Vietnam is set to change how digital advertising works for millions of internet users with a new rule that bans unskippable ads longer than five seconds.
The government has introduced Decree No. 342/2025, part of its updated Advertising Law, and it will take effect on 15 February 2026.
Under this regulation, all online video and animated ads must offer a skip or close option no later than five seconds after they begin.
Static image ads and pop-ups must also be immediately cancellable rather than forcing viewers to wait.
The motivation behind the law is consumer protection.
Users have long complained about intrusive advertising that interrupts content, especially on video platforms where unskippable 15- or 30-second ads have become commonplace.
By limiting the unskippable period to five seconds and outlawing misleading “fake” close buttons, the government aims to give people more control over their online experience.
Platforms must also provide clear, easy-to-use options to skip or close ads, and they must display visible controls for reporting illegal content.
This change affects both local and international digital platforms operating in Vietnam.
Services like YouTube, Facebook, TikTok, Instagram and others that rely on advertising revenue will need technical updates to comply.
Current ad formats that make users wait longer before skipping won’t be permitted, and platforms that fail to implement the required skip features risk fines, removal of ads, or even blocks enforced by authorities.
The Ministry of Information and Communications is empowered to take action against non-compliant content, and platforms may also be asked to remove unlawful ads within 24 hours of a government request.
Advertisers and publishers are also affected. The decree requires that any deceptive design elements that trick users into interacting unintentionally are prohibited.
The new rules go beyond skip functionality, covering what counts as acceptable advertising behaviour online and strengthening enforcement mechanisms.
This is part of a broader push to modernise Vietnam’s advertising framework in light of rapid digital growth and to protect consumers from overly aggressive ad tactics.
Reactions from the tech and marketing industries have been mixed.
Many users have welcomed the change, seeing it as overdue relief from frustrating ad formats, while industry voices have raised concerns about implementation costs and impacts on revenue models.
Whatever the outcome, Vietnam’s move could influence conversations in other countries about how much control users should have over the ads they encounter online.