The MOIC Launches a Digital Consumer Complaint App

On 16 July 2026, the Ministry of Industry and Commerce (“MOIC”) officially launched a consumer complaint app, providing consumers with a new digital channel for submitting complaints.

The app is called “SIENG”, which translates to “Voice of the Consumer” and also stands for five consumer protection principle—Safety, Information, Empowerment, Non-Discrimination, and Good Governance. Working alongside the existing 1510 consumer hotline, the app is available 24 hours a day and allows consumers to submit complaint details, receive notifications, and upload photographs, videos, invoices, and other supporting evidence for review by the authorities.

The app was developed with support from the UK government, through the ASEAN-UK Economic Integration Programme, and GIZ.

The MOIC’s Department of Internal Trade clarified on its Facebook page that the SIENG app is currently available only on iOS, with an Android version to follow.

Digital access to existing consumer rights

The SIENG app provides a practical digital entry point to the rights and remedies already established under the Law on Consumer Protection No. 02/NA dated 30 June 2010 (the “Law”). Under the Law, consumers have the right to receive accurate information, to be protected from risks to life, health, and property, to claim compensation for damage caused by substandard goods or services, and to report unlawful business conduct to the relevant consumer protection authority.

Suppliers must ensure that their goods and services meet applicable quality and safety standards, provide accurate information, accept responsibility for damage caused by substandard goods or services, comply with their contracts and labelling requirements, and cooperate with the relevant authorities.

How complaints are handled under the Law

Consumers are encouraged to first attempt to resolve any issues directly with the supplier. After receipt of a consumer’s complaint, the supplier must respond within three days and resolve the issue within seven days from the response. If the matter is not resolved, the consumer may use another dispute-settlement method.

Consumers can also request an administrative remedy from the relevant consumer protection authority, which can now be done online through the SIENG app. The complaint should be supported by evidence of the transaction and of the supplier’s conduct or contractual breach. The SIENG app’s document upload function will make it easier for consumers to provide this evidence in a single digital submission.

After receiving a complaint, the relevant authority must invite the supplier to provide an explanation within 10 working days. The supplier then must clarify the complaint within seven days after receiving the invitation, and the authority must issue its decision within 30 days after receiving the supplier’s clarification. Where the supplier is found to be in violation, the decision may require performance of contractual obligations, compensation to the consumer, or remedial action.

What businesses should do

The launch of the SIENG app does not change the substantive rights and procedures under the Law, but it makes the complaint process more accessible and more evidence-based. Businesses should therefore treat consumer complaint management as an important part of their regulatory compliance and customer-service systems. We suggest that businesses supplying goods or services to consumers:

• Maintain a clear internal process for receiving, escalating, and resolving consumer complaints within the statutory timeframes.
• Retain invoices, contracts, product information, labels, advertising records, customer communications, and other documents that may be needed to respond to a complaint.
• Assign staff to be responsible for responding promptly to consumers and to requests from the consumer protection authorities.
• Review product information, contractual terms, after-sales support, refund procedures, and compensation processes for compliance with the Law.

VDB Loi can assist businesses in reviewing their consumer-facing practices, contractual documentation, product information, and internal complaint-handling procedures. Should you have any questions or require assistance in relation to the above, please contact the undersigned or your usual VDB Loi adviser.