Vietnam tightens livestream e-commerce oversight to combat counterfeits

Vietnam is implementing stricter oversight of livestream e-commerce to combat the sale of counterfeit and low-quality goods. Platforms, businesses, and content creators are increasing verification processes for product origins, company information, and promotional claims to ensure transparency and consumer protection.

Content creators are now working more closely with merchants to verify distributor details, product registration documents, and ingredients before broadcasting. Experts advise creators to avoid absolute claims, such as “100% effectiveness,” to mitigate legal risks. Companies are also enhancing supply chain management, conducting thorough reviews of products before they are handed over to influencers for promotion.

With the updated E-commerce Law set to take full effect by July 2026, platforms like TikTok Vietnam are utilizing technical tools to identify discrepancies between product descriptions and actual goods. The responsibility for preventing fraud is shifting from a primary focus on consumers to a shared responsibility among platforms, merchants, and creators. The Ministry of Industry and Trade is preparing to enforce new requirements regarding identity verification, electronic certification, and data storage.