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THE GOVERNMENT
OF VIETNAM
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THE SOCIALIST
REPUBLIC OF VIETNAM
Independence – Freedom – Happiness
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No: 342/2025/ND-CP
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Hanoi, December
26, 2025
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DECREE
ELABORATING
THE LAW ON ADVERTISING
Pursuant to Law on Government Organization No.
63/2025/QH15;
Based on the Law on Advertising No.
16/2012/QH13, amended by Law No. 75/2025/QH15;
At the request of The Minister of Culture,
Sports and Tourism:
The Government hereby issues a Decree elaborate
the Law on Advertising.
Chapter I
GENERAL PROVISIONS
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This Decree elaborates certain articles of the Law
on Advertising, including:
1. Clause 2 of Article 4 on the assignment of
responsibilities for state management of advertising.
2. Clause 4 of Article 19 on the List of special
products, goods and services, and requirements for special product, goods and
service advertisement contents.
3. Clause 6, Article 22 on the documentation and
procedures for licensing the production of advertising channels or programs.
4. Article 23 on online advertising.
5. Clause 2 of Article 26 on advertisements in film
contents.
6. Clause 4 of Article 28 on the management of
advertising activities on networked digital signage.
7. Clause 3 of Article 33 on advertising of the
National Brand on commune-level radio broadcasting stations.
8. Point c of Clause 1 of Article 36 on assigning
competent agencies or persons to stipulate the dossiers and procedures for
considering the organization of an advertising performer team.
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Article 2. Regulated entities
This Decree applies to Vietnamese organizations and
individuals; and foreign organizations and individuals participating in or
related to advertising activities in Vietnam.
Chapter II
LIST OF SPECIAL
PRODUCTS, GOODS AND SERVICES, AND REQUIREMENTS FOR SPECIAL PRODUCT, GOOD AND
SERVICE ADVERTISEMENT CONTENTS.
Article 3. List of special
products, goods and services
1. Cosmetics.
2. Food.
3. Milk and nutritional products for young children
not covered by Clause 4 of Article 7 of the Law on Advertising.
4. Chemicals; pesticides or disinfectants for domestic
and medical use.
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6. Medical services.
7. Plant protection drugs, veterinary medicine,
animal feeds, aquaculture feeds, environmental treatment products in
aquaculture, livestock waste treatment products, aquatic breeds, animal breeds
and animal breeding products.
8. Fertilizers.
9. Plant varieties.
10. Drugs.
11. Alcoholic beverages, including spirits with
alcohol content below 15 degrees, beer and other alcoholic beverages containing
food-grade alcohol as prescribed.
Article 4. Requirements for
cosmetic advertisement contents
1. Cosmetic advertisement contents include the name
of the cosmetic product; uses and effects of the cosmetic; name and address of
the organization or individual notifying the cosmetic product; warnings as
prescribed by international agreements. If the cosmetic product name already
contains information about its uses and effects, these contents do not have to
be presented again in the advertisement.
2. Cosmetic advertisements must not mislead
consumers to believe the product is a medicine. Cosmetic advertisement contents
must be consistent with the nature of the cosmetic product, its classification,
and the declared uses and effects in accordance with the law.
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4. When advertising cosmetics, it is prohibited to
use images, uniforms, names, letters, articles from health units, facilities,
doctors, pharmacists, or other healthcare workers.
Article 5. Requirements for
food advertisement contents
1. Food advertisement contents must include: Name
of the food product; Name and address of the organization or individual
responsible for the product.
2. Advertisement of health supplements must include
the phrase: "Health Supplement"; advertisement of dietary supplements
must include the phrase: "Dietary Supplement"; advertising of medical
nutrition food must include the phrases: "Medical Food" and
"Used under medical supervision "; advertisement of food for special
dietary uses must include the phrase: "Nutritional product for (specific
target group using the product)".
3. Health supplement advertisement contents must
include the information stipulated in Clause 1 of this Article and the
following:
a) Product effects, health warnings (if any);
b) Warning: "This product is not a medicine
and is not a substitute for medicines";
c) For advertisement on audio and video newspapers
shorter than 15 seconds, warnings are not required to be read aloud, but must
be presented in the advertisement content.
