On August 18, the National Cybersecurity Association and the Department of Cybersecurity and High-Tech Crime Prevention (A05) under the Ministry of Public Security held a national-level conference titled “KOLs and the era of national resurgence.”

Beyond fame and influence, there is growing scrutiny over the reliability and social responsibility of KOLs (Key Opinion Leaders). Many experts believe that alongside creating a healthy environment for KOL development, regulations are needed to manage misconduct, including penalties such as limiting their public performances and media appearances if their actions negatively impact society.

Today, KOLs are not just online celebrities but key components of the modern media ecosystem. With loyal followers and trend-setting power, they can directly shape public perception and behavior.

However, there is currently no comprehensive regulatory framework governing the activities of KOLs on social media or in traditional media. Nor are there clear guidelines for sanctioning violations or restricting the visibility of those who breach ethical or legal boundaries.

In response, the Ministry of Public Security organized the first national conference dedicated to KOLs, focusing on their role and responsibilities in contributing to Vietnam’s development in the digital era.

The conference’s title reflects the vision of KOLs as a form of “soft power” capable of driving socio-economic growth in the new era. More than 300 individuals participated, including celebrities, MCs, singers, artists, beauty queens, state officials, representatives from platforms like TikTok, Meta, and Zalo, and major corporations from 34 provinces and cities across the country.

Speaking at the opening, Major General Le Xuan Minh, Director of A05, delivered remarks on behalf of General Luong Tam Quang, Politburo member, Minister of Public Security, and President of the National Cybersecurity Association. He emphasized that in the digital age, influencers have become a special force shaping public consciousness, promoting innovation, and spreading Vietnamese values globally.

“Our nation is undergoing significant transformation. KOLs are becoming key drivers alongside the Party, State, and people in building a rich and sustainable digital economy, digital culture, and digital society. The Party and State have issued numerous policies to nurture a healthy environment for KOL development,” said Major General Le Xuan Minh.

He stressed that with great influence comes great responsibility. KOLs must be deeply aware of how their words, images, and actions impact society. He also called for collaboration between regulatory bodies and tech platforms to create a healthy digital space where KOLs can express patriotism, use their influence positively, and contribute to the nation's development.

MC Khanh Vy shared her journey of lifelong learning and content creation as part of fulfilling her responsibilities as a public figure and media personality. Phuong Nam, 23, a member of the comedy group Sai Gon Teu, expressed excitement and nervousness at the opportunity to meet influential figures, hoping to learn how to use his platform responsibly.

Miss World Vietnam 2024 Bao Ngoc highlighted the fine line between fame and failure, noting that the digital screen is the only boundary between the two. Among the attendees were not only stage and screen celebrities but also influential community figures.

Nguyen Thi Thu Cuc, former Deputy Head of the Propaganda Department of Tay Ninh Provincial Party Committee, shared how local authorities created a network of positive online voices to help guide public opinion and counter misinformation. Tay Ninh’s model, which relies on respected officials to rally trusted community members, has been replicated in 40 provinces with notable success.

Sung A Tua, an ethnic H’Mong entrepreneur and director of a cooperative producing ancient shan tuyet tea in what was formerly Yen Bai (now Son La), proudly described himself as a KOL for his ethnic group. His business promotes itself based on product quality. At the conference, he called on KOLs to promote only authentic products and services.

Nguyen Xuan Tung, CEO of Golden Star Media, urged influencers to verify information about products before accepting advertising deals, emphasizing their responsibility to both the community and the country’s development.

Nguyen Thi Thanh Huyen, Deputy Director of the Department of Broadcasting, Television and Electronic Information under the Ministry of Culture, Sports and Tourism, acknowledged the lack of effective regulations for managing KOLs. She pointed out that many influencers have violated laws or social norms, highlighting the need for clear policies and penalties, including restrictions on media appearances for those who negatively impact society.

She said the ministry may draft regulations to limit media visibility for violators. With the establishment of the “Digital Trust Alliance,” uniting reputable KOLs, businesses, media outlets, and platforms, and launching the “Influencer Credibility Program,” the outlook for KOLs is expected to improve significantly. These initiatives aim to promote positive values, set new standards, and ensure that KOLs make meaningful contributions to Vietnam’s socio-economic growth in the digital era.

PV