Ho Chi Minh City launches influencer training to tackle e-commerce violations

Ho Chi Minh City will launch a new training program next month aimed at social media influencers who sell goods online, part of a broader crackdown on legal violations in Vietnam's fast-growing e-commerce sector.

Set to begin on June 13, the course will train 100 key opinion leaders (KOLs).

The course will be jointly run by the Ho Chi Minh City Media Center in coordination with local police, tax authorities, and the departments of health and trade.

Officials announced the initiative during a press briefing on Thursday.

The program is designed to provide influencers with essential legal knowledge and professional standards tied to online sales.

Topics include e-commerce regulations, cybersecurity protocols, counterfeit goods prevention, and tax reporting procedures.

Authorities said the move responds to a sharp rise in violations tied to influencer marketing, with several high-profile legal cases drawing national attention.

Among them is the ongoing criminal investigation involving influencer Nguyen Thi Thai Hang, better known as 'Hang Du Muc,' and YouTuber Pham Quang Linh ('Quang Linh Vlogs'), along with Miss Grand International 2021 Nguyen Thuc Thuy Tien.

The three are accused of promoting controversial Kera-branded vegetable gummies linked to fraudulent claims.

In another case, health officials recently ordered a full recall and destruction of Hanayuki Sunscreen Body products.

Tests revealed the sunscreen's SPF level was just a fraction of what was advertised--20 times lower--raising serious consumer safety concerns.

The product was linked to a company run by influencer Doan Di Bang's husband.

A 2024 study by research firm Kantar highlighted the influence of online endorsements, especially among Vietnam's Gen Z (born 1996-2010).

Roughly 60 percent of the respondents said they trusted product reviews on TikTok from KOLs and key opinion consumers (KOCs), with 40 percent reporting they had purchased low-quality items as a result.

Experts warn that a growing number of influencers are promoting unverified or scripted content, undermining media integrity and public trust.

Some are also engaged in partnerships with questionable brands or disguised multi-level marketing schemes that exploit consumer trust.

Authorities stressed that increased oversight and accountability for online influencers are essential as Vietnam's digital economy continues to expand.

The new training program marks an early step toward greater regulation and ethical standards in the Southeast Asian country's booming e-commerce space.

Minh Duy - Thao Le / Tuoi Tre News

(2025/05/23-17:44)