Selling trust: when social media influencers mislead their followers

The Hanoi Times — In today’s social media-driven world, it’s no longer surprising to see individuals rise to fame, amassing hundreds of thousands or even millions of followers. With their growing influence, many of these influencers participate in product promotions and advertisements. However, despite their popularity, many of these products receive negative feedback from consumers.

Earning money from one's popularity is not wrong. However, it is crucial to communicate accurately and responsibly. Every statement made by an influencer when endorsing a product can have a significant impact on consumer health.

In today's episode of Words on the Street, The Hanoi Times will analyze this issue.

On February 24, Pham Quang Linh (Quang Linh Vlogs) publicly apologized for misleading advertising regarding Kera vegetable candy. During a livestream, he claimed that one piece of the candy contained fiber equivalent to a plate of vegetables, which confused many consumers. He insisted that his team did not deliberately exaggerate the product’s benefits.

The issue escalated when a TikToker sent the product for testing. The results showed a significantly lower fiber content than the figures provided by Linh’s company and his business partner, Hang Du Muc. Authorities launched an investigation soon after.

On March 6, the Vietnam Food Administration under the Ministry of Health issued an official statement demanding strict action against the misleading advertisement of Kera vegetable candy.

The next day, on March 7, the Department of Health in Dak Lak Province conducted an inspection at Asia Life Corporation, the manufacturer of Kera candy. Asia Life’s leadership confirmed that they only produced the candy based on customer orders and had no involvement in its marketing.

The company that commissioned Asia Life to produce Kera candy was Chi Em Rot (Rot Sisters) Group, in which Quang Linh Vlogs is a shareholder.

Before this scandal, Linh was a beloved social media personality known for his humanitarian work in Africa. His “Team Africa” initiative helped local farmers in Angola improve their agricultural practices and livelihoods. Starting from humble beginnings, he built a successful career as a content creator.

As of now, his YouTube channel has over 4.1 million subscribers and approximately 1,700 videos. According to 2023 Social Blade data, his estimated monthly income ranges from US$8,000 to $128,600. In addition to YouTube, his Facebook fanpage boasts over 2.2 million followers, with each post attracting thousands of interactions.

However, Linh's image took a hit when he entered Vietnam’s livestream shopping scene. Alongside other influencers, he appeared frequently on social media, endorsing various products. His sales livestreams often attracted over 100,000 viewers.

But fame comes with consequences. Including the Kera candy incident, Linh has had to apologize three times for promoting low-quality or misleading products.

Quang Linh Vlogs is not the only influencer facing backlash over product endorsements. Many Vietnamese celebrities, KOLs (Key Opinion Leaders), and social media influencers have found themselves in similar controversies.

In September 2023, actress Cat Tuong promoted a milk product for diabetics. However, her wording implied that it could replace medication. Facing public outrage, she admitted her mistake and apologized.

In May 2021, veteran actress Hong Van endorsed an herbal effervescent tablet, falsely claiming it could replace medicine. She later issued a public apology for failing to verify the product’s credibility.

Around the same time, TV host Quyen Linh advertised a supplement, claiming it could eliminate cancer cells, heal stomach ulcers, and was 70 times more effective than other products. His claims differed significantly from the official marketing license issued by health authorities. He later apologized, calling it a valuable lesson.

Singer Phuong My Chi once promoted a skin-whitening cosmetic without proper certification. When the product’s legitimacy was questioned, she quickly deleted the ad and apologized for not conducting proper research.

The ethical dilemma

Using one’s fame for advertising is not illegal. In fact, most public figures will monetize their influence at some point. However, the real concern is when the advertised products fail to meet consumer expectations or, worse, mislead buyers.

Many influencers may not be experts in the products they promote, but they must understand that their involvement in marketing significantly impacts consumer trust. Some consumers buy products without questioning quality, simply because a familiar influencer endorses them.

In China and South Korea, influencers caught in false advertising scandals often face severe consequences. Public backlash can be so intense that their careers effectively end. Some are permanently shunned, regardless of how sincerely they apologize.

In contrast, Vietnamese society and legal systems tend to be more forgiving. Influencers like Quang Linh, Hong Van, and Quyen Linh have received public criticism, yet they remain active in their respective fields.

Influencers must be more responsible when lending their image to marketing campaigns. Every statement they make holds weight and can influence purchasing decisions.

As the old saying goes, “A word once spoken is past recalling.” Or, to quote Uncle Ben from Spider-Man, “With great power comes great responsibility.”

The Vietnamese people are forgiving, but influencers must prove they can learn from their mistakes. Otherwise, the law and public opinion will ultimately decide their fate.