Foreign-language advertising signs: Monitoring to ensure compliance with the law.

(Baothanhhoa.vn) - Sanctions in the field of advertising are quite clear, but it is worth noting that the handling of behaviors seems to have not yet received the attention, strict and drastic control from the authorities, which has led to the situation of "everyone doing their own thing", competing to display "foreign" signs.

Some advertising signs on Vinh Son Street, Hoang Hoa Commune (illustrative photo).

According to Article 18 of the 2012 Advertising Law, advertising signs must have content in Vietnamese, except for trademarks, slogans, brands, proper names in foreign languages, or internationally recognized terms that cannot be replaced by Vietnamese. If both Vietnamese and foreign languages ​​are used on the same advertising product, the foreign language text must not exceed 3/4 of the Vietnamese text and must be placed below the Vietnamese text.

Despite regulations, violations regarding the type of text displayed on advertising signs have long been common. Even disregarding the law, many people continue to misuse foreign languages ​​on their advertising signs.

Just take a stroll around bustling commercial streets like Le Hoan, Tran Phu, Cao Thang, and Truong Thi (Hac Thanh ward), and you'll easily spot advertising signs of all sizes, prominently displaying foreign language text. This preference for foreign brands means that even though these signs are bilingual, Vietnamese is often overshadowed in terms of size, color, and font style; in many cases, 100% of the text is in a foreign language.

Ms. Le Thi Ha, a resident of Truong Thi Street, shared: "Even though I've lived in this area for many years, there are advertising signs entirely in foreign languages, which I find inconvenient because I can't fully understand the meaning of the words on them."

In rural areas, the misuse of foreign languages ​​in signage is also becoming increasingly common. In recent years, many businesses have sprung up along Vinh Son street (Hoang Hoa commune), offering food, beverages, fashion , and beauty services. Notably, most of the advertising signs here feature foreign languages, most commonly English. Many business owners explain that they use these signs to stand out, create a striking impression, and pique customers' curiosity, especially since their target customers are young people who speak English.

The widespread use of foreign-language advertising signs, violating the Advertising Law, is not a new phenomenon but has existed for a long time. It must be acknowledged that using two languages ​​simultaneously on signs facilitates access for foreigners and helps businesses reach this customer group more easily. However, if businesses overuse foreign-language signs, overshadowing Vietnamese signs, it will create linguistic chaos, detract from aesthetics, and negatively impact the preservation of the identity and purity of the Vietnamese language.

A sign on Truong Thi Street, Hac Thanh Ward.

Lawyer Vu Van Tra (Son Tra Law Firm , Thanh Hoa Provincial Bar Association) stated: Since 2012, the law has regulated advertising activities, clearly stating that the content on advertising signs must be clearly displayed in Vietnamese. Article 34 of the 2012 Advertising Law stipulates that signs for organizations and individuals engaged in production and business activities must include the following information: Name of the direct managing agency (if any), name of the production or business establishment as stated in the business registration certificate, address, and telephone number. The lettering on the sign must comply with the regulations in Article 18 of this law. The dimensions of the sign are specifically regulated: For horizontal signs, the maximum height is 2m, and the length must not exceed the width of the building's facade; for vertical signs, the maximum width is 1m, and the maximum height is 4m, but must not exceed the height of the building floor where the sign is placed. Signs must not obstruct emergency exits or fire escapes; they must not encroach on sidewalks or roadways, affecting public traffic. The placement of signs must comply with the regulations of the Advertising Law and technical standards issued by competent authorities. On June 16, 2025, the National Assembly passed a law amending and supplementing several articles of the Advertising Law. However, the provisions regarding the language of outdoor advertising signs remain unchanged.

Regarding penalties, Article 48 of Government Decree 38/2021/ND-CP dated March 29, 2021, on administrative penalties in the fields of culture and advertising, stipulates that the following actions will be subject to fines ranging from 10 to 15 million VND: incorrect or incomplete Vietnamese names on signs; foreign names only written in Vietnamese on signs; displaying proper names, abbreviations, or international trade names in foreign languages ​​above the Vietnamese names on signs; displaying names, abbreviations, or international trade names in foreign languages ​​with font sizes exceeding 3/4 of the Vietnamese font size on signs... These violations will be subject to fines ranging from 10 to 15 million VND. The above fines apply to individuals; for organizations, the fine is doubled, and the sign must be removed.

The regulations in the advertising sector are quite clear, but it is noteworthy that the handling of violations still seems to lack the attention and strict control of relevant authorities, leading to a situation where everyone does as they please, competing to display signs that favor foreign brands.

It is time to take corrective measures and exercise stricter supervision to ensure that advertising signs comply with the Advertising Law and other relevant regulations, are in harmony with the space, architecture, and landscape of the streets, thereby guiding the outdoor advertising environment towards a more civilized and culturally rich environment.

Text and photos: Viet Huong

Source: https://baothanhhoa.vn/bien-hieu-quang-cao-bang-tieng-nuoc-ngoai-nbsp-giam-sat-de-thuc-hien-dung-luat-253873.htm