Responsibilities of sellers in livestream sales activities

The Lao Dong Newspaper Legal Consulting Office replied:

Article 23 of the Law on E-commerce (effective from July 1, 2026) stipulates the responsibility of sellers in livestream sales activities as follows:

1. Before performing a livestream to sell goods, the seller must provide the livestream seller with the following documents and proof:

a) Documents proving that they meet the conditions for business investment for conditional business investment industries and occupations before livestreaming sales;

b) Documents proving that the quality of products and goods is met according to the provisions of law on product and goods quality.

2. For goods and services as prescribed by law, there must be a document confirming the advertising content before making the advertisement, the seller must provide a document confirming the platform owner and the sales livestream before making the sales livestream. The livestream sales content must be consistent with the confirmed advertising content.

3. Stop cooperation, stop broadcasting, remove displayed information immediately upon detection or at the request of a competent state agency for violations of the law.

Thus, from July 1, 2026, sellers in livestream sales activities have the above responsibilities.

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