Responsibilities of sellers in livestream sales activities

Legal Consulting Office of Lao Dong Newspaper answers:

Article 23 of the Law on E-commerce (effective from July 1, 2026) stipulates the responsibilities of sellers in livestream sales activities as follows:

1. Before performing livestream sales, the seller must provide the livestream seller with the following proof documents:

a) Documents proving that they meet business investment conditions for conditional business investment industries and occupations before livestreaming sales;

b) Documents proving to meet the quality of products and goods according to the provisions of law on product and goods quality.

2. For goods and services, according to the provisions of law, there must be a written confirmation of the advertising content before advertising, the seller provides a written confirmation to the platform owner and the livestream seller before performing livestream sales. The livestream sales content must be consistent with the confirmed advertising content.

3. Stop cooperation, stop streaming, remove displayed information immediately upon detection or at the request of competent state agencies regarding law violations.

Thus, from July 1, 2026, sellers in livestream sales activities have the above responsibilities.