NHẬN ĐỊNH NHỮNG ĐIỂM MỚI TRONG QUY ĐỊNH PHÁP LUẬT VỀ HOẠT ĐỘNG KHUYẾN MẠI TẠI VIỆT NAM HIỆN NAY

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N H C N G D I E M MCfl TRONG QUY DINH PHAP LUAT VE HOAT DONG KHUYEN MAI

<i>d VIET NAM HIEN NAY </i>

• AU TH! DIEU LINH - NGUYEN QUANG HUY

TOM TAT:

Khuyen mai la mdt hoat ddng xiic tie'n thtfdng mai (XTTM) diTdc thifdng nhan (TN) su" dung hi6u qud nham Idi keo va thu hiit Idiach hang (KH) siJ dung hdng hda, dich vu. Ngay 22/5/2018, Chinh phu da ban hdnh Nghi dinh sd 81/2018/ND-CP ve hoat ddng XTTM thay the Nghi dinh 37/2006/ND-CP. Bai vid't nay t^p trung lam rd cd sd ly luan ve khuyen mai (KM) va phap luat KM, so sanh vdi nhiJng quy dinh cu trirdc dSy, qua dd chi ra nhiJng diem mdi cdban cua Nghi dinh sd'81/2018/ND-CP ve hoat dgng KM, phan tich danh gia mdt so'

<i>6iim mdi cd ban va de xua't mdt sd giai phap hoan thidn phap luat KM d Viet Nam hien nay. </i>

TiJf khoa: Phap luat, hoat ddng khuye'n mai, Nghi dinh sd 81/2018/ND--CP.

1. D^t va'n de

Trong nen kinh te'thi trifdng canh tranh khd'c het nhu" hien nay, ddi hdi cac chu the kinh doanh phai cd nhffng chien Iffdc dung dan, nhu'ng giai phap phu hdp de tdn tai va phat trien. Dffdc xem nhff mot bien phap hieu qua nham Idi keo va thu hut KH suf dung hang hda (HH), dich vu (DV), boat ddng KM da trd thanh mdt trong nhffng che dinh quan trpng cua phap luat thifdng mai Viet Nam. Hien nay, KM dffdc quy dinh tffdng ddi chat che trong cac van ban nhff: Luat Thffdng mai 2005 va dac biet Nghi dinh sd 81/2018/ND-CP quy dinh chi net Luat Thifdng mai v6 hoat ddng XTTM cd hieu Iffc ngay 15/7/2018 da tao dffng mdt hanh lang phap ly tffdng dd'i vffng chSc, lam cd sd quan trong trong viec thffc thi va ap dung cho hoat dong KM.

2. Phifdng phap nghien ciJu

Bai viet sff dung phffdng phap so sanh de lam rd nhffng diem mdi cua Nghi dinh so' 81/2018/ND-CP so vdi nhffng quy dinh trifdc day ve hoat ddng KM; Phffdng phap nghien cdu ly thuyet, phan tich mdt so quy dinh phap luat hien hanh ve boat ddng KM, chi ra mdt so' han che va de xua't nhifng giai phap nham hoan thien mot so'quy dinh phap luat ve hoat ddng KM d Viet Nam hien nay.

3. Ctfsdiy luan

Dieu 88 Luat Thffdng mai 2005 quy dinh: "Khuye'n mai la boat ddng XTTM cua TN nh^m xuc tien viec mua ban HH, cung ffng DV bang each danh cho KH nhffng Idi ich nha't dinh''.

Theo dd, ngoai nhffng dac diem chung cua boat ddng XTTM, KM cdn la mot hinh thffc XTTM cd

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dac diem rieng cho phep phan bidt vdi cac hinh thffc XTTM khac la danh cho KH nhffng Idi ich nha't dinh de tac dong tdi thai dd va hanh vi mua sam cua hp. Cu the:

Chu the thffc hien hanh vi KM la TN. De tang cffdng cd hpi thffdng mai, TN dffdc phep tff minh to chffc thffc hidn viec KM, cung cd the Iffa chon thue DV KM do TN khac cung ca'p. Quan he DV nay hinh thanh tren cd sd hdp ddng DV KM giffa TN cd nhu cau KM va TN kinh doanh DV.

