Regulations require livestream sellers to identify themselves and not lie.

On the morning of November 3, the draft Law on E-commerce was submitted to the National Assembly, which stipulates that livestreamers must identify themselves and prohibit false information about products.

Minister of Industry and Trade Nguyen Hong Dien - Photo: GIA HAN

On the morning of November 3, Minister of Industry and Trade Nguyen Hong Dien presented the draft Law on E-commerce to the National Assembly .

Minister Nguyen Hong Dien said the bill is designed to include 7 chapters and 48 articles.

E-commerce platforms must have automatic information censorship mechanisms.

According to the report, the common responsibilities of entities participating in e-commerce activities include information transparency, periodic online reporting, control of information violating the law, and storage of transaction information.

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

Including information about the owner; information about the seller (this is a new point compared to the decree, the seller's information must be displayed); information about goods and services; basic content about the conditions for public operation on the e-commerce platform.

Regarding periodic online reporting, the draft clearly states that it is through the e-commerce management platform or at the request of the competent state management agency.

In the case of large digital platforms, real-time online reporting of removal results must be performed via the e-commerce operations management platform.

E-commerce platforms must have a mechanism to automatically censor information before displaying it on the platform; review and remove information that violates the law upon detection or receipt of feedback.

In addition, the e-commerce platform must store transaction information including information about goods and services posted on the platform for at least 1 year from the time of posting.

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

For livestream sales activities, the bill clearly stipulates the responsibilities of e-commerce platform owners.

Specifically, the platform owner must authenticate the identity of the livestreamer, publicize and implement mechanisms and measures to control livestream sales content in real time.

The seller must provide the livestreamer with legal documents proving that the conditions are met.

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.

Correctly implement advertising content that has been confirmed by a competent authority for goods and services that are required by law to confirm advertising content.

For affiliate marketing activities, the draft stipulates that organizations providing affiliate marketing services must identify affiliate marketers. Have a mechanism to track and supervise affiliate marketers' activities. Prevent and remove links to goods and services that violate the law...

Affiliate marketers, according to the bill, shall not provide false or misleading information about the uses, origin, quality, prices, promotions, warranty policies and other contents related to goods, services...

Chairman of the Economic and Financial Committee Phan Van Mai - Photo: GIA HAN

Need to more clearly regulate aspects of livestream sales activities

Examining this content, Chairman of the Economic and Financial Committee Phan Van Mai said that the Committee proposed to continue perfecting regulations on the responsibility of managing types of e-commerce platforms in the direction of ensuring rationality and feasibility.

At the same time, in accordance with the characteristics of each type of e-commerce platform, the level of participation of the platform in the contract conclusion process is carried out on the platform.

Regarding social networks operating e-commerce, the Committee proposed to review and clarify the scope of responsibility of the owner determined on the basis of having the function of online ordering, livestream sales associated with ordering through the online ordering function on the platform.

Or have features to support payment services, logistics services (including integrated support with online communication functions) on the platform to have regulations at an appropriate level.

Regarding livestream sales and affiliate marketing activities, according to the inspection agency, it is necessary to have clearer regulations on the aspects of these activities that are specifically regulated by the Law on E-commerce.

This regulation also needs to be distinguished from general contents regulated by the Law on Network Information Security, Law on Cyber ​​Security, Law on Advertising, and Law on Consumer Rights Protection.

The review agency proposed to perfect the regulations according to the principle of ensuring the goal of protecting consumer rights and protecting domestic production on the basis of complying with international commitments, creating a competitive environment, equality, and harmony of interests among entities.

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THANH CHUNG - NGOC AN

Source: https://tuoitre.vn/trinh-quy-dinh-nguoi-livestream-ban-hang-phai-xac-dinh-danh-tinh-khong-gian-doi-20251103090657046.htm