Livestream sales has a clear legal framework...
With the "explosion" of e-commerce, livestream sales quickly became a large market. From individuals to KOLs, KOCs and famous artists, everyone participates in livestream sessions every day, bringing in huge revenue. However, there are also many scandals such as over-advertising, poor quality products, and even consumer fraud.
As a livestream expert on e-commerce platforms, Ms. Dang Minh Thao (Cau Giay, Hanoi) said that when reading the scandal cases, she was both upset and worried. "Expl bad behavior of some people has tarnished the image of the livestream profession. Worrying because without a legal framework, all livestreamers, even if doing well, could be seen with suspicious eyes" - Ms. Thao said.
In that context, the National Assembly passed the Law on E-commerce on the morning of December 10, 2025 (the Law takes effect from July 1, 2026) with regulations to tighten the responsibility of sellers, livestreamers, and e-commerce platforms. Ms. Minh Thao's first reaction when knowing that she had to authenticate her identity using VNeID before livestreaming to sell products was not fear, but relief.
identity authentication via VNeID helps move livestream sales activities from a free state to responsible sales. When the identity is clearly verified, livestreamers will consider more carefully the content they say and the products they sell. Cases of "exaggeration", "inflating publications", and selling goods of unknown origin will hardly last long" - Ms. Thao said.
According to Ms. Minh Thao, identity authentication will force livestreamers to take an additional step of initial procedures. However, if the authentication process is designed to be simple, only done once or in a certain cycle, and no re-authentication is required before each livestream session, it will not be affected.
"I hope the State will soon have clear, unified and accessible instructions. In particular, it is necessary to clarify what livestreamers are allowed to do, what obligations and legal responsibility, as well as the line between valid promotional content and violations" - Ms. Thao hopes.
Strong tools to trace and handle trade fraud
From an expert's perspective, Mr. Nguyen Dang Sinh - Chairman of the Vietnam Association for Anti-Counterfeiting and Brand Protection - said that previously, e-commerce activities were regulated by Decree 85/2021/ND-CP of the Government amending and supplementing a number of articles of Decree 52/2013/ND-CP, but this Decree did not keep up with the development of e-commerce and did not have effective management solutions, so commercial fraudsters took advantage.
Mr. Nguyen Dang Sinh said that the new Law on E-commerce is an important step forward. The new point he highly appreciated was the regulation requiring sellers and livestreamers to be identified via VNeID: Connecting identities with national population databases allows management agencies to easily trace the origin of sellers when there are violations. This is a powerful tool to handle subjects selling counterfeit goods and goods violating intellectual property rights".
According to Mr. Sinh, with this regulation, individuals or organizations that intend to do business in counterfeit, poor quality or violate the law will face a major obstacle of not being able to hide their true identities. livestreamers cannot blame the seller or platform for the legality of the product or the seller, but must check all documents proving the quality of the product and goods before livestreaming to sell.
Improving the effectiveness of preventing counterfeit goods early
A representative of Lego Group Vietnam said that the biggest challenge at present is the widespread situation of products violating intellectual property rights, from illegal use of Lego logos to copy of designs and packaging.
According to this person, every year Lego launches thousands of products with short life cycles and constant changes, making it almost impossible to register the copyright for each model.
From the platform's side, Shopee representatives admitted that the "esecuting" behavior of sellers is increasingly sophisticated. Not only does the logo be obscured or distorted, many subjects also increase the listing price abnormally, constantly changing the image to make it difficult for the control system and the review team to review violations.
To cope, Shopee is developing a new system that applies large language models (LLMs) with self-study capabilities. When receiving edited images, the model can look up training data, compare with similar cases and make an assessment of whether the content is a violation or not. The technology is expected to be deployed in 10 markets, including Southeast Asia, Brazil, Colombia, Chile and Mexico, to improve the detection and prevention of counterfeit goods early.
Mr. Nguyen Ngoc Hoi - Deputy Director of the Department of Culture and Sports of Ho Chi Minh City - said that content creators play an important role in promoting e-commerce, supporting businesses and creating momentum for the economy. To facilitate this force's access to rich, accurate and reliable information sources, Ho Chi Minh City will implement many support activities in the coming time.
Accordingly, the Department of Culture and Sports is building a mechanism to help KOLs exploit authentic, certified information sources, and at the same time studying to expand access to information similar to reporters, to help creators access the scene, grasp developments and produce quality, in-depth content.