Cach thffc XTTM la danh cho KH nhffng Idi ich nhat dmh. KH dffdc KM cd the la ngffdi tieu dung hoac cac trung gian phan phd'i nhu"dai ly ban hang. Muc dich cua KM la xuc tie'n vide mua ban HH va cung ffng DV. De thffc hien muc dich nay, cac ddt KM cd the hffdng tdi muc tieu Idi keo hanh vi mua sam, sff dung DV cua KH, gidi thieu mdt san pham mdi, kich thich trung gian phan phd'i chu y hdn nffa den HH cua doanh nghiep (DN), tang Iifdng hang dat mua... thdng qua do tang thi ph^n cua DN tren thi trffdng HH, DV

Luat Thu'dng mai quy dinh cac hinh thffc KM, bao gSm 8 hinh thffc KM (1) Difa hang hda mlu, cung ffng DV mau de KH dung thff khdng phai tra tien; (2) Tang HH cho KH, cung ffng DV khdng thu tien; (3) Ban hang, cung ffng DV vdi gia tha'p hdn gia ban hang, gia cung ffng DV trifdc dd, difdc ap dung trong thdi gian KM da dang ky hoac thong bao; (4) Ban hang, cung ffng DV cd kem theo phie'u mua hang, phie'u sff dung DV de KH du'dc hifdng mot hay mdt sd' Idi ich nha't dinh; (5) Ban hang, cung ffng DV cd kem phieu du' thi cho KH de chpn ngffdi trao thifdng theo the le va giai thifdng da cdng bd; (6) Ban hang, cung ffng DV kem theo viec tham dff cac chuTdng tnnh mang tinh may rui ma vide tham gia chffdng trinh gan lien vdi viec mua HH, DV va vide trung thffdng difa tren sff may m^n cua ngffdi tham gia theo the le va giai thifdng da cdng bd'; (7) To chffc chffdng trinh KH thffdng xuyen, theo dd viec tang thffdng cho KH can cff tren sd' Iffdng hoac tri gia mua HH, DV ma KH thffc hien dffdc the hien difdi hinh thffc the KH, phie'u ghi nhan sff mua hang hoa, DV hoac cac hinh thffc khac; (8) To chffc cho KH tham gia cac chffdng trinh van hda, nghe thuSt, giai tri va cac sff kidn khac vi muc dich KM; ngoai ra, TN cd the dffdc thffc hien KM cac hinh thffc khac ne'u dffdc cd quan quan ly nha nffdc ve thffdng mai chap thuan,

quy dinh HH DV dffdc KM, HH dich ddng de KM, quyen va nghTa vu cua TN thffc hien KM, thdng tin va each thffc thdng bao hoat dpng KM. Ngoai ra, Luat cdn quy dinh cac hanh vi bi cU'ra trong hoat ddng KM va bao dam bi mat thdng tin ve chffdng trinh, ndi dung KM dd'i vdi hinh thffc KM dffdc cd quan Nha nffdc cd tham quyen cha'p thuan.

<i><b>4. Ke't qua nghien ciSu </b></i>

<i>4.1. Ve chii the thifc hi$n KM </i>

Luat Thifdng mai 2005 (tai khoan 2 Dieu 88) quy dinh ve TN thffc hien KM gdm: TN trffc tiep KM HH, DV ma minh kinh doanh va TN kinh doanh DV KM thffc hien KM cho HH, DV cua TN khac theo thda thuan vdi TN dd.

Tuy nhien, do quy dinh ddi tffdng TN thifc hien KM la TN trffc tie'p KM HH, DV ma minh kinh doanh nen cac boat ddng KM ma trong dd cd nhieu hdn 1 TN ciing phd'i hdp thifc hien chung se gap vtfdng mac ve tinh phap ly. Cu the, tren thffc td' KM theo chffdng trinh tai cac sieu thi, trung tam thffdng mai dffdc thffc hien chu ye'u bdi td chffc kinh doanh sieu thi, trung tam thffdng mai trong do cd hang tram, hang nghin chung loai HH, DV do 1 hoac hang tram, hang nghin TN san xua't, cung cap. Hp khdng trffc tid'p KM HH, DV cua hp ma chi cd TN kinh doanh phan phd'i tap trung thilc hien theo nhu cau, chie'n Iffdc kinh doanh cua minh. Vi vay, viec xac dinh TN thffc hien KM theo dung nhif khai niem quy dinh gap rat nhieu khd khan. Dieu nay cung tffdng tff nhff trong cac trffdng hdp cac nha phan phd'i trung gian, cac dai ly trffc tiep thffc hien KM hoac thffc hien vai trd trung gian trong cac chffdng trinh KM cua cac cong ty cung cap san pham ban d^u. Vide khd xac dinh chinh xac TN thffc hien KM se dSn den nhffng khd khan, vffdng mac cho cac DN trong vide bach toan, quyet toan thue thu nhap DN, thue gia tri gia tang cung nhff trong viec thffc hien cac thu tuc hanh chinh.

