Vietnam is taking a stand against “screen fatigue” by implementing some of the world’s strictest technical standards for digital advertising. Under the new decree, any online platform operating within the country must ensure that viewers are never “trapped” in an advertisement for more than a few seconds.
The New Technical Standards
The decree outlines precise engineering requirements that platforms must implement by the mid-February deadline:
- Video & Animated Ads: These must allow users to skip or dismiss the content within a maximum of 5 seconds.
- Static Image Ads: Banner-style or static ads must be immediately closable (0-second wait time).
- Anti-Deception Rules: The decree strictly bans “fake” close buttons. Clicking an “X” must close the ad with a single interaction rather than redirecting the user to an advertiser’s landing page.
- Reporting Tools: All ads must include visible icons that allow users to report illegal content or opt out of specific ad categories easily.
Enforcement: The 24-Hour Compliance Window
Vietnam has moved beyond simple administrative fines, introducing significant legal pressure on both local and cross-border platforms.
| Regulatory Requirement | Enforcement Detail |
| Removal Timeline | Illegal or non-compliant ads must be removed within 24 hours of a government request. |
| National Security | Ads deemed a threat to national security must be removed immediately. |
| Failure to Comply | The Ministry of Public Security and the Ministry of Information and Communications can implement technical blocks to restrict access to the non-compliant platform. |
| Liability | Responsibility is shared across the ecosystem: advertisers, service providers, and publishers are all legally liable. |
Impact on Global Tech Giants
The 40-day window between the announcement and enforcement (January 5 to February 15) has sent global platforms into a development sprint:
- YouTube: While YouTube already utilizes 5-second skip buttons for many “TrueView” formats, it must now redesign its 15-30 second unskippable “Bumper” and “Non-skippable in-stream” ads specifically for the Vietnamese market.
- Meta (Facebook/Instagram): Many ad formats in Reels and Stories currently lack any skip functionality. These will require a fundamental UI redesign to comply with the 5-second threshold.
- Streaming Services: Ad-supported tiers on streaming platforms that typically use 30-second “unskippable” breaks must now implement geolocation-based skip logic for Vietnamese IP addresses.
Why it Matters
Vietnam’s move reflects a growing global shift toward “user-first” digital policies. By treating attention as something that cannot be taken by force, Vietnam is setting a precedent that other emerging markets in Southeast Asia may follow. For advertisers, this necessitates a shift toward “high-hook” creative content that earns a viewer’s attention within those first critical five seconds.
