Tightening restrictions on celebrity endorsements.

Recently, numerous cases of misleading, exaggerated, and false advertising by celebrities and influencers have been exposed. Some have been prosecuted and imprisoned, while others have been condemned and boycotted by the public for this behavior. The question is: how can we tighten control over this issue?

Recently, during a meeting of the National Assembly Standing Committee to discuss the amendment and revision of the draft Law on Advertising, the remarks of National Assembly Vice Chairman Le Minh Hoan were met with public approval. Mr. Le Minh Hoan cited two examples: firstly, a famous TikToker in China who earned $650 million USD selling durian in just five hours; and secondly, an automobile company inviting football legend David Beckham to pose for photos with their product. These stories demonstrate the power of media and celebrities. Mr. Le Minh Hoan argued that consumers are increasingly buying based on their idols, a trend of the times. This is a significant driving force for e-commerce.

Clearly, Mr. Le Minh Hoan's assessment accurately reflects current market tastes and consumer trends, at least among a large segment of young people. Celebrities are playing an increasingly important role in e-commerce promotion and business. Recent successes, such as Bac Giang province inviting celebrities to promote lychees via social media or An Giang province inviting famous TikTokers to promote local tourism , demonstrate this. In the cultural field, the influence of celebrities in promoting culture and art has also been clearly demonstrated in the entertainment market recently.

The issue is how to respond to this situation. Many agree on encouraging positive actions and boldly boycotting those with negative behavior on social media. Exploiting the potential of celebrities in economic and social development is a necessary trend. However, according to Mr. Le Minh Hoan, guidelines for influential individuals participating in online advertising need to be added. Specifically, after the Law amending and supplementing several articles of the Advertising Law is passed, specific guidelines should accompany Articles 15a and 23 in the form of detailed documents, illustrating typical situations, along with product verification forms and declaration procedures specifically for influencers. This is especially important in the current social media context, where there is still much confusion about the boundary between personal product reviews and commercial advertising.

Indeed, if there are clear regulations and specific guidelines, many people will refer to and follow them. In cases of deliberate wrongdoing, legal sanctions will apply. However, some argue that the handling of violations by celebrities has been too lenient in the past, lacking sufficient deterrent effect, especially regarding "broadcasting bans" and "publication bans" for serious offenses, which have not been implemented decisively. Many agree that strict management should still allow for some degree of openness to allow for positive influence to prevail.

DUY KHOI

Source: https://baocantho.com.vn/-siet-quang-cao-cua-nguoi-noi-tieng-a187273.html