WEBVTT 00:00:10.212 --> 00:00:13.404 Ladies and gentlemen, in just a few years, live sales streams have become 00:00:13.404 --> 00:00:14.632 an indispensable part of e-commerce. 00:00:15.012 --> 00:00:17.934 Many live sessions attract tens of thousands of viewers, bringing in 00:00:17.934 --> 00:00:21.652 billions, even tens of billions of dong in revenue, in just a few hours. 00:00:21.992 --> 00:00:25.715 And to see more clearly about the strong development of this business model, 00:00:25.715 --> 00:00:28.292 please watch some notable figures on the screen below. 00:00:29.252 --> 00:00:33.364 And you can see that 35% of revenue from livestream shopping in total revenue 00:00:33.364 --> 00:00:34.832 of the entire e-commerce industry, 00:00:34.832 --> 00:00:38.203 18,500 is the number of violations related to counterfeit goods, smuggled 00:00:38.203 --> 00:00:41.267 goods and intellectual property rights infringement in the online environment 00:00:41.267 --> 00:00:43.412 in the first five months of 2026. 00:00:44.032 --> 00:00:47.449 And 250 billion VND is the total value of administrative fines and violating 00:00:47.449 --> 00:00:49.552 goods in the first five months of 2026. 00:00:50.152 --> 00:00:53.912 Yes, it can be said that these are all numbers that startle many people, right? 00:00:54.212 --> 00:00:57.799 And from billion-dollar "like" sessions to cases of counterfeit goods and false 00:00:57.799 --> 00:00:59.592 advertising that have been discovered recently, 00:00:59.592 --> 00:01:02.707 until this site is developing very rapidly but also posing 00:01:02.707 --> 00:01:03.952 many challenges in management. 00:01:03.952 --> 00:01:09.699 And in that context, from July 1, 2026, e-commerce law No. 122 of 2025 00:01:09.699 --> 00:01:12.572 officially takes effect with many new regulations. 00:01:12.572 --> 00:01:16.772 to strengthen the responsibility of sellers, livestreamers and e-commerce platforms. 00:01:17.272 --> 00:01:21.029 How will the new regulations affect livestream sales activities and 00:01:21.029 --> 00:01:22.532 sellers of KOC, KOL? 00:01:22.532 --> 00:01:27.272 and how should the platforms change to both develop business and protect consumer rights? 00:01:27.272 --> 00:01:30.994 Yes, it's good to discuss this issue today on Trieu Duc Coffee Channel. 00:01:30.994 --> 00:01:32.712 Ahmed's family invited a lawyer here. 00:01:32.712 --> 00:01:36.172 Luan relaxes as director of Loqi Law Firm, Hanoi Turkish specialist. 00:01:37.190 --> 00:01:39.190 Hello audience of Saturday Afternoon Coffee. 00:01:39.890 --> 00:01:43.521 And Pham Quynh Hoa, a content creator who has been active in the field of live 00:01:43.521 --> 00:01:45.110 streaming sales with nearly 3 million followers. 00:01:48.192 --> 00:01:51.1000 Thank you to the two guests for taking the time to come to the studio as well 00:01:51.1000 --> 00:01:53.792 as to chat with the audience and workers. 00:01:53.792 --> 00:01:57.112 The first sentence is probably what I want to send to you, Quynh Hoa. 00:01:57.112 --> 00:02:01.172 In just a few years, sales livestreams have grown very rapidly. 00:02:01.172 --> 00:02:05.635 With many live sessions attracting tens of thousands of viewers and bringing in 00:02:05.635 --> 00:02:07.352 revenue of billions of VND. 00:02:07.352 --> 00:02:10.698 As someone who directly participates in this market, how do you see what is the 00:02:10.698 --> 00:02:13.152 factor that creates the special attraction of current live sales streams? 00:02:14.270 --> 00:02:18.930 In my opinion, the greatest attraction of livestreams probably comes from real-time interaction. 00:02:18.930 --> 00:02:22.318 Because viewers not only see the product but they also interact 00:02:22.318 --> 00:02:23.550 directly with the seller 00:02:23.550 --> 00:02:28.799 In addition, livestreaming is not only a sales platform but also 00:02:28.799 --> 00:02:30.230 an entertainment platform. 00:02:30.230 --> 00:02:35.690 A lot of people choose to buy because they follow and love the host 00:02:35.690 --> 00:02:39.010 Then the need to buy goods arises. 