This situation poses an urgent need to tighten management, improve the legal framework and promote professional ethics and social responsibility to build a healthy, transparent and sustainable digital media environment.
Ms. Nguyen Thi Mai Huong, Deputy Director of Hanoi Department of Culture and Sports :
Strictly handle false advertising behavior
In the era of strong digital technology development, media businesses and KOLs (Key Opinion Leaders) have become important forces, contributing to shaping consumer trends, lifestyles and social thinking. Not only do they play an inspirational role, they also actively contribute to providing information, creating entertainment products and spreading useful knowledge, experience and skills to the community through digital platforms such as YouTube, Facebook, TikTok... These products not only attract viewers but also contribute to raising social awareness and inspiring positive living in the community.
However, fame not only brings fame but also comes with great responsibility. Every statement, action or content that KOLs share has a strong influence, directly affecting the awareness and behavior of millions of people, especially young people. Therefore, KOLs need to act professionally, comply with the law, maintain professional ethics and constantly improve their sense of social responsibility.
Unfortunately, there are still some KOLs who take advantage of public trust to serve their own interests, negatively affecting society and undermining user trust. Some cases such as Hang Du Muc and Quang Linh Vlogs, who were once loved by the public but were later prosecuted for violating the law, have sounded the alarm about the laxity in digital content management. Worryingly, some businesses - even large e-commerce platforms - also support websites that violate the law by placing advertisements on platforms containing illegal content such as pirated movies, gambling games, or toxic content. This not only encourages violations but also creates injustice for KOLs who are operating legally and complying with the law. This situation not only erodes social trust, affects the image of genuine KOLs, but also seriously damages the digital media environment.
In this context, in the coming time, the Hanoi Department of Culture and Sports will step up propaganda, dissemination and legal guidance for organizations and individuals operating in the field of digital content; at the same time, honor and support KOLs who create quality content, support them in accessing official information sources, and make positive contributions to the community. In addition, we are also determined to strictly handle businesses and platforms that intentionally advertise illegally, to protect a clean and healthy media environment.
Associate Professor, Dr. Ngo Tri Long, former Director of the Institute for Price Market Research (Ministry of Finance):
Filling the legal gap
The rapid increase in livestreaming and online advertising is posing many ethical and legal risks, especially when celebrities promote low-quality, false or unverified products. From a market perspective, this is a clear manifestation of information asymmetry, when consumers are unable to evaluate products themselves but rely entirely on the reputation and image of the promoter. Without appropriate control mechanisms, this situation can distort market signals, erode consumer trust and seriously affect transparency and stability in the field of goods and services, especially e-commerce. In fact, there have been many cases of celebrities advertising in violation of regulations related to drugs, cosmetics and functional foods, causing consumers to suffer health and financial consequences. However, the sanctions are still not commensurate with the level of impact.
This is a legal gap that needs to be filled soon. Recently, the National Assembly voted to pass the Law amending and supplementing a number of articles of the Advertising Law, which added new regulations on the rights and obligations of those who transmit advertising products, especially celebrities. In addition, in my opinion, digital platforms - where advertising activities take place - also need to have transparent censorship and warning mechanisms such as mandatory labeling of "sponsored content", public disclosure of product suppliers, or even pre-checking with some sensitive product groups (medical, food, etc.).
Most importantly, celebrities themselves need to realize that social reputation is their greatest asset. Don’t trade public trust for short-term gains. Social responsibility is not only an ethical standard, but also a vital factor in the modern media environment.
Ms. Le Thi Thuy Hanh, Thien Loc commune, Hanoi:
Strong sanctions are needed for artists who advertise falsely.
As a mother and a preschool teacher, I was really disappointed when I used to trust and recommend HIUP milk products to many parents just because I saw famous artists advertising them. I used to think that famous people must have verified the quality before daring to introduce them to the public. But unexpectedly, the product was later discovered to be fake. I was really shocked and felt betrayed.
Not only milk for my children, but many products in my family, from functional foods, cosmetics to household items, were also chosen based solely on trust in the compliments of artists on social networks. Admiration for idols has made me and many consumers easily ignore carefully researching product information.
From that experience, I believe that when celebrities associate their name with a product, it is a form of “implicit commitment” to the public. It is not only a commercial act, but also a social responsibility. If the product is counterfeit or of poor quality, the artist cannot be innocent. They benefit from their fame, but they must also take responsibility when using that reputation to promote products that violate the law and harm consumers. Therefore, I recommend that there should be strong enough legal sanctions to prevent the current situation of irresponsible and widespread advertising.
Source: https://hanoimoi.vn/xu-ly-nghiem-vi-pham-xay-dung-moi-truong-truyen-thong-lanh-manh-709957.html
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