Le Quang Tu Do, Director of the Authority of Broadcasting and Electronic Information, shared that the Ministry of Culture, Sports and Tourism (MoCST) is deeply saddened by recent cases where public figures, due to their lack of legal awareness, have committed legal violations.

Speaking about advertising violations, Mr. Do noted several important issues that need clarification.

First, the responsibility to assess the quality and legitimacy of advertised products lies with the specialized ministries - not with the ministry overseeing advertising activities.

“If it’s counterfeit milk, fake goods, or bogus health supplements, the Ministry of Health or Ministry of Industry and Trade must handle the inspection. The Ministry of Culture, Sports and Tourism cannot identify these products. Only when these ministries conclude a product is fake or substandard does our ministry take enforcement action,” he explained.

Second, the law currently does not provide for heavier penalties or stricter regulations on celebrities who disseminate false advertisements. Everyone who engages in false advertising is penalized under the same legal provisions.

“There may be new provisions added to the upcoming Advertising Law related to public figures, but whether Parliament passes them is a matter for the future,” Mr. Do emphasized.

Third, while handling advertising violations, the broadcasting and information authority found that celebrities and influencers (KOLs) have very limited legal knowledge in this area.

“This is a wake-up call for the media to raise public awareness. Many celebrities sign advertising contracts recklessly, without checking whether the information provided is accurate or truthful, leading them to violate the law,” Mr. Do warned.

“We are heartbroken over the case of Quang Linh Vlogs, who recently found himself entangled in legal trouble. He had done a lot of good work but, unfortunately, due to insufficient legal understanding, now faces criminal charges. It’s truly regrettable. We wish he had been better informed so he could have avoided such tragic consequences,” Mr. Do added.

He further pointed out that celebrities often lack strong legal awareness and tend to act based on creative intuition. For instance, when an ad claims “remarkable height growth,” an artist might exaggerate that it adds 5 to 10 cm - resulting in overstatements and misleading claims.

Mr. Do also highlighted that some artists rely solely on personal experience and assume it applies universally. “We recently handled a case where a livestreamer claimed a shampoo caused hair to become dry and brittle. She insisted everyone who used it would have the same experience. But that’s not scientifically valid and constitutes a false claim,” he explained.

On the subject of the Code of Conduct for public figures, Mr. Do clarified that it is not a legal document and therefore not enforceable. As such, no celebrity can be penalized under this code.

“We realize that a Code of Conduct without enforcement measures lacks deterrent power. But if we add penalties, then it must be codified as law through official decrees. The Ministry of Information and Communications previously formalized some elements of the online Code of Conduct. The MoCST now plans to propose including certain contents in the Advertising Law to be submitted to the National Assembly this May, as well as into Decree 144 governing performing arts. That’s how we can ensure the existence of enforceable sanctions,” he said.

However, Mr. Do still advocates for a non-binding Code of Conduct. He noted that international practices show a combination of hard rules and soft norms can create a culturally responsible environment, allowing the public to voice their opinions - such as through boycotts - when artists violate standards.

He also shared that the Ministries of Information and Communications (now the Ministry of Science and Technolog) and Culture, Sports and Tourism have jointly drafted a regulation on "limiting the appearance of violators in media, cyberspace, and on performing arts stages." Though this regulation was issued in late 2024, no penalties have yet been imposed in the past four months. However, he noted that some test cases could be prosecuted soon, possibly involving advertising violations.

Tinh Le