Revamped Advertising Regulations and Evolving Expectations for Content Writers

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Vietnam Strengthens Advertising Laws to Combat Digital Era Challenges

Hanoi, Vietnam – September 14, 2025 – Vietnam has implemented meaningful revisions to its advertising laws, designed to align with current market realities and address the growing complexities of the digital advertising landscape. The changes, approved and set to take effect instantly, focus on bolstering transparency, reinforcing the accountability of advertising participants, and establishing a healthier advertising ecosystem nationwide.

Key Objectives behind the Legislative Overhaul

According to a recent interview with Ninh Thu Thu Huong, Director of the Department of Popular Culture, the Family and the Library, the primary goals of the revised legislation are threefold. First, the law aims to fully embody the policies established by the Vietnamese Communist Party and the state, particularly Resolution 66-NQ/TW and Resolutions 57-NQ/TW and 68-NQ/TW, which emphasize innovation, technology, and private economic progress. This intends to foster an open legal framework conducive to advertising growth and effective management of new advertising formats on digital platforms.

Secondly, the amendments strive to refine the existing legal framework and resolve ambiguities. The 2012 advertising law lacked specific provisions for internet advertising,cross-border advertising,and the rising influence of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). This revision seeks to create a complete and consistent legal structure, equipping regulatory bodies with more effective tools to oversee the advertising market and address violations.

the revised law aims to enhance the efficiency of state management through decentralization and delegation of authority. Reforms to administrative procedures and increased autonomy for local authorities are intended to streamline operations, enable proactive management, and improve the effectiveness of inspections and enforcement.

Addressing Digital Advertising and Cross-Border Platforms

A significant aspect of the new law centers on regulating advertising within the digital habitat,specifically concerning social media platforms and cross-border operations. Prior to this revision, the 2012 law did not address advertising on platforms like Facebook, YouTube, and TikTok, creating a legal vacuum. The updated legislation now establishes a legal foundation for requiring these platforms to comply with Vietnamese law, aligning with international best practices.

The law also places greater responsibility on advertising publishers, including KOLs and KOCs. They are now legally obligated to verify the accuracy of product and service data before advertising, and are prohibited from promoting products they haven’t personally used or fully understand. This measure aims to combat false advertising and promote professionalism and social responsibility among influencers. According to a recent report by Statista, influencer marketing spending in Vietnam is expected to reach $58 million in 2025, making this regulation particularly impactful.

Simplifying Regulations for Traditional Advertising

Beyond the digital realm, the new law also simplifies regulations for traditional advertising mediums such as newspapers, television, and outdoor displays. Administrative procedures have been streamlined,with obsolete requirements revised or eliminated. The process for notifying advertising content has shifted from pre-inspection to post-inspection, reducing both time and costs for businesses. Furthermore, the law provides greater flexibility in television advertising pricing and establishes clear limits for product placement in films, aiming to balance commercial interests with public viewing experience.

Advertising Type	Previous Regulation	New Regulation
Digital advertising	Limited Specific Regulations	Clear Legal Framework for Platforms & Publishers
KOL/KOC Advertising	No Specific Obligations	Verification & Usage Requirements
Administrative Procedures	Complex, Pre-Inspection Based	Streamlined, Post-Inspection Based

“did You Know?” Vietnam’s advertising market is one of the fastest-growing in Southeast Asia, fueled by a young and digitally connected population.

Protecting Consumer Rights and Fostering a Fair Market

The overarching objective of these changes is to safeguard consumer rights and cultivate a obvious and equitable advertising environment.By imposing specific legal requirements on advertising publishers, including influencers, the law aims to limit misleading or exaggerated claims. This empowers regulatory bodies to effectively combat deceptive practices and protect consumers from financial and health risks.

“Pro Tip” Businesses operating in Vietnam should proactively review their advertising practices to ensure full compliance with the new regulations to avoid potential penalties.

The revised advertising law represents a crucial step towards adapting Vietnam’s regulatory framework to the demands of the modern market and ensuring a enduring and trustworthy advertising ecosystem.

Looking Ahead: The Future of Advertising Regulation in Vietnam

The implementation of this new advertising law is expected to have long-lasting effects on Vietnam’s commercial landscape. Experts predict increased scrutiny of digital advertising practices, particularly influencer marketing, and a greater emphasis on consumer protection. The success of the law will depend on effective enforcement and ongoing adaptation to evolving technologies and advertising trends. This includes potential future regulations regarding data privacy and targeted advertising, aligning with global standards such as the EU’s General Data Protection Regulation (GDPR).

Frequently Asked Questions About Vietnam’s New Advertising Law

• What is the primary goal of the revised advertising law? The main goal is to modernize advertising regulations to address digital challenges, protect consumers, and ensure a fair market.
• how does the law address advertising on social media platforms? The law establishes a legal basis for requiring platforms like Facebook and TikTok to comply with Vietnamese advertising regulations.
• What are the new responsibilities for influencers (KOLs/KOCs)? Influencers must now verify product information and disclose their experiences with advertised products.
• What changes have been made to regulations for traditional advertising? Administrative procedures have been streamlined, and there’s greater flexibility in television advertising pricing.
• How will this law impact businesses operating in Vietnam? Businesses need to review their advertising practices to ensure compliance and avoid potential penalties.
• What is the significance of the resolution 20

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How can content writers proactively adapt to the increasing scrutiny of “greenwashing” claims in advertising?