De giai quye't van de tren, Nghi dinh so' 81/2018/ND-CP da md rong dd'i tffdng dffdc thffc hien boat dpng KM bao gdm ca TN phan phd'i cua TN san xua't kinh doanh HH, DV bang each dffa ra quy dinh cu the tai Khoan 1 Dieu 2 nhff sau: 'TN thffc hien KM, gom: a) TN san xua't, kinh doanh HH, DV trffc tie'p thffc hien KM hoac thffc hien KM thdng qua cac TN phan phd'i (ban budn, ban le, dai ly, nhu'dng quyen thffdng mai va cac TN phan phdi khac theo quy dinh cua phap luSt); b)

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TN kinh doanh DV KM thffc hien KM cho HH, DV cua TN khac theo thda thuan vdi TN dd "

<i>4.2. Ve HH, DV ddng de KM </i>

Dieu 93 Luat Thffdng mai 2005 quy dmh ve HH, DV dffdc KM nhff sau: (1) HH, DV dffdc KM la HH, DV dffdc TN sff dung cac hinh thffc KM dd xuc tie'n viec ban, cung ffng HH, DV dd; (2) HH, DV dffdc KM phai la HH, DV du'dc kinh doanh hdp phap. Ben canh do, Nghi dinh so' 37/2006/ND- CP cung khdng cd quy dinh cu the ve HH, DV du'dc KM ma chi quy dinh ve HH, DV dung de KM theo nghia san pham thdng thu'dng.

Tuy nhidn, thffc tien nhieu nam qua cho thS'y mot sd'loai hinh Idi ich nhff tien mat, lai suaL.. difdc sff dung kha phd' bid'n trong cac chffdng trinh KM vdi vai trd lam qua tang, thifdng (HH diing de KM) [4]. Do vSy, Nghi dinh sd 81/2018/ND-CP da bd sung quy dmh: Tiln cd thd dffdc sff dung nhff HH, DV phuc vu dung de KM ngoai trff trUdng hdp du'a b^ng mSu mien phi cho KH, tang HH, ban HH hoac cung cap DV th§'p hdn gia trffdc do dd dam bao tinh dieu chinh cac quan he xa hdi phat smh trong linh vifc KM. Qua do, trong trffdng hdp DN bd trd tai chinh cho DN, ca nhin kh^c bang tidn, cd rui ro day se hi coi la mot boat ddng KM va phai thdng bao trffdc khi thffc hien.

Mat khac, Nghi dinh sd 81/2018/ND-CP cung du'a ra quy dmh han che mdt so' HH, DV khdng dffdc KM bao gdm rffdu, xd sd', thud'c la, sffa thay the' sffa me, thud'c chifa benh cho ngffdi (trff trffdng hdp KM cho TN kinh doanh thuoc) nham ddng bd hda, tranh sff chdng cheo trong cac van ban phap luat chuyen nganh.

<i>4.3. Ve han mdc gid tri toi da dung de KM </i>

Vdi quan diem xua't phat tff chu trffdng quy dinh vd han mffc gia tri td'i da dung de KM theo hifdng nham han cbd' sif canh tranh khdng lanh manh tren thi tru'dng, Luat Thffdng mai va Nghi dinh so' 37/2006/ND-CP theo dd da tao ra mdt gidi ban, dmh mffc 50% ve gia tri diing de KM (kd ca mffc giam gia) cho hlu he't ta't ca cac hoat ddng KM cua TN.

Thffc ddn boat ddng KM cho tha'y didu nay da va dang di ngffdc lai vdi tinh hinh phat tridn cua hoat dpng kinh doanh, thffdng mai, v6 hinh chung tao thanh rao can cho chinh boat ddng KM chinh dang cua DN, cung cd nghia gian tie'p anh hffdng dd'n quydn Idi cua ngffdi tieu dung, cua KH trong

cac chffdng trinh KM tai Vidt Nam do bi han che vd cd hpi Cling nhff gia tri phIn qua tang, thffdng mS minh cd thd nh|ln du'dc. Mat khac, tren thd' gidi hien nay tai rat nhidu qudc gia hang nam thffdng cd nhffng giai doan, thdi didm, thang ma trong do boat dpng KM dffdc td chffc mot each ddng bO, tdng thd, rdng khap ca mdt vung, qud'c gia vdi nhffng mffc gia tri difdc diing KM cd thd len tdi gan 100% tuy theo kha nang cua DN.

