A brand ambassador contract is a specific type of commercial agreement in which the promoter - often an influential individual - acts on behalf of and promotes the image of a brand. However, current Vietnamese law does not provide specific provisions governing this type of contract, leading to challenges in the formation, execution, and protection of the parties’ rights - particularly those of the promoter. In practice, the application of general provisions of the Civil Code and the Law on Commerce may lack clarity and comprehensiveness, especially in cases involving personal rights. This article analyses certain distinctive legal features of brand ambassador contracts, focusing on legal challenges in protecting the rights of the promoter, and draws upon legislative experiences from selected countries. Based on this analysis, the article proposes directions for legal reform to ensure a fair balance of interests and provide a transparent legal framework for parties engaged in such contractual relationships.
