Vietnam: National Assembly adopted Law on E-commerce including fair marketing and advertising practice requirements

On 10 December 2025, the National Assembly adopted the Law on E-commerce, including fair marketing and advertising practice requirements. The Law applies to e-commerce platforms, sellers, livestream sellers, and affiliate marketers. The Law requires platforms to publish livestream policies, enable risk warnings, and store livestream data for one year. Sellers are required to provide documents proving compliance with business and product quality requirements and supply advertising confirmation documents where required. Livestream sellers are also required to follow platform rules, avoid misleading claims or inappropriate content, and stop broadcasts when violations occur. Affiliate marketing service providers should authenticate marketers, refuse prohibited goods or illegal schemes, and remove unlawful links, while affiliate marketers must avoid unsafe platforms or unethical content and withdraw links that violate the law.