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KOL should be regulated

出自香港新聞網 - 樹仁新傳系學生實習習作

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reported by Grace Chiu

Nowadays, many companies would co-operate with KOL, then KOL will recommend those products to their followers. KOL is deliberately made, says an advertising executive.

“To me, KOL is fake.” The executive director of The Association of Accredited Advertising Agencies of Hong Kong, Angela Ng said.

Ng said that KOL is the new trend, but there are still some defects. Actually, the sharing of KOL should count as an advertisement, it just adds some PR element in that advertisement.

In US and UK, the behavior of KOL has already restricted. When the KOL publishing an advertisement post, they have to clearly marked the post is an advertisement in their caption. Ng agrees that KOL in Hong Kong should be restricted, they should also remind the reader that which content is a commercial post.

Ng supplements that the post of KOL is like an advertorial. In the magazine or press, they have to mark that it is an advertorial. Therefore, the government should think about it.

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