00:02:39.010 --> 00:02:43.410 If you look at a regular product page, there will only be products and descriptions. 00:02:43.410 --> 00:02:47.420 But in livestream, they can ask questions right away, get feedback right 00:02:47.420 --> 00:02:51.430 away and also see how the product is used at that time. 00:02:51.944 --> 00:02:55.328 Yes, so clearly livestream has opened up great business opportunities for young 00:02:55.328 --> 00:02:57.584 people, especially for young people like you, right? 00:02:57.964 --> 00:03:01.726 And along with that, public opinion also witnessed many controversial cases 00:03:01.726 --> 00:03:04.804 related to product quality as well as promotional content. 00:03:05.284 --> 00:03:09.496 The next question we want to send to the lawyer is that in the past time, there 00:03:09.496 --> 00:03:12.470 have also been continuous cases related to counterfeit goods, poor quality goods 00:03:12.470 --> 00:03:14.204 or false advertising on live stream sessions. 00:03:14.784 --> 00:03:18.344 So, according to you, what do these stories reflect about the current situation of the market? 00:03:18.599 --> 00:03:24.582 Yes, in my opinion, the first is to reflect what the speed and trends and 00:03:24.582 --> 00:03:28.970 developments of technology of the platforms lead to, which is consumer 00:03:28.970 --> 00:03:32.559 behavior, the purchasing behavior of users is also different. 00:03:33.439 --> 00:03:40.287 For manufacturers or advertisers and KOLs, KOCs, they rely on that to 00:03:40.287 --> 00:03:41.999 increase their counters. 00:03:41.999 --> 00:03:48.138 In addition, another part is that some parts of consumers are also gullible, 00:03:48.138 --> 00:03:50.499 and do not verify information. 00:03:50.779 --> 00:03:53.739 From such realities, what kind of thing also leads to? 00:03:53.999 --> 00:03:57.931 That is, firstly, somewhere the legal system along with functional agencies 00:03:57.931 --> 00:04:02.219 have not yet supervised, nor have they kept up with this trend. 00:04:02.719 --> 00:04:08.239 Then in my opinion, those are the main realities as the MC just said. 00:04:08.582 --> 00:04:12.738 Yes, perhaps any market will have serious business people and people who 00:04:12.738 --> 00:04:15.162 take advantage of it for profit, right? 00:04:15.822 --> 00:04:20.835 In Kinh Hoa's professional concept, you think about how the current influence of 00:04:20.835 --> 00:04:22.762 KOCs and KOLs is growing. 00:04:22.762 --> 00:04:27.734 and what responsibilities does that place on the salespeople who are 00:04:27.734 --> 00:04:29.542 operating from livestream sales? 00:04:30.059 --> 00:04:35.599 I think that the influence of KOL and KOC today is much greater than before. 00:04:35.599 --> 00:04:38.870 There are cases where customers have never heard of that brand but still 00:04:38.870 --> 00:04:40.379 choose to make a purchase decision. 00:04:40.379 --> 00:04:43.919 Based on the trust for KOL and KOC friends 00:04:43.919 --> 00:04:48.838 This makes the role of KOL and KOC currently not just 00:04:48.838 --> 00:04:50.179 about selling anymore. 00:04:50.179 --> 00:04:53.079 But also a bridge between businesses and consumers 00:04:53.079 --> 00:04:58.259 Precisely because of that huge role, the responsibility is not just about selling anymore. 00:04:58.259 --> 00:05:03.199 And the responsibility also lies in the inspection and verification of product information. 00:05:03.199 --> 00:05:06.959 Choosing to cooperate with reputable brands 00:05:06.959 --> 00:05:13.519 And will consider what values they achieve as users when using that product 00:05:13.998 --> 00:05:17.058 As initially, Thuy Linh also has information for you as well as the two guests. 00:05:17.058 --> 00:05:21.150 Then from July 1, 2026, the e-commerce law officially takes effect 00:05:21.150 --> 00:05:22.638 with many new regulations. 