Article 6. Requirements for
contents of advertisement of milk and nutritional products for young children
not covered by Clause 4 of Article 7 of the Law on Advertising
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2. The contents of advertisement of complementary
foods for young children under 24 months of age must satisfy the following
requirements:
a) The beginning of the advertisement must clearly
state: "This product is a complementary food and may be consumed in
addition to breast milk for young children over 06 months of age";
b) Warning: “Breast milk is the best food for the
health and comprehensive development of young children” is included;
c) The contents must comply with regulations on
information, education, and communication materials regarding infant feeding
and use of nutritional products for young children as prescribed by law.
Article 7. Requirements for
contents of advertisement of chemicals; pesticides or disinfectants for
domestic and medical use
The contents of advertisement of chemicals;
pesticides or disinfectants for domestic and medical use must include:
1. Name of the chemicals, pesticide or disinfectant
for domestic and medical use.
2. Uses and effects; name and address of the holder
of the circulation registration number.
3. Warning: "Read the instructions carefully
before use".
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Article 8. Requirements for
contents of medical device advertisement
1. Contents of advertisement of medical devices
must include:
a) Name of the medical device and its intended use;
b) Name and address of the holder of the
circulation number or name and address of the importing entity (for medical
devices requiring circulation number or import license); name and address of
the advertising entity (for medical devices not requiring circulation number or
import license).
2. Health-related warnings and storage conditions
(if any).
3. Medical device advertisement on audio and video
newspapers must clearly read or present the content specified in Clauses 1 and
2 of this Article.
4. When advertising medical devices, it is
prohibited to use images, information of health units, facilities, doctors,
pharmacists, or other healthcare workers.
Article 9. Requirements for
contents of medical service advertisement
Contents of advertisement of medical services must
include:
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2. The scope of professional practice approved by
the competent health authority in accordance with the laws on medical
examination and treatment.
Article 10. Requirements for
contents of advertisement of plant protection drugs, veterinary medicine
1. The contents of advertisement of plant
protection drugs, veterinary medicine must include:
a) Name of the drug, ingredients, and content of
active ingredients;
b) Uses, effects, and precautions for use and
storage;
c) Name and address of the organization or
individual registering and responsible for putting the product on the market;
d) Warnings about the level of hazard, toxicity,
and instructions for preventing harmful effects of the drug.
2. For each product type, advertisement content
must also comply with the following specialized regulations:
a) The contents of advertisement of plant
protection drugs must comply with laws on plant protection and quarantine;
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Article 11. Requirements for
contents of advertisement of animal feeds, aquaculture feeds, environmental
treatment products in aquaculture, livestock waste treatment products, aquatic
breeds, animal breeds and animal breeding products
1. The contents of advertisement of animal feeds,
aquaculture feeds, environmental treatment products in aquaculture, livestock
waste treatment products, aquatic breeds, animal breeds and animal breeding
products must include:
a) Name of the product;
b) Features, effects, characteristics and
precautions for use and storage;
c) Name and address of the organization or
individual responsible for putting the product on the market.
2. For each product type, advertisement content
must also comply with the following specialized regulations:
a) The contents of advertisement of animal feeds,
livestock waste treatment products, animal breeds and animal breeding products
must comply with laws in animal husbandry:
b) The contents of advertisement of aquaculture
feeds, environmental treatment products in aquaculture, aquatic breeds must
comply with laws in aquaculture (if any):
Article 12. Requirements for
contents of fertilizer advertisement
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1. Name of the fertilizer and use instruction.
2. Name and address of the organization or
individual responsible for putting the product on the market.
Article 13. Requirements for
contents of advertisement of products and goods specified in Clauses 9, 10, and
11 of Article 3 hereof
1. Advertisement of plant varieties must comply
with laws on crop production.
2. Advertisement of drugs must comply with laws on
pharmacy.
3. Advertisement of alcoholic beverages must comply
with laws on prevention and control of harmful effects of alcohol and beer.
