In Vietnam, individuals can become targets of negative campaigns related to the CPV and national affairs, even without intending to. Vietnamese celebrity Trấn Thành was heavily attacked online for a Facebook post in which he expressed condolences to Phạm Đức Thành, a zither artist who passed away on August 22, 2025494. When he posted these messages, Vietnam was celebrating National Day on September 2, 2025, the 80th anniversary of independence—a time when most media outlets and public figures were sharing patriotic and festive content. Netizens accused him of being tone-deaf, arguing that his private mourning clashed with the collective mood of national pride. According to the Independent Journalists Association of Vietnam (IJAVN), also known as Vietnam Thời Báo (VNTB), an independent media group, the online attacks against Trấn Thành are believed to have been orchestrated by Steering Committee 35495. As part of its efforts to control information on social media platforms, the government is also seeking to manage social media influencers, referred to as Key Opinion Leaders (KOLs). In August 2025, the government launched the “Influencer Trust” program and introduced the “Digital Trust Alliance.”496 According to state media outlet Tuổi Trẻ, the Influencer Trust Program is an initiative aimed at promoting “responsible influence” through media campaigns, establishing ethical standards and codes for the KOL community, and evaluating and certifying the credibility, transparency, trustworthiness, and responsibility of KOLs497. The Digital Trust Alliance reportedly brought together reputable KOLs, businesses, media outlets, and platforms to spread “positive values, lead trust, and build standards.”498 Participating KOLs will be evaluated and awarded “ethical certificates” if they achieve high scores; in return, they will receive media benefits and opportunities to collaborate with major agencies and businesses. This approach is intended to encourage KOLs to comply with state-defined standards. Observers believe this model closely resembles China’s, where celebrities are “utilized” to promote official messages. Those who cooperate can gain economic and political advantages, while those who refuse may be blacklisted or banned from broadcasting, “Is Tran Thanh Really ‘Tone-Deaf’, ‘Out of Tune’, or ‘Dangerous’?” BBC News Tiếng Việt, 7 Sep. 2025, www. bbc.com/vietnamese/articles/c0lkpzz002xo. 495. “Regarding the Tran Thanh Incident: Unveiling the Secrets of People’s War on the Internet.” VNTB, 6 Sep. 2025, vietnamthoibao.org/vntb-nhan-vu-tran-thanh-ven-man-bi-mat-chien-tranh-nhan-dan-tren-mang. 496. “Vietnam’s Control and Use of KOLs: Following the Chinese Model?” BBC News Tiếng Việt, 1 Sep. 2025, www.bbc.com/vietnamese/articles/c2dj6p97rexo. 497. Hiếu, Chí. “Nearly 300 KOLs Lauch the “Influencers Trust” Program.” Tuổi Trẻ, 12 Aug. 2025, tuoitre.vn/ gan-300-kol-cung-khoi-dong-chuong-trinh-tin-nhiem-nguoi-co-anh-huong-20250812101514018.htm. 498. Ibid. 494. 98