In the context of advertising on the Internet, it is usually the platform that dictates the terms and conditions, and the user humbly waits, gets irritated or… pays. Vietnam is just trying to show us what it should look like everywhere. The new advertising law, which will come into force in February 2026, hits the soft underbelly of YouTube and the rest, effectively spoiling their monetization plans. Of course, we do not forget that Vietnam is also an authoritarian socialist republic. Let it not be so.
Vietnam announced Decree No. 342which specifies and tightens the provisions of the national advertising law. It will enter into force on February 15, 2026 and has already greatly irritated the technology industry. Its provisions are surprisingly specific and perfectly tailored to deliver a strong blow to the fundamentals of operation of various websites.
The most important point concerns video and animated ads. The waiting time to be able to skip them cannot exceed five seconds. Static ads must be able to be closed immediately, without waiting and without traps in the form of running “X’s”, subsequent steps like: “are you sure?” and so on.
In this country, the young generation consumes content mainly through smartphones, and YouTube is one of the key video platforms. It seems that a country that has problems with the rule of law of the type we practice in the Western world solves the problems of frivolity of streaming platforms better than we do.
No more confusing icons
The decree also attacks a less visible, but extremely irritating element of modern advertising – the interface. Platforms will need to provide a clear and unambiguous way to close ads in a single action. Symbols that pretend to be an ad close button but are not one are banned. Just like all tricks with “Xs”: including single-pixel ones, once popular on the Polish Internet.
The design of advertising interfaces has been teetering on the verge of manipulation for years. The small cross that takes you to the store instead of closing the ad is a serious strategy. The Vietnamese regulator says directly that such practices will not be allowed.
Furthermore, platforms will be required to add visible signs and instructions on how to report infringing ads. The user not only has the right to close the ad, but also to question it. And in countries such as Japan, China, Vietnam, people are used to order and can enforce it wisely.
Advertisements under the microscope
Decree No. 342 is not limited to viewing comfort. It also covers 11 categories of products and services deemed sensitive from a health and environmental point of view. The list included, among others: cosmetics, food and beverages, baby formula, insecticides, medicines, medical services, pesticides, fertilizers and alcohol.
This is important because advertisements for these products often balance between promises and suggestions that are difficult to verify. The new regulations are intended to limit illegal or misleading messages, especially on the Internet, where control is even more important. For platforms, this means the need for a more rigorous selection of advertisers.
What does this mean for YouTube and the rest of the world?
YouTube operates globally and its advertising systems are designed centrally. Adapting them to one market may force broader changes, especially if similar regulations appear in other Asian or European countries. And should they? Sure. Advertising may not be the Wild West it used to be, but you can still find some truly “pig” methods in such content.
It is also a test for the advertising industry. Can a model based on extending attention at all costs be reconciled with hard limits? We’ll see, but I believe in the skills of advertising specialists.
Read also: A mysterious ad intrigues Apple fans. Big update around the corner?
Advertising in a new way
New Vietnamese regulations civilize advertising. They force platforms to design them the way they need to be designed: without user frustration. If this model proves successful, it may become a reference point for other markets. What if not? Well, at least for a while, users in Vietnam will be learning ad nauseam how long exactly “five seconds” is.
