Livestream sales must not involve deception.

VTV.vn - According to the draft Law on E-commerce, those who livestream selling goods are not allowed to provide false or misleading information about the product's uses, origin, quality, or price.

On the morning of November 3rd, continuing the program of the 10th session of the 15th National Assembly, on behalf of the Government, Minister of Industry and Trade Nguyen Hong Dien presented the draft Law on E-commerce.

Online reporting of removal results in real time.

According to the proposal, the common responsibilities of entities involved in e-commerce activities include information transparency, regular online reporting, control of information that violates the law, and storage of transaction information.

In terms of information transparency, the draft regulations stipulate that e-commerce platforms must ensure that the following information is publicly and transparently disclosed.

This includes information about the owner; information about the seller (this is a new point compared to the decree, requiring the seller's information to be displayed); information about goods and services; and basic content regarding the conditions for publicly operating on the e-commerce platform.

Minister of Industry and Trade Nguyen Hong Dien presented the draft Law on E-commerce.

Regarding periodic online reporting, the draft Law specifies that this must be done through an e-commerce activity management platform or at the request of a competent state management agency. In the case of large digital platforms, online reporting on the results of removals must be carried out in real time through the e-commerce activity management platform.

E-commerce platforms must have mechanisms to automatically moderate information before displaying it on the platform; and review and remove information that violates the law when detected or reported.

In addition, e-commerce platforms must store transaction information, including information about goods and services posted on the platform, for at least one year from the time of posting.

Information relating to the basic content of the transaction contract on the platform for a minimum of 3 years from the date of contract conclusion.

Livestream sales must be honest.

Notably, the draft law includes a series of regulations related to livestreaming sales. According to the draft law, platform owners must verify the identity of livestreamers, publicly disclose and implement mechanisms and measures to monitor livestreaming sales content in real time.

Sellers engaging in livestreaming activities must provide complete documentation proving they meet the investment and business requirements for conditional business sectors before livestreaming. Additionally, they must provide documents proving that their products and goods meet the quality standards stipulated by law.

For those live-streaming sales, it is prohibited to provide false or misleading information regarding the uses, origin, quality, price, promotions, warranty policies, and other related content of goods and services. Advertising content must adhere strictly to the content approved by the competent authority for goods and services where legal requirements necessitate such approval.

Use language, images, clothing, and behavior that do not violate social ethics and customs during livestream sales.

Livestream sellers must use language, images, clothing, and behavior that do not violate social ethics and traditional customs during the livestreaming sales process.

Regarding the management of social media platforms used for e-commerce, the draft Law adds the responsibility of social media platform owners to: (Classify and display identifying marks for seller accounts to distinguish them from other accounts. In cases where online communication is available, provide tools that allow confirmation of contract content through the integrated online communication function.)

For cross-border e-commerce activities, the e-commerce platform owner, whether a foreign organization or individual, whose platform offers Vietnamese as its language, uses a Vietnamese national domain name “.vn”, or reaches a transaction threshold with buyers in Vietnam, must establish a legal entity in Vietnam.

Unless otherwise stipulated in an international treaty to which Vietnam is a party, the platform owner may choose one of two options: establish a legal entity in Vietnam or appoint a legal entity in Vietnam under authorization to perform the platform owner's legal responsibilities as prescribed by law.

We need to protect domestic production.

Reviewing this content, the Chairman of the Economic and Financial Committee, Phan Van Mai, stated that the Committee recommends further refinement to ensure its rationality, feasibility, and suitability to the characteristics of each type of e-commerce platform, as well as the level of platform involvement in the contract negotiation process conducted on the platform.

Chairman of the Economic and Finance Committee Phan Van Mai

For social media platforms operating in e-commerce, it is recommended to review and clarify the scope of responsibility of the platform's owner, based on whether they have online ordering functions, livestream sales linked to online ordering, or features supporting payment and logistics services (including integrated support with online communication functions) on the platform, in order to establish appropriate regulations.

Regarding e-commerce activities involving foreign elements, the Economic and Financial Committee proposed refining regulations based on the principle of protecting consumer rights and domestic production while adhering to international commitments, creating a competitive, equal, and harmonious environment for all stakeholders; and clarifying administrative procedures and deposit responsibilities.

In addition, regulations on the responsibilities of authorized legal entities in Vietnam should be refined to ensure they are consistent with the characteristics of each type of platform and the specific nature of e-commerce activities involving foreign elements.

Source: https://vtv.vn/livestream-ban-hang-khong-duoc-gian-doi-100251103093935513.htm