Vietnamese authorities have warned that criminal prosecution may become necessary in serious cases involving online advertising violations, copyright abuse and misconduct by influencers and digital creators, as the country strengthens efforts to regulate online activities.

On May 22 in Ho Chi Minh City, the Authority of Broadcasting and Electronic Information under the Ministry of Culture, Sports and Tourism organized a conference introducing the Code of Conduct for Digital Culture, launching the initiative “Joining Hands to Build a Healthy Online Cultural Environment” and unveiling a new online portal and database for Vietnamese digital content creators and online advertising activities.

Speaking at the event, Le Quang Tu Do, Director General of the Authority of Broadcasting and Electronic Information, said the agency had previously implemented a code of conduct for social media during the time when it operated under the former Ministry of Information and Communications.

However, after seven years of implementation, authorities found that issuing guidelines alone was insufficient to ensure meaningful real-world impact.

Drawing lessons from previous efforts, as well as from the successful implementation of Whitelist and Blacklist systems for online advertising, the agency concluded that creating a healthier online environment requires stronger commitments and broader participation from all stakeholders.

The whitelist model encouraged advertisers to support registered websites that committed to complying with Vietnamese law.

According to Le Quang Tu Do, the initiative “Joining Hands to Build a Healthy Online Cultural Environment” has already received strong support from organizations and businesses, with many proactively requesting to participate.

Online advertising faces growing scrutiny

Le Quang Tu Do said one of the most pressing issues in recent years has been online advertising.

Since being assigned responsibility for managing online advertising activities, the authority has worked to connect major brands and leading advertising agencies across Vietnam in implementing legal regulations and industry initiatives.

Still, he described the sector as facing an especially difficult period.

“In 2025, many KOLs, KOCs and celebrities involved in online advertising activities committed violations and faced penalties. People in the industry even referred to it as a ‘year of cleansing’,” he said.

According to the official, 2026 has become even more challenging, with violations extending beyond false advertising and copyright infringements to include criminal investigations linked to online performances and illegal content distribution.

He said the management of online activities is now entering a new stage aimed at bringing all activities related to online advertising, performing arts, influencers and digital platforms under a clearer legal framework.

“The Authority of Broadcasting and Electronic Information wants to implement synchronized solutions. Criminal prosecution is only a painful last resort,” Le Quang Tu Do said.

He stressed that raising awareness among relevant groups remains the priority in order to prevent violations and encourage people to voluntarily contribute to a healthier online environment.

The new Code of Conduct for Digital Culture outlines general behavioral principles while also establishing standards tailored to specific groups of users.

The framework focuses on four core principles for digital conduct: complying with the law, behaving civilly, respecting differences and taking responsibility for shared content.

Authorities said these principles are intended to promote positive online culture not only among individual social media users but also among content creators, influencers, businesses and digital platforms.

At the conference, the Authority of Broadcasting and Electronic Information also officially launched a new online portal and database dedicated to Vietnamese digital content creators and online advertising.

The platform is designed to connect stakeholders, update industry data and improve transparency within Vietnam’s KOL, KOC and digital advertising ecosystem.

Officials said the portal would also support regulators, businesses and online communities in building a safer, more professional and sustainable digital media environment.

Le My