"It is time for the content creation market to step out of the self-regulated gray zone and operate in a professional, transparent and safe manner."

The statement was made by Nguyen Tan Phong, Vice Chairman of the Vietnam E-commerce Association (VECOM) and Head of its Southern Representative Office, at the industry forum "Creator Economy 2026: Understanding to Create," held in Ho Chi Minh City on June 5.

Trust is becoming the industry's most valuable asset

The creator economy has evolved into a genuine industry that contributes significantly to Vietnam's digital economy, with millions of people earning a living, building personal brands and conducting business through digital content platforms.

According to the "Creator Profession Status Report," based on an exclusive survey conducted by KLIC - the Digital Content Creation Association under VECOM - involving 400 respondents, 77.1% of young participants said they had witnessed key opinion leaders (KOLs) promoting misleading or false information.

The findings suggest that misleading advertising is no longer an isolated phenomenon but has become a common experience among younger audiences consuming content on digital platforms.

As trust erodes, the consequences are increasingly visible. The survey found that 58.9% of young consumers immediately lose trust and unfollow influencers who promote false information, while only 6.3% said such incidents do not affect their perception.

The results indicate that public trust, a core asset of the entire creator economy, is being steadily undermined. Every violation and every instance of non-transparent content not only harms consumers but also damages the commercial credibility of legitimate businesses and brands.

New legal framework set to reshape the industry

Against this backdrop, Vietnam's legal environment is about to undergo significant changes. Beginning July 1, 2026, updated provisions under the Cybersecurity Law, together with new regulations governing e-commerce and taxation, will take effect, imposing greater responsibilities on content creators, brands and digital platforms.

The key question facing millions of independent creators is how to maintain creative freedom while operating responsibly and safely within the new framework.

Speaking at the forum, Nguyen Tan Phong emphasized that the industry can no longer rely on instinctive or informal operating models.

"As we approach this critical moment, we cannot continue to operate based on subjective habits. It is time for the content creation market to move beyond the self-regulated gray zone and function in a professional, transparent and secure manner," he said.

"The market is demanding that transparency. Clean creativity and digital responsibility must become core competitive advantages and essential criteria for evaluating legitimate content creators."

According to Phong, all stakeholders - including brands, multi-channel networks (MCNs) and especially content creators themselves - must proactively reassess their practices to help build a more civilized, fair and sustainable digital commerce ecosystem.

Building a sustainable creator economy

Sharing a similar view, Dao Thi Nuong, Chairwoman of KLIC, stressed the importance of preparing proactively for policy changes rather than reacting after regulations take effect.

She noted that the creator economy has become a genuine economic sector and requires a common platform where content creators, brands and MCNs can gain a deeper understanding of industry developments and work together toward cleaner and more sustainable content creation.

At the same event, Lieutenant Colonel Ho Tho Hai, representing the Cybersecurity and High-Tech Crime Prevention Division (PA05) under Ho Chi Minh City Police, highlighted the growing influence of KOLs and KOCs on consumer behavior.

According to Hai, a single livestream or product endorsement can enable farmers and businesses to reach millions of consumers.

He described the 2025 E-commerce Law as a major step forward in clearly defining the rights, obligations and responsibilities of all participants in the digital environment.

The legislation, he said, is not intended to restrict creativity. Rather, standardizing the responsibilities of KOLs, KOCs, livestream hosts, e-commerce platforms and affiliate marketers is designed to protect legitimate creators and businesses.

Regulation as protection, not restriction

The PA05 representative emphasized that the new regulatory framework taking effect on July 1 is not intended to hinder growth. Instead, it should function as a "safety filter" that helps maintain a healthy online environment while creating greater opportunities for professional creators to thrive.

"Regulation is not about restriction. It is about protection and enabling growth," Hai said.

"Content creators, KOLs and KOCs should feel confident in continuing to innovate and contribute to the economy. We are committed to supporting and protecting creators in today's digital environment because a safe and healthy online space cannot be built by government agencies alone. It requires cooperation from associations, e-commerce platforms, technology providers, brands and the creator community itself."

Le My