The Kera vegetable candy controversy has sparked concern among consumers and prompted action from regulatory authorities in Vietnam. With numerous reports surfacing on social media and traditional media questioning the marketing practices surrounding the product, the Ministry of Industry and Trade, through the National Competition Committee, has launched investigations to address the issues raised.
Recently, the National Competition Committee officially requested the Chi Em Rot Group Joint Stock Company, the producers of Kera, to provide documentation relating to the product’s quality, origin, advertising claims, and promotional activities. This request follows public backlash against claims made by influencers, including popular figures such as Quang Linh Vlogs and beauty queen Thuy Tien, who stated, "1 candy equals 1 plate of vegetables." This bold assertion has drawn skepticism, leading many consumers to question the validity of the promotional messages.
On March 14, 2025, representatives from the Chi Em Rot Group convened to address the backlash and clarify their stance. Le Tuan Linh, representing the company, acknowledged the inaccuracies surrounding some of the claims made. He apologized for any confusion created and emphasized their commitment to maintaining consumer trust. Linh stated, “We recognize the errors leading to misinformation, and we sincerely apologize to our customers.”
Influencer Quang Linh also spoke at the meeting, noting, “Upon realizing the extent of the reaction, I paused my livestreaming and have made the decision to suspend all sales activities for the foreseeable future, allowing me to focus on my responsibilities as part of the Vietnam Fatherland Front Central Committee.” His remarks underline the increasing accountability influencers face when interacting with consumers, especially concerning health-related products.
Responding to this controversy, the National Competition Committee is collaborating with local health departments, including the Ho Chi Minh City Food Safety Department and the Dak Lak Province Department of Health, to gather information for their investigation. They aim to evaluate the situation comprehensively, relying on consumer protection laws to guide their findings.
The Committee warns businesses and influencers about the consequences of providing inaccurate or incomplete information, stressing the importance of consumer rights protection. They will work with relevant agencies to enforce the law if any violations are identified. Consumers are urged to report misleading advertisements and information immediately.
“We advise consumers to approach social media advertisements with caution and do thorough research on products before making purchases,” the Committee stated. They highlighted the significance of confirming product origins and checking for quality certifications.
During this period, several regulations have been introduced alongside the discussions held on March 14 at the seminar titled “Transparent Information in Online Transactions,” co-hosted by the Ministry of Industry and Trade and the National Competition Committee. Phan The Thang, Deputy Head of Consumer Protection at the Committee, elaborated on the responsibilities outlined under the 2023 Law on Consumer Protection, which mandates businesses to provide precise and complete information about products.
Thang highlighted the expectation for influencers, often considered third parties, to adhere to the same responsibilities when providing information to consumers. According to Decree 55/2024/ND-CP, if businesses engage influencers to disseminate information, those influencers are also liable for accuracy and integrity. “If influencers fail to disclose sponsorship, they could face fines between 20 to 30 million VND,” Thang noted, drawing attention to the serious repercussions of misleading consumers.
These regulations aim to combat deceptive marketing practices and instill confidence among consumers, thereby fostering safer online environments for transactions and product promotion. Businesses and influencers are reminded to disclose any sponsorship associated with their promotional activities. The fines for any failure to comply are significantly steep, particularly for violations occurring online, with potential fines reaching up to 200 million VND.
The conversation around Kera vegetable candy's advertising practices is part of broader discussions taking place within Vietnam on protecting consumer rights and ensuring ethical marketing practices. Dang Thuy Linh, President of APG ECO, emphasized the need for influencer marketing to be transparent and credible, stating, "KOCs should provide clear quality information about products and objectively evaluate those products before any promotion. This transparency is not just beneficial; it’s mandatory under the law."
Linh went on to highlight the responsibilities influencers have toward consumer complaints. “KOCs must listen to negative feedback and support customers effectively, as this is part of their duty,” she added, underscoring the ethical dimensions of influencer engagements with consumers.
With the Kera vegetable candy incident serving as both a cautionary tale and as the focal point of significant regulatory scrutiny, it becomes evident: ethical marketing practices are not merely optional; they are fundamental to the sustainability and credibility of the business environment. The call for transparency and accountability resonates loudly within the development of consumer protection laws as Vietnam navigates the complex world of influencer marketing.
For consumers, these developments signal the need for vigilance. The proliferation of false or exaggerated claims by influencers and companies continues to challenge the market's integrity, making it imperative for buyers to remain informed and discerning. While the legal framework surrounding consumer rights is strengthening, vigilance from consumers is equally important to enforce these rights effectively.