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Changes in the legal framework around advertising are forcing the Creator Economy market to rethink how it defines “influencers” and the true value of content. For Vietnamese marketers, this is not just a compliance issue, but also a signal of a new competitive phase: who works professionally, who has execution capability, and who can build lasting trust with brands.
This roundup compiles the latest source on the topic of advertising, while also drawing out the key points businesses and content creators in Vietnam should note.
Amended advertising law and the end of the “gray zone” in the Creator Economy
According to AccessTrade’s article, a long-held belief in the content creation industry is that follower count determines a creator’s entire value. However, the picture is changing very quickly as the market moves into a phase of reassessing real capability: professional skills, professionalism, content quality, and fit with brand requirements.
From the source’s perspective, the legal milestone of 1/7/2026 is seen as an important turning point because the “gray zone” in advertising activities will no longer be an easy place to avoid responsibility. This is especially noteworthy for creators and KOLs/KOCs involved in communications campaigns with commercial elements, because their value will no longer lie only in reach, but also in compliance and the ability to execute to standard.
The core message is that the market is shifting from “being famous” to “being professional.” In other words, creators who can deliver real results, collaborate transparently, and clearly understand legal boundaries will have an advantage over accounts that rely only on follower size.
Source: AccessTrade — After the amended advertising law on 1/7: When “professional execution” becomes the Creator Economy’s get-out-of-jail-free card
The Creator Economy is shifting from follower chasing to professional expertise
The notable point in AccessTrade’s story is the change in how creators are evaluated. In the past, many brands tended to prioritize people with large communities. But as the legal environment and brand expectations become clearer, surface-level metrics are no longer enough to reflect the ability to create value.
Instead, the market will need more creators with the ability to “work professionally”: understanding the product, knowing how to convey the message, complying with advertising regulations, and building long-term credibility. This is a trend that benefits a healthier ecosystem, because it encourages professionalism rather than short-term growth chasing.
For marketers, this also means the process of selecting KOLs/KOCs needs to be tightened. It should not be based only on reach or engagement, but also on collaboration history, content quality, industry fit, and the ability to handle communications risks.
Source: AccessTrade — After the amended advertising law on 1/7: When “professional execution” becomes the Creator Economy’s get-out-of-jail-free card
Creator for Vietnam: an ecosystem of support for sustainable growth
In the article, AccessTrade also mentions Creator for Vietnam (CFV) as an ecosystem-oriented approach aimed at supporting creators to grow in a more comprehensive model. Although the focus is not on promoting a single tool, the message is that creators in the new phase need more than a content publishing platform: they need an environment that helps them learn, connect, and operate professionally.
This reflects the market’s increasingly clear need: creators cannot just be spontaneous content producers. They need support in strategy, collaboration standards, and the ability to adapt to legal changes. For brands, such an ecosystem can make collaboration more transparent and measurable.
However, the key point remains execution quality. No matter how much support an ecosystem provides, creators who do not ensure professionalism and compliance will still struggle to go the distance in the new context.
Source: AccessTrade — After the amended advertising law on 1/7: When “professional execution” becomes the Creator Economy’s get-out-of-jail-free card
A perspective for the Vietnamese market
For the Vietnamese market, the biggest lesson is that advertising is no longer simply a game of fame. As demands for transparency and accountability rise, both brands and creators must raise their working standards: clearer contracts, tighter content approval processes, and more realistic ways of measuring effectiveness.
For marketers, this is the right time to review partner lists, standardize briefs, add compliance clauses, and prioritize creators with real expertise in the relevant field. For creators, investing in content capability, understanding the law, and building lasting credibility will be a long-term competitive advantage.
In short, after the new legal milestone, Vietnam’s advertising market may enter a phase where “doing it right” matters just as much as “doing it well.” And that is a positive signal for a more professional ecosystem.
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