Strengthening fraud prevention and control in e-commerce activities

According to experts, KOL/KOC are not only media figures, but also social actors that directly affect consumer trust. When trust is lost, it is no longer a business problem, but an ethical and legal crisis. With the strong development of e-commerce and the trend of livestream sales, the role of KOL/KOC is increasingly influencing social consumer behavior. However, along with that, a series of legal issues, professional ethics and commercial fraud arise.

At the seminar, experts presented solutions for applying artificial intelligence (AI) in monitoring advertising behavior, analyzing livestream data and authenticating product origins. At the same time, they warned of risks when KOLs/KOCs participate in promoting digital asset and cryptocurrency exchanges that lack transparency and can easily become a tool to lure illegal investments.

Speaking at the seminar, Dr. Nguyen Duc Tai, Director of the Institute for Applied Science, Technology and Law, and Director of the Center for Quality Monitoring and Counterfeit Prevention, said: From cases such as KOC Hoang Huong being prosecuted, or fake vegetable and milk candy products that have caused public outrage, if we do not control the acts of livestreaming with false information, assisting in counterfeit goods, tax evasion... it will distort the Vietnamese e-commerce environment.

Given the above situation, Dr. Nguyen Duc Tai believes that it is necessary to develop a Code of Conduct and practice certificates for KOLs/KOCs, promote the application of digital technology in monitoring and tracing the origin of products. At the same time, expand research into the fields of digital assets, cryptocurrencies and blockchain, to proactively prevent the risk of KOLs/KOCs being exploited in promoting and attracting illegal investments.

Sharing about the current situation of tricks to sell products, Lieutenant Colonel, Dr. Dao Trung Hieu, a criminology expert, said that when KOLs/KOCs assist in counterfeit goods, tax fraud, and false advertising, they can be prosecuted for crimes such as "Deceiving customers", "Trading in counterfeit goods", "Tax evasion", "Tax exploitation of computer networks to appropriate property".

In addition, Mr. Hieu also proposed the need to connect databases between ministries and branches, and apply AI and Big Data to monitor livestreams, identify violations and automatically warn of risks to management agencies.

In order to help the community identify counterfeit and fake goods through product tracking, Mr. Pham Minh Hieu, Deputy General Director of Vietnam Anti-Counterfeiting Technology Joint Stock Company (ACTIV) shared about TrueData technology solution - a traceability solution using chip technology, GS1 standard. With the integration of 3 core technologies: RFID, AI, Blockchain, TrueData solution helps businesses, manufacturers, suppliers protect product reputation, fight against fraudulent acts of counterfeiting products, help consumers use genuine products of the manufacturer, create a transparent market, help authorities intervene promptly when goods show signs of counterfeiting and prevent commercial fraud.

With this solution, consumers, authorities and businesses only need a smartphone with integrated NFC to trace the product's path to each stage, helping businesses closely control whether their products are counterfeited or not, and control whether their brand name is stolen or not.

This is an important tool to enhance product competitiveness, enhance brand value in the market; it is a tool for management agencies to inspect and control against counterfeit goods and goods of unknown origin, thereby increasing consumer confidence and improving product quality.

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Source: https://nhandan.vn/day-manh-phong-chong-gian-lan-trong-hoat-dong-thuong-mai-dien-tu-post915755.html