KOLs and TikTokers advertise excessively and falsely

(Dan Tri) - In the context of booming sales via livestream, many KOLs and KOCs continuously advertise false information or lack information verification, posing many potential risks to consumers.

Sold out within minutes of opening for sale, with "huge" profits, many famous TikTokers with millions of followers have set up their own product manufacturing companies or collaborated with brands to livestream (live broadcast) sales.

However, this can be a "double-edged sword" for both businesses and KOLs (influencers) and KOCs (influencers). Most recently, Hang Du Muc and Quang Linh Vlogs - TikTokers with millions of followers - had to continuously apologize after livestreaming to sell products with exaggerated, false advertisements and exaggerated product uses.

Hang Du Muc apologized for advertising a 70ml jar containing 30 grams of fresh bird's nest, even emphasizing that it was A5 bird's nest (the product is meticulously plucked, has no impurities, and has a standard fiber ratio - PV). However, the product on livestream is priced at only 188,000 VND for 6 jars.

Or Quang Linh Vlogs apologized for advertising a vegetable candy that he sold as "equivalent to a plate of vegetables". Notably, both products that Hang Du Muc and Quang Linh Vlogs promoted are products of Chi Em Rot Group Joint Stock Company, founded by these two TikTokers and some individuals.

Previously, at the end of November 2024, Quang Linh Vlogs apologized for the poor quality of the smoked ribs he advertised and asked the brand to refund 100% of orders purchased on livestream.

In fact, not only Hang Du Muc and Quang Linh, before that, many famous TikTokers were also involved in scandals related to selling and advertising products.

Many TikTokers and artists are involved in scandals over product advertising (Photo: KR).

At the end of 2023, TikToker Yona Cuong, who has 6.5 million followers, shared that he gained 7kg in a short time after drinking a milk product. This TikToker even showed a certificate from the US Food and Drug Administration (FDA) and the FDA logo printed on the milk carton.

However, many buyers later complained that they had diarrhea, bloating, nausea, etc. after using the milk product and called for a boycott of the product. Immediately after that, Yona Cuong apologized to consumers who trusted and used the product she shared.

In October 2023, the TikTok channel Chuyen Nha Linh Bi with more than 1.2 million followers also faced a wave of boycott from consumers due to excessive and untrue advertising about a product for children.

Specifically, the owner of this TikTok channel posted an advertisement, saying that the "calcium jelly" food is top in Japan and is trusted by many mothers in Japan.

However, in reality, many users have researched and pointed out that this product does not have any import documents or safety certificates for children and specific documents stating that this functional food is among the top in Japan. The channel owner later had to apologize, admitting that he was wrong when introducing a product that did not have the certification of being "top and trusted by Japanese mothers".

In fact, KOLs and KOCs are increasingly playing an important role in influencing consumers' purchasing decisions. Many shopping choices are guided by the images, advice, and recommendations of KOLs and KOCs.

Currently, KOLs and KOCs play an important role in promoting brand revenue (Photo: Minh Nhan).

According to a study by market research firm NielsenIQ Vietnam, about 50% of consumers said their purchasing decisions were influenced by KOLs and KOCs.

Therefore, KOLs and KOCs play an increasingly important role in marketing activities to help increase brand awareness and especially sales activities on live-commerce.

The Draft Law on Amendments and Supplements to a Number of Articles of the Law on Advertising is being finalized by the Ministry of Culture, Sports and Tourism at the request of the National Assembly Standing Committee. Previously, in the draft submission, the management agency stated the recent situation in which many social network users (especially famous artists) have introduced, solicited, and advertised products, goods, and services that do not guarantee quality, causing outrage among many consumers.

Accordingly, this agency recommends that influencers (those with 500,000 or more followers) must strictly comply with legal regulations on advertising and provide specific evidence of direct use of the product...

Source: https://dantri.com.vn/kinh-doanh/kol-tiktoker-quang-cao-lo-sai-su-that-tran-lan-20250306131539659.htm