00:05:22.638 --> 00:05:24.338 Related to livestream sales activities 00:05:24.338 --> 00:05:28.297 According to the lawyer, sir, what is the biggest message that lawmakers want 00:05:28.297 --> 00:05:31.038 to send to the market through this e-commerce law? 00:05:31.214 --> 00:05:35.334 All business activities in the city environment, the biggest message is that 00:05:35.334 --> 00:05:39.454 they must be regulated by law and must be supervised by law. 00:05:40.454 --> 00:05:44.154 And from there, to better ensure the rights of consumers. 00:05:44.574 --> 00:05:49.707 The legislator also wants to affirm that there is no vacant space for cyberspace 00:05:49.707 --> 00:05:52.274 in general and business activities in particular. 00:05:52.274 --> 00:05:58.238 But KOL or KUC or any individual participating in sales must be public, 00:05:58.238 --> 00:06:04.201 transparent and ensure that the content they transmit must be accurate and have 00:06:04.201 --> 00:06:06.954 all the documents of the product. 00:06:07.094 --> 00:06:13.198 Through that, we also aim for a more transparent and fair e-commerce 00:06:13.198 --> 00:06:17.268 environment and create assurance for users in the 00:06:17.268 --> 00:06:18.794 current digital environment. 00:06:19.024 --> 00:06:22.888 From the perspective of someone working in this field, Quynh Hoa predicts how 00:06:22.888 --> 00:06:25.564 the live stream market will change from July 11th. 00:06:25.764 --> 00:06:30.347 In my personal opinion, the market will not slow down but will instead develop 00:06:30.347 --> 00:06:31.984 in a more professional direction. 00:06:31.984 --> 00:06:36.944 In the past time, livestream has developed at a very fast pace. 00:06:36.944 --> 00:06:42.304 So sometimes it even exceeds the speed of legal regulations. 00:06:42.304 --> 00:06:48.804 And that creates many opportunities but also creates a lot of problems 00:06:48.804 --> 00:06:53.264 For example, counterfeit goods, false advertising or disputes with consumers. 00:06:53.264 --> 00:06:59.325 When the legal corridor is completed, I think it will create more opportunities 00:06:59.325 --> 00:07:00.724 for honest businesses. 00:07:00.724 --> 00:07:05.404 Because then the competitive environment would have been more fair 00:07:05.560 --> 00:07:10.009 As Quynh Ha also mentioned, one of the things that public opinion is very 00:07:10.009 --> 00:07:14.140 concerned about is the determination of responsibility when disputes occur with damaged consumers. 00:07:14.680 --> 00:07:19.490 So, lawyer, do the new regulations help to make the determination of the 00:07:19.490 --> 00:07:22.080 responsibilities of sellers, livestreamers and platforms clearer? 00:07:23.200 --> 00:07:27.024 The new regulations have contributed to individualizing the responsibilities of 00:07:27.024 --> 00:07:29.700 each entity participating in livestream sales activities. 00:07:30.660 --> 00:07:35.280 From sellers, livestreamers to e-commerce platforms and social networks. 00:07:36.260 --> 00:07:43.677 Many cases of responsibility evasion occur between sellers, advertisers and 00:07:43.677 --> 00:07:45.160 social platforms. 00:07:45.960 --> 00:07:49.277 However, the new regulations have individualized the responsibilities 00:07:49.277 --> 00:07:50.520 of those subjects. 00:07:50.520 --> 00:07:54.906 For example, the seller must be responsible for the origin and 00:07:54.906 --> 00:07:56.500 quality of the product, 00:07:56.940 --> 00:08:01.596 and then the accuracy of supplying consumers according to the provisions of 00:08:01.596 --> 00:08:04.700 Article 23 of the e-commerce law in 2025. 00:08:05.460 --> 00:08:11.560 And livestreamers, KOLs, KOCs or influencers when introducing products 00:08:11.560 --> 00:08:16.290 then must also be responsible through both truthful, transparent content and 00:08:16.290 --> 00:08:17.580 responsible for information 00:08:17.580 --> 00:08:19.160 but made by myself. 00:08:19.160 --> 00:08:27.160 Social media platforms are also responsible for the simulation process, 00:08:27.160 --> 00:08:33.930 and also must coordinate with competent state agencies on measures to 00:08:33.930 --> 00:08:35.160 handle violations. 