Vietnam faces complex challenge as counterfeits shift to cyberspace

Even as the prevalence of counterfeit goods in traditional markets has dropped significantly, their online presence has become a growing concern, says Nguyen Ngoc Ty, CEO of Non Son Fashion Company Limited, a company dedicated to producing and selling hats and helmets.

Ty was one of several businesses who spoke about their struggles in combating counterfeit goods at a Tuesday workshop in Ho Chi Minh City.

The workshop, titled "Digital transformation in the fight against counterfeiting and intellectual property rights infringement," was organized by the Intellectual Property Office's Representative Office in HCMC in collaboration with Vina Science and Technology Development JSC (Vina CHG).

Ty said that after years of collaborating with authorities to curb counterfeit products, it is no longer a serious problem in traditional markets. But the issue of counterfeit goods in cyberspace has become an increasingly complex challenge, he added, citing his firm’s branded hats as an example.

Fake Non Son products are now widespread on e-commerce and social media platforms. Often, counterfeit sellers displayed real products in advertisements but shipped fake items to customers. In some cases, disappointed consumers who unknowingly bought counterfeits online visit Non Son stores to complain, affecting the brand's reputation, Ty said.

Pham Thi Dao, director of Anh Dao Cosmetics Production Company Limited, said that she once ordered gardening tools online and received something completely different.

Tran Giang Khue, head of the Intellectual Property Office's southern division, said the diverse forms of online sales and rampant trade in counterfeit goods make it a difficult problem to tackle.

"We’ve observed cases where branded phones, typically worth VND860 million ($33,918), are sold for just VND1 million ($39.4). Similarly, counterfeit Adidas products are marketed under misleading names like Adidis and Adidos."

While some cases of online commercial fraud have been prosecuted, there are perpetrators evading accountability by operating overseas, Khue said.

Nguyen Viet Hong, general director of Vina CHG Company, said that to curb counterfeit products, especially online, his team has developed high-tech anti-counterfeit stamps to help businesses protect their brands and aid authorities in monitoring these goods.

Traditional printed stamps have been replaced with stamps printed directly on packaging, which reduces time, labor, and costs associated with detecting and addressing counterfeits, he noted.

However, Hong emphasized that successful digital transformation in this field requires substantial investment in advanced technologies and collaboration among businesses, regulatory agencies, and consumers.

"Consumers should exercise caution when purchasing products. Goods that lack anti-counterfeit stamps, QR codes, or similar verifiable identifiers may not be genuine."