Key Opinion Leader (KOL): The greater the influence, the greater the responsibility

On August 18, the first KOL (influencer) conference was held, gathering a large number of experts, managers, businesses and the content creation community. At the event, the “Digital Trust” Alliance and the “Influencer Trust” program were launched, opening a mechanism to evaluate the reputation and responsibility of KOL/KOC in Vietnam.

“Digital Ambassador” in the new era

KOLs are not only entertainment faces or promotional tools, but have become “digital ambassadors” who contribute to shaping social trends and promoting Vietnamese culture to the world. Associated with the explosion of digital platforms, from art, sports to education , finance, tourism, etc., KOLs create trends, lead public opinion, inspire and shape behavior.

Many famous KOL faces attended the conference

Major General Le Xuan Minh, Director of the Department of Cyber Security and High-Tech Crime Prevention ( Ministry of Public Security ), said: “KOLs are “digital ambassadors”, contributing to creating a new era for the country, accompanying the Party, State and people in building a digital economy, digital culture, and digital society”. From that, it can be seen that the role of KOLs does not stop at promoting brands or creating entertainment effects, but must also become a pioneering force in spreading the values of “truth - goodness - beauty”, while preserving and promoting Vietnamese identity in the international arena.

A clear demonstration of the social role of KOLs is their ability to connect the community through practical activities. Mr. Nguyen Lam Thanh, General Director of TikTok Vietnam, shared: “After the Covid-19 pandemic, many young people from rural areas posted simple cooking videos, while supporting the consumption of local agricultural products. Thanks to the support of KOLs, there was a time when more than 21 tons of Bac Giang lychees (formerly Bac Giang province, now Bac Ninh province) were sold online to consumers.

Not only economic, many online campaigns also spread cultural messages, arousing national pride through hashtags such as #ProudVietnam, #FatherlandInTheHeart…”. Meanwhile, Mr. Do Quang Vinh, Vice Chairman of SHB Board of Directors, commented that when KOLs accompany businesses in the spirit of “practice goes hand in hand with words”, the cooperation does not stop at product promotion but also creates positive social impacts, from financial education, environmental protection to supporting disadvantaged groups. This is a clear demonstration of the power of KOLs in spreading social responsibility.

Soon have legal corridor

Along with the growing influence comes significant challenges. There are many cases where KOLs have taken advantage of their reputation to advertise counterfeit goods, spread false information or produce offensive content. As a result, public trust is damaged and the digital media environment is distorted. Therefore, the principle of “the greater the influence, the greater the responsibility” must become a professional ethics guideline for each KOL.

At the conference, experts emphasized the need to soon have a legal corridor for KOL activities. Citing international experience, Ms. Nguyen Thi Thanh Huyen, Deputy Director of the Department of Radio, Television and Electronic Information (Ministry of Culture, Sports and Tourism), proposed that Vietnam needs strong enough sanctions, including limiting performances and media appearances for KOLs who violate the law, and at the same time recommending that brands be cautious when cooperating in advertising to protect their brands. From another perspective, a representative of TikTok Vietnam also frankly pointed out that the KOL profession in Vietnam is still not considered truly professional. Therefore, building a framework of professional standards for KOLs and establishing an organization to represent a common voice for this community is necessary.

Sharing at the conference, many opinions affirmed that the true beauty of KOLs does not lie in virtual numbers, but in their dedication and practical actions for the community. When combining social responsibility, legal corridors and self-regulation mechanisms, the Vietnamese KOL community can develop sustainably.

At the conference, the organizers launched the “Digital Trust” Alliance, which brings together reputable KOLs/KOCs, businesses, press agencies and digital platforms, to spread positive values, build standards and promote transparency and responsibility in cyberspace. Along with that, the “Influencer Trust” program was also launched, aiming to standardize professional ethics, certify reputation, support management agencies and businesses in choosing suitable partners, and protect consumers.

MAI AN

Source: https://www.sggp.org.vn/nguoi-co-suc-anh-huong-kol-anh-huong-cang-lon-trach-nhiem-cang-cao-post809028.html