Strengthening the management of outdoor advertising activities.

Signs and billboards are attached to buildings and houses along Vo Nguyen Giap Street (Dien Bien Phu City).

Currently, there are over 70 businesses and 21 branches registered in the province to conduct advertising services. From 2017 to the present, the Department of Culture, Sports and Tourism has received and processed 276 advertising notification applications from these entities. As of 2022 (latest statistics), the province has 11 freestanding outdoor billboards with a surface area of 40m2 or more; 11 freestanding outdoor billboards with an area under 40m2; and 138 billboards with a surface area exceeding 20m2 attached to buildings and houses. Basically, all businesses and branches engaged in advertising activities comply with current legal regulations on advertising services.

However, current state management of outdoor advertising activities still faces many shortcomings, with numerous violations requiring correction and remediation. These include: large outdoor advertising using billboards, signs, banners, and posters in inconsistent locations; many organizations and individuals advertising without notifying the competent state management agencies; cases of advertising being carried out before notification; and the continued use of unlicensed flyers and classified ads, as well as mobile advertising placed on sidewalks, which detracts from urban aesthetics and hinders traffic safety.

Along the roads in Dien Bien Phu City, towns, and the central areas of districts and towns, mobile advertising signs are rampant and chaotic, in a variety of shapes and colors. These signs are placed haphazardly, with sizes not conforming to any standards; many signs and billboards do not include or have incomplete information about the permit number, permit validity period, and the name of the applicant. In addition, the pasting of flyers and hanging of advertisements on walls and utility poles detracts from the urban aesthetics. For example, along Nguyen Chi Thanh Street (Dien Bien Phu City), numerous mobile advertising signs are placed on sidewalks, right next to the road, obstructing pedestrians and traffic.

The aforementioned advertising situation not only creates difficulties for management but also results in losses due to the failure to collect advertising fees, especially for small advertisements. From 2020 to the present, due to the impact of the Covid-19 pandemic, many establishments have had to temporarily close and cease business operations. To facilitate the restoration of production and business activities for organizations and individuals, the specialized inspection agency for culture, sports, and tourism still conducts annual inspections of advertising activities, but mainly focuses on disseminating information and reminding businesses to comply with legal regulations on advertising. Therefore, during this period, no administrative penalties have been imposed on any units or businesses related to advertising activities.

To regulate outdoor advertising activities, the Department of Culture, Sports and Tourism has issued numerous guiding documents and disseminated information on the Advertising Law; and conducted inspections to rectify commercial advertising activities. The process of receiving advertising notification applications is carried out seriously and strictly according to regulations and timeframes, ensuring favorable conditions for organizations and individuals wishing to advertise in the province. At the same time, efforts are being intensified to promote and guide organizations and individuals to comply with advertising regulations in the construction and installation of signage. To strictly manage outdoor advertising activities, Dien Bien province is currently developing a Plan for Outdoor Advertising in the province until 2030, with a vision to 2050. This aims to create a synchronized communication system to serve political objectives, promote outdoor commercial advertising, and boost the socio-economic development of the locality. Simultaneously, determine the land location, occupied space, scale, and form of certain outdoor advertising and propaganda means such as: freestanding or attached billboards; dedicated advertising screens, banners, and signs. Based on this, submit a proposal to the competent authority for granting or leasing land for long-term use. This will create a legal basis for state management, bring economic benefits to the provincial budget, and contribute to building a civilized, clean, and beautiful urban area.

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