Vietnam enacts e‑commerce law requiring livestream sellers to verify identity and bear advertising responsibility

The Digital E‑Commerce Law No. 122/2025/QH15 takes effect in July 2026 in Vietnam. It mandates that all online sellers, including livestream hosts, must verify their identities through the national electronic ID system. Platforms must store transaction data, monitor livestream activities, cooperate with authorities, and promptly remove illegal content.

The law also expands liability to influencers (KOLs/KOCs) and other advertisers, prohibiting false or misleading claims about product quality, origin, price or usage. Recent prosecutions illustrate enforcement: Thùy Tiên, Hằng Du Mục and Quang Linh Vlog received two‑year prison sentences for deceiving customers during a livestream sale of Kera candy. Officials advise businesses and individuals to ensure product authenticity and clear sourcing before conducting livestream sales.