Tighten advertising activities for celebrities and KOLs on social networks

Advertising activities for celebrities will be tightened in the coming time. Photo: Illustration

A typical case is the fake HIUP 27 milk product that is being investigated by the police, the Ministry of Public Security has expanded the investigation after issuing a decision to prosecute and temporarily detain 10 subjects related to the act of producing and trading fake food. According to the investigation agency, the declaration file clearly states that the product contains 37 nutritional ingredients, however, the appraisal results show that there are only 15 - 17 ingredients, many indicators do not reach 70% compared to the declaration. This is the basis for determining the product as fake food according to Decree 98/2020/ND-CP. Many famous people have participated in advertising for this product, making consumers trust and use it. When the incident was exposed, the artists spoke up, saying that they were deceived and did not know it was fake.

Similarly, the case involving the Kera vegetable candy product also attracted great public attention. This product was promoted by Miss Nguyen Thuc Thuy Tien, Quang Linh Vlogs and Hang “nomad”, with false information about its uses. Test results showed that the product did not meet the declared fiber content, containing up to 35% sorbitol - a sweetener, but not clearly stated on the label. Miss Thuy Tien was prosecuted for “Deceiving customers” and was detained for investigation.

At the same time, Dong Nai Province Police also initiated a case of manufacturing and trading counterfeit goods related to Hanayuki cosmetic products. Singer Doan Di Bang once advertised Hanayuki Sunscreen Body sunscreen product with a much higher sun protection factor than the actual test results.

In fact, even before the above cases were brought to light, the media had continuously warned about the situation of celebrities and KOLs (a marketing term referring to people with deep expertise in a field, capable of leading public opinion, and having influence in the community) advertising products with false information and exaggerating their effects - especially in the fields of functional foods, cosmetics and medicine. The Ministry of Health has also repeatedly warned about the phenomenon of artists and KOLs participating in promoting functional foods as medicines, causing dangerous misunderstandings for consumers.

In response to that urgent need, on June 16, 2025, the National Assembly passed the Law amending and supplementing a number of articles of the Law on Advertising, effective from January 1, 2026. The new law clearly stipulates the rights and obligations of those who deliver advertising products - including celebrities and KOLs - to enhance responsibility and protect the rights of consumers.

Specifically, the person delivering the advertising product must verify the credibility of the advertising organization or individual; fully check the documents related to the product, goods, and services. In case they have never used or do not fully understand the product or service, they are not allowed to introduce it. At the same time, they must provide documents related to the advertising content when requested by the competent authority, and be responsible before the law if the advertisement is false. In particular, influencers are required to publicly disclose advertising information immediately before and during the promotion of the product.

For the revised Advertising Law 2025 to truly come into effect, there needs to be synchronous participation from authorities, businesses and celebrities themselves. Authorities need to step up inspection and supervision of advertising content on social networks; resolutely and strictly handle violations. Businesses need to be transparent, provide full information about products, and take responsibility for advertising content. Meanwhile, celebrities and KOLs must raise their sense of professional ethics and should only advertise products that they clearly understand or have practical experience with.

Tightening the advertising activities of celebrities and KOLs on social networks is necessary in the current context, to protect consumers and maintain transparency in the digital media environment. The revised Advertising Law 2025 is an important step forward in perfecting the legal framework - but for the law to be truly effective, consensus and responsibility from the whole society are needed.

Bach Nguyen

Source: https://baothanhhoa.vn/siet-hoat-dong-quang-cao-doi-voi-nbsp-nguoi-noi-tieng-kol-tren-mang-xa-hoi-253434.htm