Vietnam has introduced new rules to limit intrusive online advertising, requiring platforms to allow users to skip ads after a maximum of five seconds starting February 15, 2026. This move targets long, unskippable video and animated ads that have frustrated internet users, especially on video streaming and social platforms.
New Rules On Unskippable Video Ads
Under the updated advertising regulations, video and animated ads must include a skip button that appears within five seconds of starting. Online platforms will no longer be allowed to force viewers to watch unskippable video ads lasting seven, 15 or even 30 seconds before content begins or resumes. This applies to any moving-image advertisement displayed on digital services operating in Vietnam, including video sharing, social networking and entertainment platforms.
The rule is part of a broader legal framework aimed at protecting user experience on the internet by preventing prolonged ad interruptions that provide little value to viewers and contribute to digital fatigue.
Stricter Controls On Other Online Ads
The regulation goes beyond video ads. Static image ads also must be immediately dismissible — users cannot be forced to wait to close them. For ads that pop up while content is being viewed, the design must allow a single, clear action to dismiss the ad, and fake or misleading close buttons are banned.
Platforms are also required to display clear reporting options on advertisements that violate standards or are inappropriate, enabling users to flag problematic content easily.
Enforcement And Compliance
The new rules empower authorities to ensure compliance. Ministries such as the Ministry of Culture, Sports and Tourism and public security agencies can ask platforms and advertisers to remove non-compliant ads within 24 hours of receiving a notice. If ads are not taken down, technical measures can be applied to block the ads or related services. Telecom companies and internet service providers are also mandated to assist in restricting access to illegal ads.
Advertisers, digital ad service providers, publishers and content distributors are collectively responsible for ensuring that ads meet the new requirements.
Why This Matters
The change is significant because many online platforms have relied on long unskippable ad formats as a revenue source and to drive engagement metrics. Limiting these formats could reshape digital ad strategies in Vietnam, influencing how global tech companies structure their ad offerings locally.
By prioritising user experience and reducing forced exposure to lengthy ads, Vietnam aims to strike a better balance between advertising economics and consumer comfort.
