Limits on the disclosure of sellers’ personal data on e-commerce platforms

On July 1, 2026, the E-Commerce Law No. 122/2025/QH15 and Decree No. 248/2026/ND-CP took effect, while the Personal Data Protection Law No. 91/2025/QH15 and Decree No. 356/2025/ND-CP had been effective since January 1, 2026. Both legal frameworks affect sellers on e-commerce platforms: the E-Commerce Law requires platform operators to disclose seller information, whereas personal data protection law requires such disclosure to be proportionate to its purpose. By comparing seller-information disclosure obligations with the proportionality principle governing the scope and limits of personal data disclosure, this study identifies several specific shortcomings and proposes recommendations to address them.