The recent indictment of Miss Grand International 2021, Nguyen Thuc Thuy Tien, in a criminal case involving counterfeit health supplements and consumer deception has sparked renewed scrutiny over celebrity responsibility, particularly in commercial endorsements.

In response, officials and lawmakers are calling for stricter legal frameworks to regulate public figures' involvement in advertising, emphasizing the importance of integrity, accountability, and legal awareness.

Lieutenant General Nguyen Minh Duc, Vice Chairman of the National Assembly’s Committee on National Defense, Security, and Foreign Affairs, confirmed that authorities are tightening regulations on celebrity advertising.

Speaking on the sidelines of the National Assembly, he emphasized that while public figures hold considerable influence, current legal provisions remain vague and insufficient.

This loophole, he noted, allows many celebrities to exploit their reputation for unverified promotions, while businesses also aggressively capitalize on star power to market their products.

“When people see a celebrity endorse a product, they tend to trust it more and are easily persuaded to buy,” Duc explained. However, he noted that many advertising contracts lack strict binding terms, resulting in celebrities promoting products without adequate understanding, often based solely on emotion or superficial knowledge - leading to misleading or false advertisements.

He stressed that clear legal boundaries must be set for those engaging in the commercial space: “Once you step into a game, you must play by the rules. That includes understanding the law.”

Public figures, he added, must take the initiative to review a company’s business license, product certification, and compliance with regulatory standards before entering any endorsement agreement. Contracts should have tight clauses that hold both the advertiser and endorser accountable to prevent violations.

“Celebrities with community trust and social influence must demonstrate greater integrity, because society and the law are equal for everyone,” Duc said. “Each of their actions is watched, discussed, and scrutinized. Therefore, they must take responsibility for their reputation and their role in promoting ethical behavior.”

The National Assembly is currently reviewing proposed amendments not only to the Law on Advertising but also to several other laws to enhance penalties and prevent misconduct - particularly by high-profile individuals.

Duc cited the Penal Code, which already includes provisions on false advertising, as well as proposed increases in criminal and administrative sanctions for offenses involving counterfeit goods, environmental violations, and product safety.

"Regulators are clearly moving toward tougher, mandatory sanctions to enforce fair, transparent practices,” Duc noted. “Those who truly contribute to the nation with genuine intentions will always be supported. But those who act contrary to public interest must face consequences and be removed from the playing field.”

He further emphasized that the law applies equally: "Anyone who breaks the law, regardless of fame, will be treated fairly. Penalties should reflect the nature and extent of the offense. In some cases, public backlash can be more punishing than the legal penalty itself.”

In agreement, National Assembly delegate Nguyen Thi Viet Nga said legal literacy remains insufficient among certain public figures. “Whether knowingly or unknowingly, some have enabled or participated in unlawful acts,” she stated. “If they truly understood the law, such regrettable incidents might have been avoided.”

Nga added that celebrities who have secured a strong place in the public’s heart should not risk their standing by engaging in unethical behavior. “Public figures must live and work in accordance with the Constitution, the law, and ethical values,” she said.

She proposed stricter advertising laws and increased legal education campaigns to raise public awareness - especially for influencers, who must set an example in complying with the law.

To address these concerns, the National Assembly is considering amendments to the Law on Advertising, including a new provision outlining the responsibilities of public influencers when endorsing products.

In parallel, revisions to the Penal Code also propose harsher penalties - both prison terms and fines - for the production and sale of counterfeit, low-quality, and imitation goods, aiming to deter future violations and ensure rigorous enforcement.

Tran Thuong