The recent dismantling of a production ring responsible for nearly 600 types of counterfeit milk products targeting patients, pregnant women, and children has sent shockwaves through the public.

Milk powder ads exaggerate product benefits

Authorities revealed that many of the advertised ingredients such as bird’s nest extract, cordyceps, macadamia powder, and walnut powder were completely absent from the actual products. Instead, substitute materials and additives were used.

Police found that the nutritional content in some of the milk powders was below 70% of what was claimed, qualifying the products as counterfeit under Vietnamese law. The revelation has angered many consumers who had purchased and used these products manufactured and sold by Rance Pharma and Hacofood Group.

Several celebrities who previously endorsed these so-called multi-functional milk products have come under fire. Among them are TV presenter Quang Minh, MC Van Hugo, People's Artist Hong Van, and actresses Le Khanh and Cat Tuong.

This time, Quang Minh and Van Hugo are at the center of controversy for promoting HIUP milk - a product that was officially fined for misleading advertising.

On March 21, 2024, the Hanoi Department of Health issued Administrative Sanction Decision No. 75/QDXPVPHC against Alama Vietnam Co., Ltd. for false advertising regarding the benefits of HIUP 27 milk.

Specifically, the HIUP 27 product did not comply with one of the verified documents as per regulations. It failed to match the advertising confirmation certificate No. 21/2022/XNQC issued by the Vinh Phuc Food Safety and Hygiene Sub-Department on August 26, 2022.

As a result, the company was fined 25 million VND (approximately USD 1,000) and was ordered to correct the misinformation and remove all advertising content related to HIUP 27.

Public disappointment over celebrity endorsements

In the promotional videos for HIUP milk, many celebrities claimed it was the “No.1 colostrum milk product for height growth.” To bolster the product’s credibility, the company also used images and testimonials from doctors and medical professionals.

Their website and social media pages featured numerous customer reviews, photos, videos, and words of thanks promoting the product’s supposed effectiveness.

Even now, the official HIUP Facebook page continues to use the images and endorsements of doctors, experts, and public figures such as Quang Minh, Van Hugo, and Le Khanh.

Most of the celebrity-driven advertising content praised HIUP as a specialized product supporting children's height growth, claiming personal, familial, or close usage of the product.

Viewers have pointed out that Quang Minh not only endorsed HIUP but also promoted other milk powder products, including those aimed at brain development in children and products for people with diabetes.

Previously, several well-known celebrities such as People's Artist Hong Van, MC Quyen Linh, actresses Van Trang, Nam Thu, Dieu Nhi, and singer Phuong My Chi were also forced to publicly clarify and apologize for endorsing products with false claims.

Many consumers expressed disappointment, emphasizing that people often trust products endorsed by celebrities: “Everyone buys based on what famous people say. But what if they never even used it? Celebrities who promote such exaggerated claims should be strictly punished to set an example before promoting any product.”

Tien Phong