Recently, the team of singer My Tam recorded many videos and advertisements using her image and AI-generated voice to promote products without the artist's permission. Her management company affirmed that she does not participate in or represent any content or product except for the brands and products posted by the company's official channel and the singer's personal page.

"The unauthorized use of an artist's image and voice for commercial purposes is a violation of image rights and current law. The company is coordinating with platforms to remove infringing content and working with legal authorities to intervene. We ask the audience to be vigilant against unofficial content and report similar content or behavior when discovered," a representative of My Tam said.

Prior to that, many artists such as Lam Truong, Tran Thanh, Phan Manh Quynh, Khac Viet, and Hoa Minzy also have had their images and voices used by scammers to create scam videos. These schemes prey on public trust, leading many fans to fall into investment or online shopping traps due to misplaced faith in their idols.

From TV faces to false advertising

The story of celebrities participating in advertisements, especially for functional foods, milk and cosmetics, is not new to audiences. But in 2025, for the first time, three familiar faces of Vietnamese television, namely MC Hoang Linh, Editor Tran Quang Minh, and MC Van Hugo, were penalized with administrative fines for false advertising. 

The incident not only surprised the public but also served as a wake-up call about the responsibility of celebrities when endorsing commercial products.

The case began in mid-2025 when many viewers discovered that several famous MCs appeared in advertising clips for the nutritional product HIUP 27. In the videos on social media, they introduced the product as "a secret to helping children grow taller significantly," "recommended by doctors," and using "advanced Japanese technology." These seemingly harmless statements, in reality, exceeded the content permitted by the competent authority.

The Authority of Broadcasting and Electronic Information, after investigating, determined that the advertisements contained misleading content, used the names of doctors illegally, and did not comply with the product's registration file.

On July 10, 2025, MC Hoang Linh, a familiar face on TV shows like Chung toi la chien si (We are Soldiers) and Vi ban xung dang (Because You're Worth It), was fined VND107.5 million. According to the penalty decision, she had violated multiple acts of false advertising, causing misunderstanding about the product's effects, and using images and titles of doctors illegally.

Before that, Tran Quang Minh, who hosted a series of famous VTV programs such as Chung toi la chien si, Bua trua vui ve (Happy Lunch), Doi mat (Face Off), and Hay chon gia dung (The Price Is Right), was fined VND37.5 million, and MC Van Hugo, who hosted Duong len dinh Olympia (Road to Olympia) and Chuc be ngu ngon (Wish You Sweet Dreams), was fined VND70 million for similar actions. 

All three shared a common violation: providing advertising information that was not compliant with the law, despite not being the direct business owners.

The fines may seem small compared to the artists' incomes, but the greater price is their reputation. Within days, social media was ablaze. Many comments suggested that it was a paradox that MCs, who were once "official news presenters," were being penalized for misleading communication.

In response to public backlash, MC Hoang Linh later spoke up, admitting her fault and apologizing to the public. She stated that she "simply thought of sharing a product that was good for her child," without anticipating the legal consequences. MC Van Hugo shared a similar sentiment, saying that she "trusted the business" and "didn't think the advertising content was problematic."

Bitter lessons for public figures

For celebrities, advertising is not only a source of income but also a way to build a familiar and friendly image. However, a slight lack of caution can seriously damage an image built up over decades.

Recently, the audience's trust in celebrity-endorsed advertising is declining. A series of incidents where online sales stars and KOLs promoting functional foods were penalized has made the audience more cautious.

Tinh Le