WHAT HAPPENED
A new trend is gaining momentum in Vietnam, causing concern among online sellers: an increase in instances of live streams being blocked on trading platforms due to the use of incorrect or overly laudatory phrasing. Sellers fear that claims that their products are “the best,” “of the highest quality,” or “one of a kind” may now be considered a violation of platform rules and advertising laws. This sets a precedent where standard marketing techniques aimed at highlighting a product are coming under close scrutiny from regulators and platform administrators.
The essence of the problem lies in the tightening of control over the veracity of advertising claims and the fight against unfair competition. Authorities and platforms aim to protect consumers from misleading information that could create unreasonable expectations or distort the true value of a product. Thus, even emotional, seemingly harmless epithets, previously widely used in live broadcasts, can now be interpreted as unsubstantiated claims requiring confirmation.
This situation highlights a general trend towards increased transparency and accountability in online commerce, especially in the live commerce segment, which continues to show significant growth worldwide, including Southeast Asia and Russia. As live commerce becomes an increasingly powerful sales tool, the need to regulate its ethical and legal aspects also grows.
WHAT THIS MEANS FOR RUSSIAN E-COMMERCE
Vietnam's experience is an alarming wake-up call for Russian entrepreneurs who actively use live streams to promote their products on marketplaces and social networks. Although Russian advertising legislation has long contained provisions on the inadmissibility of unfair and unreliable advertising, enforcement practices regarding live commerce may tighten. For example, the Federal Antimonopoly Service (FAS) of Russia consistently fights against incorrect comparisons and unsubstantiated claims in advertising. As early as 2025-2026, there is active development of mechanisms for advertising labeling on the internet, which indicates increased state control over advertising content.
The main risk for Russian e-commerce is that phrases previously considered acceptable within the conversational genre of a live stream may be reclassified as advertising claims requiring justification. This means that phrases familiar to many sellers, such as “our product is the best on the market” or “unparalleled quality,” can lead not only to a broadcast block but also to more serious consequences, such as fines from the FAS for violating the Law “On Advertising.”
In addition, major Russian marketplaces such as Wildberries, Ozon, Yandex.Market, as well as social platforms VKontakte and Odnoklassniki, which are actively developing live commerce functions, may introduce their own, stricter content moderation rules. In conditions of growing competition and the need to maintain platform reputation, administration may begin to preemptively block broadcasts where controversial claims are present to avoid reputational and legal risks for themselves.
Thus, Russian e-commerce entrepreneurs need to revise their live commerce strategies, focusing on creating unique selling propositions that will be based on facts, product demonstrations, and real customer reviews, rather than on unsubstantiated superlatives. This is not just a matter of compliance, but also an opportunity to build more trusting relationships with the audience.
VIETSMART EXPERT COMMENTARY
As we can see, the global trend towards tightening requirements for advertising content is also reaching the live commerce sector. Russian entrepreneurs should view this case not as a unique problem in Vietnam, but as a harbinger of similar changes in the domestic market. Today's rules on Russian platforms may be quite lenient, but regulatory practice often follows global trends. We recommend paying special attention to training staff who conduct live streams on the basics of advertising law and ethics.
Instead of waiting for a platform or regulator to point out an error, a proactive approach will avoid many problems. This includes not only abandoning excessive praise, but also forming a culture of evidence in communications. If you claim the “fastest” or “most reliable” product, be prepared to confirm it with specific data, research, or certificates. The absence of such confirmation is a direct path to blocking and fines.
CONCLUSIONS AND WHAT TO DO
- Review scripts and phrasing for live streams: Avoid using unsubstantiated superlatives (“best,” “highest quality,” “one of a kind”). Focus on describing specific characteristics, advantages, and unique properties of the product that can be demonstrated or confirmed.
- Emphasize demonstration and reviews: Instead of unsubstantiated claims, show the product in action, demonstrate its functions, ease of use, design. Actively use real reviews from satisfied customers, if available and obtained without coercion.
- Justify every significant claim: If you make a bold claim (e.g., about high effectiveness or unique technology), be prepared to provide links to research, certificates, patents, or independent testing. Demonstrate this evidence live.
- Study platform rules and advertising legislation: Regularly check updated rules of the platforms on which you conduct broadcasts. Familiarize yourself with the current requirements of the Federal Law “On Advertising” and the FAS practice regarding unfair advertising.
- Educate and train hosts: Conduct training for your streamers and hosts, explain the new rules, and show them how to effectively present the product while avoiding risky phrasing. Develop “stop words” and recommended phrases.
Source: Vietnam.vn dated August 14, 2026