“What truly touches audiences isn’t tricks or flashy techniques - but sincerity and a sense of pride in our roots.” This was the core message from Le Hai Binh, Standing Deputy Minister of Culture, Sports and Tourism, to Vietnam’s digital content creators.

Three elements that help creators attract and retain audiences

On the morning of November 29, during the Vietnam iContent 2025 event held in Ho Chi Minh City, the "Top Creator Forum" served as a platform for government leaders to directly engage with the country’s digital content creators.

Speaking about policy support for creators, Deputy Minister Le Hai Binh outlined four key strategic directions from the Ministry of Culture, Sports and Tourism (MCST).

First is the completion of a legal framework - including Resolution 173, the Advertising Law, and related documents - to ensure a safe and supportive environment for the creative community.

Second is a commitment to accompany creators in achieving two crucial goals: content that is legally compliant (right) and relevant to user psychology and social trends (on point).

Recognizing that even globally, legal frameworks for the digital space remain incomplete, he called on the community to help identify and report legal gaps.

Third, the Ministry aims to provide accurate information and reliable data, empowering creators to produce high-quality work.

Finally, the Ministry wants to deepen collaboration - not only between creators and regulators, but also to build a vibrant and meaningful digital culture that reflects the uniqueness of Vietnamese creativity.

When asked how creators can attract viewers while upholding ethical standards, Deputy Minister Le Hai Binh stressed the humanistic core of the profession.

“What reaches the audience isn’t camera tricks or viral gimmicks, but what comes from the heart,” he said.

“Inside the heart of every creator should be sincerity, national pride, and a burning desire to innovate. If these three elements remain intact, your content will spread naturally,” he emphasized.

The Ministry, he added, is ready to support creators across five areas: providing values-based orientation, official information, training programs, networking environments, and legal compliance guidance.

The weight of every word

Le Quang Tu Do, Director of the Department of Radio, Television and Electronic Information, said that Vietnam iContent is also a bridge connecting brands, agencies, creators, and multi-channel networks (MCNs).

Over the past two years, the department has organized multiple forums to strengthen connections between stakeholders. Looking ahead, they plan to introduce regular policy briefings and create shared communication groups between MCNs and government agencies.

Do also revealed that the department has developed systems that combine human moderation with algorithms to detect illegal product advertising on digital platforms - with over 90% scanning efficiency.

More recently, platforms have applied AI to block inappropriate content at the upload stage, improving proactive moderation.

For example, the promotion of e-cigarettes is explicitly banned. The Department, he said, is working closely with relevant agencies to ramp up control over such ads online.

He stressed that while KOLs and KOCs must raise their legal awareness, platforms like Facebook, YouTube, and TikTok also bear responsibility. They must actively support knowledge-sharing, deploy content filters, and alert users about potential violations.

According to Le Quang Tu Do, recent years have seen several creators face legal action. Both the Ministry and Ho Chi Minh City leadership support the development of creative individuals and organizations, but this must come with accountability.

“The greater your influence, the greater your responsibility,” he warned.

“Each post can reach millions, with deep societal impact. So creators must carefully consider every word - they carry more weight than many realize.”

The Department has issued numerous directives urging KOLs and KOCs to comply with legal standards. Alongside guidance and support, the Ministry is also enforcing penalties for repeat offenders. In severe cases, criminal charges may be pursued.

HCM City’s view: Creativity with social responsibility

Speaking on behalf of Ho Chi Minh City’s policy direction, Duong Anh Duc - Head of the City’s Propaganda and Mass Mobilization Committee - affirmed the city’s commitment to supporting artists and cultural figures in enhancing both cultural and economic life.

However, he stressed that KOLs and KOCs must be conscious of their social responsibility, given their significant influence.

When asked about the role of content creators in contributing to GDP and whether they qualify for trade promotion incentives, Duc confirmed the city’s strong focus on developing its cultural industries.

He expressed hope that the sector would become a new engine of growth, as creators shape lifestyles and youth trends.

“Many people are moved by a single call to action from a creator,” he said.

“But they must earn income in ways that are ethical and beneficial to society. The city will always support individuals who use their talents responsibly - and we’re here to listen.”

Anh Phuong