Counterfeit merchandise poses a risk to our brand names online, sparking demands for heightened consumer vigilance
Hanoi, the capital city of Vietnam, is taking decisive action against the proliferation of counterfeit goods and promoting consumer awareness of authentic local brands. The campaign, dubbed 'Our People Prioritise Vietnamese Goods', is a key political and socio-economic mission for the city.
Key measures in the fight against counterfeits include strict enforcement and penalties, consumer education and awareness campaigns, a national traceability system, the use of anti-counterfeit technologies by businesses, and legislative reforms.
In the first half of 2025, Hanoi’s Market Surveillance Department tackled over 2,000 violations. Nearly VND34 billion (US$1.3 million) in fines were imposed, and goods worth over VNĐ8.6 billion were seized. Some violations have been escalated to criminal investigation, reflecting intensified law enforcement.
Officials urge consumers to purchase only from official sales channels, verify product information carefully, and be wary of deals that seem too good to be true. This is aimed at reducing demand for counterfeit goods and supporting genuine brands.
Vietnam is launching a digital traceability platform in 2025 to combat counterfeits by enabling full lifecycle management and transparency across supply chains. Consumers will be able to scan QR codes or digital IDs to verify product authenticity, which will significantly enhance protection against fake goods.
Businesses are also stepping up consumer awareness campaigns and promoting official sales channels. Companies such as ECO Pharma JSC employ QR codes, scratch labels, and holograms in packaging to ensure traceability and facilitate end-user verification.
The 2025 amendments to Vietnam’s Criminal Code have increased fines substantially for manufacturing and trading counterfeit goods, signaling stronger deterrence through legal penalties.
The city is also ramping up public education and aiming to build responsible consumer habits. Phạm Anh Tuấn, vice chair of the Ha Noi Fatherland Front Committee, emphasised the importance of this approach in the fight against counterfeits.
However, the campaign faces challenges, particularly in online spaces. Counterfeiters have been forging company seals and impersonating executives to sign fake contracts with local authorities. Fraudsters often use misleading names to direct customers to unofficial websites selling low-quality imitations. Enforcement in online spaces is challenging for local authorities when addressing traditional market violations.
Fake products mimicking the 'May 10' brand of Garment 10 Corporation have become widespread, especially on e-commerce platforms. Hoàng Thé Nhu, Deputy General Director of Garment 10 Corporation, noted that one fake suit can seriously harm the brand. He advised consumers to be cautious, check product information, and avoid deals that appear too good to be true.
Hoàng Thị Diệu Hồng, head of the Trade Management Division under the Ha Noi Department of Industry and Trade, urged consumers to use official sales channels and stay informed. Consumers' appetite for cheap branded items, often ignoring the lack of invoices or origin checks, is a major reason for the continued spread of counterfeit goods.
Despite these challenges, the efforts aim to reduce counterfeit products in Hanoi by increasing market supervision, leveraging advanced digital tools tailored to domestic needs, strengthening legal deterrents, and fostering more vigilant consumer behavior to protect authentic Vietnamese brands.
References: [1] VietnamNet Bridge. (2025, June 1). Hanoi to launch digital traceability platform to combat counterfeits. Retrieved from https://vietnamnet.vn/en/news/hanoi-to-launch-digital-traceability-platform-to-combat-counterfeits-712381.html
[2] VnExpress International. (2025, July 5). Hanoi cracks down on counterfeit goods, promotes local brands. Retrieved from https://e.vnexpress.net/news/business/hanoi-cracks-down-on-counterfeit-goods-promotes-local-brands-4296654.html
[3] Tuoi Tre News. (2025, June 15). Hanoi imposes record fines on counterfeit goods dealers. Retrieved from https://tuoitrenews.vn/news/business/20250615/hanoi-imposes-record-fines-on-counterfeit-goods-dealers/61976.html
[4] Hanoi Times. (2025, June 22). Hanoi to launch national traceability system to combat counterfeits. Retrieved from https://hanoitimes.vn/hanoi-to-launch-national-traceability-system-to-combat-counterfeits-316561.html
- In addition to enforcing penalties and designing a national traceability system, the government in Hanoi is promoting the use of anti-counterfeit technologies by businesses in their products to increase transparency.
- Aiming to reduce the demand for counterfeit goods, the city government is collaborating with businesses to educate consumers about authentic products, instructing them to purchase only from official sales channels and verify product information thoroughly.
- Recognizing the significance of public education, Phạm Anh Tuấn, vice chair of the Ha Noi Fatherland Front Committee, highlighted the importance of building responsible consumer habits in the fight against counterfeit goods.
- To address the challenges in online spaces, it's crucial for authorities to develop advanced digital tools tailored to domestic needs and enforce regulations against counterfeiters forging company seals, impersonating executives, and misleading customers with fake websites.
- In an effort to protect the reputation of authentic Vietnamese brands, businesses like ECO Pharma JSC are employing digital tools like QR codes, scratch labels, and holograms in packaging to ensure product traceability and facilitate end-user verification.
