The price of silence or tolerance creates ungrateful public figures

THE HANOI TIMES — News on celebrities' legal violations are no longer rare these days, such as a former beauty queen has been prosecuted for commercial fraud, a YouTuber facing a criminal investigation for tax evasion, a singer caught in a scandal of infidelity, or a streamer exposed for using methamphetamine.

These are just a few of the many cases where celebrities and KOLs exploit fame for personal gain.

The issue is not only their wrongdoing but the way the public reacts. Just a short “I’m sorry” post on social media, accompanied by photos of charity or artistic work, is often enough for them to be welcomed back as if nothing had happened.

Serious scandals shrink into small matters, and small matters became nothing at all.

The way I see it, public opinion in Vietnam is too weak to resist actions against the law, morality and social decency. This reveals a deeper problem: Vietnamese audiences are far too lenient with such figures.

In today’s world, KOLs and celebrities are not only brand ambassadors but also “opinion leaders” in many fields. Their words, actions and even daily habits spread widely, shaping millions of people, especially the youth.

But when fame is indulged too much, when fans and the public grant unconditional forgiveness, arrogance grows. Those once celebrated turn into “the ungrateful” and “the indifferent”, scorning the law, dismissing ethics and abandoning civic duty.

Instead of serious criticism, many celebrities are protected by their own fan communities. Excuses like “just a reckless moment” or “everyone makes mistakes” become shields.

These excuses only convince them further that they will never have to pay for their actions. Some even treat criticism as an opportunity to attract more attention.

Where fans act as judges

While Vietnam is still struggling with ways to deal with misconduct, China has already enforced harsh measures.

Its livestream and influencer market grew into a multibillion-dollar industry. Yet this “gold mine” also produced countless scandals involving fraud, counterfeit sales, tax evasion and false advertising, sparking public anger.

A striking case was Viya, the “livestream queen” who once generated billions of yuan in a single broadcast. But for tax evasion, she was fined about US$210 million, and her career collapsed overnight. She lost all contracts, was banned from every platform and was erased from the media. From being adored by millions, she became a warning example for the entire industry.

She was not the only one. Many other influencers faced criminal trials or lifetime bans for pushing fake products and exploiting public trust for profit. Chinese authorities imposed tough penalties, from administrative fines to prison terms. Public opinion was equally unforgiving: instead of defending them, people boycotted them, turning former stars into forgotten names.

The concept of “blacklisting”, removing violators entirely from public life, is considered an effective remedy in China and South Korea. It is not just an administrative act, but a message: no one, not even celebrities, is above the law and morality.

In South Korea, a scandal involving drugs, violence, or fraud often ends a career. Advertisers cancel contracts instantly, TV shows delete footage and careers collapse overnight. In China, blacklisting has been elevated into state policy, including full bans with no return to media.

Vietnam has not applied such strict policies yet. But discussions at the 2025 National KOL Conference in mid-August pointed to clear steps. Experts proposed limiting media exposure, banning advertising partnerships and even suspending activities for serious violations.

This is a positive sign: Vietnam is beginning to see that indulgence only deepens the problem, while strictness is the only way to restore public trust.

Legal responsibility – no escape

Beyond social responses, legal accountability for celebrities must be addressed directly. They are not ordinary individuals but figures who shape the choices and attitudes of millions. Every violation they commit has a far greater impact than that of an average citizen.

When a KOL lies in advertising, the deception harms not dozens but millions of consumers. When one uses banned substances in public, it is not only a legal violation but also an endorsement of a corrupt lifestyle, affecting an entire generation.

The law must have strong sanctions, from administrative fines to criminal prosecution, to destroy any illusion of being “untouchable.”

The biggest problem is not one KOL’s mistake, but the public’s willingness to excuse or even glorify it. When fans rush to protect idols at all costs, they turn into accomplices, fueling arrogance and indifference.

Fans may admire their idols, but admiration must come with clarity. Instead of blind indulgence, the public must demand transparency, deliver strong criticism when needed, and apply selective boycotts to force change. A mature society must learn to say “no” to protect common values.

At the recent national KOL conference, many speakers emphasized that influence must go hand in hand with responsibility. Celebrities cannot simply enjoy profits from advertising and business while abandoning social duty.

The conference launched initiatives such as the “Digital Trust Alliance” and the “Influencer Credibility Index” to build self-regulation and prevent misconduct. This marks a shift in awareness: celebrities are both beneficiaries of fame and guardians of public trust.

China and South Korea have proven that when society is strict, KOLs must either adjust or disappear. Vietnam needs to act soon, instead of repeating the cycle of “wrongdoing – apology – wrongdoing again.”

Stop indulgence before it breeds arrogance and indifference

Celebrities and KOLs may inspire others, but they are not untouchable. When they commit wrongs, they must answer to both law and the public. A civilized society is measured not by the number of idols it has, but by its ability to uphold law and morality, even against its most famous figures.

Blind indulgence produces the ungrateful who betray public trust. It produces the indifferent who ignore moral duties and live selfishly, shielded by fan adoration. Society must send a clear message: wrongdoing will be punished, fame is not immunity and the public is not a shield for misconduct.

If not, we will continue to see the moral decline of icons, the disillusionment of the young, and the erosion of trust. But if we act firmly and without compromise, the downfall of a celebrity can become a lesson for all. True fame must rest on knowledge, ethics and responsibility.

Only then can celebrities avoid becoming the ungrateful and the indifferent, and instead become responsible citizens of a civilized society.