Da Nang’s regulators are stepping up actions to handle violations relating to smuggling, fraud and the illegal trading of counterfeits on e-commerce platforms. The move aims to ensure that e-commerce platforms are fulfilling their responsibilities to protect the legitimate rights of consumers and operators as well as to maintain a fair and orderly market environment in Da Nang.

A female inspector from the Da Nang Market Management Bureau checking goods at the Han Market in an attempt to prevent illegal trading of fake, counterfeit, smuggled, and poor-quality goods here.

Mr Bui Thanh Phu, the Director of the Lien Chieu District-based Hong Huong Fish Sauce Co., Ltd, expressed his concern over his company’s brand name that has been built for more than a decade being at high risk of being counterfeited.

“Counterfeit products cause us a loss in sales - but, more importantly, consumers duped into buying a counterfeit will be disappointed with the poor quality, and this damages our hard-earned reputation for excellence and quality over recent years’ Mr Phu said.

Deputy Director of the VietNamtrade JSC Vo Van Khanh said the rise of digital channels facilitating the sale, and purchase of consumer goods has fueled a rapid increase in trade of counterfeit products in Da Nang.

He remarked the sale of counterfeit and contraband goods has affected the legitimate interests of consumers, caused consumer confidence to fall on e-commerce platforms, and created unfair competition on e-commerce platforms.

Deputy Director Khanh asked local functional bodies to take more effective measures to fight against smuggling, trade fraud and counterfeit goods on e-commerce platforms so as to protect the interests of consumers.

Mr Ho Duc Tien, the Director of the Mayaca Coffee Co., Ltd, underlined a must-do for Da Nang businesses to register designs, trademarks, intellectual property rights and other industrial property rights for their products, as well as make use of extensive legal protection and work closely with law enforcement agencies, in a bid to reduce the loss of sales and the potential damage to brand reputation resulting from counterfeit products.

According to a spokesperson for the Da Nang Department of Industry and Trade, the sale of fake, illegally imported and banned items is widespread on e-commerce websites and social networks such as Facebook and YouTube. This is causing distrust among consumers. Sellers usually advertise fake products with images of real products and offer lower prices.

Despite great efforts made by Da Nang authorities, the number of cases of commercial frauds and the trading of fake, counterfeit, illegally smuggled, and poor-quality goods is likely to continue its upward trend because offenders are using more deceptive and cunning tricks to avoid being spotted by relevant agencies.

Sellers have one trading address but keep their goods at multiple locations, making it harder for local authorities to examine them.

Besides, online transactions usually do not have bills, therefore investigating the source of the counterfeit foods is also a challenge.

In recent time, many training courses have been organised for local residents and businesses in Da Nang to help them improve their capacity and their awareness about commercial fraud, counterfeiting and unfair competition.

Mrs Ngo Phuong Tra from a representative office of the Viet Nam Intellectual Property Office in Da Nang advised customers to buy products on reputable e-commerce platforms and carefully check the origin and quality of their products in order to protect their legitimate rights.

By KHANH HOA - Translated by M.D