PHÁP LUẬT VỀ BẢO VỆ NGƯỜI TIÊU DÙNG TRONG QUẢNG CÁO THƯƠNG MẠI TRÊN INTERNET Ở MỘT SỐ QUỐC GIA VÀ GỢI MỞ CHO VIỆT NAM

Abstract

The rapid development of the Internet and digital platforms has significantly increased the role of online commercial advertising while simultaneously posing various challenges to the protection of consumers’ legitimate rights and interests. Data-driven personalized advertising and advertising through influencers may infringe upon consumers’ rights to information, the right to choise, and the right to protection. This article employs analytical, synthetic, and comparative legal methods to examine the legal frameworks governing consumer protection in online commercial advertising in several jurisdictions, including the European Union, the United States, and selected Asian countries. Based on this analysis, the article compares these approaches with the legal framework in Vietnam and proposes several recommendations to improve the legal system on consumer protection in online commercial advertising.