From July 1, 2026, the Commercial Law (amended) officially takes effect. This Law stipulates policies on e-commerce development; e-commerce platform and responsibilities of organizations and individuals in e-commerce activities; e-commerce with foreign elements.
At the same time, regulations on the responsibilities of organizations providing e-commerce support services; applying technology in management and handling violations in e-commerce.
This law also stipulates the responsibilities of the administrator of the e-commerce platform in livestream sales activities.
Accordingly, it is necessary to publicize the regulations on livestream sales activities on e-commerce platforms, which include control and prevention measures.
There is a mechanism to receive and resolve feedback, requests, and complaints from viewers in livestream sales activities and ensure that viewers implement this mechanism throughout the livestream sales process and after the livestream sales ends.
There is a tool that allows livestream sellers to display warning content when livestreaming for goods and services that are at risk of causing unsafety, adversely affecting the lives, health, and property of buyers according to the provisions of law.
Implement the electronic authentication of the identity of the livestream seller in accordance with the provisions of this Law, the law on identification and electronic authentication before allowing livestream sales.
In case the livestream seller is a foreigner, their identity is verified through legal documents.
Requesting sellers to provide written confirmation of advertising content for goods and services that the law stipulates must have written confirmation of advertising content before allowing livestream sales.
The law stipulates that it is necessary to stop streaming, remove displayed information, and links immediately upon detection or at the request of competent state agencies in the following cases:
Livestream content selling goods violates the law or has language, images, costumes, behaviors contrary to social ethics, fine customs and traditions;
Livestream sales for goods banned from circulation and goods that are temporarily suspended from circulation in the market at the request of competent state agencies; goods and services banned from advertising according to the provisions of law on advertising;
Livestream sales content for goods and services that the law stipulates must have a written confirmation of advertising content when there is no written confirmation of advertising content issued by a competent state agency.
Along with that is storing and ensuring access to information and data about images and sounds of livestream sales activities for at least 1 year from the time of starting broadcasting.
