On June 19, 2025, MC Van Hugo and BTV Quang Minh simultaneously spoke up to say "they were scammed" when promoting HIUP 27 milk - a product later identified as a fake.
Before that, both were administratively fined, Quang Minh was fined 37.5 million VND, and Van Hugo 70 million VND for false advertising.
Currently, the two artists are working with lawyers to file a lawsuit against Z Holding Joint Stock Company - HIUP 27 milk producer.
Regarding this incident, media expert Hong Quang Minh shared with Lao Dong reporter.
He commented that "this is a real turning point" for the livestream sales industry after the incident of MC Van Hugo, BTV Quang Minh, and before that, the Kera vegetable candy incident also shocked the public.
We used to talk a lot about ethical lines in advertising, but this incident has pushed things to a different level, affecting consumer health and pushing artists, familiar faces to the public, into the investigation round.
This not only warns artists but also warns brands, e-commerce platforms and platforms that are enjoying revenue from livestreaming.
We need specific laws, need independent intermediary censorship units and need each artist to have a clear value system before entering livestream sales and advertising. Because once you missed the point or once you Tak the wrong product, the price to pay is sometimes your whole career, the expert spoke up.
Looking back at the current livestreaming industry in Vietnam, celebrities are creating a quick bridge between brands and consumers. The strong spread of social networks makes a famous introduction create a sales boost in just a few hours.
However, according to experts, the " throat" of the livestream industry, if any, is mostly virtual throat. We are living in an era where anyone who puts up a phone can become a salesman, and if they have a little name, revenue can skyrocket after just one broadcast.
"But behind that are many uncontrolled risks, draft contracts, product censorship processes are almost zero, and the mentality of "having an application is having money" that gradually overshadows public responsibility," Mr. Hong Quang Minh expressed his opinion.
Experts say: The case of BTV Quang Minh and MC Van Hugo or the whole case of Kera vegetable candy is like aamara on the ball and is too inflated. This story makes the audience and people in the industry startled, livestreaming is not a convenient sales channel but is becoming a tool to create or destroy trust, faster and stronger than any other form of communication".
According to experts, when livestreaming, artists not only finalize the single, but also " finalize" the trust that the audience has had in them for many years. Therefore, the first thing is to build a separate professional principle, only accepting advertisements when there are sufficient documents, verification, testing or having legal guarantees from third parties.
When faced with a livestream advertising scandal, experts advise celebrities: "When in crisis, the most important thing is not to "blame the other side" but to appear at the right time with a transparent, clear and honest attitude. Avoid making false statements, avoid letting the agency represent you speak on your behalf in the initial stage.
If you are truly a victim, you need to proactively provide evidence, accept public answers and be willing to cooperate with the investigation agency to demonstrate responsibility. crises, if handled well, sometimes become an opportunity for the public to see the depth of ethics and the courage of artists".
