Against the backdrop of the rapid growth of the digital economy, commercial transactions are no longer confined to traditional methods but have shifted significantly to online platforms. To foster a healthy business environment and protect consumers from risks such as counterfeit goods, fraud, and personal data breaches, the Vietnamese Government has introduced and enforced a comprehensive legal framework.
In this article, Law Plus provides an in-depth analysis of the current legal regulations and the latest developments in Vietnam’s e-commerce and consumer protection laws as of 2026.
1. Responsibilities of entities establishing and operating intermediary digital platforms
In the digital economy of 2026, entities establishing and operating intermediary digital platforms are no longer merely infrastructure providers but also bear multiple layers of legal responsibility for transaction control and data security. Pursuant to Article 39 of the Law on Protection of Consumers’ Rights 2023, these entities are required to strictly comply with the following obligations:
– Operational transparency and seller identification: Digital platforms must establish and publicly disclose their operating regulations to clearly define the responsibilities of all parties involved. They are also required to verify the identity of every organization and individual conducting sales on their platforms.
– Consumer protection in the digital environment: Platforms are obligated to enable consumers to submit feedback and reviews and must display such feedback fully and accurately. In particular, they must establish publicly accessible channels for receiving consumer complaints and assist users in accessing and storing electronic invoices and transaction records.
– Oversight of algorithms and artificial intelligence: Large digital platforms are required by law to conduct periodic assessments of their use of artificial intelligence and automated technologies to ensure that such technologies do not infringe upon consumers’ rights by manipulating consumer choices or using misleading algorithm-driven advertising.
2. Protection of personal data and information security in digital transactions
In the digital era, personal data has become a valuable asset, yet it is also increasingly vulnerable to misuse and unauthorized access. Since 1 January 2026, the Law on Personal Data Protection 2025 has officially taken effect, establishing a comprehensive legal framework to safeguard the rights of data subjects. Consumers have the right to be informed, to give consent, to access, and to request the deletion of their personal data when participating in e-commerce activities, except in specific circumstances relating to national security or states of emergency as provided under Article 19 of the Law.
Online businesses and data processors are required to strictly comply with risk management procedures. Pursuant to Article 37 of the Law on Personal Data Protection 2025, data processors must implement all necessary measures to protect personal data and are accountable to data controllers for any damage arising from their data processing activities. In addition, under Article 15 of the Law on Protection of Consumers’ Rights 2023, businesses must ensure the cybersecurity of consumers’ information. Where transactions are conducted through a third party, such third party is required to maintain the same level of confidentiality and information security as the official seller.
Violations of personal data protection and information security regulations may result in administrative penalties of up to VND 3 billion or 5% of annual revenue. In serious cases, criminal liability may also be imposed for acts prohibited under Article 7 of the Cybersecurity Law 2025.
3. Control of fraudulent practices and false advertising
To protect consumers’ rights, the law strictly prohibits deceptive and misleading practices through the provision of false or inaccurate information about products. In particular, for entities establishing and operating digital platforms, acts such as impersonating websites, using algorithms to restrict consumers’ choices, or displaying inaccurate or manipulated consumer reviews are subject to strict legal sanctions.
For online multi-level marketing business models, the law requires enterprises to obtain a certificate of registration for multi-level marketing operations and prohibits the development of distribution networks that are not based on actual product transactions. Competent authorities will continue to strengthen the prevention and strict handling of false and misleading advertising in cyberspace, thereby ensuring the accuracy and reliability of information before consumers make purchasing decisions in accordance with the rule of law.
4. Online dispute resolution mechanisms and the role of state authorities
The new legal framework has streamlined the consumer complaint process, making it easier for consumers to seek remedies when disputes arise. Instead of having to visit competent authorities in person, consumers may now make use of modern dispute resolution mechanisms.
Pursuant to Article 54 of the Law on Protection of Consumers’ Rights 2023, consumer disputes may be resolved through the following four methods:
– Negotiation: Parties are encouraged to reach a mutual agreement. The business organization is required to receive and respond to consumer requests within seven working days.
– Mediation: Through consumer protection organizations or professional mediation organizations.
– Arbitration: Applicable where an arbitration agreement exists. However, consumers still have the right to choose another dispute resolution method if the arbitration clause is included in a standard form contract.
– Court proceedings: Disputes are resolved under civil procedure. Notably, disputes involving transactions valued at less than VND 100 million are eligible for simplified procedures to expedite the resolution process.
Notably, Article 17 of the Law on Product and Goods Quality (as amended and supplemented in 2025) grants consumers the right to access online complaint and reporting systems provided by the State or authorized social organizations. The National Competition Commission serves as the central authority responsible for providing consultation and assistance to consumers, as well as publicly disclosing the list of entities found to have violated consumers’ rights pursuant to Decision No. 537/QĐ-BCT dated 2025.
5. Conclusion
A thorough understanding of Vietnam’s legal framework on consumer protection and the latest e-commerce regulations is essential for both consumers and businesses. The legal system in 2026 has established a safer and more transparent regulatory environment, placing greater emphasis on the cybersecurity responsibilities of digital platforms and the protection of personal data privacy. Consumers should proactively make use of online complaint mechanisms and request proper verification of information in order to better protect their rights and interests in digital transactions.