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VOL. 7, ISSUE 4 (2025)
Protection of trademarks in e-commerce: A comparative study between Vietnamese and Indian law
Authors
Tran Minh Duc
Abstract
E-commerce is reshaping the role and value of
trademarks while simultaneously accelerating sophisticated forms of
infringemen, from counterfeits and keyword-based advertising abuse to domain
name hijacking and impersonation on social networks. Both Vietnam and India
have recognized these challenges and are moving toward a multi-layered
protection model: combining preventive mechanisms on digital platforms,
coordinated cooperation among right e-commerce platforms, regulatory
authorities, and rapid response measures when violations arise. A key point is
to clearly define the boundaries of intermediary liability based on the level
of involvement, reducing reliance on a pure “notice-and-takedown” approach and
strengthening proactive content-filtering duties for platforms. In parallel,
enforcement capacity and deterrence mechanisms must be enhanced, leveraging
technology (AI, machine learning, image recognition) and platform-based brand
protection programs to detect early and prevent repeat violations. The overarching
goal is to build a transparent, safe, and IP-respectful e-commerce ecosystem
that protects legitimate businesses and safeguards consumer interests.
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Pages:103-107
How to cite this article:
Tran Minh Duc "Protection of trademarks in e-commerce: A comparative study between Vietnamese and Indian law". International Journal of Law, Policy and Social Review, Vol 7, Issue 4, 2025, Pages 103-107
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