00:08:35.160 --> 00:08:39.143 is also stipulated in Article 22 of the e-commerce law of 2025. 00:08:39.143 --> 00:08:42.508 Perhaps on the side of those who mainly sell goods first, the story of complying 00:08:42.508 --> 00:08:45.666 with the law ultimately still starts from professional awareness as well as business ethics. 00:08:46.006 --> 00:08:51.946 During the live stream, during your time of operation, has Quynh Hoa's side ever 00:08:51.946 --> 00:08:56.613 received negative feedback about the product you introduced and how will 00:08:56.613 --> 00:08:57.886 you handle it? 00:08:58.939 --> 00:09:04.229 Regarding you personally and the cases you have encountered, it is certainly 00:09:04.229 --> 00:09:08.196 inevitable that you have received not very positive feedback 00:09:08.196 --> 00:09:09.519 from the audience. 00:09:09.519 --> 00:09:14.799 Because that thing doesn't come from you exaggerating the product or you 00:09:14.799 --> 00:09:16.119 spreading false information. 00:09:16.119 --> 00:09:20.459 But it's just a mistake of the brand, the supplier. 00:09:20.459 --> 00:09:25.781 But after receiving feedback, we immediately contacted and resolved it, 00:09:25.781 --> 00:09:30.039 explaining to consumers why the product was faulty. 00:09:30.039 --> 00:09:33.759 And immediately exchange them for a new product just like what you 00:09:33.759 --> 00:09:34.999 said on the livestream 00:09:35.000 --> 00:09:39.820 So Quynh Hoa should also stand up to take partial responsibility for the products she introduces, right? 00:09:40.140 --> 00:09:43.580 One last question for the lawyer is 00:09:43.580 --> 00:09:47.400 What do lawyers expect from the most powerful change in the livestream sales market? 00:09:47.400 --> 00:09:51.180 In the near future when new regulations will begin to be implemented? 00:09:51.367 --> 00:09:57.622 Firstly, in my opinion, it is necessary to ensure the strictness of the law, and 00:09:57.622 --> 00:10:01.376 thoroughly handle violations from KOL, KOC producers and celebrities 00:10:01.376 --> 00:10:02.627 on social networks. 00:10:03.327 --> 00:10:09.188 The second point is that we also need to have a set of rules on ethics and 00:10:09.188 --> 00:10:10.567 behavior of KOL, KOC. 00:10:10.567 --> 00:10:16.905 In addition to those live streams, there must be a common set of rules on the 00:10:16.905 --> 00:10:21.262 digital environment, on social networks to standardize and improve the culture 00:10:21.262 --> 00:10:22.847 of the digital environment. 00:10:23.098 --> 00:10:28.434 As a consumer, I also have some advice for you who often participate in 00:10:28.434 --> 00:10:29.958 shopping on live streams. 00:10:29.958 --> 00:10:34.737 That is, as a person who directly consumes that product, I will always 00:10:34.737 --> 00:10:40.618 have to have a sober mind so that I can always select and buy quality products. 00:10:40.891 --> 00:10:44.671 Thank you very much to the two guests for taking the time to participate in 00:10:44.671 --> 00:10:45.931 our Seven-Double Coffee program today. 00:10:46.891 --> 00:10:49.811 And ladies and gentlemen, livestream sales are becoming an important 00:10:49.811 --> 00:10:51.271 part of the digital economy. 00:10:51.631 --> 00:10:54.596 But along with increasing opportunities and influence are requirements for 00:10:54.596 --> 00:10:56.671 responsibility, transparency, and compliance with the law. 00:10:57.131 --> 00:11:00.991 The new regulations are expected to contribute to building a healthier e-commerce environment, 00:11:01.311 --> 00:11:05.291 protecting consumers and creating better conditions for legitimate business as well as sustainable development. 00:11:05.291 --> 00:11:10.004 And once again thank you to the two guests who came to chat and share very 00:11:10.004 --> 00:11:11.771 practical things with readers and workers. 00:11:12.131 --> 00:11:14.391 Thank you to the audience for watching our program today. 00:11:14.531 --> 00:11:17.011 And now, hello and see you in the following programs.