Vietnam tightens livestream commerce rules to combat counterfeit goods

Vietnam's regulatory framework for livestream commerce has been significantly strengthened, moving beyond basic product inspections to encompass a more comprehensive vetting process. The enhanced controls now require detailed scrutiny of sellers, business operators, promotional materials, and all livestream participants involved in product sales.

Under the new system, sellers must submit products and supporting documentation for official verification before conducting livestreams. This includes providing information about distributors, product declarations, labeling details, and ingredient lists—all of which must be cross-checked for consistency and accuracy.

Content creators and affiliate marketers, key players in Vietnam's booming livestream commerce market, are now operating under these stricter guidelines. The measures represent an effort to build consumer confidence in online shopping through livestream channels, which have become an increasingly popular retail method across Southeast Asia.

The tightened controls address growing concerns about counterfeit products infiltrating online marketplaces through livestream platforms. By requiring sellers to substantiate their claims with verified documentation before going live, authorities aim to reduce fraud and protect consumers from purchasing fake or substandard goods.