Tiktoker chaos creates dirty content, accepts advertising profit regardless

Many TikTok content creators have continuously caused public outrage over their creation of bad, toxic content and widespread advertising. Faced with this situation, Director of the Department of Radio, Television and Electronic Information Le Quang Tu Do said that not only TikTok, but also cross-border platforms that do not cooperate with management agencies will be severely punished.

Tiktoker No O No was once criticized for excessive advertising and creating offensive content. Photo: Screenshot.

Over-the-top ads and controversial content keep appearing on TikTok

According to eMarketer statistics as of July 2022, brands have spent more than 2.2 billion USD on advertising activities on Instagram, this figure on YouTube - TikTok - Facebook is 948 million USD, 774 million USD and 739 million USD respectively.

In Vietnam, brands in all fields are currently actively looking for hot Tiktokers to spend money on, invite them to experience and make clips introducing their products.

With the spending power of shops and brands, accepting product advertisements has become a significant source of income for Tiktokers. From there, many management companies of hot Tiktokers have been born, accepting excessive advertising contracts for PR purposes to make money and profit.

According to media expert Hoang Van, a Tiktoker with more than 1 million followers can earn advertising contracts from 5 million to several tens of millions of VND/month depending on their ability, time and the profit they bring to the brand.

In addition, depending on the effectiveness of product PR campaigns, they can be paid an additional commission percentage.

On TikTok, many TikTokers boast that they have earned several hundred million to a billion VND a month thanks to advertising, PR, and selling products for brands.

But everything has two sides, sky-high income becomes the reason why many Tiktokers accept advertising regardless.

A typical case is the case of Tiktoker No O No who had many clips reviewing dishes at restaurants and eateries. In which, the places that paid for advertising, he praised regardless, then many diners because of trusting the recommendation went to these restaurants to enjoy, but the quality was not as expected. Meanwhile, other places that did not hire, this Tiktoker found ways to criticize and bring down...

To have a high number of followers to receive ads, some Tiktokers often create dirty content to attract views such as: Disparaging regions, insulting others, harmful health trends that are spreading on the internet to attract high interactions.

Tiktoker Truong Nha Dinh was accused of selling the wrong product and advertising excessively. Photo: Screenshot.

Currently, on TikTok, it is not uncommon to see reviews of fake products, counterfeit goods, weight loss drugs, functional foods of unknown origin... everywhere.

Not long ago, Tiktoker Vo Ha Linh sold out all products from 3 factories during her livestream.

However, after purchasing the product, customers reported that the gift had an expiration date that was not as Ha Linh introduced in the livestream. After that, Ha Linh apologized and worked with the brand again.

The incident of Tiktoker Truong Nha Dinh livestreaming to sell cosmetics at "super cheap prices", only 1/4, 1/5 of the original price of the product, was reported by famous brands that she was selling fake products, causing a stir. After that, this Tiktoker spoke up to explain but the audience was still upset.

Strictly handle or ban TikTok if it does not cooperate

At the recent workshop connecting multi-channel management networks (MCNs), media companies and online content creators (KOLs) organized by the Department of Radio, Television and Electronic Information (Ministry of Information and Communications), Director Le Quang Tu Do gave his assessment of the situation as well as solutions to platforms that do not comply with Vietnamese laws.

According to him Le Quang Tu Do, TikTok in particular and social networking platforms in general, if they lack cooperation, claim to have their own global community standards, do not comply with the laws of the host country because they are multinational corporations... will be restricted.

Previously, at a meeting in early April 2023, the Ministry of Information and Communications announced 6 violations of TikTok in Vietnam. In particular, the Ministry warned that TikTok did not have measures to control and prevent the trading and sale of counterfeit goods, fake goods, functional foods of unknown origin, aphrodisiacs...

Lawyer Hoang Ha - L&P Law Office, Ho Chi Minh City said that for Tiktokers or management companies that advertise falsely, exaggerate product uses, they can base on Clause 5, Article 34 of Decree 38/2021/ND-CP on administrative sanctions for violations in the field of culture and advertising, they will be fined from 60 to 80 million VND.

According to Article 197 of the 2015 Penal Code (amended and supplemented in 2017), acts of false advertising can also be prosecuted for the crime of false advertising, with a fine of up to 100 million VND or non-custodial reform for up to 3 years.

Source