Legal framework for the protection of consumers’ personal data in e-commerce transactions in Vietnam

This study examines the current legal framework for the protection of consumers’ personal data, with particular emphasis on the 2023 Law on Consumer Rights Protection and Decree No. 13/2023/ND-CP. Using analytical and synthetic approaches, it identifies key shortcomings, including regulatory fragmentation and the largely formalistic enforcement of data subject consent. Building on these findings, the study proposes several policy directions: the enactment of a dedicated Personal Data Protection Law, the strengthening of sanctions, and the enhancement of technological monitoring capabilities to improve compliance and enforcement. These measures are expected to contribute to a safer, more transparent, and sustainable digital business environment.