Vietnam tightens online advertising rules, mandates five-second skip option

Vietnam will introduce stricter controls on online advertising from February 15, 2026, requiring video advertisements to be skippable after no more than five seconds, under newly issued government regulations.

The new rules aim to improve user experience and curb intrusive advertising practices that have become widespread across digital platforms. Online services will no longer be permitted to force viewers to watch non-skippable ads lasting several seconds or more before accessing content.

In addition to video ads, the regulations prohibit practices that delay users from closing static image advertisements. Advertisers must ensure that such ads can be dismissed immediately without forcing viewers to wait.

Special attention is also given to pop-up advertisements that appear while users are browsing or watching content. These ads must not cover the screen in a disruptive manner or use deceptive designs, such as fake close buttons. All pop-ups must be removable through a single, clear action.

The regulations further require online advertisements to display transparent options that allow users to report illegal or inappropriate content, as well as to refuse or stop viewing ads they find unsuitable.

Responsibility for compliance extends across the digital advertising ecosystem, including advertisers, service providers, publishers, and content distributors. Any advertisement deemed unlawful must be removed within 24 hours of receiving a request from the Ministry of Culture, Sports and Tourism or other authorised agencies. Failure to act may result in technical measures, including access restrictions.

Telecommunications companies and internet service providers are also obligated to block illegal advertisements and related services within the same 24-hour timeframe upon official notice from authorities.

The new framework reflects Vietnam’s efforts to strengthen digital governance, protect users’ rights, and promote a healthier online advertising environment as internet usage continues to expand nationwide.