Counterfeit and low-quality products have flooded the market, leaving consumers unsure whom to trust. Increasingly, people have placed their faith - and money - in the hands of celebrities and influencers to guide their purchases.

However, that trust is often shattered when authorities uncover that some of these heavily promoted products are in fact counterfeit.

Most recently, the Ministry of Public Security uncovered serious violations of accounting regulations and food counterfeiting at Z Holding Joint Stock Company.

Initial investigations revealed that the nutritional supplement HIUP 27 - marketed as a height-boosting colostrum milk powder in 420g, 650g, and 800g cans, along with other liquid forms - was produced at Nature Made Trading and Manufacturing Company between August 8, 2024, and March 5, 2025. The product failed to meet the composition and nutrient levels declared in its official product registration.

Under Clause 7, Point b, Article 3 of Government Decree No. 98/2020/ND-CP on administrative penalties in commercial activities, the production and distribution of such substandard goods qualifies them as counterfeit products.

Dr. Dang Van Cuong, head of the Chinh Phap Law Office, explained that any product containing less than 70% of the declared nutritional or component values is legally defined as counterfeit. If the value of such products equals or exceeds 30 million VND (approximately USD 1,180), the producers and distributors can face criminal charges for manufacturing and trading counterfeit goods.

All counterfeit products must be confiscated and destroyed by law. Individuals or entities that sold them are responsible for issuing refunds and compensating affected consumers in accordance with legal requirements.

Buyers of confirmed counterfeit products should promptly contact authorities to be listed among those eligible for compensation. Officially recognized victims can request a full refund and compensation for any damages incurred.

Before being exposed as a counterfeit, HIUP 27 was heavily marketed across traditional and social media as a “miracle product” for children's height growth, with several celebrities participating in its promotion.

Dr. Cuong emphasized that celebrity activity on digital platforms has an immediate and significant impact, especially among fans. Therefore, stricter regulation and accountability for public figures are both necessary and justified.

If celebrities knowingly endorse counterfeit products, they can be prosecuted for selling fake goods or defrauding customers.

Previously, Nguyen Thuc Thuy Tien, Miss Grand International 2021, was arrested for investigation on fraud charges. Authorities linked her to a case involving the production of counterfeit food and customer deception at Chi Em Rot Group Joint Stock Company.

This case serves as a wake-up call to all public figures. Lacking ethical standards and disregarding the law for profit comes at a steep cost.

T. Nhung