Chapter III
ADVERTISEMENTS ON
ADVERTISING CHANNELS AND PROGRAMS; ONLINE ADVERTISEMENTS; ADVERTISEMENT ON
NETWORKED DIGITAL SIGNAGE; ADVERTISEMENTS OF NATIONAL BRANDS ON COMMUNE-LEVEL
RADIO BROADCASTING STATIONS; ADVERTISEMENTS IN FILM CONTENTS; REPRESENTATIVE
OFFICES OF FOREIGN ADVERTISING ENTERPRISES IN VIETNAM
Section 1. Documentation and
procedures for licensing the production of advertising channels or programs
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1. Applicants for issuance of the License for
production of advertising channels or programs are press agencies (audio or
video newspapers) holding radio broadcasting licenses or television
broadcasting licenses.
2. The Ministry of Culture, Sports and Tourism
shall issue or provoke licenses for production of advertising channels or
programs; issue amended licenses for production of advertising channels or
programs for central press agencies. The cultural authority under the Provincial
People's Committee shall issue amended licenses for production of advertising
channels or programs for press agencies of the province/city.
3. The electronic version of the license for
production of advertising channels or programs digitally signed by competent
person and agency/organization in accordance with the law shall have the same
legal validity as the paper version.
4. In case of suspension or termination of the
production of advertising channels or programs, the press agency must notify the
Ministry of Culture, Sports and Tourism in writing and announce such matter on
mass media at least 24 working days before the suspension or termination.
5. The Ministry of Culture, Sports and Tourism
shall issue a decision to revoke the license for production of advertising
channels or programs in the following cases:
a) The press agency has no advertisements for 6
consecutive months from the effective date of the License;
b) The press agency suspends production of the
advertising channels or programs for more than 6 months;
c) The press agency terminates production of
advertising channels or programs;
d) The press agency’s radio broadcasting license or
television broadcasting license is revoked;
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6. After the License for production of advertising
channels or programs is revoked, the press agency may submit a new application
and follow the prescribed procedures in Article 15 hereof to re-obtain the
License, provided the licensing requirements are fully satisfied.
Article 15. Procedures for
issuance of License for the production of advertising channels or programs
1. Application for issuance of the license for
production of advertising channels or programs includes:
Application form for issuance of the license for
production of advertising channels or programs following Form No. 01 specified
in Appendix attached hereto;
b) Scheme for production of advertising channels or
programs:
The Scheme for production of advertising channels
or programs must clearly present the following contents: The guiding
principles, purpose, and production objectives; name and logo; content; image
resolution (for TV channels); audio resolution (for radio channels); projected
programming schedule in 01 month; target audience; production capacity
(personnel, facilities, equipment, finance); production and content management
process; method for technical distribution to radio and television service
providers.
In case the channel/program is a joint product, the
Scheme must provide the following information in addition: Address and capacity
of the partners; form of cooperation; rights and obligations of the parties
involved.
The Scheme for the production of advertising
channels or programs of the press agency of the province/city must be approved
by the line agency of such press agency; for central press agencies, such
Scheme must be signed by the head of the press agency and approved by its line
agency.
2. Procedures for issuance of License for the
production of advertising channels or programs
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b) Within 20 working days from receiving an
adequate application, the Ministry shall grant the license according to Form
No. 02 in the Annex or respond in writing explaining reasons in case of
refusal;
c) If the application is inadequate, within 3 days
from the day receiving such application, the licensing agency must notify the
applicant (in paper or electronic form) specifying necessary adjustments or
supplementation.
Article 16. Amendments to the
contents of the License for production of advertising channels or programs
1. If there is a change in the guiding principle or
purpose of the channel/program, the press agency holding the License for
production of advertising channels or programs shall submit application for
amendments and follow the same procedures as for the initial license
application as stipulated in Article 15 hereof.
2. For other changes, the press agency of the
province/city shall submit a written explanation of the changes to the cultural
authority under the Provincial People's Committee where the press agency’s line
agency is located; the central press agency must submit a written explanation
of the changes to the Ministry of Culture, Sports and Tourism. The written
explanation may be submitted in person, by post, or online via the National
Public Service Portal.
Within 10 working days of receiving an adequate
application, the Ministry of Culture, Sports and Tourism or cultural authority
under the Provincial People's Committee shall grant the amended License for
production of advertising channels or programs according to Form No. 02 in the
Annex or respond in writing explaining reasons in case of refusal. If the
application is inadequate, within 02 days from the day receiving such
application, the licensing agency must notify the applicant (in paper or
electronic form) to complete the application.
