Online video advertisements in Vietnam must allow skipping after 5 seconds: new rule

From February 15, the maximum skip-wait time for video advertisements and animated image sequences on the internet is 5 seconds as per a new Vietnamese government decree.

Decree 342, which details a number of provisions of the Law on Advertising, stipulates that online platforms are not allowed to require viewers to wait more than 5 seconds to skip video ads.

In reality, some providers currently offer “non-skippable” video advertising services with durations ranging from 7 to 30 seconds, depending on the package and display device.

Viewers must not be forced to wait in order to close advertisements in the form of static images, according to the decree.

Another notable point is that “non-fixed placement” advertisements are more strictly regulated. These are pop-up advertising windows that appear while users are viewing content, obscuring all or part of the main content on the screen. Such advertisements must not use fake or hard-to-distinguish close icons and must ensure that viewers can close them with a single interaction.

In addition, online advertisements must include icons and clear instructions enabling users to report content that violates the law, as well as options to refuse, close, or stop viewing inappropriate advertisements.

Online advertisers are responsible for preventing and removing advertisements that violate the law no later than 24 hours after receiving a request from the Ministry of Culture, Sports and Tourism or other competent authorities in accordance with specialized laws.

In cases of non-compliance, the Ministry of Culture, Sports and Tourism and the Ministry of Public Security will implement technical measures to block illegal advertisements and services and handle violations in accordance with the law.

Telecommunications enterprises and Internet service providers are also responsible for blocking access to illegal advertisements and services within 24 hours from receiving a request from the competent authorities.

With a series of specific, stringent regulations and clearly defined sanctions, Decree No. 342 is expected to restore order to online advertising activities and balance the interests of businesses and users.

More importantly, viewers’ rights to choose, to close, and not to be “forced” to watch advertisements - core elements of the digital experience - are, for the first time, placed at the center of the legal framework governing online advertising.