In a significant crackdown on misleading advertising, the Ministry of Public Security in Vietnam has announced a rigorous investigation into celebrities and key opinion leaders (KOLs) who promote false information regarding products. This initiative comes in the wake of a major counterfeit milk scandal involving Rance Pharma International Pharmaceutical Joint Stock Company and Hacofood Group Pharmaceutical Nutrition Joint Stock Company, where authorities seized over 26,000 cans of milk and 84 different powdered milk products.
As of April 22, 2025, the police have identified 12 powdered milk products that failed quality tests, with key indicators falling below 70% of what was declared. These products have been classified as counterfeit, raising serious concerns about consumer safety and the integrity of advertising practices in the country.
Hoàng Anh Tuyên, the Deputy Chief of Office and Spokesperson for the Ministry of Public Security, emphasized the strict legal prohibitions against false advertising. He stated, "The law strictly prohibits false advertising and misleading information about products and services." Tuyên also noted that individuals found guilty of such violations would face administrative or criminal penalties, depending on the severity of the infraction.
In a related development, two prominent figures in the media, BTV Quang Minh and MC Vân Hugo, are facing potential fines for their roles in misleading advertising campaigns. BTV Quang Minh is expected to be fined 37.5 million VND for advertising that included ingredients not listed in the product declaration, violating regulations set forth in Decree 38/2021/ND-CP dated March 29, 2021. Meanwhile, MC Vân Hugo could incur a hefty fine of 70 million VND for promoting Hiup milk with claims that it could increase a child's height by 3-5 cm within three to six months, a statement that lacks scientific backing.
During the investigation, both Quang Minh and Vân Hugo provided documentation to authorities, revealing that their advertising did not align with the actual product content. This has raised alarms about the prevalence of misleading advertising practices among celebrities, prompting calls for accountability.
As NSND Xuân Bắc, Director of the Department of Performing Arts, pointed out, artists and KOLs must be responsible for the claims they make in advertisements. He stated, "Anyone who violates the law, regardless of their status as an artist or KOL, must be held accountable as citizens." This sentiment echoes the Ministry's commitment to enforcing advertising regulations uniformly, without special treatment for public figures.
In light of these incidents, Lê Quang Tự Do, Director of the Department of Radio, Television, and Electronic Information, highlighted the importance of both strict regulations and ethical advertising practices. He remarked, "We must ensure that public figures adhere to proper conduct when promoting products. Violators will face societal backlash, and we will treat advertising violations seriously." The Ministry plans to take exemplary action against those who misuse their influence to promote counterfeit goods.
The recent crackdown is part of a broader effort to safeguard consumer interests and maintain market integrity. Authorities are urging the public to remain vigilant when purchasing food products, especially milk. Consumers are advised to choose reputable brands and to be cautious of products with unclear origins or misleading claims.
The Ministry has also recommended that consumers avoid using the 12 identified counterfeit milk products and the 72 other brands currently under investigation. This is a crucial step in protecting public health and ensuring that only safe and effective products reach the market.
Moreover, the Ministry is taking proactive measures to address loopholes in the legal framework surrounding food safety and consumer protection. Tuyên mentioned that they are looking to amend the Criminal Code to impose stricter penalties for violations in this sector, reinforcing the message that misleading advertising will not be tolerated.
As the investigation continues, the Ministry of Public Security is calling on consumers to report any suspicious advertising practices or products. They emphasize that public vigilance is essential in combating the spread of counterfeit goods and ensuring that consumers are not misled.
On April 21, 2025, coinciding with World Creativity and Innovation Day, these developments highlight the pressing need for innovation not only in product development but also in ethical advertising practices. As Vietnam navigates these challenges, the government remains committed to fostering a safer marketplace for all consumers.
In conclusion, the recent actions taken by the Ministry of Public Security underscore a significant shift towards stricter enforcement of advertising laws in Vietnam. With the spotlight now on celebrities and their advertising responsibilities, it is clear that accountability will be a key theme in the ongoing efforts to combat misleading advertising and promote consumer protection.
