Abstract
This study examines the theoretical foundations, legal characteristics, and current Vietnamese regulations governing the responsibilities of e-commerce platform operators in collecting, notifying, and protecting consumers’ personal data. The findings indicate that Vietnamese law continues to reveal gaps and limitations in the allocation of responsibility and the governance of personal data, particularly amid the rapid development of domestic and cross-border e-commerce. Drawing on a comparative analysis of legal frameworks and regulatory practices in selected jurisdictions, the study proposes directions for improving Vietnam’s legal framework to better balance the legitimate rights and interests of platform operators and consumers while deriving lessons for international integration.
personal data protection
e-commerce platforms
consumers