The Authority of Broadcasting and Electronic Information (ABEI) said it has promoted stricter enforcement to foster a "clean" advertising environment.

One of the major items on the agenda of the conference on online advertising held on July 30 was the solutions to address cases of celebrities and artists violating online advertising regulations on social media, aiming to build a truthful and responsible digital advertising environment.

Digital advertising boom 

With the digital economy boom, online advertising has become an effective marketing tool, creating numerous opportunities for businesses and content creators.

However, alongside the positives, online advertising has raised serious issues.

Notably, false advertising misleads consumers about product or service quality and functionality. Particularly, some organizations, individuals, celebrities, and social media influencers (KOLs, KOCs) promote products or services without verifying information, directly harming consumers and eroding trust in advertising overall.

Additionally, issues like anonymous ads, or advertisements violating cultural norms, failing to ensure brand safety, pose significant challenges.

In such conditions, the Law amending and supplementing certain provisions of the Advertising Law was passed by the National Assembly on June 16, 2025, and will take effect from January 1, 2026. This marks a key milestone in refining the advertising management framework, particularly for online advertising and ads through product endorsers and influencers. 

The new law expands the definition of "online advertising" to include social media, online applications, and Internet-connected digital platforms.

ABEI Deputy Director Nguyen Thi Thanh Huyen said digital platforms have cooperated in blocking and removing violating ads, using technical tools to address ads embedded in illegal content. 

The agency has also required e-commerce platforms to tighten management over ads through influencers, especially via livestreams, posts, or shared experience articles about product quality, functionality, and effectiveness, ensuring ad content aligns with declared purposes and effects.

The new law emphasizes the responsibility of social media ad endorsers on social media. Beyond complying with relevant advertising laws, they must adhere to regulations under the Children's Law and other laws.

Advertisements must be clearly identifiable, possibly with markers to distinguish them from regular content. Celebrities are responsible for ensuring ad content accuracy, and users must utilize social media features to identify ads. Platforms must provide ad-disabling features and oversee ads linking to external websites.

Strict handling of violations 

In the first six months of 2025, ABEI intensified inspections and reviews of false advertising and ads embedded in "toxic" content.

The agency diligently implemented Government directives addressing ads for counterfeit drugs, food, milk, fake goods, and commercial fraud.

Numerous official letters were issued, urging media units, social media platforms, advertising service businesses, and brands to enhance content censorship and tightly manage influencer-based advertising.

Seven celebrities and KOLs involved in advertising violations were fined a total of VND215 million and warnings were issued to two others.

ABEI also requested no advertising on illegal websites or collaboration with individuals or electronic information pages that openly violate the law.

ABEI director Le Quang Tu Do said his agency will implement new legal regulations, contribute to decrees, and inspect and handle organizations and individuals who violate regulations, especially famous people who violate advertising regulations.

"We recommend brands and ad agencies continue supporting the adoption of advertising within the 'White List' and collaborate with the Department to establish mechanisms for periodic list reviews and updates," Do said.

Content creators are encouraged to produce positive content to attract advertising, aiming for only "clean" content to receive ad revenue, pushing back against frivolous or harmful content.

Le Quang Tu Do said: "We demand enhanced filters, technical solutions, technology, and personnel to proactively review and remove content violating Vietnamese law; sweep re-uploaded violating content, pages, or channels; avoid embedding ads in violating content; disable ad displays and stop revenue sharing for violating videos, pages, or channels; and consider tightening monetization conditions to ensure only law-compliant content receives ad revenue shares."

ABEI called for the entire online advertising ecosystem to collaborate in building a healthy, truthful, creative, and responsible digital advertising environment. Compliance with the law is not only an obligation but also the foundation for sustainable development in the digital era.

Le My