The Shifting Landscape of digital Advertising compliance

The world of digital advertising is in constant flux, and 2025 is proving to be a pivotal year for regulatory changes. Content writers,traditionally focused on crafting compelling narratives,are now increasingly responsible for ensuring compliance with a complex web of rules. This isn’t just about avoiding legal trouble; it’s about building trust with audiences who are becoming more discerning and aware of deceptive marketing practices.Key areas of change include stricter guidelines around influencer marketing, data privacy (building on GDPR and CCPA precedents), and truth in advertising – particularly concerning AI-generated content.

These changes impact everything from blog posts and social media captions to video scripts and website copy. Ignoring these updates can lead to hefty fines, damage to brand reputation, and a loss of audience trust. Understanding these regulations is no longer a ‘nice-to-have’ skill for content writers; it’s a core competency.

Key Regulatory Updates Impacting Content Creation (2025)

Several significant updates are reshaping the advertising landscape. Hear’s a breakdown:

* AI Disclosure Requirements: The Federal Trade Commission (FTC) has significantly tightened rules around AI-generated content used in advertising. any content substantially created by AI must be clearly disclosed. This includes images,text,and even video. The aim is to prevent consumers from being misled into believing they are interacting with human-created content.

* Enhanced Influencer Marketing Guidelines: The ASA (Advertising Standards Authority) and similar bodies globally are demanding greater transparency in influencer partnerships. “Ad,” “Sponsored,” or “#Ad” disclosures must be prominent and unambiguous, even on platforms like YouTube and TikTok. Simply burying the disclosure in a string of hashtags is no longer sufficient.

* Data Privacy & Targeted Advertising: Continued evolution of data privacy laws means stricter limitations on the collection and use of personal data for targeted advertising. Content writers need to be mindful of how they encourage data collection (e.g., through lead magnets) and ensure compliance with consent requirements. First-party data strategies are becoming increasingly vital.

* Greenwashing Crackdown: Regulators are aggressively pursuing companies making unsubstantiated environmental claims (“greenwashing”). Content writers promoting sustainable products or practices must be able to back up thier claims with verifiable evidence. Vague terms like “eco-friendly” are under scrutiny.

* Health Claims Verification: Advertising health products or services requires rigorous substantiation. The FDA (Food and Drug Administration) is increasing enforcement actions against companies making misleading health claims.

The Evolving Expectations of Consumers

Beyond legal compliance, consumer expectations are shifting. People are actively seeking authenticity and transparency from brands. Here’s what they want:

* Honest and Transparent Advertising: Consumers are tired of being bombarded with manipulative marketing tactics. They value honesty and transparency above all else.

* Authentic Brand Storytelling: Generic marketing messages are falling flat. Consumers want to connect with brands that have a genuine story to tell and a clear purpose.

* Value-Driven Content: Content that provides genuine value – whether it’s educational, entertaining, or inspiring – is more likely to resonate with audiences.

* Respect for Privacy: Consumers are increasingly concerned about their data privacy. Brands that respect their privacy and are transparent about their data practices will earn their trust.

* Accessibility & Inclusivity: Content needs to be accessible to everyone, including people with disabilities. Inclusive language and portrayal are also crucial.

Practical Tips for Content Writers: Staying Compliant & Building Trust

Here’s how content writers can navigate this evolving landscape:

1. Stay Informed: Regularly monitor updates from regulatory bodies like the FTC, ASA, and FDA. Subscribe to industry newsletters and attend webinars.
2. Fact-Check Everything: Verify all claims, statistics, and data points before including them in your content. Cite your sources properly.
3. Master Disclosure Language: Learn the correct language for disclosing sponsored content, affiliate links, and AI-generated content.
4. Prioritize Transparency: Be upfront about your brand’s values, practices, and potential conflicts of interest.
5. Embrace Ethical Storytelling: Focus on creating content that is both compelling and ethical.
6. Understand Data Privacy Regulations: Familiarize yourself with GDPR, CCPA, and other relevant data privacy laws.
7. Collaborate with Legal Teams: Work closely with your company’s legal team to ensure your content is compliant.
8. Utilize Compliance Tools: Explore tools designed to help identify potential compliance issues in your content.Several AI-powered platforms now offer compliance checks.

Case Study: The Vitamin D Supplement Industry

In early 2025, several major vitamin D supplement brands faced FTC action for making unsubstantiated health claims about their products’ ability to prevent or treat COVID-19. The content on their websites and in their advertising materials was deemed misleading and deceptive. This resulted in significant fines and required the companies to revise their marketing messaging. This highlights the importance of rigorous substantiation for health claims and the potential consequences of non-compliance.

The Future of Content Writing: A Focus on duty

The role of the content writer is evolving from simply