National Assembly delegates propose to perfect regulations to control advertising on digital platforms

Discussing some contents with different opinions in the draft Law amending and supplementing a number of articles of the Law on Advertising, delegates focused on giving opinions on contents related to state management in advertising activities; rights and obligations of those who transmit advertising products; advertising activities on the network environment and cross-border advertising.

Clearly define the obligations and responsibilities of entities participating in advertising activities

Presenting the Report on explanation, acceptance and revision of the draft Law, Chairman of the Committee for Culture and Society Nguyen Dac Vinh said that regarding the content of state management of advertising activities, the draft Law has been revised in the direction that the Government will specify the state management responsibilities of each relevant ministry, branch and People's Committee at all levels in the Decree guiding the implementation of the Law; at the same time, clearly stipulate the rights and obligations of those who convey advertising products.

The draft also removed the content that stipulates the obligation of influencers to directly use the product when advertising cosmetics, health foods, and dietary supplements on social networks. This adjustment comes from the fact that it is difficult to control and enforce the above regulations in the online environment.

Regarding online advertising and cross-border advertising, the draft Law has many notable additions to enhance the effectiveness and efficiency of state management.

Specifically, the draft supplements the obligations of entities participating in online advertising activities such as advertisers, advertising service providers, transporters and advertising publishers. At the same time, it clearly defines the responsibilities of advertising service providers when establishing and operating intermediary digital platforms providing advertising services.

The draft law identifies online and cross-border advertising as a type of advertising that requires strict management. Relevant organizations and individuals must fully fulfill their tax obligations, comply with Vietnamese law, and be responsible for preventing and removing illegal advertising. In case of failure to do so, competent state agencies will apply technical measures to prevent and handle violations in accordance with the law.

Effectively manage cross-border digital advertising

At the discussion session, many National Assembly deputies highly appreciated the efforts of the drafting agency to absorb and revise the draft Law and affirmed that the additional contents in the draft Law are suitable for practical requirements, especially in the context of rapid development of online and cross-border advertising, which poses many potential risks.

Delegates suggested continuing to review and supplement regulations to enhance the effectiveness of management and control of advertising activities on the internet, social networks and cross-border digital platforms. At the same time, it is necessary to supplement an inter-sectoral coordination mechanism in controlling advertising content and handling violations.

Many opinions say that it is necessary to clearly define the responsibilities of organizations and individuals participating in cross-border advertising activities, supplement feedback mechanisms, and handle violations promptly and effectively. Control of advertising content must be implemented at both the publishing and posting stages, and not just depend on the current automatic advertising system.

In addition, some delegates proposed adding the concept of “digital advertising media” to the Law, including advertising content generated by artificial intelligence. At the same time, it is necessary to clearly define the criteria for determining the activity of “providing cross-border advertising services” in Vietnam, based on technical and practical factors such as the scope of reaching Vietnamese consumers, language, content, access data and target audience.

There are also suggestions to improve regulations on controlling advertising on online television platforms, news sites, and electronic information sites; at the same time, prescribe strict sanctions for acts of false advertising, especially in cases where celebrities promote products that are not true, causing damage to consumers.

Concluding the discussion, Vice Chairwoman of the National Assembly Nguyen Thi Thanh said that the majority of National Assembly deputies agreed with the content of the draft Law that had been absorbed and revised. The amendment and supplement to the Advertising Law will contribute to building a transparent, healthy, and effective advertising market that is in line with the general trend and practical requirements.

The Vice Chairman of the National Assembly emphasized that the draft Law not only creates an environment of equal competition, protects the legitimate rights and interests of consumers, but also promotes the role of advertising activities in promoting the image of the country and Vietnamese people, preserving culture and traditional national values.

The Vice Chairman of the National Assembly requested that the agency in charge of the appraisal closely coordinate with the agency in charge of the drafting and relevant agencies to continue studying, absorbing and fully explaining the opinions of National Assembly deputies; promptly complete the draft Law, report to the National Assembly Standing Committee to submit to the National Assembly for consideration and approval at this session.

On the same morning, the National Assembly discussed in the hall a number of contents with different opinions of the draft Law amending and supplementing a number of articles of the Law on Technical Standards and Regulations.