As the distribution of counterfeit and fake products becomes a social issue, the Vietnamese government has introduced a strong measure mandating seller identity verification. This move aims to enhance market transparency by incorporating sellers and live commerce hosts into a real-name management system. However, industry experts argue that additional measures are necessary to eradicate counterfeit goods completely.
According to local media reports, including from Tuoi Tre, the "2025 E-Commerce Law" will take effect on July 1, requiring e-commerce platforms to verify the identities of sellers, live commerce hosts, and affiliate marketers. This measure aims to clarify seller responsibilities and strengthen consumer protection.
Platforms Strengthen Verification Systems... "Blocking Anonymous Sales"
Major platforms are preparing their systems ahead of the law's implementation. Lazada Vietnam has announced it will enhance its seller information verification procedures. The platform will operate a system that transparently discloses seller information, product details, shipping policies, payment methods, and consumer complaint handling processes. It also employs a technology-based monitoring system and dedicated review personnel to check for violations, applying measures such as warnings, account restrictions, and permanent bans based on the severity of the infractions.
Shopee has been working on seller identity verification since 2024 and began using NFC technology for ID verification and linking with the Ministry of Public Security's data last June. A Shopee representative stated, "We are increasing verification accuracy by cross-referencing national data such as ID numbers and taxpayer numbers." TikTok Shop also operates a monitoring system that combines artificial intelligence (AI) with dedicated personnel. If violations are confirmed, it implements measures such as restricting product listings, halting sales, limiting live broadcast permissions, terminating contracts, and revoking affiliate marketing rights.
Experts believe that verifying seller identities will enhance market transparency but acknowledge limitations in fully resolving the counterfeit issue. Huynh Tan Phat from Di Dong Viet stated, "Seller verification is a positive step toward increasing transparency in the e-commerce environment," adding that it will help consumers verify seller information more clearly, thereby enhancing trust.
However, he cautioned that the counterfeit issue involves multiple stages, including production, distribution, transportation, and sales, and cannot be fully resolved through seller verification alone. He emphasized the need for various measures, including managing product origins, protecting intellectual property rights, and penalizing violations.
Nguyen Thi Anh Hong from 24h Store noted, "While seller verification reduces anonymity and increases accountability, it is not a panacea for the counterfeit problem." He stressed that alongside seller verification, measures such as verifying product origins, continuous platform monitoring, strict penalties, and improving consumer awareness must be implemented.
Professor Nguyen Dinh Hau from the University of Social Sciences and Humanities in Hanoi remarked, "Previously, anyone could easily create an account and sell products through live broadcasts. Verifying seller identities will help not only in tax collection but also in quickly identifying responsibility in case of disputes."
Currently, efforts to crack down on counterfeit distribution are ongoing. On June 9, police in Phu Tho province reported that during an inspection of a GIOR store in Vinh Phuc, they seized 617 counterfeit items that unlawfully used famous brand trademarks.
The seized items included clothing, shoes, bags, wallets, and glasses bearing trademarks from Louis Vuitton, Gucci, Dolce & Gabbana, Christian Dior, Burberry, Lacoste, Adidas, and Hermes. The products were found to lack documentation proving their origin. The store operator admitted during the investigation that the items were not genuine and had been purchased online for resale in the store.
Authorities determined that the seized items infringed on trademarks protected in Vietnam and initiated a criminal case for industrial property rights violations on June 5.
Consumers Hope for Counterfeit Eradication... Call for Additional Measures
Consumers are hopeful that the mandatory verification of seller identities will help cleanse the market, but they unanimously call for a stronger management system. One consumer stated, "Management of not only counterfeit goods but also low-quality products is important," emphasizing the need for stricter oversight in the food, pharmaceuticals, and health supplement sectors.
Another consumer remarked, "Civet coffee is commonly sold online and offline, but it's hard to determine if it's the real product," expressing concerns about the limited production of genuine products and a desire for stronger seller accountability.
Concerns about the widespread distribution of counterfeit goods persist. One consumer noted, "It's easy to see low-priced items resembling famous sports brands being sold in markets and on the streets." Another shared, "While traveling in Vietnam, I was surprised to see a lottery vendor carrying the same brand bag as mine from Louis Vuitton." Additionally, some consumers hope for an environment where they can purchase items without worrying about counterfeit or low-quality products, urging for enhanced management of smuggled goods and products that evade taxes by underreporting import prices.
Meanwhile, the amendment of the e-commerce law is expected to accelerate efforts to enhance market transparency. However, industry experts stress that to eradicate counterfeit goods, measures such as origin management, platform monitoring, and consumer protection must be implemented alongside the verification system.
* This article has been translated by AI.
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