Dark side of social fame in Vietnam: When influencers sacrifice truth for profit

A growing number of self-proclaimed reviewers are flooding social media with product and service endorsements that lack objectivity, often crafted under paid contracts with brands.

Lavish praise, rehearsed scripts, and slick presentations are dominating live streams promoting everything from skincare products to tech gadgets, regardless of product quality.

H., a content creator with tens of thousands of followers across TikTok and YouTube, frequently touts himself as a trusted expert in product reviews.

H. has scored multiple sale deals from electronics and tech companies.

However, nearly all of H.’s reviews are glowing endorsements, dictated by marketing contracts.

“Only when a brand approves the script filled with positive messaging can the video be published,” revealed the manager of a media company familiar with such operations.

According to Tuoi Tre (Youth) newspaper’s investigation, influencers with moderate followings can earn from VND10 million (US$390) to tens of millions of Vietnamese dong per ordered video.

In some cases, commissions from affiliate marketing range from two percent to 25 percent of the product’s sale price.

Top-performing sellers via live streams can receive bonuses worth hundreds of millions of dong just for mentioning a product on air.

Meanwhile, the top-tier figures in online sales can be paid VND200-300 million ($7,780-11,670), or more, simply for featuring or mentioning a product, thereby boosting its reputation.

The allure of online sales has also contributed to the downfall of once-revered figures Pham Quang Linh, a social media personality known as Quang Linh Vlogs, Nguyen Thi Thai Hang, who is popular on social media as Hang Du Muc, and Nguyen Thuc Thuy Tien, Miss Grand International 2021.

Advertising fake or substandard goods seems to be trend

As one of the influential KOLs (Key Opinion Leaders) on social media, achieving sales of over $1 million per live stream, L. from Ho Chi Minh City stated that there is a big gap in doing business on e-commerce platforms.

Products are approved on a platform based on the submitted certificates, but these certificates can be forged or may not reflect the true quality of the products.

Meanwhile, many sellers are ready to promote these products, yet lack the knowledge to properly verify them.

Influencer Truong Nha Dinh, who has millions of followers, once sold cosmetics during a live stream at a fraction of the official price.

She faced accusations of selling counterfeit goods, while the brand involved denied any partnership and confirmed the product was not sold via TikTok Shop.

“It is hard for us to know whether those documents are legitimate or fake. As we're good at talking, we have so many followers, thereby securing sale contracts,” a TikToker honestly shared.

Although many believe they have been careful, they still face criticism for promoting and selling low-quality products.

Similarly, TikToker ‘Be Meo Nho Mit Uot,’ whose real name is Nhu Thao, with over 1.1 million followers, had to publicly apologize in early April after complaints about her exaggerated claims regarding products of acne treatment and hair growth spray, some of which caused allergic reactions.

Even children's products are being falsely advertised.

TikTok account ‘Chuyen Nha Linh Bi,’ with more than 1.2 million followers, was boycotted for promoting a Japanese calcium jelly product, which turned out to lack import documents, child safety certification, and proof of its supposed ‘top ranking’ in Japan.

The backlash forced the account owner to issue an apology.

Turning lies into truth through repetition

Media expert Dy Khoa told Tuoi Tre that many self-styled experts skillfully embed pseudo-scientific claims in their content, making it difficult for average viewers to distinguish fact from fiction.

Repetition of these messages through short videos creates an illusion of truth.

“The butterfly effect is real,” Khoa warned.

“One piece of misinformation spreads, gets believed, then re-shared by thousands more who act as unpaid promoters. This creates widespread misconceptions and may harm public health when it comes to health-related products,” he said.

Speeches by celebrities need closer scrutiny

According to some media experts, Vietnam still lacks clear regulations on non-experts speaking about scientific topics.

For instance, a beauty influencer with no background in nutrition might endlessly talk about the contents of a supplement candy.

Another example is that an actor with no knowledge of diseases can speak fluently and incessantly about liver dietary supplements.

“It may be high time for Vietnam to tighten controls over such public statements,” an expert said, proposing asking social media influencers to join training sessions to equip themselves with essential knowledge before they speak to the public.

Showing off glamorous, wealthy lifestyle to scam people

Thanh Vy, 31, known for her straightforward way of speaking and followed by thousands on social media, shared that since she first gained popularity over a decade ago, she has received numerous offers to promote skin-whitening products, dental services, cosmetics, and more.

An offer was made to send her VND50 million ($1,940) in exchange for promoting a low-quality electric toothbrush.

She declined, but acknowledged the difficulty many face in turning down such easy money.

Vy thought that consumers' lax attitudes help create an environment where dishonest advertisers and fraudsters can prosper.

“Don’t ever trust someone just because they appear wealthy,” she said.

The more they show off, the more they deceive and scam, she stated.

Consumers should learn to protect themselves

Several experts said that the promotional content is supplied by the companies selling the products.

To regulate advertising content more strictly, the first step should be to take action against businesses that provide false information.

Next, consideration should be given to whether the KOLs have inflated or distorted the company’s original information.

If the KOLs are found to have exaggerated in an attempt to sell more products, they have to be charged with customer deception.

In addition, consumers must also protect themselves.

The experts emphasized the need for greater public awareness and scientific literacy.