According to the National Competition Committee under the Ministry of Industry and Trade, as of 2024, 55 out of 63 provinces and cities in Vietnam have issued coordination regulations for inspecting and supervising multi-level marketing activities. Along with this, propaganda and legal dissemination have been actively implemented by many localities.
In terms of revenue distribution by product type in 2024, functional foods and health supplements accounted for 89% of the multi-level marketing industry, cosmetics accounted for 6%, and clothing, fashion, equipment, household appliances, and other items accounted for 5%. In terms of participant numbers, there were 2 enterprises with over 200,000 participants; 7 enterprises with 10,000 to under 100,000 participants; and 7 enterprises with 1,000 to under 10,000 participants.
Ms. Hoang Thi Thu Trang, Deputy Head of the Multi-Level Marketing Management Division, shared that the multi-level marketing industry’s revenue in 2024 reached VND 16,206 billion, with almost 700,000 participants. The average commission and bonus were approximately VND 951,000 per month, equivalent to only 12% of the country’s average income in 2024.
Illustrative image. (Source: VGP)
The report from the National Competition Committee also showed that through inspections and handling of violations in the field of multi-level marketing, authorities fined 7 enterprises a total of VND 1.46 billion and revoked the certificate of one enterprise. Common violations included failure to follow procedures for amendments to the Certificate of Registration, non-compliance with operating rules, reporting obligations, and training regulations.
The management of multi-level marketing activities has been effectively coordinated between central and local authorities, and the legal framework has been continuously improved. However, while legitimate multi-level marketing businesses are tightly managed, there are still complex transformations of this model, which has caused negative public opinions.
Recently, the Minister of Industry and Trade issued Document No. 2624 dated April 16, 2025, requesting units under the Ministry and provincial/municipal Departments of Industry and Trade to strengthen the management and rectification of multi-level marketing activities nationwide. The National Competition Committee plays a key role in reviewing and proposing amendments to legal regulations on multi-level marketing.
Moreover, multi-level marketing activities are often exploited to organize disguised seminars and training sessions, enticing participants with promises of high income. To prevent this, the Ministry of Industry and Trade has called for stronger coordination between the police, authorities, and industry and trade management agencies in detecting and handling violations.
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