Building a transparent, professional and healthy advertising market

Livestreaming to promote products in e-commerce activities and connect the Da Nang region. (Photo: VNA)

With many new breakthroughs, especially in advertising management in the digital environment and cross-border platforms, the Law not only removes bottlenecks and creates conditions for business development but also better protects consumer rights, contributing to building a transparent, professional and healthy advertising market.

This revised Law on Advertising is built with three key objectives. First of all, it is to fully concretize the major orientations in Resolution No. 66-NQ/TW of the Politburo on innovation in law making and enforcement, Resolution No. 57-NQ/TW on science, technology, innovation and digital transformation, as well as Resolution No. 68-NQ/TW on private economic development.

These guidelines have been transformed into legal regulations, aiming to create an open environment for advertising businesses, while effectively managing newly emerging forms.

Another highlight is the completion of the legal corridor, removing the shortcomings of the 2012 Advertising Law. In the context of the explosion of the internet and cross-border platforms, the lack of regulations has created a legal vacuum, making management difficult.

This revised law adds specific provisions, ensuring that management agencies have effective tools to handle violations, moving towards a transparent and fair market.

Along with that, improving management effectiveness associated with decentralization and delegation of power is also an important pillar. The law emphasizes administrative procedure reform, enhancing responsibility for local authorities, thereby promoting proactiveness and flexibility in management, improving inspection and examination efficiency. One of the biggest breakthroughs of the law is the addition of regulations on advertising in cyberspace.

Previously, platforms such as Facebook, YouTube, and TikTok were not bound by domestic regulations, leading to many difficulties in handling violations. For the first time, the law sets out a legal basis forcing cross-border platforms to comply with Vietnamese law, in line with international practices, and creating fairness for domestic businesses.

At the same time, the law clearly defines the responsibilities of “advertising product carriers”, including influential individuals (KOLs, KOCs). They must be responsible for verifying product and service information before introducing it, and must not promote it without experiencing or understanding it.

This is a necessary mechanism to limit false advertising, improve the professionalism of this team, and at the same time strengthen the protection of consumer rights.

Information transparency, tightening responsibility, and clear sanctions for violations will help prevent the use of cyberspace to spread false advertisements and exaggerate their effects.

Thereby, consumer rights are protected more directly and effectively. Not only stopping at cyberspace, the Law on Advertising (amended) brings many changes to the press, television and outdoor advertising.

A new point is the reduction and simplification of administrative procedures. Instead of pre-inspection, many procedures are transferred to post-inspection, helping to reduce time and costs for businesses, while allowing management agencies to focus resources on inspection and examination. This is an important reform step, creating a more open business environment.

For television, the Law has created more flexibility in advertising rates and duration, allowing stations to proactively balance between revenue exploitation and program quality. Regulations on advertising in films are also specified with clear limits, ensuring that they do not interrupt the audience experience.

Regarding outdoor advertising, regulations are adjusted to be more suitable to reality, strengthening the management role of localities, while encouraging the application of new technology in design and operation. The revised Advertising Law is expected to bring many substantive changes.

For consumers, this is a "shield" to protect their legitimate rights and interests, limiting the risk of access to false information.

For businesses, the law creates a fair and transparent business environment, protects law-abiding entities and strictly handles fraudulent and unfair competition. In particular, with administrative procedure reform, businesses can save time and costs to focus on production and business.

This is also a way to implement the Party's major policy on private economic development, considering it an important driving force in the coming period.

On the state management side, the law provides strong legal tools to regulate advertising activities in the digital age, while clearly defining the roles of the central and local governments, helping management to be closer to reality.

Towards a transparent and civilized advertising environment, with the above new points, the Law amending and supplementing a number of articles of the Advertising Law, in addition to resolving the shortcomings of the past 10 years, also opens up new opportunities for the sustainable development of the Vietnamese advertising industry.

A transparent, professional and civilized advertising market will contribute to promoting cultural industries and at the same time enhancing Vietnam's position in international integration. This is the greatest expectation and also the consistent goal in the process of building and implementing laws.

NINH THI THU HUONG

Director of the Department of Grassroots Culture, Family and Library

Source: https://nhandan.vn/xay-dung-thi-truong-quang-cao-minh-bach-chuyen-nghiep-lanh-manh-post909837.html