O Vidt Nam, trong nhffng nam qua cung da cd mdt sd' dia phifdng da phat ddng cac chffdng trinh thang KM cd ho trd cho viec td chffc va tham gia chffdng trinh. Cac boat ddng ho trd tff phia dia phifdng cung chi tSp trung vao vide quang ba, bd trd cdng tac truyen thdng. Mdt sd' it trffdng hdp nhff Ha Ndi, TP. Hd Chi Minh dffdc ngan sach tinh ca'p kmh phi dd hang nam td chffc Id phdt ddng thang ban bang KM, giam gia. Tuy nhien, khd khan, vffdng mac chu yeu ma cac dia phffdng gap phai khi td chffc, phat ddng ciia chifdng trinh KM nhif thang KM, mua mua sam la quy dmh khdng dffdc giam gia qui 50%, dSn den da sd' cae DN chffa tha'y sijf khac biet, bS'p dan dd tham gia nhieu. [6]

De thao gd vffdng mac cho cae dia phffdng va DN, Nghi dinh sd 81/2018/ND-CP cho phep DN dffdc KM vdi mffc giam gia tdi da cua HH, DV la 100%, thay vi chi gidi han 50% nhff trffdc day. Dd la cac trffdng hdp: Cac chifdng trinh KM t§p trung (gid, ngay, tuan, thang, miaa KM); Cac hoat ddng KM trong khudn khd cac chffdng trinh, boat ddng XTTM do Thu tffdng Chinh phu quydt dinh. Tuy nhien, viec ap dung ban mffc giam gia td'i da khi thifc hien KM giam gid dffdc loai trff ddi vdi: (i) HH DV khi thifc hien chinh sdch binh dn gia cua Nha nffdc; (ii) Hang thffc pham tifdi sd'ng; (iii) HH, DV trong trffdng hdp DN pha san, giai thd, thay ddi dia didm, nganh nghe san xua't, kinh doanh

<i>4.4. Ve cdc hinh thiic KM </i>

Nhff da trinh bay d tren, Luat Thffdng mai 2005 quy dinh ve 8 hinh thffc KM, trong khi do, vdi sif phat tridn nhanh chdng va da dang effa ndn kinh te, cua thi trifdng san xua't, kinh doanh, each thffc va phffdng thffc thffc bidn cae hoat ddng KM ciia DN cung theo dd ngay c^ng phat tndn sdi dpng, phong phu va da dang hdn r^'t nhieu. Cd nhffng DN sff dung each thffc chiet kbd'u ban hang, ehiet khsfu thanh toan, chiet kha'u thffdng mai, thffdng theo doanh so', viet bai dff thi qua internet nhan qua

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tang, ehdi game tich diem dd tang qua, ban hang Iffu ddng kem theo viec ihffc hien cung ffng san pham cd gia tha'p hdn thi trffdng, ddi HH cu lay mdi, dau gia ngffdc, tham gia dff doan ket qua cac sff kien trung thffdng, KM ket hdp nhieu hinh thffc cung liic... Tuy nhien, neu dd'i chieu vdi 8 hinh thffc KM dffdc quy dinh trong Luat Thffdng mai 2005 thi klidng dffdc hoac khd dffdc xep vao ba't ky hinh thffc KM nao.

Chinh vi vay, dd kip thdi dieu chinh mot sd hinh thffc KM khac dang diin ra kha phd bien hien nay Nghi dinh sd 81/201S/ND-CP da bd sung quy dinh ve KM HH DV ed sff dung internet ddi vdi TN cung cap DV san giao dich dien tff, website dien tff tai Dieu 15: "KM HH, DV ma qua trinh thffc hien cd sff dung internet, phu'dng tien, thiet bi dien tff, ffng dung cdng nghe thdng tin".

