sports and Tourism, the Ministry of Industry and Trade ..., market management agencies as well as local authorities.

Celebrities and businesses must put their social responsibilities in the right place. And there is also a need to improve communication and awareness for consumers.

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Source: https://tuoitre.vn/nguoi-noi-tieng-quang-cao-sai-su-that-se-het-dat-dien-20250604081520592.htm