Abstract

Influencers are playing an increasingly important role in influencing consumers' purchasing decisions, promoting Vietnamese e-commerce. However, there are currently many influencers who advertise products falsely, exaggerate the product's uses, and have not experienced the product themselves, seriously affecting the interests of consumers. The article focuses on researching some regulations on advertising, and at the same time evaluates to propose a complete direction to enhance the responsibility of influencers in product advertising.

Keywords: Responsibility, influencer, advertising.