*Ve quy djnh nhan dien hinh thffc KM tang HH cho KH, cung ffng DV khdng thu tien, Neu nhff Nghi dinh sd 37/2006/ND-CP quy dinh ve hinh thffc KM "tang HH cho KH, cung ffng DV khdng thu tidn; khdng kem theo vide mua, ban HH, cung ffng DV", trong mdt so trffdng hdp da gay khd khan cho viec nhSn didn hinh thffc KM "dffa hang boa mau, cung ffng DV man de KH dung thff khdng phSi tra tien" bdi khi TN dung hang hda, DV ma minh dffdc kinh doanh hdp phap dd phat tang KH ma khdng kem theo hanh vi mua ban thi khi nao la hang mau, khi nao la qua tang? Mat khac, viec quy dinh trong Nghi dinh sd' 37/2006/ND-CP da khdng the hien dffdc muc dich quan trong cua viec tang HH dd la dung gia tri cua qua tang dd thu hut KH mua hang hda, DV cua TN, bdi vi vdi cung loai hang hda ed cha't Iifdng tffdng dffdng KH se cd tam Ii mud'n chpn mua hang hda dang dffdc KM.

De dat dffdc mot trong hai van dd neu tren, Nghi dinh sd 81/2018/ND-CP da bd sung them each thffc "Tang HH, cung ffng DV khdng thu tien cd kem theo viee mua ban HH, cung ffng DV" (Khoan 2 Dieu 9).

*Ve quy dinh ve tong thdi gian thife hien dd'i vdi hinh thffc KM giam gia. Nghi dinh sd 81/2018/ND-CP da nang tdng thdi gian thffc hien KM ddi vdi hinh thffc giam gia, cu the: Tdng thdi gian thffc hien KM bang hinh thffc giam gia dd'i vdi mdt loai nhan hieu HH, DV khdng dffdc vffdt qua 120 ngay trong mdt nam. khong bao gdm thdi

gian thffc hien KM cua cae chu-dng trinh KM bang hinh thffc giam gia trong khudn kho cac chffdng trinh KM tSp trung va cac chffdng trinh, hoat ddng XTTM do Thu tffdng Chinh phu quyet dinh (Khoan 5, Dieu 10). Nhff vay, tdng thdi gian thffc hien ddi vdi hinh thffc KM giam gia keo dai hdn so vdi quy dinh trong Nghi dinh sd 37/2006/ND-CP la 30 ngay, dieu nay la phu hdp vdi thffc tien thffc hien hinh thffc KM giam gia cua cac TN.

Ngoai ra, trong quy dinh ciia Nghi dinh sd 37/2016/ND-CP ciing cho tha'y giffa cac hinh thffc KM thi cae ndi dung quy dinh cung khdng dong bp nhff ed cac hinh thffc KM thi quy dinh ban ehd ca ve han mffc td'i da dung de KM va thdi gian thffc hien KM (KM giam gia - Dieu 9 Nghi dmh, KM mang tinh may nii: Tong thdi gian thffc hien KM dd'i vdi mot loai nhan hieu hang hda, DV khdng dffdc vffdt qua 180 ngay trong mot nam, mot chffdng trinh KM khdng dffdc vifdt qua 90 ngay -Dieu 12 Nghi dinh) trong khi cac binh thffc khac lai khdng quy dinh han che ve thdi gian thffc hien KM. Viec quy dmh khdng ddng bd nhff vay dan den sff khdng rd rang ve quan diem quan ly nha nffdc, gay khd hieu cho ca cac cd quan quan ly nha nu'dc Ian cdng ddng DN, gay khd khan trong cdng tac theo ddi, giam sat va quan ly ve thdi gian thffc hien KM trong thffc td cua cac cd quan quan ly Nha nffdc ddi vdi hoat ddng DN. Do do, tai Nghi dinh sd 81/2018/ND-CP da Iffdc bd di quy dinh ve thdi gian thffc hien KM trong chffdng trinh KM mang tinh may rui. Nhff vay, trong quy dinh phap luat ve KM hien nay chi cd duy nha't hinh thffc KM giam gia ed quy djnh han che' ve thdi gian thffc hien KM.

