On the morning of December 10, with 444/446 delegates present in agreement, the National Assembly passed the Law on E-commerce. Incorporating the opinions of many National Assembly deputies, the drafting agency has clearly defined the responsibilities of each subject involved in the livestream sales process (including sellers, livestreamers and platform owners) to enhance information transparency, enhance legal responsibility of the parties and create a basis for inspection, supervision and handling of violations.
Accordingly, the regulation on identifying sellers on the platform is built on the basis of exploiting the national electronic identification and authentication system (VNeID) to contribute to cleaning the e-commerce market and limit counterfeit goods and goods that violate intellectual property rights through the ability to track sellers, while effectively supporting tax management and preventing state budget losses.
For e-commerce platforms, livestream sellers must authenticate their identities according to identification regulations. That is, they need to authenticate according to the national population database or use an electronic identification and authentication system (VNeID). In case the livestream seller is a foreign national, they need to authenticate their identity through legal documents.
livestreamers must also provide information to the owner of the e-commerce platform to authenticate their identity. They must refuse to cooperate when the seller does not provide complete information, including documents proving the quality of the products and goods. At the same time, they are not allowed to provide false or confusing information about the uses, origin, quality, price and other contents related to goods and services.
dealers are also not allowed to use language, images, clothes, or behavior that is against social ethics or strictly professional in the live session. They must stop cooperation and broadcast, remove displayed information when they self-detect violations or receive requests from management agencies.
Platforms must also publicize the regulations on livestream sales activities, including control and prevention measures; need to store image and audio data for livestream sales for at least 1 year.
These regulations were issued in the context that recently, many social media users, including famous artists and KOLs, have introduced, invited, and advertised products, goods, and services that are not of good quality, causing frustration for many consumers. Some individuals were arrested on charges of defrauding customers.
