Law on Advertising 2012

The 2012 Law on Advertising (Law No. 16/2012/QH13), passed by the National Assembly on June 21, 2012 and effective from January 1, 2013, is the first comprehensive legal document regulating advertising activities in Vietnam. The Law governs the rights and obligations of individuals and organizations involved in advertising; the principles, content, and forms of advertising; conditions for advertising service providers; as well as the responsibilities of state management authorities and the handling of violations in the sector. 

Accordingly, advertising activities must be truthful, accurate, clear, and not misleading; they must not violate traditional customs, national security, or public order. The Law strictly prohibits acts such as false or deceptive advertising, using inappropriate images of minors, advertising unlicensed products, or content that insults honor, religion, or discriminates based on gender. For specific product categories such as alcohol, pharmaceuticals, functional foods, cosmetics, and milk for young children, the Law includes separate and stricter provisions to ensure proper content control. 

In addition, the Law sets out conditions for conducting advertising services, requiring individuals and organizations to register the appropriate business lines and comply with technical regulations and local advertising planning—particularly for outdoor advertising. Oversight and enforcement responsibilities lie with agencies such as the Ministry of Culture, Sports and Tourism, provincial People’s Committees, and specialized inspectorates. The 2012 Law on Advertising plays a key role in promoting a transparent, ethical, and internationally aligned advertising environment in Vietnam.