Watching TikTok ads leads to buying fake goods: Platforms need to be responsible

TikTok needs to be responsible for managing advertising content

Recently, Lao Dong Newspaper received feedback from readers that when watching advertising videos on TikTok, they clicked on the link attached to the advertising content and were redirected to external websites with signs of forgery. These websites use famous KOL/KOC images, professional interface design, and cheap branded goods advertising to create trust.

After ordering and paying, users receive products of unknown origin, poor quality, unable to contact sellers, and the website stops operating. According to Lao Dong's records, the business information and business address written on the order are not real.

Talking to Lao Dong Newspaper, Mr. Nguyen Dang Sinh - Chairman of the Vietnam Anti-Counterfeiting and Brand Protection Association - assessed that in reality, not only TikTok but many other social networking platforms are at risk of being exploited by bad actors. Subjects can impersonate platforms, impersonate celebrities, KOC to build trust and then commit fraudulent acts.

For those who take advantage of TikTok to sell fake goods, this is clearly an act of violating the law. However, the handling is not simple because the subjects often operate in a "partisan" style, selling goods in a short time and then quickly changing locations, changing information or erasing traces to avoid being detected," Mr. Sinh said.

Regarding the case recorded by Lao Dong Newspaper, Mr. Nguyen Dang Sinh said that TikTok must also be responsible: "As the platform operator, TikTok needs to be responsible for managing advertising links attached to its platform, and must have technical solutions to prevent fraudulent acts and take advantage of the platform to deceive consumers.

However, according to Mr. Sinh, to thoroughly handle this issue, TikTok cannot do it alone but needs to closely coordinate with state management agencies and functional forces with expertise in e-commerce, such as the Department of E-commerce and Digital Economy under the Ministry of Industry and Trade. Only when there is coordination between management agencies and businesses can violations be effectively handled.

“From July 1, new regulations on e-commerce have taken effect, which clearly stipulate the responsibilities of sellers, livestreamers, business entities as well as the responsibilities of state management agencies. The law also requires business entities to provide complete information about goods, ensuring true advertising according to the provisions of law. Previously, e-commerce activities were mainly regulated by decrees, so there were still many gaps. Completing the legal framework will help to manage more closely,” Mr. Sinh hoped.

Need coordination between platforms and management agencies to prevent counterfeit goods

On the side of the Ministry of Industry and Trade, Mr. Nguyen Dang Sinh said that in its role as a state management agency on e-commerce, it is necessary to continue to strengthen inspection and examination, coordinate with functional forces and apply technology to detect and handle violations in the digital environment.

In parallel with that, Mr. Nguyen Dang Sinh said that TikTok needs to have greater responsibility in controlling the subjects participating in advertising on its platform. When detecting fake accounts or signs of taking advantage of the platform to defraud, TikTok needs to proactively coordinate with the Ministry of Industry and Trade and functional agencies to promptly prevent and handle them.

In fact, this is also a loophole in the management of advertising and e-commerce activities. However, with the new regulations of the E-commerce Law from 2025 taking effect from July 1, 2026, I expect functional agencies to have a more complete legal basis to strengthen inspection and supervision. When subjects take advantage of the platform to commit fraudulent acts, not only consumers are affected but TikTok's reputation is also affected. Therefore, TikTok needs to proactively detect, coordinate with functional agencies and quickly handle violating accounts and content to protect users as well as the reputation of the platform," Mr. Sinh recommended.