Revealing many noises related to advertising
In just the past 2 months, the "storm" related to advertising and poor quality sales has caused many artists and KOLs ( influential people) to struggle. The authorities dismantled a production and distribution chain of more than 100 types of fake functional foods, many shipments of counterfeit brands, violating the origin. Many famous faces advertising and selling violating products must apologize or, more seriously, be administratively punished and temporarily detained.
Names that were once familiar with the online community such as Doan Di Bang, Ngan 98, Duy Manh, Thuy Tien, Quang Linh... were involved in scandals one after another. Behind the huge profit contract are many forms of sales and advertising for personal gain.
Singer Duy Manh apologized and admitted to inflating the uses of a functional food for men in the promotional video. With the reason of "lacking experience", Duy Manh advertised the product and received a salary of 180 million VND. Thuy Tien advertised vegetable candy, Doan Di Bang had her sunscreen products distributed by her family company revoked, Ngan 98 was criticized for poor quality weight loss drugs... These are all incidents that caused a stir in public opinion.
At this time, many consumers are "shocked" because they have to buy poor quality products. However, in fact, what they trust is the reputation and prestige of an influential person. The explosion of social networks has created a money-making channel with a scale of thousands of billions of VND for KOLs. However, this uncontrolled development has revealed many negative aspects.
Many KOLs consider advertising and sales as a way to get rich quickly, ready to promote any product without spending time researching, not caring about the impact on followers.
Trust is eroding
Social networking platforms such as TikTok and Facebook have policies to censor advertising content, but with the huge amount of content posted every day, control becomes extremely difficult.
Talking to Lao Dong reporter, communication expert Le Thom - lecturer at the Academy of Public Administration and Management - said that to build a healthy advertising industry, it cannot only rely on the law, but must be built from the awareness, responsibility and alertness of all stakeholders.
Experts say that celebrities cannot take personal responsibility for fame lightly.
“As a brand representative and a great influence on the public, KOL is not merely the person who transmits information but also has the moral responsibility for the accuracy and transparency of the advertising content. The lack of experience cannot become an excuse to ignore the professional standards and the law on advertising, especially when KOLs often receive support from marketing units, manufacturers in showbiz. Lan noisy advertising, the public needs to be smart consumers, do not believe in the introduction of celebrities if the product is unknown, has not been verified or showed signs of "inflation" of uses.
