In Điện Biên province, various levels, sectors, and the business community are synchronously implementing numerous solutions to create a smart, transparent, and sustainable consumer environment.

Responding to the theme “Information Safety - Building Trust - Sustainable Consumption” for Vietnam Consumer Rights Day 2026 on March 15, the Department of Industry and Trade has launched diverse and practical communication activities. From hanging banners and slogans to organizing mobile loudspeaker vehicles and conducting direct outreach in densely populated areas such as markets, supermarkets, commercial centers, and gas stations, messages regarding consumer rights and safe consumption have been widely disseminated. Beyond communication, the focus has also been placed on guiding the public to identify fraudulent behaviors and avoid risks in online transactions, which is a necessary step as e-commerce and digital shopping platforms become increasingly popular.

Simultaneously, the Department of Industry and Trade has organized training classes to disseminate legal policies on protecting consumer rights. In late March, a training conference attracted 70 officials from various sectors and localities. Through this program, grassroots officials updated their knowledge and improved their skills in receiving and handling consumer reflections and recommendations. Hoàng Tú Hanh, an official from Sín Chải commune, shared that participating in the training helped him clearly understand the process for handling real-life situations, thereby improving work efficiency and strengthening state management in the field of protecting consumer rights locally.

Reality shows that over the past period, the protection of consumer rights in the province has seen many positive changes. Dissemination and law dissemination programs have been implemented synchronously, helping to raise awareness among citizens and businesses regarding their rights and obligations. Additionally, the province has proactively implemented goods reservation and market stabilization programs to ensure supply and stabilize prices during sensitive times such as natural disasters, floods, or peak shopping periods.

Notably, market inspection and supervision have been intensified. In the first quarter, functional forces across the province inspected 128 cases and handled 72 violations, with total administrative fines exceeding VND 250 million and the value of destroyed goods of unknown origin exceeding VND 81 million. The detected violations were mainly small-scale and did not form hotspots or complex developments regarding smuggling, counterfeit goods, or prohibited items.

Alongside the involvement of management agencies, many business units have also increasingly raised their sense of responsibility. Numerous units have proactively built their brands, strictly controlled the quality of goods, and implemented customer appreciation programs. Nguyễn Thiện Chiến, manager of Vinmart No.3 in Điện Biên Phủ ward, stated that the store always focuses on controlling the origin and provenance of goods to ensure transparent information while implementing various promotions and appreciation programs to enhance the customer experience and consolidate consumer trust.

In the context of strong digital transformation, building a sustainable consumer environment is no longer limited to traditional markets but has expanded into cyberspace. This is also a focus of the 2026 consumer action program of the Department of Industry and Trade. A key highlight is raising awareness about information safety and personal data protection. As online shopping, electronic payments, and transactions through social networks become more common, consumers face many risks such as the theft of personal information and bank accounts or purchasing counterfeit and low-quality goods.

According to Vũ Hồng Sơn, Director of the Department of Industry and Trade, the total retail sales of goods and consumer service revenue in the first quarter reached over VND 8,623 billion, an increase of 21% compared to the same period last year and reaching 27% of the annual plan.

This figure shows that purchasing power and consumer demand are growing positively, but it also places higher demands on market management and consumer protection. Identifying and controlling risks in the digital environment is an urgent task to protect the legitimate rights of consumers while creating conditions for honest businesses to develop sustainably.

At the grassroots level, communication continues to be promoted, as People’s Committees of communes and wards have thoroughly disseminated policies and laws to officials and civil servants and widely popularized them among residents and business establishments through flexible forms such as loudspeaker systems and direct outreach.

Furthermore, guidance and support for businesses have been emphasized. Specialized departments have actively advised and required organizations, individuals, and businesses to strictly comply with legal regulations related to protecting consumer rights while advocating for increased responsibility in production, business, and goods circulation. Market management forces continue to play a core role in inspection and supervision.

Nguyễn Minh Cường, Acting Head of the provincial Market Management Division, stated that the unit has increased monitoring of both traditional markets and online business activities to promptly detect and handle violations. Especially given the complex developments in the petroleum market, market management teams have proactively monitored their assigned areas to inspect and remind business establishments to strictly implement regulations, avoid hoarding or price speculation, and sell at listed prices, contributing to ensuring the supply for the daily needs and production of the people.

Creating a transparent, safe, and sustainable consumer environment is a task not only for management agencies but also for the entire society. When consumers are protected, businesses operate healthily, and the market functions stably, it serves as a solid foundation for long-term socio-economic development.