Editorial Note: Managing KOLs to ensure a safe and constructive online space is a focus for regulatory authorities. VietNamNet presents this series of articles to highlight the proposals by the MIC for KOL management.

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Managing KOLs is a multi-agency effort. Photo illustration: Unsplash.

In an official document submitted to the Prime Minister, the MIC detailed its findings on international KOL management practices and proposed strategies to regulate and utilize KOLs in Vietnam. According to the MIC, managing KOLs within the framework of the law and established behavioral guidelines is critical for fostering a cleaner and more positive online space.

Furthermore, the MIC emphasized the need for close and consistent collaboration between state management agencies and KOLs to leverage their influence for the dissemination of official, accurate information and policy messages to the public, especially the youth.

The MIC suggested several solutions for managing KOL activities on social networks. These include improving legal frameworks specific to KOL management within the broader context of social media regulation to ensure their activities align with legal and ethical standards.

As part of the ongoing revisions to the Law on Advertising, the Ministry of Culture, Sports, and Tourism, along with the MIC, proposed amendments to include regulations holding influencers accountable for the accuracy of the information they provide. These include clarifying the distinction between advertisements and other content, notifying consumers of promotional activities, and ensuring that influencers who post reviews about products such as cosmetics and health supplements have personally used the products.

The draft decree, which is set to replace Decree 72/2013/ND-CP and Decree 27/2018/ND-CP, also includes stricter regulations for live-streaming activities on social media platforms. It mandates that social media platforms verify users' accounts, ensuring that only authenticated accounts can post content or live-stream, a move aimed at improving accountability.

The MIC urged the government to approve and enact these new regulations swiftly to ensure they can be implemented effectively in real-world scenarios.

The Ministry is also working on developing a new decree to address administrative penalties in telecommunications, information technology, and digital transactions. This would include increasing fines for violations committed by influencers, including celebrities and KOLs.

In collaboration with other ministries, the MIC plans to strengthen the responsibilities of governmental bodies in managing celebrities, influencers, and KOLs. The MIC also aims to bring KOLs into state communication campaigns, encouraging them to promote positive content and the image of Vietnam to both local and international audiences.

The MIC stressed that online spaces should mirror the management structures of the real world - each governing body should oversee its respective field in the digital sphere. Effective online management requires active participation from ministries and local authorities, including in the regulation of KOLs.

To enhance regulatory efforts, the MIC proposed assigning different ministries and agencies to manage, oversee, and address violations by KOLs in fields such as advertising, performing arts, and e-commerce. Specific tasks include:

- The Ministry of Public Security will compile a list of KOLs, verify their identities, and monitor their activities.

- The Ministry of Culture, Sports, and Tourism will manage KOLs in performing arts and advertising. This includes collaborating with the MIC to limit the exposure of negative influences on social media.

- The MIC will handle violations related to information dissemination and advertising on digital platforms, while also recognizing positive contributions from KOLs.

- The Ministry of Industry and Trade will oversee KOLs' commercial activities on e-commerce platforms.

- The Ministry of Finance will ensure KOLs meet tax obligations and prevent tax evasion.

The Ministry of Health will focus on KOLs promoting health-related products and services, ensuring compliance with regulations for advertising medical products and treatments.

Other ministries will also be involved in monitoring and regulating KOL activities within their respective sectors. To strengthen enforcement, penalties could be based on the income of violators to ensure a greater deterrent effect.

The MIC highlighted the need for media companies and talent agencies to take on a proactive role in educating influencers about ethical conduct and social responsibility, encouraging them to produce positive, community-oriented content.

Responding to the MIC’s proposals, the Office of the Government, on August 14, 2024, issued a communication (No. 5764/VPCP-KGVX) relaying Deputy Prime Minister Tran Luu Quang’s comments on KOL management.

The MIC will continue coordinating with relevant ministries to develop a comprehensive regulatory framework, drawing from international practices in countries like China and the United States.

Each ministry, including the MIC, Ministry of Culture, Sports, and Tourism, Ministry of Public Security, Ministry of Industry and Trade, Ministry of Finance, and Ministry of Health, will refine legal provisions to ensure KOLs’ activities are aligned with Vietnam’s policy objectives.

Le My