Abstract

Against the backdrop of the rapid growth of influencer marketing on digital platforms, clearly defining the legal liability of influencers has become increasingly important for protecting consumer rights. This article examines the theoretical foundations, current legal framework, and enforcement practices concerning influencer liability in advertising in Vietnam. It analyzes existing legal provisions governing the responsibilities of influencers in advertising and draws on the legal experience of selected countries to identify shortcomings in Vietnam’s current regulatory framework. On this basis, the article proposes recommendations for improving the legal framework and enhancing the effective enforcement of influencer responsibilities in advertising in Vietnam.

Keywords: Advertising activities; consumer protection; influencer marketing; legal liability.