Starting from July 1, the Law on E-commerce (amended) officially takes effect. One of the notable contents is the regulation on the responsibilities of livestream sellers in Article 24.
Accordingly, the livestream seller is responsible for providing information to the owner of the e-commerce platform to serve identity verification.
Livestream sellers must comply with the livestream sales operating regulations that have been publicly announced on the platform during the streaming process.
Notably, livestream sellers must refuse to cooperate when sellers do not provide complete information and documents as prescribed in Article 23 of the Law on E-commerce (amended).
In addition, livestream sellers are not allowed to provide false or misleading information about the use, origin, quality, price, promotional policies, warranty and other content related to goods and services.
For goods and services that are required by law to confirm advertising content, the livestream seller must perform the advertising content that has been confirmed by a competent state agency.
The law also stipulates that people who livestream selling goods are not allowed to use language, images, clothing or have behaviors that are contrary to social ethics, fine customs and traditions in the process of streaming sales.
In addition, livestream sellers must stop cooperating, stop streaming and remove displayed information immediately when detected or at the request of the seller, or at the request of a competent state agency regarding illegal acts.
Regarding the responsibility of sellers in livestream sales activities, Article 23 of the Law on E-commerce (amended) stipulates that before conducting livestream sales, sellers must fully provide livestream sellers with documents proving that they meet business investment conditions for conditional business investment industries and professions.
Sellers must also provide documents proving that products and goods meet quality requirements according to the provisions of law.
For goods and services that the law stipulates must have a written confirmation of advertising content before advertising, the seller must provide a written confirmation to the platform manager and the livestream seller before conducting the livestream. The sales content in the livestream must be consistent with the confirmed advertising content.
The law also requires sellers to stop cooperating, stop streaming and remove displayed information immediately upon detection or at the request of competent state agencies for violations of the law.
