On August 29th, the Department of Industry and Trade of Lai Chau province, in coordination with the Center for E-commerce and Digital Technology Development (eComDX), the Department of E-commerce and Digital Economy, Ministry of Industry and Trade, organized a training conference on e-commerce as part of the e-commerce event series "Elevating Lai Chau Specialties" associated with the 2026 Independence Day.
Attending the conference, on behalf of the Department of Industry and Trade of Lai Chau province were Mr. Tran Van Hung - Deputy Director; on behalf of eComDX were Mr. Nguyen Huu Tuan - Director, Ms. Nguyen Phuong Ly - Deputy Head of the Information - Service - Training Department; along with trainees including state management officials, businesses, cooperatives, business households and KOCs from the KOC Club of Than Uyen commune and Binh Lu commune, Lai Chau province.
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Deputy Director of the Department of Industry and Trade Tran Van Hung delivered the opening remarks at the conference.
In his opening remarks at the training conference, Deputy Director of the Department of Industry and Trade Tran Van Hung stated that, in the context of the Law on E-commerce coming into effect on July 1, 2026, and in order to create favorable conditions for businesses, cooperatives, and business households in Lai Chau to develop synchronously, transparently, and modernly, in line with market development trends, the Department of Industry and Trade has coordinated with the Center for E-commerce and Digital Technology Development to organize a training conference on e-commerce within the framework of the e-commerce event series "Elevating Lai Chau Specialties" associated with the Independence Day in 2026.
Within the framework of the Conference, participants learned about the 2025 E-commerce Law and Decree No. 248/2026/ND-CP; building personal brands; and guidance and practical sales training on the TikTok platform.
Doing business in the digital environment: The intersection of many rules
At the conference, Mr. Nguyen Huu Tuan - Director of eComDX - directly introduced the key contents of the 2025 E-commerce Law and Decree No. 248/2026/ND-CP guiding the implementation of the Law, with an approach that links legal regulations with the practical management and business activities at the local level.
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eComDX Director Nguyen Huu Tuan presented at the Conference.
Specifically, Mr. Tuan focused on clarifying the role of understanding and correctly implementing legal regulations on e-commerce in participating in the digital business environment. This not only helps management agencies, businesses, cooperatives, business households, and online business entities limit legal risks, but also contributes to building a transparent, professional, and sustainable transaction environment.
Regarding specific support policies for e-commerce development for household businesses and startups, cooperatives (agricultural products and traditional products), female entrepreneurs, people with disabilities and businesses employing people with disabilities, ethnic minorities, as well as mountainous, border, and island areas, Mr. Tuan said that support could include connecting digital infrastructure, establishing online stores on e-commerce platforms, training professional business skills, assisting with administrative procedures, digital transformation, and building model e-commerce sites. This group of initiatives is of practical significance for Lai Chau, as e-commerce can expand the market space for agricultural products, traditional products, OCOP products, and local services.
The director of eComDX shared that the 2025 E-commerce Law has close overlap with the 2023 Law on Consumer Rights Protection, the Advertising Law, and the Competition Law, as they all regulate activities that take place in the process of introducing, promoting, and trading goods in the digital environment.
Specifically, the E-commerce Law sets requirements for transparency and accountability of entities; the Consumer Protection Law ensures buyers are provided with accurate and complete information; the Advertising Law requires advertising and sponsorship content to be clearly identifiable; and the Competition Law controls misleading advertising, unfounded comparisons, or actions that unfairly affect competitors. Thus, Mr. Tuan emphasized that a single sales content can be subject to multiple laws; in other words, livestream content or sales videos by KOCs/KOLs can simultaneously be governed by all four groups of legal regulations.
Legal risk stratification matrix
In the context of e-commerce becoming an increasingly important channel for bringing local specialties and agricultural products to a wider market, Key Opinion Leaders (KOCs) are playing an increasingly prominent role in promoting, introducing, and boosting consumption. However, along with the opportunity to expand the market comes an increasingly high demand for honesty, transparency, and legal responsibility from content creators, especially in livestreaming and affiliate marketing activities.
Mr. Tuan stated that the 2025 E-commerce Law, which has officially come into effect, has set many new requirements for entities participating in the digital business environment. Accordingly, the scope of responsibility is not only placed on sellers or platforms but also directly relates to livestreamers, affiliate marketers, and those who participate in promoting products in the digital environment.
