Truyền thông bảo vệ quyền lợi người tiêu dùng trong môi trường số - thách thức và giải pháp

The digital economy, e-commerce, and digital platforms have made consumption more convenient while also introducing new risks such as counterfeit goods, misleading advertising, online fraud, and personal data breaches, thereby undermining market trust. In this context, consumer pro tection communication should be viewed as a legal, educational, and supervisory activity that not only reflects violations but also explains legal frameworks, warns of risks, guides self-protection skills, and enhances market transparency. In response to the challenges of the digital environment, this article proposes solutions such as adopting a consumer-centered communication approach, im proving content quality, strengthening the application of digital technologies, and enhancing coor dination among stakeholders to build a transparent, safe, and sustainable consumption environment.