When the news about Shopee's fine in Vietnam broke, it sent a signal to the entire market. The regulator is making it clear: the rules of the game are tightening, and a lack of transparency in marketing will come at a high cost.
The Fact We Start With
On April 9, 2026, the Vietnam National Competition Commission (Ủy ban Cạnh tranh Quốc gia) ruled to fine TNHH Shopee 200,000,000 VND. The reason was a violation of point 'a' of Clause 5, Article 45 of the Law on Competition, related to providing misleading information about the '8/8' 2025 promotional campaign. In addition to the fine, Shopee was ordered to publicly correct the inaccurate information on its website, app, and social media channels.
What This Really Means
This precedent demonstrates that the Vietnamese regulator actively monitors compliance with fair competition rules and consumer protection. Even major players like Shopee are not immune to consequences if their marketing messages do not align with stated conditions. The absence of clear indications of promotional restrictions, especially in limited advertising spaces, is considered direct misleading conduct.
Shopee acknowledged the issue, explaining it was due to the complexity of displaying all conditions for the "Freeship 0Đ mọi đơn" promotion within limited advertising spaces. Since September 29, 2025, the company has changed the program's name to "Miễn phí vận chuyển 0Đ" and updated its terms, a step towards increasing transparency.
What I See from Operations
From our operational practice at VietSmart, we observe that many brands, especially those new to the market, underestimate the importance of legal review for advertising campaigns. Launching promotions without a thorough check of wording and conditions leads to regulatory risks. The costs of fines and reputational damage significantly outweigh the cost of preventive legal consultations.
It's crucial not just to launch a promotion but to ensure that all terms are accessible and understandable to the consumer at every stage of interaction. This applies not only to banners but also to product descriptions, landing pages, and social media posts. Otherwise, "free shipping" could lead to significant financial and reputational losses.
Your Next Move
- Don't Ignore Local Legislation: Vietnamese laws on competition and consumer protection have their nuances. Studying and complying with them is not an option, but a necessity.
- Review Advertising Materials: Any promotion, especially those with "0 VND" or "free" conditions, must be reviewed by legal experts for completeness and clarity of terms.
- Ensure Transparency: All limitations and conditions of promotions must be visible and easily accessible to the consumer, regardless of the advertising message format.
- Be Ready for Dialogue: In case of regulatory claims, active cooperation and prompt rectification of violations, as demonstrated by the Shopee case, can mitigate consequences.
At VietSmart, we handle the legal review of advertising campaigns and build transparent marketing strategies that minimize regulatory risks. Our team provides a complete certification package and marketplace listing in 3-4 weeks, ensuring compliance with local regulations.