The Power of Persuasion: Reimagining Advertising Ethics in the Digital Age

The need for tighter control and regulations surrounding celebrity endorsements and false advertising was highlighted by National Assembly delegates during a discussion session on the amended Law on Advertising this morning (May 10).

Delegate Tran Thi Thu Hang (Dak Nong province) recalled prominent incidents involving celebrities who falsely advertised products, including MC Van Hugo and BTV Quang Minh advertising fake milk, Quang Linh Vlogs and Hang Du Muc advertising vegetable candy, and the recent case of “long se dieu” (a type of tobacco).

Based on these incidents, she proposed stricter regulations on celebrities who engage in false advertising and suggested stronger penalties and stricter prohibitions.

“Stricter penalties are needed, and we should consider including this in the amended Penal Code, which is currently being presented to the National Assembly at this 9th session, as well as in the enforcement of the Law on Amending and Supplementing a Number of Articles of the Law on Advertising,”

emphasized Ms. Hang.

The delegate also agreed with the provision that requires individuals with a large influence on social media to verify the reliability of the advertiser and check documents related to the advertised products, goods, or services. This provision aims to enhance the responsibility of influencers in promoting products as they have a vast audience that trusts their opinions.

“Their words and actions greatly influence consumers’ purchasing decisions. Therefore, they should be held accountable for the information they convey,”

said Ms. Hang. She added that to make these provisions robust, practical, and scientifically sound, considerations should be given to scenarios where influencers may simply read out the original claims on the goods or products, or where they may not be able to use the products themselves.

Delegate Chu Thi Hong Thai (Lang Son province) suggested that controlling the content of advertisements on online platforms should be a separate and distinct focus, given the urgency of the issue. Online environments are becoming the primary channel for advertising, and they are easily exploited to disseminate misinformation, facilitate scams, and promote low-quality products like functional foods and medicines of unknown origin.

Therefore, Ms. Thai proposed that the drafting agency consider adding content control, monitoring, and handling of advertisements on online platforms, social media, and cross-border platforms. She also suggested assigning responsibility to the Ministry of Culture, Sports, and Tourism for this task.

Regarding influencers and their role in advertising, the delegate proposed a mechanism for providing advertising information support to influencers by government agencies. In cases where an influencer lacks the means to verify claims, they could send a request to the relevant state agency and receive a response within a specified timeframe.

Ms. Thai emphasized the need to clearly define the responsibilities of influencers, stating that they should be held accountable if they neglect the verification process or intentionally collaborate with unreliable partners. She also suggested establishing clear criteria for defining “influencers” or “celebrities,” such as the number of followers or engagement metrics, to prevent arbitrary application.

Delegate Trinh Lam Sinh (An Giang province) expressed concern about the increasing number of opaque, false, and unethical advertisements online.

“Customers are increasingly annoyed by intrusive and disruptive ads that interrupt their online experience, sometimes lasting 30-50 seconds,”

he said, emphasizing the need for a robust legal framework to regulate the advertising market and ensure a fair competitive environment while protecting the interests of both businesses and consumers.