Legislative reform: Vietnams advertises in transition! Experts warn!

Legislative reform: Vietnams advertises in transition! Experts warn!

On May 10, 2025, a comprehensive round of advice on the bill of the bill to change the promotional law took place in the Vietnam National Assembly. This session was accompanied by lively discussions and a significant number of feedback, in which 13 comments were made by MPs and two written statements. The majority of MPs agreed to the proposed changes that aim to overcome the current defects of the advertising law that has existed since 2012 and to institutionalize the development of the cultural industries, including the advertising industry. The requirements for advertising content, the prohibition of certain behaviors and the responsibility of the state in the management of advertising activities were also discussed. It is important to link the draft law by law No. 42/2024/QH15 in order to increase the effectiveness of the content.

The changes include in particular suggestions for the conversion of clause 15, Article 1, into a section that specifically deals with online advertising. This is particularly relevant because experts consider the current regulation insufficient to meet developments in online sales and the influence of social media. According to the Ministry of Culture, Sport and Tourism, the deficits of the existing advertising law were admitted. The ministry is commissioned to finalize the draft law in order to adapt Vietnam's advertising regulations to international standards and to protect consumer rights.

important changes for advertising in the digital age

The draft law to change several provisions of the advertising law is also considered necessary by the MPs in order to strengthen control over social media marketing. This draft law, which was discussed in October 2024 during the 8th meeting of the 15th National Assembly, addresses the major challenges that were created by international social networks such as Meta, Google and Tiktok in Vietnam's advertising market. These platforms are currently checking about 70% of the market, which requires further regulatory measures.

Vietnam's advertising market generated sales of almost $ 2.3 billion in 2023, with online advertising alone issued around $ 1.21 billion. Vietnam Advertising Association predicts that this turnover could increase to USD 3 to 4 billion next year. In addition, new rules for influencers and companies are to be introduced in the online advertising market in order to increase transparency and to protect consumers from misleading advertising. A central point of the draft law is the revision of the definition of advertising products in order to also involve actors from social networks, and the introduction of stricter regulations for influencers.

Protection of consumer rights and combating false advertising

The proposed changes also aim to tighten the punishments for incorrect advertising, which assumes influencers or other advertising media. Consumers should better protect against inferior products and legal violations, for example in connection with gambling and illegal loans. The obligation for foreign companies to adhere to local regulations and to remove illegal content is also reinforced to protect the integrity of the Vietnamese market.

The upcoming changes in the advertising law thus represent a decisive step towards fair and transparent regulation of the Vietnamese advertising market, which takes into account the needs of a rapidly developing digital environment.

For further information about the current situation of the planned changes in the law, visit Vietnam.vn and aslgate.com .