Section 2. ONLINE ADVERTISING;
ADVERTISEMENT ON NETWORKED DIGITAL SIGNAGE
Article 17. Unfixed
advertisements
1. Unfixed advertisements means advertisements
displayed at variable positions and times on the interface of online services,
obscuring all or part of the main content and interrupting users’ information
access.
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3. No waiting time is allowed to close ads in
static image format; for ads in the form of a moving image sequence or video,
the maximum waiting time is 5 seconds.
4. There must be an icon and instructions for users
to report advertisements violating the law and to refuse, close, or avoid
inappropriate ads. Reports of illegal ads must be received and processed
promptly, and the users must be notified of the results in accordance with the
law.
Article 18. Prevention and
removal of illegal online advertisements
1. Ministries, central and local authorities shall
review, detect, inspect, handle, and request prevention and removal of illegal
advertisements within their jurisdiction.
If no specialized law exists or the responsible
agencies cannot identify and contact the entity posting illegal ads to request
removal of the illegal ads, the Ministry of Culture, Sports and Tourism shall
be the agency taking charge of receiving reports of illegal ads from other
ministries, central and local authorities and sending ad prevention/removal
requests to online advertising service providers in Vietnam. When notifying the
Ministry, agencies must provide the conclusions of the competent authority
regarding advertisements that violate the law.
2. Advertisers, advertising service providers,
content carriers, advertisement conveyors, and advertisement publishers
participating in online advertising activities must take actions or cooperate
in blocking and removal of illegal advertisements within 24 hours from receipt
of a written or electronic request from the Ministry of Culture, Sports and
Tourism or a competent authority as prescribed by specialized laws.
Advertisements infringing on Vietnam’s national
security must be blocked and removed promptly, no later than 24 hours upon
receipt of the request.
3. If the action in Clause 2 is not taken, the
Ministry of Culture, Sports and Tourism and the Ministry of Public Security
will take technical measures to block illegal advertisements and services and
take appropriate legal action. The block will only be removed after the illegal
advertisement has been processed as requested by the Ministry of Culture,
Sports and Tourism or the competent authority in accordance with the
specialized law.
4. Telecommunications enterprises and Internet
service providers must take technical measures to block access to illegal
advertisements and services within 24 hours after receiving a phone call,
written notice, or electronic request from the Ministry and the Ministry of
Public Security.
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1. Online advertising service providers in Vietnam
(including domestic and foreign entities) must notify their contact information
to the Ministry of Culture, Sports and Tourism before starting business
activities in Vietnam, using Form No. 03 in the Appendix attached hereto.
Notification may be sent in person, by post, or
online via electronic means or the National Public Service Portal. Digital
signatures are required for cases of online submission via the National Public
Service Portal in accordance with laws on electronic transaction. Within four
working days from the date of receiving a valid notification, the Ministry of
Culture, Sports and Tourism shall issue a confirmation of the notification. If
there are changes to contact information, online advertising service providers
in Vietnam repeat the procedure of notifying the Ministry of Culture, Sports
and Tourism.
2. Online advertising service providers must fully
store and ensure access to information and records on their advertising
activities, including: Name, address, business registration certificate or
valid legal documents; name of advertised products, goods, or services;
advertisement samples; advertising service provision duration; advertising
locations; Documents related to advertisement such as contracts, agreements,
and product-related materials related to the advertisement.
Storage duration: 03 years from the last display
date of the advertisement.
3. Online advertising service providers must submit
annual reports on their business activities in Vietnam according to Form No. 04
in the Appendix attached hereto. Reports must be sent to the Ministry of
Culture, Sports and Tourism no later than November 25 each year and upon
request from the Ministry of Culture, Sports and Tourism. Reports may be sent
in person, by post, or online via electronic means or the National Public
Service Portal.
4. Online advertising service providers, when
establishing and operating intermediary digital platforms to offer their
services, must comply with the following regulations on transparency in online
advertisement:
a) Specific information for each advertisement
including the name and address of the advertiser or organization/individual
authorized to purchase the advertisement must be clearly presented;
b) When running ads through search engines, there
must be clear markings to distinguish between sponsored search results and
regular search results.
5. Advertisers and advertising service providers
may prioritize cooperation with online advertisement conveyors who have been
trained and instructed by the Ministry of Culture, Sports and Tourism or
competent authorities on laws on advertising and the management, provision, and
use of Internet and online information services.
