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KOL Should be regulated through legislation

出自香港新聞網 - 樹仁新傳系學生實習習作

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Structure: 8 Content: 8.5 The structure and the story flow are good. You do not always need a quote to begin the story.


By Matthew Chan October 9, 2018


“KOL (key opinion leaders) should be regulated,” said Angela Ng, executive director of The Association of Accredited Advertising Agencies of Hong Kong (HK4As).

Speaking at a talk in Shue Yan University, she said KOL should be regulated like editorials, which the word ‘advertisement’ must be shown in editorials.

KOL can be created and produced, so “they are fake to me”, she said.

She said that people have entered a ‘very uncharted era’ for KOL, however there are not much measurements about the viewership and effectiveness.

She agrees Hong Kong should follow US FTC (Federal Trade Commission)’s practice of publishing endorsement guide to KOL, as a means to clarify their social media posts are advertisements.

For instance, hashtags ‘#ad’ or ‘#sponsored’ are forced to add in KOL’s posts, under FTC’s regulations.

She urged Hong Kong government legislate laws to protect audience’s right to know.

Meanwhile, she hopes more people pay attention and aid depression patients by this year’s Kam Fan Students’ Award, which the theme is ‘mindfulness’.

She said, “our aim is to bring depression into spotlights and being impactful”.

She explained that she could not remember an impressive advertisement campaign related to depression, therefore the committee chose the theme to enhance the alertness of depression.

She said CSR (corporate social responsibility) is one of the fundamental elements of a corporate’s image, “CSR campaign just do good for the community,” she said.

Speaking of the characteristics of winning campaigns, she said that the committee judges by campaigns’ insights, as well as whether students can deliver the right messages and to execute creatively.

The HK4As Kam Fan Awards is organized by the HK4As every year since 1984, to recognize the best works in the market.

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