A growing controversy has erupted over the false advertising of Kera vegetable gummies, which have been widely promoted by influencers such as Hang Du Muc, Quang Linh Vlogs, and beauty queen Thuy Tien.

Following public concern, the Ministry of Health has issued an urgent directive to investigate potential violations and enforce legal actions.

Ministry of Health launches investigation

On March 6, officials from the Department of Food Safety (Ministry of Health) confirmed they had received reports regarding the Supergreens Gummies (marketed as Kera vegetable gummies).

The product has been extensively advertised on Facebook and TikTok, with claims that may be misleading or scientifically unfounded.

The product is registered and distributed by CER Group (Chi Em Rot Corporation), located at 144-146-148 Street No. 11, Quarter 5, An Phu Ward, Thu Duc City, Ho Chi Minh City. Initial findings suggest that promotional content may violate advertising regulations, misleading consumers about the product’s health benefits.

The Department of Food Safety has formally requested the Ho Chi Minh City Food Safety Authority to inspect CER Group, focusing on its production standards, product registration, and advertising practices. Any violations found will be subject to legal penalties, and the results will be publicly disclosed.

Additionally, the Dak Lak Department of Health has been instructed to investigate Asia Life Corporation, the manufacturer of Kera vegetable gummies, ensuring compliance with food safety regulations.

The truth about Kera vegetable gummies

Kera vegetable gummies have been aggressively marketed as a rich source of fiber and essential nutrients, suitable for both children and adults.

Influencers, during live-streamed sales sessions, claimed that "one gummy is equivalent to a plate of vegetables", leading many consumers to believe it was a viable alternative to fresh vegetables.

However, on March 4, a concerned consumer submitted the product for independent testing at the Technical Center for Standards, Metrology, and Quality 2 (TC2). The test results revealed that an entire box of 30 gummies contained only 0.51g of fiber - a drastically lower amount than dietary requirements.

According to the World Health Organization (WHO), adults should consume at least 400g of fruits and vegetables daily to maintain good health and prevent chronic diseases such as cardiovascular disease, cancer, diabetes, and obesity. Similarly, the Vietnamese Ministry of Health recommends an adult intake of 480-560g of vegetables per day.

The claim that "one gummy equals a plate of vegetables" is therefore scientifically false, misleading consumers about the product’s actual benefits.

False advertising – who is responsible?

This is not the first time influencers such as Hang Du Muc and Quang Linh Vlogs have been involved in false advertising controversies. Previously, they promoted a 70ml bird’s nest jar falsely labeled as containing 30g of premium A5 bird’s nest. After facing backlash, they later apologized, claiming it was a misunderstanding.

However, media expert Nguyen Ngoc Long asserts that such deceptive advertising cannot simply be excused with an apology.

"This kind of behavior should be condemned and strictly punished under the law to prevent repeat offenses," he stated.

Similarly, Vo Quoc Hung, growth director at Tonkin Media, emphasized the need for stricter regulations on influencer advertising, particularly in industries affecting public health, such as dietary supplements, cosmetics, and pharmaceuticals.

Legal consequences for false advertising

Under Article 34, Clause 5 of Decree 38/2021, false advertising violations can result in fines ranging from VND 60 million to VND 80 million (USD 2,500 - 3,500).

Additionally, individuals found guilty of false advertising may face:

Mandatory removal of misleading advertisements

A ban from advertising activities for one to three years (for severe or repeated offenses)

Furthermore, under Article 197 of the 2015 Penal Code, if false advertising leads to serious consequences, and the offender has previously been fined but continues violating the law, they may face:

Fines ranging from VND 10 million to VND 100 million (USD 400 - 4,000)

Up to three years of non-custodial reform (probationary sentence)

Proposed ban on KOLs engaged in false advertising

Given the rise in deceptive promotions, experts have suggested imposing a "media ban" on influencers and celebrities who repeatedly engage in false advertising.

Vietnam’s Advertising Law is currently under review, with the Ministry of Culture, Sports, and Tourism collecting feedback to propose stricter regulations for influencers. The proposed changes include requiring:

Brands and influencers to sign advertising contracts

Approval of ad content before publication

In October 2024, the Ministry of Information and Communications also recommended tighter controls on social media accounts with over 500,000 followers, ensuring compliance with advertising regulations.

The Kera vegetable gummy scandal highlights the growing concern over influencers exploiting their popularity for misleading advertising. This case serves as a wake-up call for businesses and influencers to prioritize ethical marketing and consumer trust, especially in health-related promotions.

As authorities continue investigating, the public awaits the official findings and legal actions against those involved. This incident underscores the importance of responsible advertising and regulatory enforcement in Vietnam’s digital economy.

Dinh Hieu