In recent weeks, Vietnam has faced a significant scandal surrounding false advertising and the production of counterfeit milk products. The Investigation Police Agency of the Ministry of Public Security has initiated legal proceedings against several individuals involved in a fake milk production operation at Rance Pharma and Hacofood Group. This operation reportedly manufactured 573 brands of powdered milk aimed at vulnerable populations, including those with diabetes, kidney failure, premature infants, and pregnant women, generating nearly 500 billion đồng in illicit profits.
During a police raid, authorities seized 84 types of powdered milk products and over 26,000 cans of milk, highlighting the scale of the operation. Major figures in this scandal include Nguyen Phong, Chairman of the Board of Directors at Asia Life, and Pham Quang Linh, popularly known as Quang Linh Vlogs, who were recently detained along with several others. The involvement of celebrities in promoting these products has raised serious concerns about the integrity of advertising practices in Vietnam.
High-profile personalities, including MC Thanh Vân Hugo and actor Doãn Quốc Đam, have faced backlash for endorsing products with exaggerated claims. For instance, Vân Hugo’s advertisement for a milk product suggested that it could increase children's height by 1-2 cm per month and 3-5 cm after three months. Following widespread criticism, she publicly apologized for the misleading claims. Other celebrities, such as Quyền Linh and editor Quang Minh, have also issued apologies for promoting low-quality products and brands under investigation.
As the scandal unfolds, the Ministry of Public Security has emphasized the legal prohibitions against false advertising, which can mislead consumers regarding the quantity, quality, price, origin, and other critical factors of products. The current advertising regulations stipulate fines ranging from 60-80 million đồng for individuals and double for organizations involved in false advertising. In severe cases, offenders may face up to three years of non-custodial reform or fines of 10-100 million đồng for repeat offenses.
Despite these regulations, experts argue that the penalties are insufficient to deter violations. Nguyen Trường Sơn, President of the Vietnam Advertising Association, has voiced concerns that the existing fines do not effectively discourage celebrities from making misleading endorsements. Consequently, the association is advocating for stricter sanctions in the amended Advertising Law, which could include revoking academic and honorary titles from violators and imposing bans on their performances and advertising activities.
Le Quang Tự Do, Director of the Department of Broadcasting, Television, and Electronic Information, has acknowledged that the current fines do not pose a significant threat to those who profit from high-value advertising contracts. To address this issue, authorities are considering new regulations that would increase both the monetary penalties and the severity of additional sanctions for online violations.
Furthermore, the Ministry of Culture, Sports and Tourism is finalizing a draft amendment to the Advertising Law, which aims to introduce more stringent penalties and clearer responsibilities for celebrities and influencers. The ministry has also called for increased inspections and rigorous enforcement of advertising regulations, particularly concerning food products promoted through mass media and digital platforms.
In the wake of the scandal, consumers are urged to exercise caution when purchasing milk and other food products. The Ministry of Public Security has advised the public to be vigilant and not blindly trust celebrity endorsements. Instead, consumers should choose reputable brands and verify product information, including packaging, expiration dates, and manufacturing details.
Moreover, the ministry has encouraged individuals to report any suspected violations of advertising laws or counterfeit products to the appropriate authorities. This proactive approach is essential in fostering a safer marketplace and protecting consumers from fraudulent practices.
As Vietnam grapples with this advertising crisis, the focus remains on ensuring accountability among celebrities and influencers who participate in misleading promotions. The government is determined to strengthen the legal framework to prevent such incidents in the future and restore public trust in advertising.
In conclusion, the recent crackdown on false advertising and counterfeit milk production in Vietnam serves as a wake-up call for both regulators and consumers. It highlights the pressing need for stricter enforcement of advertising laws and greater responsibility among public figures in promoting products. As the investigation continues, it will be critical to monitor the outcomes and the effectiveness of proposed legal amendments aimed at safeguarding consumer interests.
