Minister Nguyen Van Hung: Increasing the ad-off time from 1.5 seconds to 6 seconds is appropriate.

Increasing the ad-off time from 1.5 seconds to 6 seconds is suitable for the needs of businesses and press agencies in Vietnam.

Minister of Culture, Sports and Tourism Nguyen Van Hung - Photo: GIA HAN

On the afternoon of November 25, the National Assembly discussed in the hall the draft law amending and supplementing a number of articles of the Advertising Law.

6-second ad-off timeout suitable for businesses and press agencies

Before the discussion session, Minister of Culture, Sports and Tourism Nguyen Van Hung signed a document accepting and explaining the opinions of National Assembly deputies discussing the draft law at the group meeting.

In the previous group discussion, some delegates suggested that it is necessary to consider increasing the waiting time to turn off or open an advertisement from 1.5 seconds to 6 seconds to both ensure favorable conditions for advertising businesses and ensure that it does not cause discomfort to users.

There are also opinions that there should not be a limit on the waiting time for ads to be turned on and off for free social networking platforms, but this regulation should only be applied to platforms where users have paid.

Meanwhile, other opinions suggested letting the market decide the advertising duration to harmonize the interests between users and advertising businesses, and some suggested amending "not displaying more than 2 consecutive advertisements, not inserting advertisements between paragraphs of articles posted on electronic newspapers and electronic information pages, allowing refusal of advertisements or reporting of inappropriate advertising content".

In particular, there is a proposal to remove the regulation that allows users to turn off ads after 6 seconds from the start of the ad.

Minister Nguyen Van Hung said that when drafting the law, the drafting committee sought opinions from those directly affected by this regulation.

Accordingly, the Vietnam Advertising Association, the Vietnam Federation of Commerce and Industry, and press and media agencies all believe that the regulation on the maximum time to turn on and off advertisements of 1.5 seconds is not suitable for reality, and is not enough time to display advertising products (especially video advertisements).

Therefore, the advertising goal of influencing viewers' perception or leaving an impression or message on viewers is not achieved.

The Ministry of Information and Communications has also conducted statistics and reviewed current common international advertising standards. Accordingly, these standards all set a 5-6 second waiting time for advertising to open and close.

"Major social networking platforms such as YouTube, or advertising networks are also applying a 5-6 second ad-off waiting period. Therefore, increasing the ad-off waiting period from 1.5 seconds to 6 seconds is suitable for the needs of businesses and press agencies in Vietnam as well as international practice and ensures competitiveness for businesses and press agencies in Vietnam compared to foreign advertising platforms," ​​the report stated.

Strictly manage advertising on social networks

Some delegates also proposed specific regulations on methods and measures to manage advertising on social networks and search engines.

In return, Mr. Hung said that the bill stipulates that online advertising activities include: advertising on electronic newspapers, electronic information pages, social networks, online applications, advertising devices using electronic means, terminal devices, and other devices connected to telecommunications networks and the internet.

Accordingly, advertising activities on social networks and search engines are also subject to the provisions of the draft law.

In addition, when drafting the bill, the Government also researched and added responsibilities for the above platforms such as verifying the identity of advertisers; storing information and records of advertising activities (information on name, address and contact information to verify the identity of advertisers; name of advertised products; advertising samples...).

Regarding the proposal to add regulations on managing short clips on social networks that include the introduction of products, goods and services, the Ministry of Culture, Sports and Tourism will accept and continue to research and add the above content to the draft law.

Let the press agency decide the advertising area?

Regarding the proposal to remove regulations limiting the advertising area ratio in newspapers and magazines and let press agencies decide on advertising area according to readers' needs and market regulation, Minister Nguyen Van Hung said that along with the world trend when the electronic press develops, now social platforms such as Facebook, YouTube, TikTok..., the number of printed newspapers and magazines is decreasing, even some press agencies in the world have closed. State management agencies on communications have received many proposals from press agencies to reduce publication periods, reduce publication pages, or stop publishing printed publications, only maintaining the electronic form. Previously, corporate income tax for 4 types (printed newspapers, electronic newspapers, radio, television) was applied equally; However, due to the difficulties of printed newspapers, corporate income tax on printed newspapers has been more preferential, only 10% compared to the other 3 types (20%), applied since 2015. Although the advertising trend in printed newspapers has decreased compared to before (previously, Tuoi Tre , Thanh Nien, Tien Phong, Lao Dong newspapers... had very thick advertising pages, had to be bound separately; the number of advertising pages was even more than the content pages). However, for some newspapers and magazines that still have advertising (or on holidays, Tet, anniversaries..., press agencies often increase the number of content pages, invest in quality to have more advertisements), increasing the area of ​​advertising pages is necessary and meaningful for press agencies (still maintaining the printed form) in the difficult context of the current press economy. "Given the important position and role of press agencies today, removing regulations limiting the advertising area ratio in traditional newspapers and magazines could affect the implementation of political tasks of propaganda and dissemination, contributing to building and protecting the Party's guidelines and policies, and the State's policies and laws," the report stated.

Tuoitre.vn

Source: https://tuoitre.vn/bo-truong-nguyen-van-hung-tang-thoi-gian-cho-tat-quang-cao-tu-1-5-giay-len-6-giay-la-phu-hop-20241125143959794.htm