On the morning of April 17, Deputy Director Nguyen Thi Thanh Huyen of the Authority of Broadcasting and Electronic Information confirmed to Tri Thuc – Znews that the agency had received a formal request from the Ministry of Health to investigate and address legal violations by public figures promoting products with exaggerated or unverified claims.

“The Authority is currently conducting verification and will provide official information once results are available,” she stated.

At a recent Government press conference, Standing Deputy Minister of Culture, Sports and Tourism Le Hai Binh revealed that the ministry is working to revise the Law on Advertising, particularly to address emerging realities in the digital landscape.

“We’ve received many heartfelt and practical suggestions during the amendment process,” he said. “The revised law will likely include specific provisions regarding celebrity endorsements. Notably, those who advertise online will be legally accountable for the claims they make, including the requirement for verified and transparent product information.”

He added that accompanying decrees are expected to establish clear regulations on the conduct of celebrities and influencers promoting products online. These may include stricter penalties such as fines, advertising bans, or even restrictions on artistic performances and public appearances on traditional and social media.

Public backlash over misleading celebrity endorsements

The controversy erupted after actors Doan Quoc Dam and MC Hoang Linh appeared in promotional videos for Cilonmum, a product now linked to a massive fake milk scandal involving 573 counterfeit brands. In the video, Doan Quoc Dam endorsed Cilonmum Colos IQ Grow 24h, while Hoang Linh claimed she was satisfied with finally finding the right milk for her child.

Doan Quoc Dam issued a statement on the evening of April 16 to clarify his involvement in the advertisement.

Other public figures such as Quang Minh, Van Hugo, Thanh Huong, Quyen Linh, and Hong Van have also come under scrutiny for previously promoting various milk products - though not all of these are tied to the counterfeit case. On April 15, BTV Quang Minh publicly apologized and accepted responsibility. Meanwhile, MC Quyen Linh posted several clarifications, affirming that he never promoted fake milk.

On April 15, the Department of Food Safety under the Ministry of Health issued an official document requesting coordination from the Broadcasting Authority and the Department of Grassroots Culture to monitor and manage advertising practices. The directive calls for an investigation into social media advertisements - especially those involving celebrities - and demands a report on enforcement outcomes.

Zingnews