Updated: 23 September 2026
Prepare a sales livestream as a business activity involving public content. Sellers supplying products, hosts presenting them and broadcasting platforms have separate responsibilities. Contracts should define tasks clearly but cannot remove the legal duties applying to each party.
Information sellers must prepare
Article 23 of E-Commerce Law No. 122/2025/QH15 dated 10 December 2025 requires sellers to provide evidence of business conditions for conditional sectors and product quality documents as prescribed. For goods or services requiring advertising content confirmation, provide the confirmation before the livestream. [1]
Each product should have its own information pack: name, product code, origin, substantiated benefits, instructions, warnings, price and after-sales policy. The responsible person should identify information already verified and information not yet approved for use.
An unreadable document photograph or records for another product do not help a host understand the item being sold. Check product codes and document versions before broadcasting, especially when suppliers or packaging change.
Can hosts simply read the seller supplied script
A brand's script is not an absolute assurance. Article 24 requires hosts to avoid false or misleading information and refuse cooperation where sellers fail to provide the required complete documents. [1]
Hosts should question absolute claims such as guaranteed, the only or works for everyone. Amend or remove unsupported claims. When viewers ask questions beyond verified information, record and refer them to specialists rather than speculate to maintain sales momentum.
When identity verification applies
Article 52(2) of Decree No. 248/2026/ND-CP dated 30 June 2026 requires platforms to electronically verify seller and livestream host identities from 1 January 2027. Distinguish this from the Law's and Decree's general effective date of 1 July 2026. [2]
Organisers should prepare named account holders, account details and documents according to platform guidance. Last-minute host changes require checks of both access rights and account conditions.
Checks before during and after a livestream
Before the session, review product documents, prices, quantities, promotions and scripts. Establish who can correct information or stop the broadcast if a problem arises.
During the session, assign someone to monitor statements, comments and product links. If a host gives an incorrect price or benefit, verify and clearly correct it; editing only the description is insufficient while the broadcast remains misleading.
Afterwards, retain the recording, script version, product list and complaints received. These establish what customers saw when ordering rather than relying on the sales team's memory.
What influencer contracts should cover
Products and documents the brand must supply.
Permitted content and approval procedures.
Disclosure of advertising where legally required.
Rights to use recordings and images and the permitted duration.
Contacts for stopping broadcasts, removing content, corrections and complaints.
Fees, commissions, cancelled orders and payment records.
Agree these points according to the transaction. A broad clause shifting all responsibility to one party rarely resolves disputes about causes and evidence.
Frequently asked questions
Do small audiences exempt livestreams from responsibility
Low viewer or order counts are not themselves grounds for exemption. Assess whether the activity is livestream selling and which rules apply to the party and product.
What if a product problem is discovered after the session
Stop content and links still being distributed, preserve records, contact the seller and respond under the relevant duties. Do not erase all evidence before addressing complaints.
Can you promote a product you have never used
Do not imply personal experience if it is untrue. In addition to e-commerce law, check advertising law, especially for influencers. Law No. 75/2025/QH15 dated 16 June 2025 amending the Advertising Law took effect on 1 January 2026. [3]
Legal sources
[1] E-Commerce Law No. 122/2025/QH15 dated 10 December 2025, Articles 22–24.
[2] Decree No. 248/2026/ND-CP dated 30 June 2026, Articles 12 and 52.
[3] Law No. 75/2025/QH15 dated 16 June 2025 amending certain provisions of the Advertising Law.
