Celebrities livestream sales: Big legal gap

The National Assembly is considering amending the Law on E-commerce, notably proposing to force artists and key opinion leaders (KOLs) to electronically identify themselves when promoting products online and take joint responsibility if advertising is false.

Need to tighten the responsibility of e-commerce platforms and celebrities when promoting and selling online - Photo: DUC THIEN

This move aims to protect consumers and make the market healthier, in the context of the booming e-commerce and KOLs increasingly having a great influence on shopping behavior.

Just a short video or a few words during a livestream can help a product "sell out", but can also cause heavy damage to a business when false information spreads.

Urgent identification of livestreamers

Sharing with Tuoi Tre, a representative of the e-commerce platform Lazada Vietnam said that the regulation on electronic identity authentication of sellers and livestreamers in the draft Law on E-commerce is necessary, creating a legal corridor to manage transactions and participants on e-commerce platforms.

"On the exchange side, we strive to manage honest advertising by cooperating with reputable and professional livestreamer management companies, providing accurate product information to livestreamers," said the exchange representative.

Lazada representative also affirmed that the company will closely coordinate with management agencies and contribute opinions in the process of perfecting the law and guiding documents, to ensure the regulations are feasible and suitable for business operations.

Previously, Mr. Phan Manh Ha - Director of External Relations of Shopee Vietnam - also expressed his opinion on the provisions of the Law on Consumer Protection when he said that buyers have the right to know the seller's information.

"If the seller's information is identified and authenticated, buyers will have more confidence when transacting on Shopee because behind each store is an individual or organization whose information has been clearly authenticated and their rights will be best protected by Shopee according to regulations.

Identifying sellers also contributes to raising sellers' responsibility and awareness in building a more transparent and healthy business environment," said Mr. Ha.

Speaking to Tuoi Tre, Mr. Vo Quoc Hung - Growth Director of Tonkin Media Creative Media Solutions Company - said that identifying livestream sellers helps increase responsibility and protect consumers.

"Because livestream sellers must take joint responsibility for false or misleading advertising, it helps minimize risks for customers and limit the sale of fake and poor-quality goods on digital platforms," ​​Mr. Hung said.

According to experts, identifying sellers, KOLs, and KOCs also helps clarify the origin of sellers, making it easier for authorities to better manage, control, and handle violations.

This will enhance consumer confidence and strengthen the reputation of Vietnamese e-commerce in the domestic and international markets - especially in the context of tariff barriers being aimed at countries with strong e-commerce implementation like Vietnam.

In addition, identification also supports consumers with an effective dispute resolution mechanism, helping to improve customer experience. At the same time, this regulation is also consistent with the trend of digital economic development, helping to develop healthily, sustainably and have a mechanism equivalent to other countries, creating better competition.

Tighten KOLs' responsibilities for healthy e-commerce development

In fact, with the explosion of e-commerce platforms, artists and KOLs are becoming the driving force of consumer trends, especially in the fields of cosmetics, fashion , food and fast-moving consumer goods. They do not only stop at the promotional role, but also directly participate in sales via livestream, connecting millions of followers with the brand.

Many consumers have bought poor quality goods, even fake goods, from products that were heavily promoted by famous names such as Miss Thuy Tien, Quang Linh Vlogs, Doan Di Bang or DJ Ngan 98... showing the fragile line between influence and responsibility in the digital environment.

MSc. Nguyen Pham Hoang Huy - Head of Digital Marketing Department (FPT Polytechnic) - commented: "KOLs currently have great influence. Just their statements or posts can strongly impact the behavior, trends and perceptions of millions of people, even orienting public opinion on social networks."

However, there is currently a lack of a specific legal framework to control the activities of this group, both in terms of sales advertising content and obligations to customers and obligations to state agencies (full and transparent tax payment). The legal gap makes management difficult and prone to violations.

"Identifying and managing KOLs, especially livestream sales groups, has become urgent. Clear regulations will help increase transparency, prevent false advertising, protect consumers and maintain social trust," Mr. Huy expressed his opinion.

According to Mr. Nguyen Minh Hung - Deputy Head of Trade Management Department - Ho Chi Minh City Department of Industry and Trade, last year alone, the whole country recorded more than 3,000 violations in the field of e-commerce, of which Ho Chi Minh City accounted for nearly 400 cases, mainly related to counterfeit goods, fake goods and false advertising. This number shows that the risks in online sales activities are increasing and need to be strictly controlled.

Current laws, including the Law on E-commerce and the Law on Consumer Protection, have created an initial legal framework, but still need to be improved to suit reality. "The legal framework must be strong enough to prevent violations, but also flexible enough to not hinder creativity and market development," said Mr. Hung.

Besides the legal aspect, the social responsibility of each entity in the e-commerce ecosystem is a decisive factor.

"The management agency, e-commerce platforms, manufacturers, KOLs and consumers must all join hands to build a transparent and fair environment. If they discover a product that does not meet quality standards, even if it is only a few thousand dong, consumers should report it. Being silent is aiding and abetting violations," Mr. Hung emphasized.

Consumers also need to be more alert.

The Ho Chi Minh City Department of Industry and Trade said it is coordinating with the Ministry of Industry and Trade to complete the draft Law on E-commerce (amended), aiming for a transparent, fair and sustainable development environment.

According to the department representative, only when KOLs value reputation, brands choose responsible partners, platforms tighten censorship and consumers are more alert, can Vietnamese e-commerce develop sustainably. Because with this transaction channel, "influencers" truly become leaders of trust, not just sellers.

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Source: https://tuoitre.vn/nguoi-noi-tieng-livestream-ban-hang-khoang-trong-phap-ly-lon-20251104230453262.htm