Delegates propose classifying streamers and livestream sessions with high revenue for management

Commenting on the draft Law on E-commerce on the afternoon of November 13 at the National Assembly, delegate Hoang Thi Thanh Thuy ( Tay Ninh delegation) assessed that the provisions in the draft Law have relatively fully defined the responsibilities of the three main entities in livestream sales activities, including sellers, livestreamers and platforms.

However, when compared with some real-life situations - such as cases of celebrities livestreaming to sell poor quality products, exaggerating the effects of functional foods, or using virtual seeding techniques to manipulate buyers' trust - there are still some gaps that need to be clarified to increase the law's feasibility.

Specifically, delegates assessed that the draft has not clarified the mechanisms for pre-broadcast control of items that pose a risk to public health.

The regulation on storing livestream data for at least 1 year may not be enough to ensure when disputes arise or when handling prolonged violations. In addition, the draft Law has not clearly stated the right of consumers to access livestream recordings in case of disputes and has not clearly stipulated the responsibility to provide recordings upon request of the management agency.

In case the livestreamer provides information that exceeds the confirmed advertising content, there is no separate handling mechanism, especially joint responsibility with the seller.

In addition, the platform is currently only bound by the obligation to remove infringing content, and there are no regulations related to controlling the algorithm that recommends prioritizing livestream display. Delegate Thuy assessed that this is a factor that is believed to create the effect of enticing customers to buy according to the virtual crowd.

To ensure the draft is more consistent with the rapidly evolving reality of livestream commerce, delegate Hoang Thi Thanh Thuy proposed adding a pre-live control mechanism for livestream sessions advertising special uses for products that affect health such as functional foods and cosmetics.

National Assembly Delegate Hoang Thi Thanh Thuy. (National Assembly Media Photo).

National Assembly Delegate Hoang Thi Thanh Thuy. ( National Assembly Media Photo).

“Sellers or livestreamers need to provide product profiles to e-commerce platforms for conditional review,” delegate Thuy proposed.

Along with that, it is necessary to clarify the joint responsibility of the livestreamer in case of providing information that exceeds or is incorrect compared to the product profile provided by the seller, along with additional handling measures such as banning livestreaming for a certain period of time.

Extend the storage period of livestream data to a minimum of 2 years and stipulate the obligation to provide recordings, comments, and evidence of closing the order to consumers or competent authorities in case of disputes or investigation requests.

It is necessary to add the obligation for the platform to publicly disclose the criteria for displaying livestreams, control virtual seeding comments, and have a mechanism to warn when detecting abnormal interaction traffic.

“It is possible to consider classifying influential livestreamers or livestream sessions with large revenues to apply a stricter control mechanism, similar to what some countries have been doing,” said delegate Thuy.

Also giving comments on the issue of livestream management, delegate Nguyen Thi Viet Nga ( Hai Phong delegation) said that it is necessary to review other obligations that each entity must comply with in livestream activities to ensure the rights of all parties, especially those of buyers in livestream sessions.

Here, the Russian delegate proposed: the seller is primarily responsible for the quality and origin of the goods. The livestreamer is responsible within the scope of the content they present or affirm, advertise. The organization providing affiliate marketing services is only responsible within the scope of technical services. The marketer is only responsible within the scope of their control; do not impose obligations beyond their capacity or the nature of the work.

“The e-commerce platform is responsible for not implementing technical measures as prescribed, is not a content pre-screening agency, and does not turn the e-commerce platform into an “advertising review agency”, because this is neither functional nor feasible,” the Russian delegate proposed.

Protecting children on e-commerce platforms

Delegate Trinh Thi Tu Anh speaks. (National Assembly Media Photo).

Commenting on the draft Law, delegate Trinh Thi Tu Anh (Lam Dong delegation) proposed adding responsibility for protecting children in e-commerce.

Delegates cited statistics from the United Nations Children's Fund UNICEF Vietnam 2025, the Vietnam E-commerce Association, every day, 70% of children under 15 years old receive personalized ads: toys, games, fast food, continuously, non-stop; 45% of children from 13 to 17 years old spend more than 500,000 VND per month on e-commerce platforms, and 65% of them are suggested by AI...

Delegate Tu Anh proposed a complete ban on advertising based on personal data, behavior, or location of underage users. Children's accounts should be private by default and should provide features that allow children and parents to choose their display in real time, not personalized by algorithms.

Build a child-friendly report button – using an image or voice – and handle complaints of harmful content within strict deadlines.

PHAM DUY

Vtcnews.vn

Source: https://vtcnews.vn/dai-bieu-de-xuat-phan-loai-streamer-phien-livestream-doanh-thu-lon-de-quan-ly-ar987035.html