<i>4.5. Ve mQt so noi dung lien quan den thu tuc hanh chinh ve KM </i>

Nghi dinh sd' 81/2018/ND-CP cd hieu Iffc giai quyet nhffng vffdng mSc, bat cap trong cac quy dinh trffdc day ve viec to chffc tie'p nhan, xff ly cac thu tuc hanh chinh lien quan de'n ITnh vffc XTTM (sff khdng ro rang va tinh rffdm ra, phffc tap ciia cac hd sd, bieu mSu dffdc hffdng dSn tai khoan 2 Didu 16 Nghi dinh sd 37/2006/ND-CP va tai khoan 4 Thdng tff sd' 07/2007/TTLT-BTM-BTC) va ndi long kha nhieu thu tuc dang ky KM cho DN, cu thd: Trffdng hdp DN ed chffdng trinh khuyen mai cd tdng gia tri giai thu'dng dffdi 100 trieu ddng, TN khdng phai thdng bao cho Sd Cdng

38 So 8-Thdng 5/2019

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Thffdng dia phffdng, ma dffdc linh hoat thffc hien ngay; Thii tuc thdng bao hoat ddng KM dffdc gffi de'n Sd Cdng Thffdng cung dffdc riit ngSn td'i thieu trffdc 3 ngay lam viec (trffdc khi thffc hien khuyen mai) thay cho 7 ngay lam viec trffdc day; Giam thdi ban xac nhan hd sddangky chifdng trinh KM eiia cd quan Nha nffdc cd tham quyen tff 7 ngay lam viec xud'ng cdn 5 ngay lam viec; Dae biet, cac ca nhan kinh doanh thffdng mai dien tff, ban hang qua cac san nhu" Lazada, Sendo hay Tiki.. khi thffc hien khuydn mai khdng phai thdng bao de'n Sd Cdng Thffdng ma tff chiu trach nhiem; Bd sung ndi dung ve cac ben tham gia KM Hen ke't vao ndi dung thdng bao KM.

<b>5. Mpt so'danh gia va de xuS^t </b>

Nghi dinh sd 81 /2018/ND-CP cd hieu iffc ngay 15/7/2018 thay the Nghi dinh sd 37/2006/ND-CP da tao ra mdt "bffde rut re" 131 nhffng cd y nghTa cho boat ddng XTTM ndi chung va boat ddng KM ndi rieng:

r/iM-n/ifl'r, Nghi dinh sd 81/2018/ND-CP mac du vSn duy tri tr^n KM d mffc 50% nhffng md ra trffdng hdp ngoai le cho phep KM len den 100% khi DN thffc hien KM theo chffdng trinh do cd quan nha nffdc chii tri td chffc hoac trong cac ngay nghi le va 30 ngay trffdc tdt am lieh. Quy dinh ngoai Id nay da giup cac DN ed them khdng gian dd cd the thffc hien cac chffdng trinh KM phuc vu KH, nhffng van chffa thffc sff trao quyen tff chii cho DN, van ed sff can thiep tffdng ddi Idn eiia Nha nffdc vao boat ddng KM.

Va'n de nay da phan nao gd bd rao can ve quyen tff do kinh doanh ciia cac doanh nghiep, dac biet la cac DN nhd, DN mdi gia nhap thi trffdng nham thu hut KH, phat trien thi trffdng va gia tang thi phan. Tuy nhien, neu la viec KM ciia DN Idn, chiem thi phan dang ke tren thi trffdng ma cd the anh hffdng tdi canh tranh (cd' tinh KM sau de loai bd dd'i thii canh tranh, sau dd nang gia trd lai va kidm soat thj trffdng) thi da cd cac cdng cu kidm soat eiia Luat Canh tranh. Nhffng trffdng hdp cdn lai viec KM chi mang lai Idi ich cho ngffdi tieu dung, do dd cae quy dinh ngan ca'm khong can thiet nhff vay se la yeu to' can trd tff do thffdng mai, khdng thuc day, khuye'n khich canh tranh. Mat khac, viec xac dinh dung gia HH, gia cung ffng DV trffdc thdi gian KM, tff dd xac dinh mffc giam gia cd vffdt qua quy dinh cua phap luat hay khong la

rat khd. Ddng thdi, phap luat ciing khdng quy dinh cu the nguyen tac, tieu chi xac dinh ban mffc gia tri to'i da dung de KM. Dieu nay ed nghia la, tinh kha thi cua quy dinh nay khdng cao va tao ra nhffng phffc tap khdng can thiet. Chinh vi vay, cae quy dinh ve han mffc td'i da gia tri diing dd KM va thdi gian KM la khdng can thiet va nen dffdc bai bo. Can quy ve mdt md'i, dd la chi can thdng qua Luat Canh tranh de ngan ngffa ta't ca cac hanh vi canh tranh khdng lanh manh.

