The Food Safety Department under the Ministry of Health issued the directive after media outlets reported that Hikid milk advertisements may have violated food advertising regulations.

The product is exclusively imported and distributed in Vietnam by a company based in Hanoi. As such, the Food Safety Department has requested the Hanoi Sub-Department of Food Safety and Hygiene to inspect and handle any individuals or organizations found to be in violation of the law.

Several social media fanpages promoting Hikid have featured the slogan “Hikid - No. 1 for height.” In one promotional video, a Hikid milk container is directly compared to fresh milk with the statement: “100g Hikid = 2mg CBP = 20 liters of fresh milk.” The advertisements also include images of celebrities to enhance the product’s credibility.

On the official Hikid Vietnam fanpage, several videos show individuals in white medical coats identifying themselves as doctors and recommending Hikid milk to promote children's height growth.

Vietnamese regulations strictly prohibit the use of medical institutions’ names, logos, personnel, doctors, pharmacists, healthcare workers, patient letters, or medical articles for the purpose of advertising food products.

Hikid milk is imported and distributed in Vietnam by Phuong Linh Import-Export and Trading Co., Ltd. In an official statement posted on the Hikid Vietnam fanpage, the company acknowledged its “oversight” in promoting a comparison between “2mg of CBP per 100g of milk powder being equivalent to the amount of CBP in 20 liters of fresh milk,” without citing any scientific evidence or officially recognized conversion standards from authorities to substantiate the claim.

Vo Thu