Livestream sellers must identify themselves on VneID?

(Dan Tri) - The Draft Law on E-commerce stipulates that for livestream sales activities, platform owners must verify the identity of the livestreamer and control the livestream time.

The Draft Law on E-commerce was commented on by the National Assembly Standing Committee at its 49th session on the morning of September 22.

Emphasizing the need to develop this law, Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan said the draft law consists of 8 chapters and 50 articles, which stipulate 4 models of e-commerce activities including: Direct business e-commerce platform; intermediary e-commerce platform; social network for e-commerce activities; multi-service integration platform.

Deputy Minister of Industry and Trade Nguyen Sinh Nhat Tan (Photo: Hong Phong).

According to the representative of the law drafting agency, one of the new points in this draft is the regulation on "identifying sellers". Accordingly, the owner of the e-commerce platform is responsible for identifying domestic sellers through VNeID, while foreign sellers must be identified through documents proving their legality.

Regarding livestream sales activities, the draft law stipulates that platform owners must authenticate the identity of livestreamers, publicize and implement mechanisms and measures to control livestream sales content in real time.

The seller must provide the livestreamer with legal documents proving compliance.

Livestreamers 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.

In order to ensure fair competition between domestic and foreign sellers, the draft law stipulates the responsibilities of foreign sellers operating e-commerce in Vietnam corresponding to domestic sellers.

Accordingly, foreign sellers must provide information to the owner of the e-commerce platform to serve identification; transparency of seller information, product and service information.

Regarding affiliate marketing activities, the draft Law on E-commerce stipulates that organizations providing affiliate marketing services must identify affiliate marketers; have a mechanism to monitor and supervise affiliate marketers' activities; and prevent and remove links to goods and services that violate the law.

Chairman of the Economic and Financial Committee Phan Van Mai (Photo: Hong Phong).

Affiliate marketers are not allowed to provide false or misleading information about the uses, origin, quality, price, promotions, warranty policies and other content related to goods and services; affiliate marketing is not allowed on digital platforms that do not meet the operating conditions in Vietnam.

Examining the draft Law on E-commerce, Chairman of the Economic and Financial Committee Phan Van Mai proposed clearly defining the scope and content of "e-commerce activities"; reviewing and clarifying regulations corresponding to the characteristics of goods purchase and sale contracts compared to service provision contracts.

The Standing Committee of the Economic and Financial Committee also proposed not to re-regulate the content that has been stipulated in general laws or laws governing other sectors and fields, not to create overlaps, duplications, contradictions, or legal conflicts, not to generate unnecessary administrative procedures, and not to create legal problems in the implementation process.

Source: https://dantri.com.vn/thoi-su/nguoi-livestream-ban-hang-phai-dinh-danh-tren-vneid-20250922092038289.htm