According to a survey by AsiaKOL, 77 per cent of online consumers in Vietnam have purchased products based on recommendations from KOLs/KOCs, while ResearchAndMarkets forecasts that the social commerce market could reach $5 billion by 2025.
In response to the need for tighter management, the Vietnam Advertising Association (VAA) has launched the Vietnam KOL & KOC Club.
According to Ms. Ninh Thi Thu Huong, Director of the Department of Basic Culture, Family, and Library (Ministry of Culture, Sports, and Tourism), the establishment of the club will help influencers access legal regulations and avoid violations due to a lack of understanding that have occurred in the past.
Aiming to standardize the activities of this force, Mr. Truong Gia Bao, Vice Chairman of VAA, announced that the club will develop a Code of Ethics for KOL/KOC professions, organize free legal training, support tools to measure campaign effectiveness, and promote transparent contracts to combat interaction fraud.
Experts at the event agreed that KOLs/KOCs are not only product communication channels but also a force that guides consumer behavior, so transparency and honesty must be prioritized. Many suggested that the government continue to improve the legal framework for advertising and digital commerce, while also increasing penalties for false advertising.
According to Ms. Pham Thi Thu Hang, CEO of 5S Media and a member of the club's executive committee, the KOL/KOC community needs to proactively enhance legal capacity, standardize work processes, and make cooperation content transparent. "In an era where information spreads without limits, influence comes with responsibility. When KOLs and KOCs are aware of this, they not only promote products but also contribute to guiding positive values," she emphasized.
Previously, at the Vietnam Digital Content Creation Day (Vietnam iContent 2025), Mr. Le Quang Tu Do, Director of the Department of Broadcasting, Television, and Electronic Information (Ministry of Culture, Sports, and Tourism), mentioned that many KOLs and KOCs still lack legal knowledge when operating in the digital environment.
Conversely, the biggest pressure on KOLs and KOCs today lies in the very thin line between creativity and legal compliance.
According to Mr. Nguyen Truong Son, Chairman of the VAA, current legal system is relatively complete, but how to apply it correctly and effectively remains a challenge for content creators. To succeed, KOLs/KOCs must meet three criteria: create a mark to attract the community, maintain a following, and most importantly, drive purchasing behavior.
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