Streamers are prohibited from spreading false or misleading information about the product’s function, origin, quality, price, promotional policies, warranty, or any other related aspects. They are also banned from using offensive language, inappropriate imagery or clothing, and behavior contrary to social ethics and cultural norms.

When violations are discovered - either by legal authorities or platform monitoring - streamers must cease all live broadcasts, end their cooperation with sellers, and remove the offending content immediately.

Minister of Industry and Trade Nguyen Hong Dien, presenting the government’s report on revisions to the bill, stated that the law clearly outlines the responsibilities of all parties involved in livestream sales - including sellers, influencers, and platform operators.

The aim is to improve transparency, enhance legal responsibility, and provide a stronger basis for inspections and enforcement.

Social media as a distinct e-commerce platform

The bill distinguishes social media platforms that engage in e-commerce from traditional intermediary platforms. It introduces a dedicated regulatory framework tailored to the unique operational nature of social media commerce.

While it avoids applying the same rules as traditional marketplaces, the law ensures there are no regulatory loopholes - especially regarding content control, violation handling, and consumer protection.

Identity verification for online sellers

Minister Dien emphasized that seller identification on e-commerce platforms will be integrated with Vietnam’s national electronic identification system (VNeID). This move is expected to clean up the digital marketplace, reduce counterfeit goods, and improve the traceability of sellers - thus supporting better tax management and preventing state revenue losses.

For foreign platforms operating in Vietnam, the law has been revised based on feedback from lawmakers. Depending on the platform's business model and functionality, it may be required to designate a legal representative or establish a local entity to ensure compliance with Vietnam’s laws while upholding the country’s international trade commitments.

A booming e-commerce sector

According to the Ministry of Industry and Trade, Vietnam’s e-commerce market reached over USD 25 billion last year, marking a 20% increase from 2023.

E-commerce now accounts for around 10% of the nation’s total retail and consumer services revenue, ranking third in Southeast Asia. By 2030, the market is projected to grow to nearly USD 63 billion.

A comprehensive legal framework

The E-commerce Law includes 7 chapters and 41 articles.

It governs policies for developing e-commerce, defines platform responsibilities, outlines obligations for both domestic and foreign entities, and details how technology can be used in management and law enforcement.

The law applies to all individuals and organizations - Vietnamese or foreign - engaged in e-commerce activities within the country. It will take effect on July 1, 2026.

Thanh Hue