Analyzing the responsibilities of livestream participants, the Director of eComDX emphasized the requirement for "mandatory verification of credibility," stating that livestreamers "may only introduce products after using or thoroughly researching them"; and must clearly inform viewers about the advertising activity before and during the livestream.
This is a matter of practical significance for KOL/KOC clubs at the grassroots level, including those in Than Uyên and Bình Lư communes. Mr. Tuan explained that the unique characteristic of local sales activities is bringing agricultural products, specialties, OCOP products, and traditional products to consumers through the reputation and networking abilities of content creators. Therefore, in his presentation at the conference, Mr. Tuan focused on emphasizing the responsibilities of KOLs/KOCs and real-life situations where violations may occur.
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Deputy Director of the Lai Chau Provincial Department of Industry and Trade, Tran Van Hung, along with delegates, KOLs, digital content creators, and first runner-up of the Miss Friendship and Peace International 2026 pageant, Lo Thi Son, took a commemorative photo at the training session.
Discussing the process of online advertising and sales, Mr. Tuan analyzed the "Legal Risk Stratification Matrix" with the trainees, according to which the matrix divides behaviors into three groups: red zone, yellow zone, and green zone.
In the "Red Zone - Absolutely Prohibited," Mr. Tuan stated that the four highest-risk behaviors include "Fake order boosting & sending empty packages" (by creating fake orders), "Fake 5-star review seeding" (creating fake 5-star reviews to mislead and gain customer trust), "Fake livestream view boosting & time boosting" (using fake accounts or tools to increase views, viewers, and livestream duration to create the illusion of a highly engaging program), and "Defaming competitors in online groups" (by posting or spreading false and negative information about competitors to damage their reputation and transfer customers to oneself). To further illustrate these violations, Mr. Tuan cited the example of a cosmetics brand launching a serum for treating melasma, where an agency hired a system to "farm accounts" to place 5,000 fake orders and create 1,200 5-star reviews with comments such as "Melasma faded by 80% in 3 days." The purpose was to create fake sales figures and reviews to propel the product to the "Top 1 Best-Selling Product of the Week" title. Mr. Tuan analyzed that this is a form of transaction wash trading aimed at manipulating sales data, making the product appear to be selling well and gaining more consumer trust. Fake orders and reviews turn numbers like "10,000+ sold" into junk data, failing to reflect actual market demand. Therefore, this behavior shows signs of fraudulent transaction data, falling under Article 6 of the 2025 E-commerce Law, and also distorts the display ranking for consumers, related to Clause 3, Article 10 of the 2023 Law on Consumer Rights Protection. Both the brand and the agency are held responsible; the product may be removed and the store suspended.
Regarding the "Gold Zone - Conditional Risk," Mr. Tuan stated that the focus should be on activities that may be legal but require transparency and honesty, such as "KOL/KOC reviews concealing sponsorship" and "Creating discussion topics on groups/forums." The boundary between legal and illegal marketing activities lies in the honesty of the information and the way commercial relationships are disclosed.
Conversely, the "Green Zone - Encouraging Standardization" proposes safer methods such as "Collecting Reviews from Real Buyers (UGC)" and "Public, Authentic Consultation & Feedback." According to Mr. Tuan, this is seen as a shift from marketing based on tricks to transparent marketing activities, based on real interaction and consumer trust.
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Overview of the Conference
Concluding his presentation at the conference, Mr. Tuan stated that the lecture's objective was not merely to disseminate legal documents but also to concretize each regulation and case, helping stakeholders understand which group they belong to, what responsibilities they must fulfill, what data and procedures they need to prepare, and identify the opportunities that the new policy opens up.
KOC Co Ba Hong and the "Binh Lu Digital" team shared their experiences on sales skills on TikTok.
KOCs (Key Opinion Leaders) are not just people who help sell products, but also a link in building a safe, transparent, and trustworthy e-commerce market, while simultaneously taking local specialty products further through their own reputation. Therefore, in his message to the KOCs of Than Uyên and Bình Lư communes, Mr. Tuấn conveyed the importance of honesty in information, transparency in advertising, factual basis in product introductions, respect for consumers, and healthy competition. “This will be the foundation for local specialties to go further in the digital environment ,” Mr. Tuấn affirmed.
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