[What’s Happening] “Neighborhood Chief” Steps In: Livestreaming God’s Outrageous Ads Get Shut Down!

The Rise of E-commerce “Divas”: A Retrospective

It’s undeniable that Vietnam’s e-commerce stage witnessed a flourishing era dominated by the influence of “karaoke-style” singers. With a substantial online following and captivating livestreaming abilities, numerous individuals attained KOL/KOC status.

Audiences (consumers) were frequently astounded by these “concerts,” boasting millions of views. The legendary Võ Hà Linh, with her “live show” grossing 237 billion VND, and the relentless couple, Quyền Leo Daily, who sang for 17 hours straight and amassed 100 billion VND, are prime examples.

Even Nguyễn Quốc Cường, often known as Cường Đô la, took center stage, metaphorically singing about “The Felix” and securing 517 apartment reservations. The impact of these loudspeakers cannot be overstated! Everything they endorsed, from toothpicks to real estate, was coveted by their followers.

From Melodious Tunes to Neighborhood Nuisance: The Dark Side of Loudspeakers

However, as loudspeakers became accessible to everyone, the neighborhood descended into chaos. Alongside talented vocalists, there emerged a growing number of individuals who relied solely on volume rather than skill.

These individuals were willing to “sing off-key” (false advertising) and “lip-sync” to pirated music (selling counterfeit or unverified products). Due to their excessive trust in the loud volume and flowery endorsements, consumers often ended up purchasing shoddy goods, suffering financial losses, and dealing with the consequences.

In response to this concerning situation, the “block captain” (government regulatory agencies) stepped in to address the noise pollution issue by implementing a “noise ordinance,” mandating that anyone wishing to sing must follow specific guidelines.

Restoring Order: The “Block Captain” Steps In

Faced with escalating noise pollution, the “block captains” (Ministry of Industry and Trade, Ministry of Public Security, Ministry of Culture, Sports, and Tourism, etc.) took decisive action to restore order. The upcoming amendments to the Law on Advertising and the Law on E-commerce are akin to a new “Neighborhood Code of Conduct,” expected to take effect in 2026.

This new legal framework introduces a set of clear guidelines:

Firstly, “singing” requires a “permit”: KOLs/KOCs are now considered sellers, and to livestream, they must undergo legal training and obtain a certificate. Singing without a permit will result in “confiscation of the loudspeaker.”

Secondly, “song lyrics” are subject to scrutiny: Before promoting a product, especially those with specific conditions (such as cosmetics or functional foods), singers must provide the “song’s origin” (documentation proving the product’s origin and quality). Severe penalties will be imposed for performing pirated or misleading songs.

Thirdly, the establishment of a “Black List” and a “Golden List”: Singers who repeatedly violate the rules and sing inappropriate content will be placed on the “Black List,” facing bans and revenue cuts. Conversely, those who maintain clean content, sing skillfully, and provide honest reviews will be included in the “Golden List,” earning the favor of brands and audiences alike. Platform owners (such as TikTok) also have a responsibility to filter out fraudulent singers and protect viewers.

In Conclusion: How This Affects Your “Rice Bowl”

You can browse TikTok and Facebook with increased confidence, knowing that the chances of encountering counterfeit “albums” (fake or low-quality products) from unscrupulous “singers” have significantly diminished. Your finances are better protected as singers are now held accountable for their “lyrics.”

Your news feed will be cleaner and of higher quality. Genuine singers with integrity and honest reviews will thrive, while those relying solely on loud and deceitful tactics will fade away. It will be easier to find trustworthy channels, and you won’t have to endure the “background noise.”

Ultimately, this effort to restore order in the neighborhood is not about silencing singers but about creating a platform for truly talented voices to shine and providing a civilized and secure environment for audiences to enjoy the “music.”