On April 4, 2025, Vietnamese beauty queen Hoa hậu Thùy Tiên publicly addressed the recent decision made by the National Competition Committee (Ministry of Industry and Trade) regarding her involvement in advertising a vegetable candy product on social media. Following the committee's ruling, which imposed a fine of 25 million VND (approximately 1,000 USD) for her failure to disclose that her promotion was sponsored, Thùy Tiên expressed her commitment to learning from this experience and improving her future advertising practices.
In her response, Thùy Tiên stated that she proactively provided all necessary information and documentation to the authorities. She also raised several questions about common pitfalls in product advertising on social media, seeking guidance from the committee. During a meeting with the National Competition Committee, she was thoroughly briefed on the relevant regulations, particularly the 2023 Law on Protection of Consumer Rights, including point b, clause 3, Article 22.
"I have understood more deeply, grasped the issue, and drawn important lessons to avoid mistakes in the future," Thùy Tiên shared, acknowledging her shortcomings and gaining a clearer understanding of the regulations surrounding product advertising.
The National Competition Committee highlighted Thùy Tiên's failure to clearly disclose the sponsored nature of some of her promotional posts, which led to public backlash. Many viewers accused her of providing inaccurate information about the product's benefits, particularly exaggerating the fiber content in the candy. The committee emphasized the importance of transparency in advertising, stating that celebrities must inform their audiences when they are promoting sponsored products.
In light of the fine, public reactions were mixed. Some argued that the penalty was too lenient, suggesting that it would not deter Thùy Tiên from similar behavior in the future. Others defended her, stating that as a first-time offender, the fine was appropriate, provided she genuinely learned from the experience. "25 million VND is symbolic for someone like Thùy Tiên; she needs to focus on the scrutiny she will face from the public going forward," remarked journalist P.T., emphasizing the importance of maintaining public trust.
Thùy Tiên's handling of the situation has been viewed as commendable. Rather than deflecting blame, she publicly apologized twice, demonstrating accountability and a willingness to learn. Following her meeting with the National Competition Committee, she committed to being more cautious in her promotional activities and commercial collaborations. "The most practical action is not in words, but in future changes. I commit to being more careful in all promotional and commercial cooperation activities," she stated.
Looking ahead, Thùy Tiên plans to review all previously posted media content and strengthen her collaboration with legal and media teams to ensure strict compliance with advertising laws, protect consumer rights, and maintain her personal reputation. She views this incident as an opportunity to reevaluate the responsibilities of celebrities in the digital media space, where transparency, honesty, and professionalism must be prioritized.
Prior to this incident, Thùy Tiên had publicly apologized to the public on two occasions, reinforcing her commitment to accountability. The National Competition Committee issued Decision No. 39/QD-XPHC, which legally formalized the administrative penalties against her for failing to inform consumers about her sponsorship in social media promotions.
In addition to the fine, reports emerged on the evening of April 4, 2025, indicating that the Investigation Police Agency of Dak Lak Province had temporarily suspended Thùy Tiên's ability to exit the country from March 15 to May 15, 2025. This measure was taken to facilitate an investigation related to the advertising of the Kera vegetable candy product.
At a regular press conference, Major General Nguyen Quoc Toan confirmed that on April 3, 2025, the Investigation Police Agency had prosecuted several individuals connected to the case, including five defendants involved in the promotion of the Kera vegetable candy. They are being investigated for producing counterfeit food products and deceiving customers, as outlined in Articles 193 and 198 of the Penal Code.
The defendants include Nguyen Phong, Chairman of the Board of Directors of Asia Life Joint Stock Company; Le Tuan Linh, Director of Chi Em Rot Group Joint Stock Company; and Pham Quang Linh, also known as Quang Linh Vlog, among others. These individuals participated in a livestream promoting the Kera vegetable candy, during which they claimed that "one candy is equivalent to one plate of vegetables." This bold assertion has raised significant concerns about the integrity of such advertising practices.
As Thùy Tiên navigates the aftermath of this incident, she remains focused on her commitment to transparency in future endorsements. The public hopes she will uphold her promises and take the necessary steps to ensure compliance with advertising regulations, thereby restoring her reputation as a responsible public figure. This case serves as a critical reminder of the responsibilities that come with celebrity status in today’s digital landscape.
