Vietnam is preparing tighter oversight of unlawful online advertising and counterfeit goods, with cosmetics among the categories cited as a consumer-risk concern. A March 25 analysis said the Ministry of Culture, Sports, and Tourism is working on both stronger enforcement and legal amendments aimed at digital platforms and online sellers.
Planned Legal and Platform Measures
The ministry said it is refining the legal framework for internet services and online information management while also drafting amendments to Decree 38/2021 to add stronger penalties for advertising violations. It also said authorities will step up inspections and require Facebook, Google, and TikTok to block unlawful advertising content.
The same response said the government plans more training and legal guidance for artists, key opinion leaders, and advertising companies, reflecting concern over influencer-linked promotions that misstate product claims or quality.
Cosmetics Risk Remains in Focus
The March 25 analysis said online counterfeit and misleading sales practices remain widespread across categories, including cosmetics, food supplements, and household goods. It noted that fake cosmetics have been promoted with exaggerated claims such as rapid whitening or acne treatment, while anonymous sellers often disappear after complaints.
For the beauty trade, the immediate significance is not a completed regulatory overhaul but a clearer enforcement direction. Vietnam is signaling that platform accountability, ad scrutiny, and counterfeit control are moving higher on the policy agenda, with implications for cosmetics marketing, traceability, and seller compliance.
