Throughout May, a wave of Vietnamese celebrities and KOLs (Key Opinion Leaders) have been summoned by authorities for promoting substandard or misleading products - ranging from livestream endorsements to professionally produced advertisements.

More stars, more scrutiny

In the suspended cosmetics case, Doan Di Bang claimed the fault lay with the manufacturer and factory, and that she and her husband also suffered damages.

The list of entertainers and influencers working with authorities is rapidly growing due to excessive and deceptive promotion of poor-quality products.

Authorities recently dismantled a production and distribution ring selling over 100 types of counterfeit dietary supplements. Numerous shipments with falsified branding and origin claims have also been uncovered.

Some are calling 2025 a “black year” for celebrity sellers, as one scandal after another unfolds. Many speculate that artists are nervously revisiting the origins of the products they once promoted on livestreams or social media platforms.

Doan Di Bang’s cosmetics line was suspended; she claimed the fault lay with the manufacturer, and said both she and her husband suffered losses.

Amid the exposés, singer Duy Manh admitted to exaggerating the benefits of a men’s health supplement in a promotional video three years ago. He revealed he received VND 180 million (approx. USD 7,000) for the appearance, followed the provided script due to inexperience, and stated he is willing to cooperate with authorities and pay fines if required.

A quick search for “fake goods” on Google Trends reveals a spike in searches for celebrity names such as Thuy Tien, Doan Di Bang, and Ngan 98.

In a criminal case, Nguyen Thuc Thuy Tien, Hang Du Muc, and Quang Linh Vlogs were prosecuted and detained for misleading advertising of Kera vegetable candy, falsely claiming health benefits.

Following public complaints, the Ho Chi Minh City Department of Culture and Sports summoned Nguyen An, owner of the TikTok account “Chubancarivewkhongbooking,” who had linked the product in his content. He admitted to creating two promotional videos and submitted a request to clarify possible violations.

Public frustration continues to rise as more cases reveal celebrities reciting rehearsed lines and praising products without knowing - or caring about - their origins. For instance, Doan Di Bang frequently livestreamed and posted tutorials featuring Hanayuki Sunscreen Body cream, only for the product to later be recalled and destroyed by the Drug Administration under the Ministry of Health.

In recent days, DJ Ngan 98 has struggled to address allegations that she promoted a weight loss supplement containing banned substances. The HCMC Food Safety Authority is currently investigating, with no final conclusion yet.

As investigations proceed, many expect the list of implicated stars and influencers to grow even longer.

When fame is no longer a shield

MC Quang Minh (left) and MC Van Hugo were fined over 100 million VND in the HIUP milk advertising case.

False advertising - particularly for supplements, medications, and cosmetics - is not only tarnishing celebrity reputations but also creating serious societal consequences.

Familiar names like MC Quyen Linh, Doan Quoc Dam, news anchor Quang Minh, MC Van Hugo, and MC Cat Tuong have all been caught up in controversies over exaggerated claims, misleading consumers.

Viewers have pointed out that in many promotional clips, celebrities confidently praise products with unverified claims. “Watching some of these ads, I honestly feel embarrassed for them. The way they exaggerate benefits - especially for adult nutritional products - is ridiculous,” one viewer commented.

News anchor Quang Minh (left) and MC Van Hugo were fined over VND 100 million (approx. USD 4,000) in the HIUP milk promotion case.

Beneath celebrity apology posts lie a torrent of angry reactions from consumers. Some claim they bought and used products multiple times before realizing they were low quality. Many are now demanding compensation, transparent information, and strict penalties for violators.

While dishonest promotion may yield short-term profits, the price is long-term public trust.

When artists and KOLs represent fraudulent products, they don’t just lose personal credibility - they also undermine consumer confidence in advertising as a whole.

“Do they even realize what they’re doing to their reputation? Are they building influence or destroying it?” “Every fake product is like a karmic package delivered to the future. When they sell out their name for dirty profits, they’re trading long-term blessings for fleeting gains” - these are some of the heartfelt remarks from viewers and consumers.

Public opinion calls for strong punishment for false advertising by celebrities and influencers. However, what constitutes “false” needs clear legal definitions.

More importantly, consumers must remain vigilant - blind trust should not become bait for limitless greed.

Tien Phong