Influencers (KOLs and KOCs) have long been powerful marketing tools for businesses  -  promoting products, running live streams, and endorsing brands. Yet, many have done so without verifying the accuracy of the claims they share. That will soon change.

In a recent case, a famous male singer was live-streaming while driving, interacting with viewers as he cruised down the road. Just 30 minutes later, TikTok abruptly shut down the stream, citing the risks of live-streaming while driving, which could endanger both the streamer and viewers who might mimic the behavior.

In another incident, a KOL made an inappropriate joke during a live stream, with a child relative standing nearby. Within minutes, the session was terminated and the entire TikTok channel was permanently banned.

These examples are just a glimpse of the rising number of violations by influencers, shared by Tran Thi Tan, Director of Social Responsibility at TikTok Shop Vietnam, during a panel discussion held at the launch event of the Vietnam KOL & KOC Club on December 2.

According to Tan, the upcoming amendment to the Law on Advertising (2025), set to take effect on January 1, 2026, represents a major step toward holding influencers more accountable and professional when advertising on digital platforms.

TikTok, for its part, will adopt a hybrid monitoring system, combining manual and automated processes to screen paid advertising content. Any sponsored content will be visibly labeled as “sponsored” to ensure users can identify advertisements.

In addition, TikTok is introducing in-app tools that allow influencers to declare their ads before publishing them.

Over the past few years, KOLs and KOCs have emerged as a powerful force in digital media and e-commerce. A survey by AsiaKOL revealed that 77% of Vietnamese online shoppers have purchased products based on influencer recommendations.

However, the industry still faces significant challenges. Many influencers lack legal knowledge, follow no professional standards, and operate spontaneously  -  resulting in cases that negatively affect both consumers and businesses. The creation of the Vietnam KOL & KOC Club under the Vietnam Advertising Association (VAA) is seen as a necessary development.

Nguyen Truong Son, Chairman of the VAA, stated that influencer marketing has evolved into a formal profession, and with it comes the need for a structured organization and legal framework to ensure compliance and integrity.

At present, influencers who promote false or misleading products can be held jointly liable. Therefore, content creators must learn how to protect themselves.

“KOLs and KOCs have the right to ask brands to cover the cost of product testing. Creators should personally take products to certified testing centers and then request reimbursement from the brand,” Son explained.

From the perspective of advertising agencies, Pham Thi Thu Hang, CEO of 5S Media, emphasized the critical role agencies play in connecting brands with influencers. They help ensure professionalism and minimize risks through guidance and quality assurance. As legal regulations tighten, these intermediary agencies become even more essential.

Ninh Thi Thu Huong, Director of the Department of Grassroots Culture, Family, and Library under the Ministry of Culture, Sports, and Tourism, confirmed that the amended Law on Advertising (2025), recently passed by the National Assembly, officially defines the rights and responsibilities of influencers for the first time.

“Until now, many KOLs and KOCs skipped the verification step during ad campaigns. They relied solely on scripts provided by the brand, without knowing whether the content was truthful or exaggerated,” Huong noted.

However, as information carriers, the primary responsibility lies with the influencer. Starting in 2026, any influencer promoting functional foods, cosmetics, or healthcare products must thoroughly review the relevant certifications issued by the Ministry of Health or local health departments. This documentation serves as the basis for verifying product claims before posting ads.

To prepare influencers for this transition, the Ministry, together with the Vietnam Advertising Association and the KOL & KOC Club, will soon offer training courses to help creators stay informed and compliant.

Tran Chung