Director Xuan Bac: Artists must put responsibility first when advertising

Director Xuan Bac emphasized that when artists participate in advertising activities, responsibility must always be put first, before personal interests.

Recently, many artists have been caught up in scandals related to excessive advertising, affecting public trust. Although it is a legitimate right for artists to use their fame to increase their income, the line between effective promotion and false, misleading advertising is sometimes very thin.

People's Artist Xuan Bac, Director of the Department of Performing Arts, shared with VTC News reporters his views on this issue, especially emphasizing the awareness and responsibility of artists in advertising activities.

- What is your opinion on balancing personal interests, professional ethics and social responsibility of an artist?

Artists or any individual with influence in the community, or anyone, must first fully comply with the obligations and responsibilities of a citizen. In addition, their activities are also subject to the laws, regulations and professional ethics. The responsibility to uphold the law, contribute to building, creating and protecting the country is very important.

It is important to note that it is not only artists who are famous. In the current context, we are witnessing the fame of many people from different fields, even just through an action or event that attracts the attention of the public.

It is admirable and encouraged that artists or any famous people use the trust and attention of the public to spread positive values and good things in society. They can absolutely introduce products that through the process of use and actual experience, they realize the quality and want to share with the community.

However, in cases where people take advantage of their fame to deliberately advertise falsely, exaggerate the effects of the product or the 'target' of promotion, we need to clarify which regulations they have violated, the extent of the violation, and how those acts negatively impact the community and society, in order to have appropriate handling measures.

Between rights and responsibilities, I believe that responsibility must always come first. Especially for artists, this title is not simply a celebrity but also contains profound humanistic and aesthetic values. Artists must be people who create genuine works of art, aiming at Truth - Goodness - Beauty, contributing to orienting people towards a better, more civilized and humane life. Those who do not contribute to art can hardly be called true artists.

As mentioned above, the problem is not about balancing the rights and responsibilities of artists, but the core is that artists have the obligation to spread good values. If artists exaggerate the truth, give false information to deceive the public for some personal purpose, it needs to be considered and handled seriously.

- After the incidents, most artists only responded by apologizing but did not take any responsibility, making the audience angry?

I think anyone who makes a mistake and realizes their mistake can sincerely apologize. Whether or not to forgive is entirely up to the person being apologized to.

Personally, not only artists but anyone who intentionally provides false information for personal gain or fraud must be dealt with according to the law.

Besides legal regulations, we also have evaluation, or what can be called "judgment" from the audience and consumers.

Public opinion plays a very important role, but managers and interested people need to be very alert to have an objective and impartial perspective on each event and incident. This helps us avoid being influenced by false information, exaggeration, unfair competition tricks from competitors, etc., which can affect our judgment, thereby unintentionally supporting cyber attacks and hostile forces.

Miss Thuy Tien apologized for her outrageous advertisement for Kera candy that caused public outrage.

- In your opinion, how should artists behave when receiving advertisements to both bring effectiveness to the brand and not negatively affect the public?

Current laws do not prohibit artists from using their images in commercial promotional activities. However, the prerequisite is that all activities must strictly comply with legal regulations, ensure the accuracy of information, while still maintaining market efficiency for the brand and bringing worthy remuneration values to the artist.

Artists need to proactively raise their awareness of the law, especially regulations directly related to their activities. This helps them to be completely proactive in realizing their personal desires legally and protected by the law. In addition, they must be very aware of their role, responsibility and influence on the community and society.

I think that, first of all, every artist needs to be a smart consumer to choose, evaluate suitable products and introduce them honestly. This helps them avoid falling into the situation of becoming a victim of poor quality products or false information. Because, from becoming a victim, they can unintentionally make others become victims too.

The more careful, thorough and knowledgeable an artist or celebrity is when using their name and image in commercial activities, the better.

It is no coincidence that more and more artists are building their own professional management and legal teams. This support plays a key role in ensuring both their obligations and their legal rights in commercial activities.

- Should the management agency tighten and take stronger action against artists' advertising violations such as suspending or banning performances, in addition to current administrative sanctions?

We have many laws and codes regulating the behavior of citizens in general. The Ministry of Culture, Sports and Tourism and the Ministry of Information and Communications (formerly) also have codes of conduct for artists and codes of conduct in cyberspace.

In the near future, the Department of Performing Arts will advise on binding regulations, adjusting behavior, raising awareness among artists in general and artists in particular, so that we can create a strong and talented performing artist force with full political and social awareness, who are highly responsible citizens, responsible for spreading good values.

As for those who intentionally violate, or systematically violate, do not learn from experience, and do not make positive changes, they need to be eliminated.

Of course, as I said above, we also need to evaluate objectively, fairly, impartially, and justly. The investigating agency, the authorities, and the responsible agencies need to determine whether the artist's behavior is intentional or whether they are just victims so that we can have a reasonable way of handling it, with enough deterrence but ensuring the tolerance, objectivity, and impartiality of the law.

- Does the Department of Performing Arts have any specific guidelines for artists regarding the use of personal images, especially in commercial activities?

The Ministry of Culture, Sports and Tourism always directs the Department of Performing Arts to advise on mechanisms and policies to create conditions for artists to operate in the healthiest, safest, and most suitable environment, so that creativity can flourish, meeting the requirements of social development, in accordance with the orientation of the Party and State.

At the same time, promptly detect loopholes in management, and issue regulations to minimize risks that may affect the audience, the public, and general development.

In the coming time, the Department will continue to advise the Ministry of Culture, Sports and Tourism on the construction and completion of the legal corridor related to performing arts and the use of artists' images, based on a comprehensive assessment of related aspects.

At the same time, the Department is also actively researching and referring to effective management models from developed countries and countries in the region. From there, it will synthesize and advise on flexible application, based on the actual conditions of Vietnam, in order to provide optimal regulations, ensuring sustainable development and in line with international trends.

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