"Tighten" celebrity advertising

Recently, many cases of false, exaggerated, and misleading advertising by famous people and influencers have been exposed. Some have been prosecuted, imprisoned, and others have been condemned and boycotted by public opinion for this behavior. The question is how to tighten the management of this?

Recently, in the meeting of the National Assembly Standing Committee to give opinions on receiving, explaining, and revising the draft Law amending and supplementing a number of articles of the Advertising Law, the statement of Vice Chairman of the National Assembly Le Minh Hoan received public approval. Mr. Le Minh Hoan cited two examples, one is a famous TikToker in China selling durian in 5 hours and earning 650 million USD. Second, a car company invited famous football player David Beckham to stand next to the product to take a photo. This story shows the power of the media and celebrities. Mr. Le Minh Hoan said: Consumers are consuming according to idols, which is the trend of the times. That is a huge driving force for e-commerce.

Obviously, Mr. Le Minh Hoan's assessment accurately reflects the current market tastes and consumption trends, at least of a large part of the youth. Celebrities are playing an increasingly important role in promoting and doing e-commerce business. Recent successes such as Bac Giang province inviting celebrities to promote lychee via social networks or An Giang province inviting famous TikTokers to participate in promoting local tourism ... have proven this. In the cultural field, the influence of celebrities in promoting culture and art has also been clearly demonstrated in the entertainment market in recent times.

The problem is how to respond to this situation. Many opinions agree on encouraging good deeds and boldly boycotting those with negative behaviors on social networks. Exploiting the potential of celebrities in economic and social development is a trend and is necessary. However, according to Mr. Le Minh Hoan, it is necessary to supplement implementation instructions for influential individuals when participating in online advertising. Specifically, after the Law amending and supplementing a number of articles of the Advertising Law is passed, there should be specific instructions accompanying Article 15a and Article 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 network context, where there are still many concerns about the boundary between personal product reviews and advertising with commercial elements.

Indeed, if there are clear regulations and specific instructions, many people will refer to and follow them. In case of intentional wrongdoing, they will be subject to legal sanctions. However, there are also opinions that, in the past, the handling of violations by famous people has been lenient, not enough of a deterrent, especially the "banning of broadcasting" and "banning of dissemination" for serious violations has not been drastic. Management, "tightening" but still creating "open space" to "take advantage of fragrant flowers to overwhelm weeds" is something that many people agree with.

DUY KHOI

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