The reality of social media platforms and the emergence of KOLs (part 1)

The reality of social media platforms and the emergence of KOLs (part 1)

In reality, the more influential a KOL is, the greater his or her responsibility. However, many KOLs have taken advantage of their influence to spread false information, promote harmful and untrue content, or advertise poor quality products. In particular, in the digital environment, an unverified statement or deviant content can have a significant negative impact on the community and society.

To further promote the important role of KOLs in digital transformation, the Department of Cyber Security and High-Tech Crime Prevention and Control (PCTP), Ministry of Public Security has closely coordinated with the National Cyber Security Association to launch 3 key initiatives to prepare for launch at the first National KOL Conference taking place this coming August. The conference will be a forum for the Vietnamese KOL community; connecting managers, businesses, technology platforms and typical KOLs to discuss sustainable and responsible development solutions.

Since the strong development of social networks in Vietnam, many KOLs have appeared. Among them, many KOLs have played the role of influencers, leading public opinion towards good values for society and the community. However, there are also many KOLs who are famous for their tricks and calculations to win the hearts of the community and attract their trust towards them... Thanks to that, in just a short time, they have suddenly become KOLs.

Editor Quang Minh had to speak up and admit his mistake for advertising milk with exaggerated effects.

Current status of KOL activities

In early 2025, public opinion was constantly "in turmoil" because of a number of "scandals" of KOLs related to false advertising, lack of transparency and tax evasion... One of them was the case of Vu Nam Phuong (aka Vu Hong Phuc "Cun Bong"), a KOL (a famous person, influential on social networks with more than 300,000 followers on Facebook, more than 500,000 followers on Tiktok, 72,000 followers on Instragram). Regarding the above incident, recently the Hanoi City Police Department of Investigation prosecuted Vu Nam Phuong, Nguyen Nam Thang (Phuong's husband) and Chu Thi My Nhung (accountant) for the crime of "Violating accounting regulations causing serious consequences".

Previously, Phuong operated a business selling fruits and functional foods in large quantities at the VHP store (address 29 Tran Hung Dao, Hoan Kiem, Hanoi) and through e-commerce channels, social networking sites (Facebook page: VHP Premium), and a personal social networking account under the name Vu Hong Phuc.

From 2023 to present, Phuong and Thang opened the VHP store at the above address and operated business activities through e-commerce channels and social networks under the legal entity of US Pharmaceutical Joint Stock Company; at the same time, they hired Nhung as an accountant. During the operation, from 2023 to present, Phuong and Thang directed Nhung to declare revenue to the authorities of only more than 5 billion VND, while the Hanoi City Police Department of Investigation initially clarified that the actual revenue of the subjects was more than 120 billion VND, causing tax losses to the State budget of more than 10 billion VND.

Previously, the fake milk case was exposed, the Ministry of Public Security's Investigation Police Agency issued a decision to prosecute the criminal case "Production of fake food products and deceiving customers"; prosecuted the accused, applied temporary detention measures against Nguyen Thi Thai Hang (Hang Du Muc) and Pham Quang Linh (Quang Ling Vlogs) and 3 accomplices. The Investigation Police Agency determined that the food supplement product Kera SuperGreens Gummies (commonly known as Kera vegetable candy) is a product of Chi Em Rot Group Joint Stock Company, manufactured by Asia Life Joint Stock Company, is counterfeit...

Recently, many artists and celebrities have been involved in scandals of advertising and exaggerating the effects of products and functional foods, causing public outrage. Because artists and celebrities are prestigious people, trusted by audiences, and there are even artists and KOLs with millions of followers on personal pages and many social networking platforms. Therefore, when celebrities advertise falsely and exaggerate the effects of products, it will affect many people.

Ms. TTH (residing in Hanoi) said that after the authorities dealt with many artists who continued to be exposed for "exaggerating" the benefits of some fake milks, causing public outrage and even causing serious harm to consumers' health, she lost faith in online shopping... When buying goods, she is more cautious and limits "closing orders" when she feels unsafe.

The influence of KOL

Talking to us, a representative of the National Cyber Security Association shared that in Vietnam, the development of KOLs is extremely strong. Especially from the Gen Z generation, KOLs are not only famous people but also role models, sources of inspiration and are also considered as online companions. Influencers are gradually becoming factors that play a role in shaping social awareness, spreading culture and inspiring positive living for the community, especially the youth. This is one of the important resources that need to be promoted in the context of Vietnam implementing the "four pillars" and creating an era of national development.

In terms of positive influence, KOLs have promoted the economy and e-commerce. In fact, KOLs are an indispensable element in marketing strategies to increase revenue, build trust and connect brands with consumers. Statistics show that revenue from affiliate marketing including KOLs in the Vietnamese e-commerce market has an exceptionally fast growth rate, up to 45% per year. A KOL's livestream sales promotion session on TikTok can bring in hundreds of millions of VND in just a few hours.

KOLs also contribute to spreading positive values and lifestyle orientation. Specifically, many KOLs are role models in overcoming difficulties, sharing knowledge and useful information, while inspiring young people to start businesses and create, and spreading positive lifestyles; promoting culture and national image: KOLs also contribute to promoting Vietnam's image, culture and history on the Internet through communication campaigns.

They can enhance recognition and understanding of the country's culture, politics, and economy, contributing to creating a positive image, arousing pride in the country and Vietnamese people; orienting public opinion and promoting social change: Some KOLs in the fields of education, health, environment... have created practical impacts on public awareness. They can promote culture, digital society and influence social awareness.

However, there are also many negative impacts such as false advertising and lack of transparency: High income from advertising, sponsorship, and livestream sales can reach billions of VND per month, which sometimes leads to some KOLs disregarding false advertising to make a profit. Specifically, in the past, many KOLs have been handled...

Many KOLs were "exposed" for lack of transparency in charity activities; misleading statements, fake news, and untrue news: Some KOLs spread false information, inciting public opinion, negatively affecting the political and social situation; spreading deviant ideology and lifestyle: A segment of young people chase after fame regardless of moral values or knowledge, promoting negative actions, offensive behaviors, and even deviant views, contrary to traditional moral and cultural values. Some phenomena "bloom quickly and fade quickly" but still leave many bad consequences for the community; negatively impact national security and social order: KOLs take advantage of their influence to carry out acts that violate national security, influence policies, and affect social security and order.

To further promote the important role of KOLs in the country, it is necessary to soon complete the legal corridor and improve the effectiveness and efficiency of state management by competent authorities over KOL activities.

Source: https://cand.com.vn/doi-song/thuc-trang-cac-nen-tang-mang-xa-hoi-va-su-xuat-hien-cua-kol-bai-1--i778396/