What can be done to combat commercial fraud in the digital environment?

DNO - The boom in e-commerce has led to many negative consequences, including commercial fraud, counterfeit goods, and intellectual property infringement. In light of this situation, the application of digital technology, especially artificial intelligence (AI), is expected to be the "key" to improving the effectiveness of the fight against commercial fraud in the digital environment.

Báo Đà Nẵng•09/07/2025

Team No. 2 of the Market Management Department (Da Nang City Market Management Sub-department) conducted a surprise inspection of fashion stores in Hai Chau ward. Photo: V. HOANG

"Fertile ground" if left unchecked.

According to Mr. Nguyen Xuan Tuan of Baker McKenzie International Law Firm, the increasing demand for e-commerce in Vietnam has led to a rise in counterfeit goods and commercial fraud.

Currently, up to 90% of counterfeit and infringing goods are consumed and sold on e-commerce platforms or social media. Not stopping at selling counterfeit goods, these perpetrators are also sophisticatedly creating fake websites, using social media and AI tools to advertise and deceive consumers.

Worryingly, it is very difficult for ordinary consumers to distinguish between genuine and counterfeit goods. Meanwhile, censorship and tracing violations on current e-commerce platforms face many difficulties without cooperation from the e-commerce platforms themselves.

Mr. Hoang Ninh, Deputy Director of the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ), also stated that the strong development of e-commerce has certain negative consequences. It is evident that counterfeit goods, pirated goods, and goods infringing intellectual property rights are rampant in the e-commerce environment, especially on social media. Social media is becoming an "unofficial e-commerce platform," where the trading of counterfeit goods, pirated goods, and intellectual property infringement is widespread.

Criminals exploit the anonymity and lack of oversight on the platform to create fake accounts, livestream sales impersonating brands, and misrepresenting the origin of goods. The fast delivery and cash-on-delivery payment policies also inadvertently facilitate the consumption of smuggled and counterfeit goods.

According to a report by the National Steering Committee 389, in the first six months of 2025, functional forces nationwide inspected and handled 50,419 cases related to smuggling, trade fraud, and counterfeit goods, a decrease of 21.45% compared to the same period last year.

During the peak period from May 15th to June 15th alone, the number of cases detected and handled reached 10,437. These figures demonstrate the decisive involvement of law enforcement agencies and highlight the urgent need to implement optimal solutions to improve the effectiveness of detecting and handling violations in the context of increasingly sophisticated and complex methods.

Market Management Team No. 2

Food and dietary supplements are among the product categories that the city's market management forces will intensify inspections of in the coming period. Photo: V. HOANG

Using AI to distinguish between genuine and counterfeit goods.

To enhance the effectiveness of combating counterfeit goods, intellectual property infringement, and commercial fraud in the digital environment, many experts and authorities believe that it is necessary to promote the application of technological solutions, especially artificial intelligence (AI) and digital databases.

In Da Nang , the City Market Management Department (under the Department of Industry and Trade) has been implementing intensive campaigns to inspect and crack down on counterfeit goods, particularly focusing on sensitive items such as medicines, dietary supplements, and cosmetics.

In the first six months of 2025 (from December 15, 2024 to July 7, 2025), authorities inspected 485 cases and handled 299 cases, collecting over 3 billion VND in administrative fines. During the peak month (from May 15 to June 15), market management forces inspected 147 cases, detected and handled 93 cases; the total amount collected from administrative fines and confiscated goods was nearly 1.6 billion VND.

According to Mr. Pham Ngoc Son, Head of the Market Management Department of Da Nang City, in the coming time, the Department will strengthen its efforts to combat smuggling, trade fraud, counterfeit goods, and goods of unknown origin in the e-commerce environment.

This includes focusing on inspecting and controlling food products, functional foods, etc.; strengthening online monitoring, investing resources and technology to review and monitor websites, e-commerce platforms, and social networks that show signs of trading prohibited goods, smuggled goods, counterfeit goods, or goods of unknown origin.

Simultaneously, coordinate with e-commerce platforms to request the removal of infringing stores and products, and request information on violators for processing. In addition, research new transaction methods to develop appropriate operational measures for new forms of online business such as livestreaming sales and selling through private groups.

"
The fight against counterfeit goods and trade fraud is not only the responsibility of law enforcement agencies, but also requires the collective effort of the entire population. Currently, the Da Nang City Market Management Department is tasked with developing an artificial intelligence (AI) application to help distinguish between genuine and counterfeit goods, with the expectation of helping consumers clearly identify product origins. This is also a solution that contributes to improving the effectiveness of monitoring and handling violations in the context of the increasingly strong development of e-commerce.
Mr. Pham Ngoc Son, Head of the Market Management Department of Da Nang City

Source: https://baodanang.vn/lam-gi-de-chong-gian-lan-thuong-mai-tren-moi-truong-so-3265331.html