‘Warrior Livestreamer’ Vo Ha Linh: Debunking the Myth of Deceptive Influencer Marketing

At the launch event of the “Tick Blue Responsibility in E-Commerce” program organized by Ho Chi Minh City’s Department of Industry and Trade on June 20, when asked about the role of KOC (Key Opinion Consumers) in combating counterfeiting and illicit trade, a pressing issue, especially in the digital space, the influential “order-closing warrior,” Vo Ha Linh, shared her deep contemplations on the matter.

Ha Linh, assuming a dual role, elaborated on her perspective. She is both a leader in a company providing affiliate marketing solutions and a KOC, essentially serving as the bridge connecting e-commerce platforms, brands, and consumers through her marketing and sales endeavors.

Ha Linh explained that in the past, many KOLs/KOCs not only engaged in promotional and sales activities but also took on the roles of producers, marketers, and sellers of their own products. Some KOCs even acted as retailers, importing goods into their warehouses and then distributing them to the market.

“These individuals, as importers and sellers, have a thorough understanding of the origin, source, and quality of the goods they trade, making it impossible for them to be deceived,” asserted Vo Ha Linh.

On the other hand, companies providing affiliate marketing solutions are responsible for ensuring that KOLs/KOCs effectively promote the products of brands through live streaming and video content, ultimately boosting sales for these brands. In this scenario, the KOLs/KOCs are affiliated with the brands they promote. They neither produce nor trade goods directly from their warehouses; instead, the products remain in the brand’s inventory.

According to regulations, when organizing live streaming sessions or creating video content, the implementing unit must clearly disclose that the content is sponsored by the brand and the commission earned. This transparency empowers users with a clear understanding of the nature of the products being sold and the sponsorship involved, making it challenging for deception to occur.

Mr. Nguyen Lam Thanh, Director of Policy at TikTok Vietnam, emphasized the detrimental effects of counterfeiting and illicit trade on consumers’ health, lives, and property. More importantly, it erodes trust, leading consumers to reject products and damaging legitimate manufacturers. KOLs/KOCs and content creators could inadvertently find themselves implicated in violations or even facing legal consequences, despite their unintentional involvement.

Mr. Thanh applauded the ongoing vigorous campaign against counterfeiting, uniting e-commerce platforms to cleanse the market, restore consumer confidence, and uphold fairness for legitimate producers.

The “Tick Blue Responsibility in E-Commerce” program is the next step in the evolution of the “Tick Blue Responsibility” initiative in the traditional retail system, implemented in Ho Chi Minh City since March 2024, with the participation of large distribution corporations and hundreds of manufacturing enterprises.

Mr. Nguyen Nguyen Phuong, Deputy Director of Ho Chi Minh City’s Department of Industry and Trade, shared that after one year of implementation, the program has attracted 308 providers with 2,039 products. Additionally, 11 retail units have joined hands in this initiative. Consumers can shop with peace of mind, assured by the products’ guaranteed responsibility from production to retail.

The “Tick Blue Responsibility in E-Commerce” is built on a new management philosophy, with three main pillars of responsibility: e-commerce platforms, sellers, and affiliate marketers. Participating e-commerce platforms and KOLs/KOCs commit to ensuring the authenticity and transparency of the goods they trade.

Individuals and organizations voluntarily participating in this program will sign a Code of Conduct and submit it to Ho Chi Minh City’s Department of Industry and Trade or through designated channels. Once recognized, they are permitted to display the Tick Blue logo on their e-commerce storefronts, social media accounts, or sales profiles. This logo will enable consumers to easily identify reputable businesses and quality products.

Notably, the community monitoring system will play a pivotal role, empowering individuals to report and combat violations. Offenders may face consequences such as warnings, revocation of the Tick Blue status, public disclosure of violations, or removal from the system.