The Department of Food Safety - Ministry of Health said that it had received feedback in the press about the Hikid dairy product advertising violating the regulations on food advertising.
According to the press agency, the company imports and distributes this product exclusively in Vietnam located in Hanoi city, so based on Article 40 of Decree 15/2018/ND-CP detailing the implementation of a number of articles of the Food Safety Law, the Department of Food Safety has issued Official Letter No. 741/ATTP-NTTTTTTT on April 15, 2025. Products violated. At the same time, report the results of the Food Safety Department.
Earlier, the Lao Dong newspaper also had the article "A dairy business admitted advertising, apologizing" to this incident.
Accordingly, Phuong Linh Import Export & Trading Co., Ltd. (address: 33 Nguyen Nhu Ro, Van Mieu - Quoc Tu Giam Ward, Dong Da District, Hanoi) - the exclusive import and distributor of Hikid products in Vietnam was condemned by the public because of its magnification advertising, even showing signs of violating advertising laws.
For example, in an advertising clip, the image of Hikid milk box is directly compared to fresh milk through the shocking advertising: "100g hikid = 2mg CBP = 20l fresh milk".
This type of comparison is easy to make consumers, especially parents, misunderstood that Hikid milk has a nutritional value superior to regular fresh milk, while this is just a supplement, absolutely indispensable to replace the main food or have miraculous effects as advertising.
In the press release publicly published, Phuong Linh Import -Export & Trading Co., Ltd has admitted the advertising "over" and apologizes to customers.
"Regarding the comparative information" content of 2mg CBP/100g of milk powder is equivalent to the content of CBP in 20 liters of fresh milk ", we recognize the shortcoming that there is no scientific basis or officially converted documents from the authorities confirming the specific number. Therefore, if this information has been expressed not clear enough in the media, we confirm it and will adjust in the direction of this company."