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1. Advertisements on networked digital signage (LED
- Light Emitting Diode, LCD - Liquid crystal display, elevator screens, and
similar forms) must comply with laws on advertisings, regulations on
cybersecurity, and laws on management, provision, and use of Internet and
online information services.
2. Responsibilities of providers of advertising
services on networked digital signage:
a) Have technical solutions allowing advertisers
and advertisement publishers to control and remove illegal advertisements on
the networked digital signage systems;
b) Store and provide upon request by competent
local advertisement authorities the following information:
Number of advertisements;
Names of advertised products, goods or services;
advertising duration and schedule;
Names of organizations or enterprises responsible
for the advertised products;
c) Prevent and remove illegal information upon
request by the Ministry of Culture, Sports and Tourism and other competent
authorities as prescribed.
3. Advertisements on networked digital signage
installed in elevators must ensure compliance with elevator safety
requirements.
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Personal data collection and processing must have
the consent of the data subject and comply with laws on personal data
protection and privacy.
5. A networked digital signage system is a set of
two or more networked digital screens managed by the same entity and capable of
remotely updating advertising content via network connection. Networked digital
signage systems must ensure the ability to record display history,
duration/time, and content of advertisements to serve inspection and comply
with regulations on cyberinformation security.
6. Authority to manage advertising activities on
networked digital signage system and networked electronic signage:
a) The provincial People's Committees is
responsible for receiving information and managing digital signage and
networked electronic signage within the province;
b) The Ministry of Culture, Sports and Tourism is
responsible for management and information receipt regarding networked digital
signage systems installed in two or more provinces/cities.
Section 3. ADVERTISING
NATIONAL BRANDS ON COMMUNE-LEVEL RADIO BROADCASTING STATIONS; ADVERTISEMENTS IN
FILM CONTENTS; REPRESENTATIVE OFFICES OF FOREIGN ADVERTISING ENTERPRISES IN
VIETNAM
Article 21. Advertising
national brand on commune-level radio broadcasting stations
1. Radio stations in communes, wards, or special
zones affiliated to provinces/cities may advertise products, goods, and
services that have achieved the National Brand.
2. Advertisement is prohibited during broadcasts
serving political tasks, information dissemination, or including urgent content
at the national or provincial level.
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1. Advertising of products, goods, and services in
film content must comply with the conditions and requirements for advertising
content as stipulated in Articles 19 and 20 of the Law on Advertising, and the
following regulations:
a) The advertisement program must be notified in
writing, or verbally, or through symbols and icons, before the film begins;
b) In the case of advertising special products,
goods, and services, the name of the advertised product, goods, or service and
any recommendations or warnings required in the advertisement content for each
special product, goods, or service as specified from Articles 4 to 12 hereof
must be notified in writing or spoken before the film is begins.
2. Advertising of products, goods, and services in
films disseminated on television systems shall follow the regulations on
commercial break specified in Clause 4, Article 22 of the Law on Advertising.
For films disseminated on digital journalism platforms in video format,
advertisements shall comply with Article 17 hereof.
Article 23. License for
establishment of representative offices of foreign advertising enterprises in
Vietnam
The issuance of licenses for establishment of
representative offices of foreign advertising enterprises in Vietnam shall
comply with Decree No. 07/2016/ND-CP dated January 25, 2016, of the Government
elaborating the Commercial Law on representative offices and branches of
foreign traders in Vietnam.
Chapter IV
RESPONSIBILITIES FOR
STATE MANAGEMENT
Article 24. Responsibilities
of the Ministry of Culture, Sports and Tourism
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1. Issue under its authority or submit to competent
authorities for issuance and guidance, organize the implementation of
mechanisms, policies, and laws on advertising activities; develop and implement
strategies, plans for advertising development, policies for the advertising
industry; provide for documentation and procedures for considering the
organization of an advertising performer team.
2. Establish an appraisal council and organize
appraisal of advertisements upon requests from organizations or individuals.
3. Organize dissemination and education of laws on
advertising; provide training and refresher training; provide guidance on operation
and management in advertising activities.
4. Cooperate with relevant ministries and central
authorities in developing technical standards for outdoor advertising
facilities.
