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From 01/7/2026, livestream selling in Vietnam enters a new phase as it is placed under a clearer legal framework. For marketers, shop owners, and creators, this change is not only a compliance issue but also directly affects how trust is built, campaigns are run, and risks are managed when selling through live video.
As e-commerce continues to grow strongly, transparency requirements around sellers, products, and responsibilities during livestream sessions will become increasingly important. The article below summarizes key points from AccessTrade and offers a brief analysis of what needs to be prepared ahead of the 01/7/2026 milestone.
Livestream selling and affiliate are brought under a clearer regulatory framework
According to AccessTrade, livestream selling has long been one of the fastest-growing channels in Vietnam’s e-commerce market, but it has also been an area where many issues arise, such as counterfeit goods, misleading information, anonymous accounts, and exaggerated advertising claims. The notable change is that from 01/7/2026, livestream selling and affiliate activities will officially be regulated at the legal level, instead of remaining in a gray area as before.
This has major implications for marketers and online sellers: once codified into law, behaviors that were previously easy to overlook will have a stronger basis for scrutiny. In other words, livestreaming is no longer a “free-for-all playground” but is moving closer to a business model with clearer responsibility standards for both sellers and product promoters. Source: AccessTrade.
What should livestreamers prepare before going live?
The original article emphasizes that livestreamers need to clearly verify who they are partnering with and what products they are selling before each broadcast. This is a foundational step to reduce risks from the preparation stage, especially for sales sessions tied to affiliate marketing or collaborations between brands, distributors, and KOLs/KOCs.
In practical terms, content creators should review three layers of information: the partner behind the campaign, the origin and legality of the product, and the commitments that will appear in the live broadcast. This check helps prevent promoting the wrong product, overstating its benefits, or unintentionally shifting legal responsibility to another party in the sales chain. Source: AccessTrade.
Transparency and content control are critical
The key point suggested by the source is that livestream selling in the new phase will require a higher level of transparency. Sellers will not only need to close orders effectively but also ensure that the information they provide can be verified, especially when it relates to product benefits, origin, usage conditions, or promotions offered during the livestream.
For businesses and brands, this means the content approval process needs to be tighter. The live script, sales message, promotional wording, and even responses in the chat all need to be standardized to avoid uncontrolled statements. From a strategic perspective, compliance not only helps reduce legal risk but also supports long-term customer trust. Source: AccessTrade.
A perspective on the Vietnamese market
Bringing livestream selling under a clearer legal framework is a signal that the market is maturing. After a period of rapid growth, the game may shift from “who speaks better, who closes faster” to “who is more transparent, who operates more professionally.” This is a positive trend for both consumers and serious brands.
For Vietnamese marketers, the important lesson is that compliance should be treated as part of the communications and sales strategy, rather than as a final checkpoint. Teams that know how to coordinate content, legal, commerce, and operations will have a clear advantage as the regulatory environment becomes more defined. On the other hand, poorly controlled livestream sessions will face greater risks to reputation and business performance.
Reference source: AccessTrade Vietnam, article “From 01/7/2026, what should livestream sellers prepare to work legally?”
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This article focuses on livestream selling legally with a perspective on the Vietnamese market.
