Under the law, consumers have the right to give feedback on prices, product quality, and customer service; to request compensation if goods do not meet the stated specifications; to file complaints, report violations, or take legal action either on their own or with the help of social organizations. However, in reality, many consumers are still unaware of these rights. The habit of not asking for receipts, failing to check product origins, and a general reluctance to get involved in disputes often leads consumers to simply “let it go,” even when they are at a disadvantage.

Nguyễn Thị Minh, a resident of Điện Biên Phủ city, Điện Biên province, shared her experience of buying a non-stick frying pan advertised as an imported, branded product for nearly VND 400,000. After just a few uses, the coating peeled off. When she returned to the store, she was blamed for "misuse" and was not allowed to exchange it. Unfamiliar with where to complain and afraid of complications, Ms. Minh quietly accepted her loss and abandoned the pan.

This situation is not limited to household goods. Essential products like food items are also often mixed with substandard goods, causing difficulties for consumers. N.T.T. from Tân Thanh ward (Điện Biên Phủ city) shared: “My family usually buys Séng Cù rice for daily meals because it’s fragrant and sticky. However, occasionally I end up with rice mixed with other types, which becomes dry and hard when cooked. I just let it go, silently, and remind myself to be more careful in the future.”

These examples of buying substandard products, reluctance to file complaints, and a general “let it go” attitude are common, especially among online shoppers and people living in remote areas. Since 2020, local authorities have conducted inspections, uncovering and handling 2,868 violations, with fines totaling over VND 9.8 billion. Most violations involve counterfeit goods, products with no clear origin, expired goods, and lack of proper labeling.

Typical violations reported by consumers include poor quality, measurement fraud, misleading product origin or expiration dates, failure to provide receipts, and not fulfilling warranty obligations. The reasons for not filing complaints include small dispute values, complicated complaint processes, lack of awareness of the relevant laws, and uncertainty about which organizations support consumer complaints.

Consumers today are still reluctant to speak up for their legitimate rights due to the complicated administrative procedures and unclear processes. Additionally, public awareness campaigns are limited, leaving many consumers unaware of their rights when violated. The challenges of protecting consumer rights in rural and border areas are exacerbated by the difficult terrain, the high percentage of ethnic minorities, and inconsistent levels of education.

The increasing sophistication of violations makes it difficult for consumers to detect and protect their rights. Collaboration between government agencies on consumer protection is sometimes slow and ineffective, particularly when it comes to sharing information and coordinating actions to address violations. The lack of a consumer protection association in the province further hampers efforts to consolidate violation data and support dispute resolution.

To better protect consumer rights, the provincial government issued a coordination mechanism for consumer protection in late 2024, assigning specific tasks to departments, sectors, and localities to strengthen consumer rights enforcement as the Law No.19/2023/QH15. These efforts include promoting legal awareness, conducting business inspections, handling complaints, enforcing penalties, and collecting defective products. Regular reports will be published, and violations will be publicly listed online.

Standing up for one’s rights is not just an individual issue but a matter for society. Silence enables wrongdoing and neglects personal responsibility. Every consumer should be brave enough to fight for their rights because the existence of counterfeit products and commercial fraud often stems from the silence and acceptance of those whose rights have been violated.