Back in mid-April, actor Doan Quoc Dam and MC Hoang Linh faced public backlash after appearing in promotional videos for Cilonmum - a brand now identified in a widespread investigation involving 573 fake milk labels. Doan Quoc Dam had advertised Cilonmum Colos IQ Grow 24h and quickly issued a correction after the controversy emerged.

In contrast, Hoang Linh has remained silent. She had appeared in advertisements for several Cilonmum products, including Cilonmum Colos Baby 24h, Cilonmum Colos Pedia 24h, and Cilonmum Pedia Goat Colostrum 24h.

Earlier, other public figures such as Quang Minh and Van Hugo were also fined by the same authority for similar violations - VND 37.5 million (USD 1,475) and VND 70 million (USD 2,750), respectively.

Authorities have noted an increasing trend of key opinion leaders (KOLs) - including TV anchors, journalists, and contributors - participating in promotional content for food, health supplements, and healthcare services. Many of these advertisements breach regulations by providing misleading or exaggerated claims regarding the quality, price, or effectiveness of the products.

Officials attribute this to a lack of awareness among endorsers about advertising laws, especially for sensitive products such as food, medicine, and medical services, which directly impact public health and safety. Often, influencers fail to thoroughly research the products they promote.

The Department of Broadcasting, Television and Electronic Information has issued a warning to all public figures and advertisers: thoroughly investigate product details, ingredients, and official documentation before endorsement. It emphasizes the need for ethical responsibility to the community and cautions against exaggerated marketing tactics aimed solely at increasing profits.

Tinh Le