Pit Ham An unexpectedly apologizes for pate advertisement; netizens question the KOL's responsibility.

Pit Ham An – a TikToker with 3 million followers – unexpectedly apologized for her previous extensive advertising of canned pate from Ha Long, a region recently found to contain over 126 tons of diseased pork. The incident has caused a stir online, raising serious questions about responsible food advertising.

TikToker Pít Ham Ăn, whose real name is Nguyễn Khánh Linh, caused a social media uproar on the evening of January 10th when she posted a public apology for her extensive advertising of pâté products from Hạ Long Canned Food Joint Stock Company. This is a long-established brand, available in most major supermarkets, but recently authorities discovered it contained 126 tons of pork contaminated with African swine fever, including 2 tons of canned pâté.

Khanh Linh – the owner of a TikTok channel with over 3 million followers – admitted to placing her trust in the brand's reputation. She said that because the product was widely available, she trusted it and recommended it. In addition to posting promotional videos, Linh also included direct purchase links on her personal channel, starting in January 2022 and continuing until August 2023.

In her apology, Linh wrote: "I realize that even though I didn't directly produce the product, many people have trusted and supported it through my recommendations. I truly feel guilty and remorseful." She admitted to a lack of verification and insufficient caution when promoting the food.

Not only Pit Ham An, but several other TikTokers have also collaborated with this brand. Le Anh Nuoi – the owner of a channel with nearly 2 million followers – said the advertising campaign only lasted for one month and ended at the beginning of 2023. He affirmed that he has deleted all related content and emphasized that when collaborating, the brand provided all the necessary documents proving that the product was licensed for sale. "I'm just a KOL introducing the product, I don't have the expertise to assess it," he said.

Public opinion on social media is divided. Some argue that TikTokers can hardly verify the claims further when brands have already provided transparent documentation. However, there are also strong opinions, stating that food advertising requires absolute caution, as public health cannot be compromised for a few promotional clips.

Notably, other well-known figures such as Vo Ha Linh, Dam Duc Review, and Hoang Anh Panda have also made videos reviewing Hai Phong's Cot Den pate. However, their content didn't entirely praise the product; some even expressed negative opinions. Hoang Anh Panda stated that he doesn't accept food advertisements because he "doesn't have absolute faith in any food."

Meanwhile, the Hai Phong police have initiated a criminal case and indicted nine suspects involved in a ring that collected, transported, and sold over 130 tons of diseased pork for processing into canned goods. This is a serious incident, not only affecting brand reputation but also causing widespread concern among consumers nationwide.

The story of Pit Ham An has raised concerns about the responsibility of KOLs and TikTokers when promoting products, especially food. Excessive and unverified praise can mislead viewers into believing that the advertiser directly guarantees the product's authenticity. In the context of social media's increasing influence on consumer behavior, caution and transparency have become crucial for maintaining audience trust.

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