ASIATODAY.ID, HANOI – Vietnam has moved to crack down on intrusive online advertising, introducing new legislation that effectively bans unskippable ads on YouTube and other digital platforms.
Under amendments to the country’s advertising law, which take effect on February 15, video ads must become skippable within five seconds, while static advertisements must be immediately cancellable.
The government says the measures are aimed at protecting users from screen fatigue, deceptive advertising practices, and illegal promotional content.
The move comes amid growing global frustration over excessively long unskippable ads on YouTube, with some users reporting being forced to watch advertisements lasting up to an hour.
Vietnam’s new rules also require platforms to provide clear, one-click options to close ads and explicitly ban misleading or vague close buttons designed to confuse users.
In addition, platforms must offer easily accessible tools for reporting ads that violate the law.
Beyond user experience, the legislation tightens restrictions on advertisements for 11 categories of goods and services that directly affect environmental sustainability and public health. These include cosmetics, food products, alcoholic beverages, pharmaceuticals, and other regulated items.
Responding to mounting complaints, YouTube owner Google said it limits unskippable ads to 15 seconds on mobile devices and 60 seconds on TV screens. The company attributed reports of unusually long ads to malfunctioning ad blockers that distort playback.
“Ads are a vital lifeline for our creators that helps them run and grow their businesses,” Google said, urging users to allow ads or switch to YouTube Premium for an ad-free experience.
Vietnam’s decision signals a tougher regulatory stance toward global tech platforms, positioning the country as one of the first in Asia to legally curb aggressive digital advertising practices. (RT)
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