Vietnam Mandates 'Responsible Content' for KOLs Amidst Tightening Ideological Control

Hundreds of online influencers have signed pledges to adhere to a new 'Standards of Operation for Influencers' at a large-scale conference organized by Vietnam's Ministry of Public Security. The event, attended by over 1,500 artists, KOLs, KOCs, content creators, and representatives from regulatory bodies and digital platforms, signals an intensified effort by the government to control online discourse and ideology. The KOL Summit 2026, held on September 7, was coordinated by the 'Digital Trust Alliance' in conjunction with the Department of Cyber Security and Prevention of High-Tech Crimes under the Ministry of Public Security and the National Cybersecurity Association, with the sponsorship of the Ministry of Public Security. VCCorp., JSC also co-organized the event. During the summit, the 'Influencer Trust Program' was officially launched. This program comprises three main components: a set of standards for influencers, influencer trust training, and an influencer trust evaluation platform. This initiative is seen as a move to mobilize content creators into the ideological struggle led by the Communist Party. Prominent figures such as artist Quyen Linh, Miss Huong Giang, Miss H'Hen Niê, rapper Den Vâu, and TikTokers like 'Tuan Tu Do,' Pham Thi Thuy Tien, and Le Tuan Khang were present. Hundreds of artists and KOLs/KOCs jointly signed commitments to abide by the 'Standards of Operation for Influencers,' affirming their determination to pursue responsible and civilized content creation, according to a statement from the Department of Cyber Security and Prevention of High-Tech Crimes on the evening of September 7. The standards, drafted by the 'Digital Trust Alliance,' include notable requirements related to politics and advertising. Specifically, Article 10.1 mandates 'absolute adherence to the law and state management directives: political, social, and security content must be built on the basis of respecting Vietnamese law and be consistent with the Party's and State's policies and guidelines.' Participants are also required to prevent the exploitation of their images and influence for political or commercial purposes, or to cause social instability. These regulations come in the context of several months of heated online debates over numerous 'sensitive' issues, even among those perceived as pro-government. Regarding product advertising, participants are required to disclose commercial intent, verify products, and announce partnership relationships. In recent times, several celebrities have faced legal repercussions related to counterfeit goods, false advertising, and customer deception, including TikTokers Nguyen Thi Huong, Ngan 98, and Misses Nguyen Thuc Thuy Tien and Hai Sapa. Under the Communist Party's leadership, journalism, literature, and art are expected to serve political purposes. The participation of KOLs and KOCs in an initiative led by the Ministry of Public Security marks a formalization of the government's demands on these groups in the digital era. Dr. Rose Luqiu, an associate professor at the School of Communication at Hong Kong Baptist University, told BBC News Vietnamese in August 2025 that this is a method of 'leveraging celebrities.' If they participate, KOLs and KOCs may gain political and social benefits. Conversely, if they do not participate, 'their names may be affected, not to the extent of imprisonment, but they could be placed on a kind of 'blacklist,'' she noted. At the event, Mr. Do Quang Vinh, Vice Chairman and Deputy General Director of SHB Bank, stated that building the Digital Trust Club is the responsibility of individuals, organizations, and businesses. He suggested that businesses can support not only financially, with human resources, and technology, but also with their extensive network of partners, customers, and connectivity capabilities. Mr. Nguyen Tat Hong Duong, Deputy Chief of the Office of the National Cybersecurity Association, highlighted that digital trust faces a crisis, citing three factors: people's declining trust in the information they receive, the diminishing effectiveness of information verification mechanisms, and the widespread consequences of misinformation. He described how verified information is provided by the press, official sources are issued by regulatory agencies, technology and platforms support authentication, and then influencers amplify this information, illustrating the workings of the propaganda machinery in the era of social media explosion. In an effort to control social media discourse, the government issued Decree No. 328/2026 on August 19 concerning the prevention and combating of fake news and false information, proposed by the Ministry of Public Security, which took effect on October 5, 2026. This decree essentially empowers the Ministry of Public Security to determine what constitutes fake or false information, allowing it to label and warn individuals and organizations, or prohibit them from using, posting, or disseminating such information. Concerns have been raised about the ministry's method of determining truth from falsehood, with worries about the risk of 'monopolizing truth.' Lieutenant General Le Xuan Minh, Director of the Department of Cyber Security and Prevention of High-Tech Crimes, affirmed in his closing remarks that 'digital trust is both an essential foundation for a trustworthy digital society and a requirement, a command for each of us.' He asserted that the digital space has become a strategic arena for the nation's development. Alongside the Influencer Trust Program, the event marked the launch of 34 Digital Trust Clubs across 34 provinces and cities. This model is designed to connect networks from the central government down to local levels, serving as local hubs to link KOLs and KOCs with state agencies and businesses in their respective areas. This represents the first time such a network has been established. © 2026 BBC. BBC is not responsible for the content of external sites. Learn how we link to external sites.