Ho Chi Minh City authorities have warned celebrities and online influencers to take greater responsibility for the products they promote, saying false claims or exaggerated benefits in online advertising will face strict penalties.
The issue of product advertising by artists and celebrities drew attention at a regular meeting held at the Ho Chi Minh City Press Center on the afternoon of September 10.
In recent years, several artists and celebrities have faced allegations of promoting or supplying substandard products that failed to live up to advertising claims. Despite such concerns, some continued to receive strong support from large numbers of followers, generating revenues worth millions of dollars within a short period.
TV editor Tran Quang Minh and presenter Van Hugo were previously fined over advertisements for counterfeit milk products.
Responding to questions from the media, a representative of the Ho Chi Minh City Department of Culture and Sports said online advertising is regularly monitored and supervised. As advertising involves multiple sectors, relevant authorities and agencies coordinate inspections and enforcement when cases arise.
Vietnamese law now includes specific provisions governing the obligations of influencers who promote advertising content. In particular, Articles 15a and 23 of Law No. 75/2025/QH15, dated June 16, 2025, which amended and supplemented provisions of the Law on Advertising, set out the rights and obligations of people delivering advertising content, including online advertising.
Clause 3 of Article 15a specifically addresses the obligations of influencers when delivering advertising content.
For the first time, violations specifically involving influencers, including KOLs and KOCs, have also been introduced. Article 51 of Government Decree No. 87/2026/ND-CP, dated March 25, 2026, provides for administrative penalties in the fields of culture and advertising.
Fines range from approximately $1,500 to $3,800, alongside corrective measures that may include removing or deleting unlawful content, recalling products or goods, and issuing a public apology.
Authorities have also stepped up oversight of advertising in the digital space.
Since the beginning of the year, the Ho Chi Minh City Department of Culture and Sports has worked with agencies and organizations including the city’s Advertising Association, Department of Industry and Trade, multi-channel network companies, celebrities and influencers to raise awareness of advertising laws among organizations, individuals, artists and other prominent public figures.
Beauty queen Nguyen Thuc Thuy Tien was sentenced to two years in prison for “deceiving customers” in connection with the misleading promotion and sale of a vegetable candy product.
The initiative has been carried out under the theme Advertising in the digital environment - Making transparency and social responsibility a development strategy.
The department is also continuing to promote compliance with the Code of Cultural Conduct in the Digital Environment and the Code of Conduct for People Working in the Arts issued by Vietnam’s Ministry of Culture, Sports and Tourism.
At the same time, authorities are coordinating across agencies to conduct inspections and strictly address violations of advertising laws, including cases in which individuals exploit their status as artists or influencers to help promote substandard products.
“Advertising activities must comply with the law. When artists and celebrities participate in advertising, they are not simply engaging in a personal commercial transaction. They are also using their personal reputation to directly influence the public’s purchasing behavior, particularly that of younger generations.
Therefore, any exaggeration of a product’s benefits or false advertising will be addressed and dealt with strictly,” the department said.
The authorities called on artists, influencers and celebrities to put their personal reputation and professional ethics first, take greater responsibility toward the community and refrain from facilitating the promotion of counterfeit or substandard goods and false information online.
Consumers, meanwhile, are encouraged to remain vigilant and carefully verify information before making purchases or other transactions.
Vietnamnet.vn
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