Transparency and Reliability Required in Influencer Utilization

In recent years, interest in the social responsibility of KOLs/KOCs and influencers, the transparency of advertising disclosures, and the reliability of information dissemination on social media has been rising across various Asian countries.

In Vietnam, while the influence of KOLs/KOCs is expanding in product and service promotions, tourism and cultural dissemination, and live commerce, several challenges have been pointed out. These include misleading advertisements, false information, stealth marketing, and issues related to personal data protection.

Under these circumstances, it is reported that the National Cybersecurity Association (NCA) of Vietnam is moving forward with initiatives regarding credit assessment and rating systems targeting KOLs/KOCs.

According to local reports, the NCA is preparing a program concerning “the credibility of influential individuals.” It aims to establish the online creditworthiness of KOLs/KOCs as a reference standard for assessing reliability in product and service publicity, advertising, and marketing activities.

Furthermore, this system is expected to serve as reference information for corporations, brands, administrative agencies, and local governments when selecting KOLs/KOCs for cultural dissemination, trade promotion, and tourism marketing.

The main evaluation criteria outlined in the reports include the following aspects:

  • Transparency in advertising and PR posts
  • Ethical dissemination to prevent the spread of illegal acts and false information
  • Actual engagement metrics and public reputation
  • Compatibility with brand and social values
  • Legal compliance regarding personal data protection

Additionally, evaluations are said to be conducted on a 100-point scale, and KOLs/KOCs who meet specific conditions will be issued a credit certificate valid for 12 months.

Rather than simply managing influencers, this movement can be viewed as establishing a foundation of trust that allows corporations, administrations, brands, and consumers to engage with influencers with peace of mind.

In Japan as well, tourism PR, regional revitalization, product promotion, and multilingual dissemination using influencers are expected to become increasingly vital. At the same time, building mechanisms to ensure reliability—such as clarifying advertising disclosures, preventing misleading expressions, establishing sender responsibility, protecting personal information, and addressing online backlash risks—is urgently required.

At JIIA, creating a sound environment for the activities of foreign influencers residing in or visiting Japan, appropriately disseminating tourism, cultural, and regional information, and building a foundation where corporations and local governments can appoint influencers with confidence are central themes.

The case of Vietnam is highly suggestive when considering the future approach to influencer utilization in Japan. The shift toward valuing transparency, social responsibility, legal compliance, and reliability, rather than relying solely on follower counts or view metrics, has the potential to expand across various Asian nations in the future.

JIIA will continue to refer to these advanced overseas examples as we work toward improving influencer reliability, ensuring transparency in advertising and PR activities, and fostering a healthy dissemination environment for tourism and regional promotions.

Source: National Cybersecurity Association (NCA) Official Website: https://nca.org.vn/

Local Report on KOL/KOC Credit Rating: https://vov.vn/xa-hoi/hiep-hoi-an-ninh-mang-quoc-gia-de-xuat-xep-hang-kol-koc-post1221705.vov