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Vietnam issues E-commerce Law

Vietnam issues E-commerce Law

News2025-12-15

Recently, the Electronic Commerce Law has been passed by the Vietnamese National Assembly. This law will officially come into effect on July 1, 2026. After relying solely on administrative instructions for regulation for a long time, Vietnam's e-commerce sector has finally been officially "legalized", establishing a systematic regulatory framework for the first time and implementing stricter regulatory rules for live streaming e-commerce and affiliate marketing businesses.

A major highlight of this law is the detailed compliance requirements for live streaming sales activities. The responsibilities of sellers, hosts, and platform operators have been clearly defined for the first time, covering multiple aspects such as identity verification processes, content control, and illegal handling mechanisms.

According to legal regulations, e-commerce platform operators must comply with the following requirements:
The operational rules for public live streaming sales, including content control and risk prevention measures;

Establish a mechanism for receiving and handling audience feedback, complaints, and appeals, and ensure that viewers can use this mechanism during and after the live broadcast;

Provide technical tools that allow broadcasters to display necessary warning information when selling goods or services that may pose risks to consumers' lives, health, or property safety;
Before allowing live streaming e-commerce, electronic identity verification shall be conducted on live streaming e-commerce providers in accordance with relevant regulations on electronic identity recognition and authentication;

If the anchor is a foreigner, they need to verify their identity through legal documents;
For goods or services that require prior approval of advertising content in accordance with the law, before allowing live streaming sales, sellers are required to submit a written confirmation of compliance with advertising content to prevent false advertising or misleading information.

For sellers in live streaming sales, the Electronic Commerce Law stipulates that:
Before conducting live streaming sales, the seller must provide sufficient materials to the anchor to prove that they meet the investment and business access conditions of the relevant industry;
Provide proof documents that meet the legal requirements for product and commodity quality;

For goods or services that require approval of advertising content according to law, sellers must submit relevant written confirmation documents to the platform operator and anchor before live streaming, and the live streaming content must be consistent with the approved advertising content;

Once illegal behavior is discovered, or as required by the competent authority, the seller must immediately suspend cooperation, stop live streaming, and delete relevant display information.

Live streaming e-commerce providers are also explicitly included in the legal responsibility system, and their obligations include:
Provide necessary information to e-commerce platforms for identity verification;

Comply with the platform's publicly available live streaming sales management rules during the live streaming process;
Refusing to cooperate when the seller fails to provide complete information as required;

No false or misleading information shall be provided regarding the functions, sources, quality, prices, promotional policies, after-sales guarantees, etc. of goods or services;
For goods or services that require approval of advertising content according to law, they can only be promoted according to the advertising content confirmed by the competent authority;

During the live streaming process, it is not allowed to use language, images, clothing, or behavior that violates social morality and customs;
Immediately suspend cooperation, stop live streaming, and delete relevant display information upon discovering illegal activities or upon request from sellers or regulatory authorities.

In addition to live streaming sales, the Electronic Commerce Law also extends its regulatory scope to alliance marketing services. Websites and applications that have completed filing or registration before the effective date of this law may continue to operate according to the existing filing content until June 30, 2027.

For enterprises engaged in alliance marketing business, the law stipulates that:
Organizations and individuals providing alliance marketing services must complete electronic identity verification before being allowed to conduct business; Foreign practitioners must undergo identity verification through legal documents;

The alliance marketing service provider shall refuse to provide services for goods or services prohibited by law from investment and operation, illegal goods, or multi-level marketing platforms that have not been registered in accordance with the law;

Once illegal activities are discovered or requests are received from regulatory authorities regarding established access links, promotional codes, or similar forms, the relevant links must be immediately blocked and deleted;

According to the requirements of the national e-commerce regulatory agency, provide information on alliance marketing activities.

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Vietnam issues E-commerce Law