Raising awareness of artists
The case of BTV Quang Minh and Van Hugo suing HIUP milk company caused a stir in public opinion. After advertising "exaggerating" the use of the product and being punished by the authorities, they said that they were also covered up by the brand and had their product information deceived.
From current reality, in the market mechanism, participating in advertising activities of celebrities and influencers is a commercial activity of positive significance, contributing to promoting production, business, economic development, and encouraging innovation. Therefore, amending and supplementing the legal mechanism is urgent, in order to raise awareness of artists, celebrities, and artists when advertising, helping them realize that false advertising and fake goods advertising can make them trade off their reputation and love of the public they build.
Associate Professor, Dr. Bui Hoai Son - full-time member of the National Assembly's Committee on Culture and Society - said that the amendment and supplementation of a number of articles of the Advertising Law passed marks a strong transformation of the Vietnamese advertising industry in the digital age, a comprehensive restructuring of management thinking in creating a civilized, transparent and inspiring media environment.
Associate Professor, Dr. Bui Hoai Son emphasized: Advertising is not only a tool to promote trade, but also reflects cultural identity, expressing the image of the country. A clandestine advertisement can damage the country's image; while a creative, humane advertising product can help Vietnam make a good impression in the eyes of international friends".
Singer Doan Truong said he fully supports the Advertising Law (amended), which stipulates that artists must be responsible for their advertising behavior.
Preventing "fake" advertising, profiteering from consumers
In just the past half year, there have been consecutive scandals related to poor quality advertising and sales, causing many artists and KOLs ( influential people) to struggle. Many famous faces advertising and selling violating products had to apologize and admit that they were irresponsible in introducing products to the audience.
Names that were once familiar with the online community such as: Doan Di Bang, Ngan 98, Thuy Tien, Quang Linh... were involved in scandals one after another. The explosion of social networks has created a money-making channel with a scale of thousands of billions of VND for KOLs. However, when many people with advertising influence violate advertising, they seem to be unaware that this behavior not only causes consequences for consumers but also erodes their reputation and social trust.
Media expert Le Thom - lecturer at the Academy of Public Administration and Management - said that distinguishing between attractive advertising and inflated advertising is a big challenge in modern marketing.
Effective advertising needs to be creative to attract, but still honest and transparent. On the contrary, fraudulent advertising is deliberately causing misunderstanding, distorting information, affecting consumer decisions.
Dignition criteria include: Accuracy, transparency, clear language, respect for consumer rights and compliance with the law. Meeting these criteria helps advertising be both effective, building trust and protecting the brand.
According to experts, a healthy advertising industry does not only rely on the law, but also requires awareness, responsibility and alertness from all stakeholders - a vital factor for sustainable development.
* Actor Mac Van Khoa said that for celebrities, advertising is a legitimate source of income, so he always requires the provision of full documents proving the quality of the product. With cosmetics, he often consultes his wife. He affirmed that he only accepts advertisements after having real experience, especially not advertising milk for children if they have not tried it.
As a businessman, Mac Van Khoa understands that quality creates trust, so he is always careful in both advertising and operating the restaurant. The actor believes that the draft amendment to the Advertising Law tightening quality requirements is a positive thing for artists.
Actress Phuong Thanh - the main role in the movie "ut Lan: Oan Linh Duong", said that she only accepts product advertisements with clear verification. Because brand reputation must be widely verified by consumers, not just rely on advertising. Phuong Thanh only accepts advertisements for products that have been tried and experienced in practice.
