Commercial Advertising Law in the Digital Economy: Governance, Consumer Protection and Sustainable Market Development in Vietnam

This paper develops an international conference-style analysis of commercial advertising law in Vietnam in the context of digital transformation, platform-mediated markets and cross-border advertising services. The study uses doctrinal legal analysis, structured policy synthesis, comparative reasoning and an illustrative descriptive dataset on advertising violations to examine the relationship between legal architecture, enforcement capacity and market outcomes. The findings show that Vietnam has established a relatively comprehensive legal framework through the Law on Advertising 2012, the Commercial Law 2005, the Competition Law 2018, the Law on Protection of Consumers Rights 2023 and relevant decrees on administrative sanctions and cross-border advertising. Nevertheless, the digital environment creates several governance gaps related to platform accountability, influencer disclosure, algorithmic targeting, evidentiary burdens, cross-border enforcement and institutional coordination. The paper proposes an integrated reform model based on legal taxonomy, transparency duties, risk-based supervision, co-regulation and data-driven enforcement. The contribution of the paper is to reposition commercial advertising law as a strategic component of digital market governance and sustainable socio-economic development rather than a purely sectoral regulatory field.