According to Vietnamese media reports, the country's new e-commerce regulations will officially take effect on July 1, 2026, at which time strict controls will be implemented on live - selling activities on e - commerce platforms. The new regulations clearly define live - sellers and stipulate the regulatory responsibilities of platforms.

If the live - streaming content violates public order and good customs, sells prohibited goods, or is carried out without written approval from the advertising regulatory authority, the platform must immediately stop the relevant live - streaming.

At the same time, before live - streaming, sellers need to provide the anchor with an industry operation permit, a product quality qualification certificate, and an approved advertising content confirmation letter. Once illegal acts occur, the platform should immediately stop cooperation and delete relevant information.

Source: ChuHai Network