Hanoi (VNA) - As e-commerce expands, protecting consumers from fake goods, misleading advertising and AI-driven deception is essential to ensure sustainable business growth in the digital marketplace, said insiders.

Trust shaped by algorithms

Online shopping is becoming increasingly common, but unlike traditional transactions, consumers often cannot directly see products, meet sellers or immediately verify information. Instead, purchasing decisions are largely based on images, reviews, advertisements and content selected by digital platforms.

As a single click can complete a transaction, risks associated with counterfeit goods, misleading advertising, fake reviews, fraudulent accounts and AI-generated content are also on the rise.

People searching for information on weight loss, cosmetics, bone and joint problems or financial investment may subsequently receive a steady stream of related advertisements based on their search history and online behaviour. However, they may not know why they are being targeted, who paid for the advertisements, or whether the same products are presented differently to different groups.

Repeated exposure to advertising, combined with endorsements by celebrities or purported experts and reviews, can create the impression that a product is widely trusted.

Lawyer Tran Thi Lan Phuong, Deputy Director of Da Phuong Law Co., Ltd., noted that consumers may see the product but not know who is actually selling it. A seller can serve thousands of customers online but become untraceable when complaints arise after changing the shop name or closing the account.

This is among the reasons the 2023 Law on Protection of Consumer Rights sets specific responsibilities for businesses operating online, as well as separate obligations for intermediary and large digital platforms.

According to Phuong, e-commerce platforms are no longer merely technology providers or places to sell goods. When they control account registration, product display, advertising distribution, fees and transaction data, their responsibilities must be commensurate with that role. Such regulations help create a more transparent business environment that protects consumers and legitimate businesses.

Responsibility of relevant parties amid new risks from AI

The rapid development of AI is creating new challenges, as the technology can generate fake images, videos and reviews, fabricated “before-and-after” results, fake expert endorsements and large numbers of comments designed to create false trust.

Phuong said thousands of positive reviews could reassure consumers, but if many come from fake accounts or automated tools, purchasing decisions could be influenced by dishonest information. Large digital platforms therefore need to seriously assess how they detect and handle fake accounts, fabricated content and automated systems that may amplify misinformation.

They should also establish advertising archives for algorithm-driven advertisements, making it possible to identify advertisers, the duration and content of campaigns and their target consumer groups when disputes occur.

Vu Thi Hoai An, Deputy Chief of the Office of the Vietnam Consumer Protection Association, said complaints received by the association showed increasingly diverse forms of e-commerce and social-media fraud, including fake websites and accounts, misleading livestreams, non-delivery after payment and products failing to meet commitments.

Misleading advertising involving health supplements, cosmetics and weight-loss products is another concern, with some cases using images of celebrities, doctors or experts to build consumer confidence without adequate verification.

To address these risks, Phuong called for clearer practical guidance on seller information, transaction-data retention, counterfeit-goods handling, advertising records and procedures for reviewing complaints when automated or AI-based systems make mistakes.

Management agencies should strengthen coordination and data sharing with digital platforms, preserve electronic evidence and prevent sellers whose accounts have been blocked from quickly resuming business under new identities, she said.

Meanwhile, businesses should regard transparency about products, prices and origins, together with proper warranty, return and complaint-handling policies, as part of responsible business practices. Consumers, for their part, should choose reputable sellers, verify product origins, remain cautious about unusual advertisements and promotions, and keep transaction records to better protect themselves./.