Lecturer: Ph.

D Le Thi Thanh Xuan

Presented by Group 6
Course: Business Ethics and Corporate Social Responsibility
 Group members
1. Cao Thị Thanh Huyền - 1952734
2. Lâm Ngọc Mai - 1952834
3. Phạm Thanh Hoàng - 1952054
4. Hồ Cao Kỳ Duyên - 1952621
5. Đỗ Thùy Dương - 1952220
6. Nguyễn Hoàng Bảo Ngọc - 2052614
7. Dương Trâm Anh - 2052834
8. Lư Mỹ Trinh - 2052759
Table of Ethical codes of KOL Marketing

Contents Good example summary

Our Analysis

Conclusion
 1

Ethical codes
of KOL
Marketing
 Who is KOL?
Key Opinion Leader

is a person or organization
who has expert product
knowledge and influence in
a respective field
The ethical code of KOL - reviewer

Sponsored content: Tagging transparency

Tell the truth at all times
Reveal your sources to ensure transparency
Be critical of your sources and seek independent verification
Admit and correct your mistakes
 2. GOOD EXAMPLE SUMMARY

Trang Nemo's selling

a peel serum and
advertised it as a
good product for
white and bright
skin, with no pain
and discomfort
experience
Trang Nemo
 Hà Linh shared her experieneced,
reviewed how it is bad, even if she
disagreed with the products

Hà Linh used Trang Nemo's peeler

and had a bad experience
 3. Our Analysis
STAKEHOLDERS
Including
PROFESSIONAL – CUSTOMER
RELATIONSHIP

PROFESSIONAL ETHICS THEORIES -

EGOISM AND CONSEQUENTIALIST

IS PROFESSIONAL RIGHT OR
WRONG?
 STAKEHOLDERS

Trang Nemo's Reviewers who give

peel serum "Accusation for good evaluation for
retailers Trang Nemo's this product
underarm peel"

KOL - Vo Ha Linh

Followers
Ho Chi Minh City
Health Department
Trang Nemo's
consumers
AFFINITY RELATIONSHIP
BETWEEN VO HA LINH
AND HER FOLLOWERS

Vo Ha Linh Followers
Share her Trust in
real experience the reviewer
while using product
Is Ha Linh's action right or wrong? Why?

Ethical principles:

Integrity
Present the facts as they are,
even if she disagree with them
Check the credibility of her
sources about ingredients in the
product
 Professional ethics theories

Egoism Consequentialist

This is her opinion and she want The follower are effected to
to help the customer be more their buying decision and the
careful about this product mentioned business is
damaged about the revenue
 Professional has enough working

Conclusion capabilities

About KOL - Vo Ha Linh Professional has personal ethics when

reviewing any products

Professional has high reliability in her

network
Thank you for
your attention
 References
Crowther, S. (2021), Ethical considerations in influencer marketing, Campaign,
https://www.campaignasia.com/article/ethical-considerations-in-influencer-marketing/468972

Morten, R., H. (2021), A Code of Ethics for Social Media Influencers,

https://www.linkedin.com/pulse/code-ethics-social-media-influencers-morten-rand-hendriksen/