Online sales market changes
After a series of famous KOLs ( influencers) were arrested for being involved in false advertising, the sales market on social networks and e-commerce platforms has had many fluctuations. Many sellers have become more cautious about receiving advertisements. On the other hand, consumers have also changed their shopping behavior, becoming more reserved, prioritizing products with clear origins, full certification and practical evaluation instead of believing in celebrity promotions.
The Ministry of Industry and Trade is also drafting the Law on e-commerce (amended), which clearly stipulates the responsibility of each subject, especially the owner of the e-commerce platform, in controlling the origin of goods, invoices and documents, supervising transactions and handling booths for violations within 24 hours.
Representatives of Shopee and TikTok said that all products posted for sale on the platform must meet and strictly comply with the sales posting regulations published on the platform's official information channels. The seller is responsible for ensuring that the goods comply with the law, regulations on posting for sale, policies on limiting or banning products, and terms of use of the platform.
According to these platforms, products for sale are controlled through many mechanisms such as keyword scanning, image scanning and manual censorship to prevent violations. Periodic review and inspection work has been strengthened, and violations will be handled immediately upon detection or complaints. For intentional violations, the platform will remove the content, temporarily or permanently lock the account and in serious cases, the file will be transferred to the authorities according to regulations.
According to Mr. Nguyen Quang Huy - Deputy Head of the Ho Chi Minh City Market Management Department, businesses in counterfeit goods, counterfeit goods, goods of unknown origin - origin, poor quality goods... make full use of online platforms (website, social network, e-commerce platform) to operate, so the situation is complicated and difficult to control; focusing on food, medicine, milk and health protection foods.
KOLs and KOCs must be clearly responsible for advertising
Ms. Pham Dac My Tran - Acting Head of the Electronic Information Department, Department of Culture and Sports (VHTT) of Ho Chi Minh City, said that recently, there has been a situation where celebrities advertise fake products, making the public feel that consumers are not protected. Therefore, the 2025 Advertising Law will clearly stipulate the responsibility of advertisers to enhance consumer protection.
Ms. Tran affirmed: "I believe that when the 2025 Advertising Law is strictly followed, the advertising market will be more transparent, while those who transmit advertising will operate professionally and develop more sustainably".
The 2025 Advertising Law, effective from January 1, 2026, clearly defines the responsibilities of celebrities and KOL/KOC influencers ( influential consumers) when participating in advertising. Accordingly, if the advertisement is untrue and causes damage, they can be punished, forced to rectify or compensated. The law also requires KOLs to verify product information, be responsible for false advertising, publicize advertising content and limit the situation of "underground advertising" that is not transparent between advertising content and regular content.
The scope of the law's regulations is expanded to include advertising activities on social networks, livestreaming and digital platforms. These platforms are responsible for distinguishing advertising content from regular content, and must coordinate to remove violating advertising within the prescribed time limit.
Mr. Nguyen Viet Hong - Vice Chairman of the Ho Chi Minh City Consumer Protection Association - commented that in 2025, the problem of counterfeit goods will arise, posing an urgent need to tighten management, fight against counterfeit goods and protect consumers. "Currently, consumers are very confused. Advertising is lacking in standards, everyone is forced to say it. KOLs and KOCs go online to introduce products but do not meet standards and are not responsible to consumers, said Mr. Hong.
According to him, the promulgation of the 2025 Advertising Law and the Law on Consumer Protection (amended) is necessary, because these documents clearly add the responsibility of individuals and organizations when advertising or providing services that are not in accordance with the content of registration, advertising, and commitment. This is a mandatory requirement for businesses, organizations and KOLs to carefully verify product information, ensure honesty in introduction and communication, thereby protecting consumer rights.
