E-commerce monitoring technology

Many individuals and celebrities have taken advantage of their influence to advertise low-quality products, counterfeit goods, and fake goods, causing serious consequences for consumers and undermining the reputation of e-commerce activities.

Traceability solution based on three core platforms: RFID - AI - Blockchain aims to achieve data transparency, brand protection, and increase consumer trust.

According to Dr. Nguyen Ngoc Tu, legal expert (Department of E-commerce and Digital Economy - Ministry of Industry and Trade ), as of January 2025, Vietnam has 76.2 million social media users, equivalent to 75.2% of the population. Notably, consumers, especially young people, increasingly rely on social media to search for information, read reviews and make purchasing decisions. In that context, social media influencers have become an effective communication channel, helping businesses reach customers directly, reliably and in a highly personalized manner.

That reality shows that online advertising has become the main tool of e-commerce activities, and at the same time is the environment for a series of fraudulent and untruthful acts that cause economic damage to consumers.

Lieutenant Colonel, Dr. Dao Trung Hieu, a criminology expert, said: From the case of "Tam An Shop" (2022) advertising functional foods with medicinal effects, to the case of "Forex Busan" (2023) attracting hundreds of investors through virtual livestreams. And most recently, the case involving Hoang Huong and the Shark Binh - AntEx case clearly reflects the danger of the confusion between promotion and deception. False advertising behavior is not only an ethical error, but also borders on crime.

False advertising originates not only from legal loopholes, but also from the mechanism of deviant behavior in the digital environment, ignorance, blind trust, crowd psychology and profit motive.

False advertising originates not only from legal loopholes, but also from the mechanism of deviant behavior in the digital environment, ignorance, blind trust, crowd psychology and profit motive. Therefore, raising awareness and skills to identify false advertising is not only the responsibility of management agencies, but also a social task, to protect digital citizens, maintain business ethics and justice in the current market economy.

To monitor and prevent fraud in e-commerce, Mr. Pham Minh Hieu, Deputy General Director of Activ Company, emphasized the need to deploy the TrueData traceability solution based on three core platforms: RFID - AI - Blockchain, aiming at the goal of "data transparency - brand protection - increasing consumer confidence". According to him, RFID technology attaches a unique electronic identification chip to each product, storing the entire journey of the goods. AI analyzes scanned data to detect abnormalities, while Blockchain ensures integrity, creating an uneditable "electronic passport".

At the same time, Big Data helps analyze trends and provide early warnings of risks. TrueData also allows data connection between management agencies, businesses and e-commerce platforms, supporting quick inspection and tracing. This is not only an authentication tool but also a big data platform, contributing to building a transparent, safe and healthy e-commerce market.

Technology is both a cause and a solution to the problem. Therefore, technology should be seen as an active line of defense, reducing the burden on traditional inspection apparatus and speeding up social response.

“Every campaign must have an identification code stored in the system, allowing management agencies and consumers to check the history. It is necessary to develop the “FactCheckVN” application - where users scan product QR codes to check advertising licenses, quality certificates, and violation warnings,” said Dr. Dao Trung Hieu.

On the other hand, Master, Lawyer Nguyen Hong Bach, Director of the Institute of Applied Science, Technology and Law, said: In the digital environment, ensuring honesty, transparency and legal responsibility becomes a vital issue to protect consumers and maintain brand reputation. Therefore, it is necessary to strengthen monitoring and checking of content on digital platforms. Apply AI technology, automatic monitoring systems to review violating advertising content, coordinate with social networking platforms to remove posts and block violating accounts.

Article and photos: BICH LIEN

Source: https://nhandan.vn/cong-nghe-giam-sat-thuong-mai-dien-tu-post919917.html