{"id":6905,"date":"2026-10-20T21:36:56","date_gmt":"2026-10-20T14:36:56","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/ambassador\/"},"modified":"2026-10-20T21:36:56","modified_gmt":"2026-10-20T14:36:56","slug":"ambassador","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/ambassador\/","title":{"rendered":"Brand Ambassador"},"content":{"rendered":"

A brand ambassador is a person a company picks to represent its brand over a long period, appearing in its ads, at its events and on its social media under a fixed-term contract. An ambassador can be a celebrity, a KOL (key opinion leader), an employee or a loyal customer.<\/p>\n

What is a brand ambassador?<\/h2>\n

Hiring a KOL for a single post is a different arrangement. An ambassador contract usually runs for several months, includes category exclusivity (no ads for competitors) and requires the ambassador to use the product outside paid posts as well.<\/p>\n

Ambassador vs. KOL vs. KOC vs. affiliate<\/h2>\n\n\n\n\n\n\n\n\n
Role<\/th>\nDuration<\/th>\nExclusivity<\/th>\nUsed to<\/th>\n<\/tr>\n<\/thead>\n
Brand ambassador<\/td>\nLong term<\/td>\nUsually<\/td>\nTie a face to the brand and build awareness<\/td>\n<\/tr>\n
KOL (key opinion leader)<\/td>\nPer campaign<\/td>\nRarely<\/td>\nPush a message quickly to a large following<\/td>\n<\/tr>\n
KOC (key opinion consumer)<\/td>\nPer post or per wave<\/td>\nNo<\/td>\nReview products as a real buyer and drive conversions<\/td>\n<\/tr>\n
Affiliate<\/td>\nOngoing, paid per order<\/td>\nNo<\/td>\nSell through links for a commission<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

One person can play more than one role. S\u01a1n T\u00f9ng M-TP, a Vietnamese pop star, was an ambassador for GoCar Protect, while the food delivery app BAEMIN chose a group of green-lifestyle KOLs for its “Th\u1eed ch\u00fat Healthy” (“Try a little healthy”) campaign.<\/p>\n

Vietnam’s amended Advertising Law: what ambassadors and KOLs must do<\/h2>\n

Law No. 75\/2025\/QH15, which amends Vietnam’s Advertising Law, was passed on June 16, 2025 and took effect on January 1, 2026 (Vietnam Government Official Gazette, June 2025<\/a>). The law adds the concept of an “advertising product conveyor”: a person who directly advertises, recommends or endorses a product online, or by wearing or using it, for profit. Ambassadors belong to this group.<\/p>\n

The new Article 15a says that influencers, as defined under consumer protection law, must do the following when they advertise:<\/p>\n