(CLO) The Ministry of Information and Communications (MIC) has proposed more solutions to prevent celebrities and online influencers (KOLs) from advertising falsely online.
According to the Ministry of Information and Communications, the situation of artists, celebrities and KOLs participating in false advertising on cyberspace is becoming more complicated and causing many negative consequences. These individuals often take advantage of their fame and popularity to exaggerate the effects of functional foods, medicines and cosmetics, deceiving consumers about the products they have used; using personal reputation to advertise banned goods, counterfeit goods, fake goods, goods of unknown origin, financial services, investments, virtual currency and black credit...
The Ministry of Information and Communications will work with the Ministry of Culture, Sports and Tourism to implement a process for handling violations against artists and celebrities who advertise falsely.
The most common form of advertising is self-posting news and live streaming using social media accounts with a large number of followers; or appearing in images and videos that are widely distributed by brands, running advertisements online, mainly on cross-border social media.
However, the handling of these violations has not been thorough, mainly because the 2012 Advertising Law does not have regulations on the responsibilities of celebrities, influencers, and KOLs when participating in advertising.
Therefore, there are no obligations for celebrities, influencers, and KOLs in cases where the advertising content is not true or requires them to learn about the uses, features, origins, and sources of products and services and be responsible for the content they advertise.
Meanwhile, the penalties are low and not enough of a deterrent compared to the income from illegal advertising, so it is necessary to increase the penalties.
Therefore, the Ministry of Information and Communications proposes to add the responsibility of verifying advertising information and ensuring transparent and safe advertising content of celebrities and KOLs to the Law amending and supplementing the Law on Advertising: distinguishing between advertising content and regular content; informing viewers about the advertising being carried out; complying with legal regulations on advertising and protecting consumer rights;
It is recommended to add additional sanctions to ensure deterrence such as: increasing fines, revoking licenses, collecting income from illegal advertising, and prohibiting activities in the advertising field.
Along with that, the Ministry of Information and Communications will work with the Ministry of Culture, Sports and Tourism to implement a process for handling violations against artists and celebrities who advertise falsely, in the direction of: Administrative sanctions according to legal regulations; Restricting performances, broadcasting, posting, and using images in newspapers, radio, television, and online environments according to the issued Pilot Process (banning).
In addition, it is possible to organize training and disseminate legal knowledge to celebrities, KOLs, and influencers to increase their sense of responsibility when participating in online advertising.
PV
Source: https://www.congluan.vn/trien-khai-quy-trinh-xu-ly-vi-pham-doi-voi-nghe-si-nguoi-noi-tieng-quang-cao-sai-su-that-post336549.html
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