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From May 15, individuals classified as KOLs (key opinion leaders) who engage in misleading advertising may face administrative fines ranging from 80 million to 100 million VND if they promote a product without due diligence or provide inaccurate information. The decree also sets penalties for cases where advertising content is not clearly disclosed before and during posting—for example, if it is not publicly stated at the outset in a video or post that the content is advertising.
If advertising is not clearly disclosed before and during posting, the penalty range is 60 million to 80 million VND.
The decree further introduces multiple sanctions covering cosmetics and functional foods, including:
A notable new point is that KOL violations may result not only in administrative fines but also in a requirement to publicly apologize in writing to consumers.
Violators may also be ordered to recall products, suspend goods or services, and must repay ill-gotten gains from related business activities.
Separately, e-commerce platforms have intensified enforcement against inflated or misleading advertising.
Lazada requires sellers to ensure all platform content is complete, accurate, and not misleading. Content must also not include offensive material or contravene norms.
Depending on the violation, sellers may face actions such as product deactivation or delisting, reduced search visibility, or penalties of up to 16 violation points.
Lazada also cautions against false claims such as “miracle cures,” extreme weight loss promises, or similar statements. Sellers are also required not to use LazMall logos in store names, images, descriptions, videos, or livestreams without permission.
Shopee states that violations related to content authenticity may be handled through warnings, limited livestream visibility, temporary suspension of livestreams, or locking Shopee Live on desktops.
For example, providing false price information or inaccurately describing products during a livestream can trigger sanctions depending on severity. Shopee also notes that repeated issues can lead to livestream features being locked for 3 days to permanent.
Premium gym chains are entering a “golden era” that is ending or already in decline, as rising operating costs collide with shifting consumer preferences toward more flexible, community-based ways to exercise. Long-term memberships are shrinking, margins are pressured by higher rents and facility expenses, and competition from smaller, more personalized…