<i>Thd hai, mac du Nghi dinh sd 81/2018/ND-CP </i>

da bd sung them each thffc "Tang HH, cung ffng DV khdng thu tien ed kem theo viec mua ban HH, cung ffng DV", tuy nhien de phan biet trong tru'dng hdp neu TN dung HH, DV ma minh dffdc kinh doanh hdp phap de phat qua tang khdng thu tien cua KH, khdng kem theo hanh vi mua ban thi khi nao la hinh thffc hang mau, khi nao la hinh thffc tang qua? Neu la hang mlu, TN khdng phai thffc hien bat cff quy dinh n^o ve han mffc KM, ne'u la qua tang thi phai thifc hien quy dmh ve ban mffc td'i da gia tri hang hda dung dd KM. Chinh vi vay, can bd sung them tieu chi phan biet hinh thffc KM "dffa hang hoa mlu, cung ffng DV mSu de KH dung thff khdng phai tra tien" vdi hinh thffc KM "tang hang hoa cho KH, cung ffng DV khdng thu tien" theo hffdng chi nen quy dmh viec tang qua kem theo viec mua ban HH, sff dung DV. Cdn lai, cae trffdng hdp dffa HH cho KH khdng thu tien se du'dc coi la hinh thffc hang mau. Tuy nhien, sff phan biet nay se khdng edn can thiet neu nhif quy dmh ve han mffc td'i da gia tri HH, DV dung de KM dffdc bai bo.

<i>Thd ba, can bo sung quy dinh ve trach nhiem </i>

ca nhan ciia TN hoac ngffdi dai dien hdp phap cua TN va trach nhiem ca nhan ciia ngffdi dffdc giao td chffc chffdng trinh KM, tff do dam bao tinh trung thffc ve giai thffdng va chpn ngffdi trung thffdng trong chffdng trinh KM mang tinh may riii. Thffc te, mac du phap luat hien hanh da quy djnh nghia vu trung thifc cua TN trd thanh mot trong nhffng nguyen tac thifc hien KM, tuy nhien tinh trang thieu khach quan hay gian Ian trong viec chon ngffdi trung thu'dng van xay ra. Chinh vi vay, phap luat can bd sung quy dinh budc TN hoac ngffdi dai dien hdp phap cua TN, ngffdi dffdc giao trach nhiem hinh sif ve hanh vi gian Ian, lifa dd'i KH trong chffdng trinh KM •

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<i><small>6. TTXVN (2017), Thdng Khuyen mgi Hd Ndi 2017: Co 3.000 clnfOng trinh khuyS'n mgi. hvietnam. vn </small></i>

htlp://llioibaotaichm-Ngay nhan bai: 7/4/2019

Ngay phan bien danh gia va su'a chffa: 17/4/2019 Ngay cha'p nhan dang bai: 27/4/2019

<i>Thong tin tdc gid: 1. ThS. AU THI DIEU LINH </i>

2. ThS. NGUYEN QUANG HUY

B$ mon Luat Kinh te, Khoa Quan ly - Luat Kinh te',

Trffffng Dai hpc Kinh te'va Quan tri kinh doanh, Dai hpc Thai Nguyen

NEW POINTS IN REGULATIONS ON PROMOTION ACTIVITIES OF VIETNAM

<b>• M S c A U THI DIEU LINH </b>

<b>• MSc, NGUYEN QUANG HUY </b>

Department of Law Economic, Faculty Adminitrastion - Low Economic, Thai Nguyen University of Economics and Business Administration ABSTRACT:

Sales promotion is a trade proinotion activity that is effectively used by traders to attract customers to use their goods and services. On May 22, 2018, the Government issued Decree No. 81/2018/ND-CP on trade promotion activities which replaced the Decree No. 37/2006/ND-CP. The Decree No. 81/2018/ND-CP introduces many new regulations related to trade promotion activities. This article focuses on clarifying the theoretical basis of sales promotion and promotion law and comparing the Decree No. 81/2018/ND-CP with other previous decrees to points out new points of the Decree 81/2018/ ND-CP. This article also analyzes and evaluates the new points of the Decree 81/2018/ ND-CP and proposes some solutions to improve the effectiveness of Vietnam's law on promotion.

Keywords: Law, promotion activities. Decree No. 81/2018 / ND-CP.

So8-Thang5/20i9

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