5. Issue, amend, and revoke licenses for production
of advertising channels or programs on audio and video newspapers (except
contents under local authority as prescribed herein); receive applications for
notification of advertising supplements for print newspapers as prescribed by
law.
6. Issue certificates confirming contact
information of advertising service providers in Vietnam; receive notifications,
contacts, and send handling requests regarding illegal online advertising
activities; cooperate in implementing technical measures to block illegal advertising
services.
7. International cooperation in advertisement
8. Inspect and impose penalties for violation
against laws on advertising activities on advertising media.
Article 25. Responsibilities
of the Ministry of Health
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2. Implement legislative documents, inspect
compliance, and impose penalties for violation against regulations on
advertisement content for special products, goods, and services in health
sector.
Article 26. Responsibilities
of the Ministry of Agriculture and Environment
1. Conduct state management of advertisement
content for special products, goods, and services in the agriculture and
environment sector.
2. Implement legislative documents, inspect
compliance, and impose penalties for violation against regulations on
advertisement content for special products, goods, and services in agriculture
and environment sector.
Article 27. Responsibilities
of the Ministry of Industry and Trade
1. Conduct state management of advertisements in
commercial activities.
2. Implement legislative documents, inspect
compliance, and impose penalties for violation against regulations on
advertisement content for special products, goods, and services in industry and
trade sector.
Article 28. Responsibilities
of the Ministry of Public Security
Conduct state management in prevention and combat
against advertising activities using cyberspace to infringe upon sovereignty,
national interests, security, social order, and safety; prevent and combat
cybercrime.
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Ministries and ministerial-level agencies, within
their jurisdiction, are responsible for implementing and cooperating with the
Ministry of Culture, Sports and Tourism in state management of advertising
activities. Regarding blocking and removal of illegal online advertisements,
ministries and ministerial agencies shall comply with Article 18 hereof.
Article 30. Responsibilities
of the Provincial People's Committees
1. Conduct state management of local advertising
activities; delegate power and authorize specialized agencies under provincial
and commune-level People's Committees to manage advertisement according to laws
on organization of local government and this Decree; organize implementation of
policies, strategies, plans, and schemes for development of advertising
activities.
2. Direct, organize, and inspect compliance with
this Decree on notification of advertisement in the provinces/cities.
3. Develop, organize, and issue regulations on
managing local outdoor advertising activities; allocate land bank for
advertising work and places for classified advertising activities compatible
with urban and rural architecture in urban and rural planning approved by
competent authorities; direct and organize the operation and investment in
local outdoor advertising locations in accordance with the law; and manage the
advertisement of national brands on radio stations of the commune, ward, or special
zone serving political tasks within their jurisdiction.
4. Organize and guide implementation of laws on
local advertisement.
5. Detect and identify illegal advertisements
within their assigned state management scope and send requests to service providers
to block or remove illegal ads or forward cases to the Ministry of Culture,
Sports and Tourism for handling within its jurisdiction.
6. Organize training and refresher training to
improve management capacity and professional skills in advertisement in the
provinces/cities.
7. Inspect, supervise, and impose penalties on
violation against laws on advertising activities within their jurisdiction.
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IMPLEMENTATION CLAUSE
Article 31. Transitional
provisions
Licenses, confirmations, written approvals, and
related administrative documents that have been granted or issued under Decree
No. 181/2013/ND-CP dated November 14, 2013, and Decree No. 70/2021/ND-CP dated
July 20, 2021, before the effective date of this Decree shall continue to be
applied until they are replaced or revoked according to the law. Pending
application shall be processed in accordance with the laws in effect at the
time of receipt.
Article 32. Effect
1. This Decree shall take effect from February 15,
2026.
2. Decree No. 181/2013/ND-CP dated November 14,
2013 of the Government elaborating the Law on Advertising, and Decree No.
70/2021/ND-CP dated July 20, 2021, amending Decree No. 181/2013/ND-CP, shall
expire from the effective date of this Decree.
3. Article 62 of Decree No. 98/2021/ND-CP dated
November 8, 2021, on management of medical devices is amended as follows:
“Article 62. Advertisement of medical devices
Advertisements of medical devices shall comply with
laws on advertising.”
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ON BEHALF OF
GOVERNMENT
PP. PRIME MINISTER
DEPUTY PRIME MINISTER
Mai Van Chinh