Social media influencer advertising: Legal challenges and international experiences

In the context of a rapidly expanding digital economy, advertising through social media influencers has emerged as a prominent communication strategy for businesses. However, this form of promotion poses significant risks to consumer rights and interests. While Vietnamese law has begun to regulate advertising activities in the digital environment, notable gaps persist, particularly in defining the legal responsibilities of influencers and in establishing effective mechanisms for consumer protection in cases of harm. Drawing on an analysis of the current legal framework in Vietnam and comparative insights from the United States, China, and the Federal Republic of Germany, this study highlights key regulatory shortcomings and examines the evolving challenges of ensuring transparency and accountability in social media advertising.