Vietnamese authorities are in the process of revising the Law on Advertising, with proposed amendments requiring celebrities to be held legally accountable for the products they endorse.

Penalties may include increased fines or outright bans on their appearance in social media advertising if they are found to have violated the law.

At a regular government press conference held on April 6, reporters raised concerns about the widespread presence of misleading endorsements on social media by singers, actors, and models - particularly involving weight loss supplements and skincare products, which, according to many, are “clearly untrue just by listening.”

Recent examples include false advertising of Kera vegetable candy by influencers such as the Hang Du Muc group, Quang Linh Vlogs, and Miss Thuy Tien. These cases have triggered renewed calls for the Ministry of Culture, Sports and Tourism to clarify what measures or proposals are in place to regulate influential figures promoting products online.

Deputy Minister of Culture, Sports and Tourism Le Hai Binh acknowledged that with the rapid growth of social media, it's now common for celebrities to participate in online product endorsements. These activities fall under the scope of the Law on Advertising and other legal frameworks.

In recent years, the Ministry of Culture, Sports and Tourism has collaborated with the Ministry of Information and Communications to monitor, inspect, and address issues in this sector.

In 2021, the Minister of Information and Communications introduced a Code of Conduct for social media use. This was followed by the Ministry of Culture, Sports and Tourism issuing a Code of Conduct for artists operating online.

As part of the current revision of the Law on Advertising, the authorities are proposing several additions that clearly outline the responsibilities of celebrities when promoting products online. One key provision would require that public figures bear legal responsibility for the claims they make in advertisements.

Deputy Minister Binh further stated that stricter penalties are being considered, including potential bans on celebrity advertising if they are found to mislead or deceive consumers. Offending individuals may also face restrictions on artistic activities or be barred from appearing in the media or on social platforms.

He called on both the media and the public to actively monitor the advertising behavior of celebrities on social media.

“It’s important to make them realize that advertising on social media can come at the cost of the reputation and credibility they’ve spent years building,” said Mr. Binh.

Tran Thuong – The Vinh