When celebrities “exploit” public trust: An apology is not enough

Taking advantage of the influence of the “celebrity” label, recently many artists have used their personal images to profit from “exaggerated” advertising, false advertising on the internet has become a “problem” causing much anger in the community. A series of beauty queens, singers, MCs, actors, TV editors, and KOLs… have all been “involved in scandals.”

It is worth mentioning that, although the code of conduct is clearly violated, in reality, the authorities are lacking sanctions and management tools in the form of laws to be able to strongly deter violations. How will the "gaps" in the law and decrees be "filled" in the coming time?

A wake-up call to artists

Recently, violations related to Quang Linh Vlog, Hang Du Muc, Miss Thuy Tien, editor Quang Minh, Van Hugo... have caused public concern.

Given the negative effects caused by the above-mentioned celebrities, many people believe that, in order to not affect the community, they need to be severely punished, even "banned" to serve as a deterrent.

At the regular press conference for the first quarter of 2025 of the Ministry of Culture, Sports and Tourism held this afternoon, April 21, Director of the Department of Radio, Television and Electronic Information, Mr. Le Quang Tu Do, said that the Ministry of Information and Communications (now the Ministry of Science and Technology) had previously developed a code of conduct on cyberspace and the Ministry of Culture, Sports and Tourism had also issued it. However, the code is not mandatory and does not come with sanctions.

Therefore, the Ministry of Information and Communications has institutionalized some contents of the code of conduct into some provisions in Decree No. 147/2024/ND-CP on Management, provision and use of internet services and online information. The Ministry has also proposed institutionalizing some contents of the code of conduct into the draft revised Law on Advertising to be submitted to the National Assembly for promulgation next May; continue to institutionalize some contents of this code of conduct in the revised Decree 144, regulating performing arts activities.

Quang Linh Vlogs (far left) and Thuy Tien participated in a charity trip in Dak Lak in January 2025. (Photo: CTV/Vietnam+)

“At the end of 2024, the Ministry of Information and Communications and the Ministry of Culture, Sports and Tourism issued a Regulation to restrict the appearance of images of celebrities who violate the code of conduct in the press, on stage, and in cyberspace. However, in the first few months of this year, no cases have been implemented; but it is expected that in the near future, a few pilot cases will be conducted and it is very likely that the artists involved in false advertising will be involved,” said Mr. Tu Do.

The leader of the Department of Radio, Television and Electronic Information said that artists and celebrities who violate the law and advertise falsely must also be punished according to the law like any other citizen.

According to Director Le Quang Tu Do, in the process of handling artists and KOLs when working with the Department, their awareness of advertising is very weak. They accept advertising contracts indiscriminately, without caring whether the content is correct or not, which can easily lead to violations of the law...

Some artists even use their personal experiences to promote and claim that this is true for everyone, leading to misinformation. Artists often collaborate with production companies and are paid in shares, stocks or investment. In this way, they unwittingly become co-producers and can be held criminally liable if the product is found to be counterfeit…

The most unfortunate case is probably Quang Linh Vlog. “We are truly heartbroken. If Quang Linh had better knowledge of the law, such unfortunate consequences could have been avoided. This is also a wake-up call for artists,” said Director Le Quang Tu Do.

Apologies are not enough

Faced with the “problem” of celebrities advertising falsely, Director of the Department of Performing Arts Nguyen Xuan Bac emphasized that any citizen who advertises falsely, sells fake goods, etc. will be held responsible before the law, not just celebrities.

There is currently Decree 38/CP regulating administrative sanctions in the fields of culture and advertising, clearly stipulating violations and corresponding levels of sanctions. Therefore, Mr. Xuan Bac believes that artists and celebrities must comply with legal regulations like all other citizens, and are not allowed to abuse their reputation. At the same time, they need to have a high level of awareness and responsibility in communication and advertising activities to avoid causing negative impacts on the public.

Editor Quang Minh and Van Hugo with Hiup milk advertisement image.

Deputy Director of the Department of Radio, Television and Electronic Information, Ms. Nguyen Thi Thanh Huyen said that this unit has coordinated to inspect and verify the handling of the advertising violations of editors Quang Minh and Van Hugo advertising Hiup milk. During the verification process, the authorities determined that the two individuals had advertised inconsistently with the product content that the manufacturer had announced to the health authorities.

Editors Quang Minh and Van Hugo made the mistake of making exaggerated advertisements, advertisements that were inconsistent with the documents that the brands had provided to the authorities. “For example, Van Hugo advertised that drinking Hiup milk consistently for 3-6 months would increase height by 3-5cm. But the authorities determined that there was no document that the brand had sent to prove that,” said Ms. Thanh Huyen. In the case of editor Quang Minh, the advertisement did not match the ingredients in Hiup milk that the manufacturer announced.

Deputy Director of the Department of Radio, Television and Electronic Information, Ms. Nguyen Thi Thanh Huyen. (Photo: Mai Mai/Vietnam+)

“This is a fairly common violation. After the meeting on April 18, the Department drew up a record and fined editor Quang Minh VND37.5 million for advertising inconsistently with one of the documents as prescribed in Point a, Clause 2, Article 52 of Decree 38, and advertising using a name that violates the provisions in Point a, Clause 4, Article 52 of Decree 38. For Van Hugo, the violation of advertising regulations that cause confusion about the quality and uses of the product, violating Clause 5, Article 34 of Decree 38, is expected to be fined VND70 million,” said Ms. Thanh Huyen.

According to the leader of the Department of Radio, Television and Electronic Information, through working with cases of advertising violations on social networks, the Department found that the most common violation is advertising beyond its intended use, causing confusion about product quality.

Although the "insiders" have publicly apologized in the media, Mr. Le Quang Tu Do said that in the digital age, artists and celebrities cannot use the excuse of "not knowing the law" to justify violations.

An apology is necessary, but “an apology is not enough.” According to Mr. Tu Do, violators need to proactively remedy the consequences in two ways and need to do so simultaneously, which is to voluntarily correct their mistakes and strictly comply with the penalties of the law and commit not to repeat the offense.

In particular, artists are advised to proactively learn and consult legal regulations before signing advertising contracts; they cannot trade their personal reputation, public trust and face legal consequences for a few minutes of filming or a few status lines on social networks./.

In addition to celebrities advertising false information, public opinion has recently been stirred up by inappropriate statements made by some celebrities.

Specifically, a status of MC Bich Hong on social media about the rehearsals for the parade to celebrate the 50th anniversary of the country's reunification in Ho Chi Minh City wrote: "...Please allow me to not be happy, not excited, just proud. Very annoying..."

A series of reactions from the community aimed at the female MC forced her to delete the post and lock all personal accounts. In response to the boycott from the audience, SCTV immediately announced that it would end all cooperation, not use the image and broadcast programs related to this female MC.

In addition, model and singer Le Trung Cuong also made public opinion angry with his status on Facebook.

Although both of them have apologized, it has not angered the community. Many people believe that it is not just a matter of personal behavior, but a manifestation of a gap in understanding social roles.

(Vietnam+)

Source: https://www.vietnamplus.vn/khi-nguoi-noi-tieng-truc-loi-long-tin-cong-dong-chi-loi-xin-loi-la-chua-du-post1034161.vnp