Vietnam to Fine Ads Using Doctors' Images for Cosmetics

Hanoi, Vietnam – A significant shift in advertising regulation is set to take effect this week, as Decree 87/2026, governing administrative penalties in culture and advertising, officially comes into force on May 15, 2026. This new decree introduces stricter measures, particularly targeting the cosmetic and health supplement industries, which have often blurred the lines between legitimate marketing and misleading claims.

Tuổi Trẻ, a leading Vietnamese newspaper, highlights the substantial penalties now in place. For cosmetic advertisements, using the images, attire, or endorsements of doctors and healthcare professionals will incur fines between VND 15 million and VND 20 million. This move aims to curb the practice of leveraging medical authority to lend credibility to products that may not have rigorous scientific backing, a common tactic that has often misled consumers.

The decree also casts a wider net, addressing misleading advertisements for health supplements and medical equipment. Fines can reach up to VND 40 million for cosmetic ads making false claims or implying products are drugs. Furthermore, advertising prohibited items, such as tobacco, high-alcohol content beverages, or infant formula for children under 24 months, can result in penalties of VND 50-70 million, escalating to VND 70-100 million for advertising banned goods or services like those promoting sexual enhancement or inciting violence.

This regulatory tightening reflects a growing concern within Vietnam about consumer protection and the integrity of advertising. While international coverage might focus on the monetary penalties, from our perspective in Vietnam, this is about safeguarding public health and trust. The use of medical professionals in advertising has been a persistent issue, and these new regulations signal a strong governmental intent to crack down on deceptive practices. It's a necessary step to ensure that consumers can make informed decisions, free from the undue influence of pseudo-medical endorsements.