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Only two days remain until Decree 87/2026, which regulates penalties for violations in the fields of culture and advertising, takes effect. The decree introduces a stricter legal framework for social media influencers (KOLs), including specific fines tied to how advertising content is presented and disclosed.
From May 15, KOLs may be fined VND 80–100 million for promoting products without proper research or understanding of the information. If the content is not clearly disclosed as advertising before and during posting—such as failing to label the video or article as advertising at the outset—the fine increases to VND 60–80 million.
The decree also adds multiple sanctions for advertising in the cosmetics and functional foods categories.
Under the decree, violators may face not only administrative penalties but also additional measures. Organizations or individuals may be required to publicly apologize to consumers in writing. They may also be required to recall products, suspend services, and return illicit profits from related business activities.
In an interview with the Reporter of Nguoi Lao Dong, a KOL active in affiliate marketing said they had studied the new regulation but could not fully grasp the details yet. The KOL said tighter advertising management would not significantly affect professionals who conduct due diligence and work closely with brands to protect personal credibility. “Tighter advertising will help consumers trust KOLs in the long run. This is beneficial for those who produce serious content rather than cause negative effects,” the person said.
Before the regulation takes effect, e-commerce platforms have already increased controls on inflated or misleading advertising.
Lazada requires sellers to ensure all content on the platform is complete, accurate, and not misleading. Content must not include indecent elements, violate social norms, or feature disturbing imagery. Violators can face deactivation, product locking, reduced search ranking, or up to 16 violation points.
Lazada also cautions sellers not to post false information designed to lure customers, such as “miracle cure” weight-loss methods or similar claims. Sellers are also not allowed to use LazMall logos in store names, images, descriptions, videos, or livestreams without permission. Absolute claims such as “best,” “number 1,” “more effective,” or “faster” should not be used without scientific or technical evidence.
Shopee says content authenticity violations can be handled through warnings, limited livestream visibility, temporary livestream suspensions, or locking Shopee Live on desktop. Inaccurate price information, descriptions, or exaggerated claims during live broadcasts will be punished according to severity.
Under Shopee rules, depending on the frequency and severity of violations, a seller may be blocked from livestream features for 3 days to permanently.
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