Liability of celebrities

Recently, public opinion has been particularly concerned about the arrest of a series of famous social network personalities (KOLs) for violations in business activities, advertising and customer fraud. These cases are not only personal violations, but also raise questions about social responsibility and behavioral standards of influential people - KOLs in general.

KOL stands for “Key Opinion Leader”, which means “key influencer”. They are experts, celebrities or people with deep expertise in a specific field, capable of greatly influencing consumers’ awareness, attitudes and shopping behavior.

Brands often partner with KOLs to promote their products and build brand reputation. Their power comes not from their position, but from the trust that millions of fans and followers place in them. When a KOL promotes a product, their word is considered a guarantee. Consumers buy not just because of the product, but because of the invisible guarantee from someone they trust.

However, this power of trust is being abused alarmingly. Many KOLs, for huge profits, are willing to trade their reputation, becoming advertising “tools” regardless of ethics and law.

They turn fame into a tool to make money at all costs, including helping to promote fake, low-quality goods, or fraudulent services. When violations are exposed, what is lost is not only the reputation of an individual, but also the "loss of sanctity" of an entire group of people. Public trust in any advertising content on social networks is seriously eroded.

It is a fact that the explosion of social networks has created a “gray area” in KOL management. Regulations on advertising, business, and consumer protection seem to have not kept up with the speed of development and sophistication of commercial activities through KOLs. Therefore, the legal responsibilities of KOLs need to be defined more clearly.

When a KOL accepts money for advertising, they become a stakeholder in a commercial transaction. They are responsible, not only morally but also legally, for the information they convey and the consequences that such misinformation causes to consumers.

It is time not only for the authorities to take action, but also for the KOL community, brands and the public to reconsider. For KOLs, remember that the core value is trust. If trust is lost, KOLs will return to zero, even if they have millions of followers.

The public needs to be more alert and learn how to consume wisely, and should not easily give blind trust just because of a famous face. This is the time to restore order, so that KOLs can truly be “leaders”, not “exploiters” of the public.

Source: https://baothainguyen.vn/xa-hoi/202510/trach-nhiem-phap-ly-cua-nguoi-noi-tieng-ddd05b0/