GOVERNANCE OF CONSUMERS' PERSONAL DATA IN E-COMMERCE IN VIETNAM

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• Luong Tuan Nghia
  University of Law, Vietnam National University
  https://orcid.org/0009-0000-8122-8688
• Nguyen Minh Tuan
  University of Law, Vietnam National University
  https://orcid.org/0009-0007-0650-986X
• Veredas Do Direito (Scopus/WoS),Vol. 23, 2026, e235186. 
• https://doi.org/10.18623/rvd.v23.5186

Abstract:

This article examines the governance of consumers' personal data in Vietnam's e-commerce sector. It argues that the rapid expansion of the country's digital economy has intensified the collection, processing, and circulation of personal data across online platforms, thereby increasing risks of misuse, unauthorized disclosure, and inadequately controlled cross-border transfers. Based on doctrinal analysis of Vietnamese law and comparative engagement with the European Union's General Data Protection Regulation, the article shows that Vietnam is moving from a fragmented privacy-protection approach toward a more structured model of data governance. Nevertheless, important weaknesses remain, including regulatory inconsistency, limited enforcement capacity, fragmented supervisory arrangements, and insufficiently effective mechanisms for the exercise of data-subject rights. The article concludes by proposing legislative and institutional reforms designed to strengthen platform accountability, improve the coherence of sanctioning mechanisms, and enhance consumer trust in the digital marketplace. 

Keywords: 

Consumer Protection, Data Governance, E-Commerce, Personal Data, Vietnam 

Link to download: https://revista.domhelder.edu.br/index.php/veredas/article/view/5186/27142