The Deputy Director of the CPT said 1 harsh sentence about the fate of Quang Linh, starting again from the negative number?

It's just the end of the 1st quarter of 2025, but the livestream field has had a lot of fluctuations. A series of noises occurred with famous "gods of war" closing orders such as Pham Thoai entangled in the market for statements, Quang Linh Vlogs - Hang Du Mu - Thuy Tien with noisy vegetable candies.

Among them, the lack of understanding of the product, the lack of control skills when encountering problems and the desire to bring high sales have pushed many celebrities into a spiral of crisis. From the peak of their careers, they have to face turning their backs, losin.g the trust of the public, and even losin.g the career they have built for many years.

After these incidents, what lessons do KOLs/KOCs learn? How are the authorities supplementing regulations on management and responsibility for celebrities doing advertising? How do businesses and associations in the advertising and digital content industry need to change their orientation to reach consumers?

Recently, sharing at the seminar of the launch conference of the Vietnam Association of Advertising and Digital Content held on March 31, Ms. Nguyen Thi Thanh Huyen - Deputy Director of the Department of Radio, Television and Electronic Information (Ministry of Culture, Sports and Tourism) mentioned the problem of false advertising in the past time.

The representative of the authorities gave an overview of the advertising situation in recent times and the role of KOLs/KOCs in the development of this industry as follows:

"Until now, we still think that advertising products are often 'packaged' by businesses, built, and scripted,... in a fixed way. But in recent years, celebrities have played a big role in conveying advertising products to the public. Obviously, celebrities introducing services and products attract much more consumer attention than ordinary advertisements. Both brands and KOLs/KOCs are very interested in how to make advertising effective, counting views, likes, and sales.

When advertising directly on livestream and social media channels, celebrities have their own personal transformation, flexible content to express their personality and what consumers are interested in. However, there are also many KOLs/KOCs who advertise when they do not have enough basic knowledge, not knowing what knowledge they must know when advertising to consumers. Some people are interested in the effectiveness of advertising and exaggerate the use of products, even deceitful and false advertisements, advertising illegal products such as bettin.g, black credit, illegal investment,... That is the downside that celebrities are not aware of the prestige and responsibility to the community when participating in this field."

Analyzing her comments, Ms. Thanh Huyen mentioned the noisy KERA vegetable candy case of Sister Et Group Joint Stock Company (CER Group) recently, reiterating the controversial statement "a candy is equal to a plate of vegetables". The Deputy Director of the Department of Radio, Television and Electronic Information said:

"To be honest, many of our family members also buy it. For example, it can be seen that celebrity advertising has a great impact, it is easy to call on consumers to buy that product. Obviously, from the perspective of effectiveness, it is very effective, but when there is a problem, because they cannot control the information related to the product, it causes the opposite effect.

One of the 3 KOLs participating in this vegetable candy advertisement shared that the advertisement does not charge a single penny, she only goes to help at the level of friends. When public opinion condemns, just trí.ch her participation role, she is very worried, stressed and very sad. That is a lesson not only for her own but also for many others.

KOLs/KOCs need to look at it to see that their personal brand and reputation for many years can be broken after a few hours of livestreaming. They will not have to start from scratch but start again from negative number.s, having to rebuild public trust. It's not easy, so there are people who can't go back to their old positions."

The noisy livestream of KERA vegetable candy has attracted attention from the public recently. On the side of businesses, Ms. Thanh Huyen said that when cooperating with KOLs/KOCs, businesses not only pay attention to revenue efficiency but also take into account how the situation is affected.

Thuy Tien showed up at the hospital, a group of nurses rushed in to do something 'shockin.g', the visual dropped? Kim Oanh10:38:20 02/04/2025Recently, Miss Thuy Tien officially reappeared after a long time in hiding because of the scandal of advertising vegetable candies. She appeared at a hospital to participate in volunteer activities.