Blocking advertising revenue for YouTubers and TikTokers with ugly, deviant behavior

Vietnam is doing a good job of blocking dirty advertising money.

The Ministry of Information and Communications has taken strong action against many cross-border platforms and agents that place advertisements on websites that violate copyrights, contain dirty content, etc. This tough move has made the work of blocking advertising money from flowing into the pockets of toxic news channels and sites increasingly prosperous.

According to the Department of Radio, Television and Electronic Information (PTTH&TTĐT, Ministry of Information and Communications), the Ministry's functional units have done an important job, which is to prevent the flow of advertising money into malicious channels on cyberspace and cross-border platforms.

Not only Facebook, but also YouTube and TikTok have cooperated closely with the Ministry of Information and Communications. The number of blocked YouTube channels has increased 5 times compared to 2022. On the TikTok platform, this number is hundreds of accounts.

Director of the Department of Radio, Television and Electronic Information Le Quang Tu Do said that the management agency has sent a clear message to content creators. That is, creating "dirty" content will definitely be blocked and will not receive advertising money.

Agencies, advertising companies and brands have cooperated strongly with the Department of Broadcasting and Electronic Information to stop advertising on violating content. Even KOLs (influencers), TikTokers, Content Creators (content creators) who post nonsense, clickbait content, when there is direction and guidance from the Department of Broadcasting and Electronic Information, brands will also turn their backs.

In 2023, this coordination activity was implemented in practice in a smooth manner. “Many artists and celebrities do not understand why brands and advertising agencies suddenly do not cooperate with them. It is because they have ugly, non-standard, and deviant statements and actions on the Internet. This causes them to be put on the list of no longer cooperating with brands.", said Mr. Le Quang Tu Do.

Foreign advertising networks must join hands with management agencies

An expert in the field of online advertising said that the Ministry of Information and Communications has sent the White List (verified content recommended for advertising) and the Black List (bad, toxic content that violates the law and requires no advertising) to advertising platforms and agencies.

Technically, blocking advertising content on websites and accounts with malicious content is not difficult, especially when there is a list of sources of malicious content available.

For Vietnamese advertising platforms and agencies, as long as the management agency publishes the Black List, these units will have a basis for implementation. However, for foreign platforms and agencies, this is more difficult to do. The coordination of foreign platforms is currently not as good as that of domestic platforms.

According to this expert, foreign ad networks located in any country can run targeted ads to the Vietnamese market. Therefore, to prevent advertising content from being placed on toxic content, there needs to be coordination among cross-border advertising network platforms.

“Google and Facebook's revenue in the Vietnamese market is worth billions of dollars. With such a large revenue, these businesses all want to do business in Vietnam for a long time. We can learn from the model of European countries, any business that does wrong will be punished. When losing money, businesses will have to adjust their behavior.", the expert asked.