Stop live streaming immediately if the livestream sales content violates the law.

The government proposes that livestreamers are not allowed to provide false or misleading information about uses, origin, quality, price, etc.

On November 3, authorized by the Prime Minister, Minister of Industry and Trade Nguyen Hong Dien submitted to the National Assembly the draft Law on E-commerce.

Minister of Industry and Trade Nguyen Hong Dien presents a report to the National Assembly . Photo: Pham Thang

Presenting the report, the Minister of Industry and Trade said that the promulgation of a specialized e-commerce law will not only solve current problems but also shape the future of the e-commerce sector, ensuring balanced development between state management, consumer rights and business interests.

The Government also stated that new e-commerce models do not have their own regulations, posing many potential risks. In particular, there are no regulations binding the responsibilities of parties participating in livestream sales or affiliate marketing models, while the flow of goods and services advertised and offered through these channels is very large, leading to loopholes for increasingly common commercial fraud.

In particular, a rapidly growing trend of e-commerce is livestream sales. Current legal regulations regulate livestream sales as an advertising activity that accompanies sales, without specific regulations on the subjects participating in livestream (account holders, livestream participants), the minimum information fields that must be provided to viewers, the professional qualifications of the livestreamer, account holder identification, tax obligations and issues of information control during livestream broadcasting.

According to the Government's assessment, the above models and trends go beyond the scope of current policies, making management difficult, especially in issues related to consumer rights protection, personal data protection, and tax evasion prevention.

In practice, there have been many cases such as livestream sessions selling billions of dong worth of products but the government could not collect taxes or the case of an international beauty queen (Miss Nguyen Thuc Thuy Tien - PV) livestreaming to sell vegetable candy, exaggerating the product's functions, greatly affecting the purchasing decisions and health of consumers.

Therefore, according to Minister Nguyen Hong Dien, the draft law has provided regulations related to livestream sales activities. For e-commerce platform owners, they are responsible for authenticating the identity of livestreamers, publicizing and implementing mechanisms and measures to control livestream sales content in real time.

The owner of the e-commerce platform must store and ensure the accessibility of electronic data information containing images and sounds of livestream sales activities for at least 1 year from the time of commencement of broadcasting.

E-commerce platforms need to take measures to prevent, stop real-time streaming, and remove displayed information when livestream sales content violates the law or contains language, images, costumes, or behaviors that violate social ethics and customs; livestream sales content for prohibited goods and goods that are temporarily suspended from circulation on the market at the request of state management agencies; goods and services prohibited from advertising according to the provisions of the law on advertising.

For sellers, legal documents must be provided to livestreamers to prove that they meet the conditions. For livestreamers, information must be provided to the e-commerce platform owner for electronic identification and authentication.

Livestream sellers are not allowed to provide false or misleading information about the uses, origin, quality, prices, promotions, warranty policies and other content related to goods and services.

Livestream sellers must also comply with the advertising content that has been approved by the competent authority for goods and services that are required by law to be approved. At the same time, they must use language, images, costumes, and behaviors that do not violate social ethics and customs during the livestream sales process.

Presenting the audit report on livestream sales and affiliate marketing activities, Mr. Phan Van Mai, Chairman of the National Assembly's Economic and Financial Committee, proposed clearer regulations on the aspects of this activity that are specifically regulated by the Law on E-commerce, distinguishing them from general contents regulated by the Law on Network Information Security, Law on Cyber Security, Law on Advertising, and Law on Consumer Rights Protection.

According to nld.com.vn

Source: https://baovinhlong.com.vn/thoi-su/202511/dung-phat-truc-tiep-ngay-khi-noi-dung-livestream-ban-hang-co-vi-pham-b171fe3/