Milo ads said 'best' and 'number one' — Nestlé Vietnam had no proof. Fine: ₫80M

Nestlé Vietnam promoted its Milo malt-barley milk drinks with absolute language: 'tốt nhất' (best), 'duy nhất' (only), 'nhất' (number one), or words of similar meaning. Under Vietnamese advertising rules such superlatives are allowed only when backed by legal documentation proving them. Nestlé had none. Beyond the wording, the company was found to have provided incomplete and inaccurate information about the product on packaging and in mass-media advertising, leaving consumers confused about what they were buying.

The Đồng Nai provincial police had initially investigated possible deception of customers — a criminal offence — but on 13 June 2025 decided there were no elements constituting a crime and handled the matter administratively instead. That same day the director of the Đồng Nai police signed the penalty decision: ₫80 million, under Decree 98/2020 on consumer protection and Decree 38/2021 on advertising. Nestlé Vietnam's Milo category director signed the working minutes, admitted the violations and agreed not to appeal.

The remedial orders were the point: Nestlé had to correct the misleading information, remove and delete the offending Milo advertisements from every channel — online, television, print and magazines — and recall printed material carrying them, all within ten days of receiving the decision, with progress reports due within days. For global brands in Vietnam, the case set a plain marker: superlatives without paperwork come down, fast.