Proposal to tighten livestream sales activities of artists and KOLs

(Dan Tri) - The authorities requested the Ministry of Industry and Trade to clearly define the responsibilities of famous people and influencers such as MCs, artists, actors, KOLs... when livestreaming and advertising products.

The Ministry of Industry and Trade has just organized a consultation on the draft Law on E-commerce. Up to now, the Ministry of Industry and Trade has received comments from 48 agencies, organizations, enterprises and localities.

Notably, the Ministry of Culture, Sports and Tourism requested the drafting agency to study and supplement management regulations for cases where sellers do not directly livestream but hire famous people, influencers such as MCs, artists, actors, KOLs (influencers)... to livestream to sell products.

The Department of Industry and Trade of Lai Chau province also proposed to regulate the responsibilities and joint responsibilities of these subjects when participating in advertising and introducing products sold on e-commerce platforms.

"Currently, e-commerce activities not only include buyers and sellers but also involve the participation of many influencers on social networks (KOLs, KOCs) to advertise and introduce products. However, not defining the responsibilities of these subjects in the Law can easily lead to loopholes, making it difficult to handle violations of counterfeit goods, fake goods, false information, tax evasion, etc.," the Department of Industry and Trade of Lai Chau province commented.

Responding to this proposal, the Ministry of Industry and Trade said that the draft Law clearly stated the responsibilities of livestreamers, not sellers, which could include MCs, artists, KOLs...

Specifically, livestreamers are responsible for providing information to the e-commerce platform owner for electronic identification and authentication. Do not provide false or misleading information about the uses, origin, quality, price, promotions, warranty policies and other content related to goods and services.

Miss Nguyen Thuc Thuy Tien livestreams selling vegetable candy, exaggerating the product's functions (Photo: Screenshot).

Implement advertising content that has been confirmed by competent authorities for goods and services that are required by law to have advertising content confirmed. Ensure that language, images, costumes, and behaviors are not contrary to social ethics and customs during livestream sales.

Livestreamers are also responsible for complying with the provisions of the law on consumer protection, advertising, taxes and related legal regulations.

Previously, in the draft Law on E-commerce, the Ministry of Industry and Trade acknowledged that current legal regulations governing livestream sales activities are similar to advertising activities accompanying sales.

There are no specific regulations on subjects participating in livestream (account owners, livestream participants), minimum information fields that must be provided to viewers, professional qualifications of livestreamers, account owner identification, tax obligations and issues of information control during livestream.

"The fact that the above models and trends go beyond the scope of current policies makes management difficult, especially in issues related to consumer rights protection, personal data protection, and tax evasion and inadequacies," the drafting agency acknowledged.

The Ministry of Industry and Trade said that in reality, there have been many incidents such as livestream sessions selling billions of dong worth of products but the state could not collect taxes or international beauty queens livestreaming to sell vegetable candy, exaggerating the product's functions, greatly affecting consumers' purchasing decisions and health.

Source: https://dantri.com.vn/kinh-doanh/de-xuat-siet-hoat-dong-livestream-ban-hang-cua-nghe-si-kol-20250719160736438.htm