Be sincere to survive

A series of KOLs (influencers in the online community) and TikTokers were arrested in the first half of this year. Most of the crimes were deceiving customers, false advertising, and selling fake food products that affect users' health.

According to the previous scenario, if the incident broke out, they only needed to write an article, film a clip to apologize to the audience and customers and... that would be it. However, recently, the legal framework has changed, online sellers can face criminal charges if they evade taxes, produce and trade counterfeit goods, advertise falsely... The arrests and strong prosecutions have shaken the remaining KOLs community, responsibility is no longer a choice of kindness, but a mandatory path to survival.

The tightening of management of behaviors on social networks in general and e-commerce activities in particular, especially with products that directly affect users' health and the arrest of a series of KOLs is like a warning bell for those who are active online: they cannot continue to blindly act recklessly. Not to mention profits, in the short term, in order to avoid facing legal problems, they are forced to return to their professional responsibilities: carefully check brands and collaborative products, put ethical criteria first instead of profits, stop using tricks and words to deceive viewers... These are inherently basic things that a person participating in advertising and selling online must comply with, but now they have become a valuable thing that many KOLs must publicly admit that they will strive to reach.

KOLs are built on the trust and love of the audience. It is that love that multiplies their responsibility, not the “get out of jail free card” that covers up their mistakes. “Honesty is professionalism” should probably be their working motto to continue to exist.

Viewers need KOLs! They need role models to lead and spread positive consumer culture, inspire healthy living, and help them find the brands they need by introducing real experiences. Audiences are no longer passive, they are more skeptical and demanding, which is a necessary pressure to force content producers to be responsible, improve content and take their jobs more seriously.

The involvement of the law is not a barrier but an opportunity, the steadfast honesty and responsibility, which seemed like "honesty means loss" has now become a competitive advantage. Many KOLs have been arrested, a series of live sessions worth tens of billions of dong have disappeared from social networks, instead, those with courage and prestige will have a wider path to continue and become more prominent. Sincerity and honesty, even if being difficult with invitations, also create trust for the brand, expand opportunities for long-term cooperation, and develop in larger markets.

KIND HEART

Source: https://www.sggp.org.vn/chan-thanh-de-ton-tai-post803480.html