The 2025 Law on E-commerce officially takes effect from July 1, 2026, applicable to domestic and foreign organizations and individuals participating in e-commerce activities in Vietnam. In which, online sellers, livestream sellers and linked marketing implementers need to pay attention to the new points below.
Livestream sales must provide licenses and papers
Before conducting a livestream sale, the seller must provide the following proof papers to the livestream seller:
- Documents proving that they meet business investment conditions for conditional business investment industries and occupations before livestreaming sales;
- Documents proving that they meet the quality of products and goods according to the provisions of law on product and goods quality.
For goods and services, according to the provisions of law, there must be a written confirmation of advertising content before advertising, the seller provides a written confirmation to the platform owner and the livestream seller before conducting livestream sales. Livestream sales content must be consistent with the confirmed advertising content.
Responsibilities of livestream sellers
- Provide information to the administrator of the e-commerce platform to serve the verification of the identity of the livestream seller.
- Implement according to the livestream sales operating regulations that have been publicly announced on the platform during the livestream sales process.
- Refuse to cooperate when the seller does not provide complete information specified in Clause 1 and Clause 2, Article 23 of this Law.
- Do not provide false or misleading information about the use, origin, quality, price, promotional policies, warranty and other contents related to goods and services.
- Implement advertising content that has been confirmed by a competent state agency for goods and services according to the provisions of law that must confirm advertising content.
- Do not use language, images, costumes, behaviors that are contrary to social ethics, fine customs and traditions during livestream sales.
- Stop cooperation, stop streaming, remove displayed information immediately upon detection or at the request of the seller or at the request of a competent state agency regarding illegal acts.
Responsibilities of linked marketing performers
Before implementing linked marketing, the linked marketer in e-commerce performs the following responsibilities:
- Providing information to organizations and individuals providing linked marketing services to serve identity verification;
- Refusing to conduct linked marketing on digital platforms that have been publicly notified by competent state agencies of violations of the law on national security, order, social safety or on digital platforms doing business in a multi-level manner without a certificate of registration of multi-level marketing activities;
- Refusing to implement linked marketing associated with content that uses language, images, costumes, behaviors that are contrary to social ethics and fine customs.
For access paths, introduction codes or similar methods that have been established, affiliated marketers in e-commerce perform the following responsibilities:
- Remove links for goods and services that violate the law or at the request of competent state agencies;
- Providing information on linked marketing activities in e-commerce at the request of state management agencies on e-commerce.
