Vietnam to ban e-commerce platforms from creating a false sense of scarcity
Vietnam’s National Assembly passed legal amendments on November 13 that will ban websites and apps from misrepresenting remaining stock or customer interest and obstructing transaction cancellations from July 1, 2027. The amendments also address market dominance, consumer data collection and promotional limits.
On the afternoon of November 13, Vietnam’s National Assembly passed amendments to the Commercial Law, Competition Law, Law on Foreign Trade Management and Law on Protection of Consumer Rights, with nearly 92% voting in favor. Under the Competition Law amendments, from July 1, 2027, individuals and organizations may not design website or app interfaces that distort or limit customers’ ability to understand information, make choices and reach decisions.
Vietnamese Minister of Industry and Trade Lê Mạnh Hùng explained the bill’s revisions at the November 13 afternoon session.（VietVance）
The new rules prohibit falsely stating the remaining quantity of goods or services or the number of people interested in them to create a sense of scarcity and pressure consumers into transactions. Hiding or downplaying options and deliberately obstructing users who want to cancel transactions will also be prohibited. The amendments add three categories of related conduct to the seven types of unfair competition practices covered by the current Competition Law. Minister of Industry and Trade Lê Mạnh Hùng explained the bill’s revisions to the National Assembly that day.
The amendments also add a circumstance in which a company may be considered to hold a dominant market position: it has at least 10% market share and significant market power. Previously, the relevant market share threshold was 30%. Amendments to the Law on Protection of Consumer Rights require businesses to provide a clear way for consumers to choose separately the purposes and scope of information collection and use. Businesses also may not require consumers to provide information unnecessary for a transaction.
Vietnamese National Assembly delegates attend the November 13 afternoon session.（VietVance）
Regarding the Commercial Law, the National Assembly agreed to authorize the Minister of Industry and Trade to set maximum discounts and promotional value caps for different periods. Some delegates had proposed regulating the issuance and distribution of shopping vouchers. The government said further study was needed to distinguish these activities from commercial promotions, payment instruments and agency operations. Relevant ministries and agencies will continue to assess the issue as they refine laws on commercial promotions.
Source: VietVance
