In recent days, public opinion has been abuzz over the issue of artists and celebrities advertising products in a manner inconsistent with reality. Advertisers of Kera vegetable gummies gave the wrong information about the product they advertised and exaggerated its use.

The case involves Miss Thuy Tien, along with Quang Linh Vlogs and Hang Du Muc, who are famous in Vietnamese showbiz.

Thuy Tien is Miss Grand International 2021. Quang Linh Vlogs is a content creator famous for his videos about life in Africa where he works. Hang Du Muc is well known for videos about her ‘nomad’ life and her journeys to discover strange lands in China.

Amid the uproar, Tien, also a celebrity, known as the producer of many web dramas, who graduated from Can Tho University of Medicine and Pharmacy and has experience in teaching and expertise in the production of pharmaceuticals and cosmetics, has raised his voice about the case.

Duoc Si Tien expressed regret for Thuy Tien, noting that her initial intent was to introduce a product supplementing vegetable elements for those unable to consume vegetables, which is a good idea. However, the mistake arose when the concept of supplementing vegetables morphed into supplementing fiber.

"Thuy Tien and her marketing team misunderstood that supplementing vegetables equates to supplementing fiber, which is entirely incorrect. Had Thuy Tien maintained her original intent of supplementing vegetables, the story would have unfolded differently," he said.

The incident led to criticism of all three individuals involved, with Thuy Tien bearing the brunt of the backlash due to her status as a beauty queen - a public figure with widespread influence over audiences.

Tien suggested that Thuy Tien’s role in the case should be closely examined. Was she the brand owner, a co-investor, or merely a representative?

Nevertheless, he emphasized that artists bear the responsibility of thoroughly researching a product when promoting it.

"First, they must verify whether the product has been licensed for distribution in Vietnam. Second, they must ensure it has clear origins and complete invoices and documentation. This is entirely their responsibility," he analyzed.

"I hope that artists can learn a lesson from the case and they will not only check invoices, documentation, and test results but also avoid making false statements, and carefully review what is stated on the product declaration certificate," he said.

In December 2024, Tien announced a collaboration with Quang Linh Vlogs and Hang Du Muc to launch the vegetable gummy project. She posted several advertisements and introductions about the product on her verified Facebook page.

However, in recent days, multiple posts have emerged exposing the candy, pointing out that its fiber content does not align with the claims made by the brand.

Prior to that, Quang Linh Vlogs issued an apology for conveying inaccurate information, such as "one candy equals a plate of vegetables," which misled customers. Hang Du Muc also apologized for exaggerating the product’s benefits.

At first, Tien remained silent, but later removed the promotional posts from her verified personal Facebook page "Nguyen Thuc Thuy Tien."

On the evening of March 7, Nguyen Thuc Thuy Tien apologized to the public, viewing the incident as a significant lesson in her experience with product advertising.

Lawyer Dang Van Cuong from the Hanoi Bar Association told VietNamNet that the 2012 Advertising Law, amended and supplemented in 2018 provides comprehensive and detailed regulations on prohibited advertising practices, including false advertising.

Exaggerating the value, effects, or benefits of a product is considered false advertising, and individuals engaging in such behavior may face administrative penalties or criminal liability.

Clause 3, Article 5, and Clause 5, Article 34 of Decree 38/2021/ND-CP stipulates that advertising inaccurately or causing confusion about quality or benefits can lead to administrative penalties for the violator.

Individuals are subject to fines of between VND60 million and VND80 million, while organizations may face fines ranging from VND120 million to VND160 million.

In addition, violators may face supplementary penalties and remedial measures, such as being required to dismantle or remove advertisements, recall printed newspapers or magazines containing the advertisements, and issue public corrections.

For artists, public figures, and celebrities who violate the law, stricter sanctions than usual may be imposed.

Tuan Chieu