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Quay về Tạp chí Công Thương
e-ISSN 3093-3994
ISSN 0866-7756
DOI: 10.62831
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Issue: Số 27 - Tháng 9 - 2026 Luật

Psychological Manipulation on E-Commerce Platforms: Impacts on Consumer Decision-Making Autonomy and Recommendations for Improving Competition Law in Vietnam

Published: October 23, 2026

Abstract

This article examines the concept, characteristics, and common forms of dark patterns on e-commerce platforms. It assesses their impact on consumer autonomy, market transparency, and competitive environment. Based on an analysis of Vietnam’s current legal framework, particularly competition law and consumer protection law, the article identifies several legal gaps and proposes recommendations for improvement. These recommendations focus on strengthening platform transparency, regulating manipulative interface designs, enhancing businesses accountability, and promoting coordination among relevant regulatory authorities.
Keywords
e-commerce dark patterns behavioral manipulation consumers unfair competition

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