Updates on New Regulations Governing KOL/KOC in Advertising (Aug/2025)

The rapid growth of the Influencer Marketing trend, along with recurring cases of misleading or unlawful advertising, has led to tighter control over campaigns involving KOLs, KOCs, and Influencers.

In August 2025, Vietnam will implement a credibility scoring system for KOLs and KOCs. At the same time, the National KOL Conference will announce the establishment of the Vietnam KOL Alliance. Moreover, starting January 1, 2026, the revised Advertising Law will officially take effect with stricter rules on advertising and communication activities.

Let’s explore these updates with Vector to better prepare your brand’s Marketing strategy.

Transparent Credibility Scoring for KOL and KOC

From August 2025, Vietnam will introduce a credibility scoring system for KOLs and KOCs, issued by the National Cybersecurity Association. This standard applies to individuals with social media influence on platforms like Facebook, YouTube, TikTok, and Instagram.

The evaluation covers transparency in content and advertising, ethical behavior and communication history, real engagement metrics, alignment with brand and social values, as well as compliance with personal data protection regulations.

The scoring system is based on a 100-point scale, granting a 12-month certificate that serves as the basis for joining the “Digital Trust Alliance” and receiving priority in brand collaborations. The program includes a paid membership model, legal and ethics training, communication skills workshops, and annual reassessments.

Vietnam to Establish a National KOL/KOC Alliance

According to the Ministry of Public Security (A05 Department) and the National Cybersecurity Association, August 2025 will see the launch of a dedicated alliance for KOLs and KOCs on social media. This initiative will be one of the three core announcements at the National KOL Conference.
At the “Building Digital Trust” forum held on July 28, Mr. Nguyễn Tiến Cường from A05 emphasized that this alliance aims to bring together reputable KOLs and Influencers for the first time, promoting responsible communication, combating fake news, and reducing misleading advertising.

The Vietnam KOL Alliance will gather trusted figures with positive social impact to lead public discourse, spread digital safety skills, and launch community projects. It will also issue codes of conduct and community standards, encouraging KOLs to practice transparency, ethical self-regulation, and responsible influence.

Revised Advertising Law to Take Effect from January 1, 2026

Starting January 1, 2026, the Revised Advertising Law will officially take effect, marking a major milestone in regulating digital advertising content. Public figures, including KOLs and Influencers, will be held accountable for spreading misleading information; businesses will no longer be free to advertise on illegal platforms; and consumers will be granted the right to file collective lawsuits.

The most notable point in the new regulation is that advertising distributors – including KOLs, celebrities, and Influencers – will be held jointly liable if the content is false or misleading. In addition, the law prohibits publishing advertisements on illegal platforms such as counterfeit websites, unlicensed applications, or channels containing inappropriate or fake content. Importantly, the new law goes beyond regulating content and individuals by granting consumers the right to file collective lawsuits through representative organizations. It also requires all advertising content to be clearly labeled as advertisements, preventing brands and Influencers from disguising ads as neutral advice or user feedback.

At Vector, partnerships with KOLs, KOCs, and Influencers go beyond creativity – we prioritize transparent, compliant, and ethical Marketing practices. Every collaboration is governed by a clear contract, ensuring accountability and protecting the rights of both the brand and the KOL.

Contact Vector today for expert consultation on KOL/KOC service !