HCMC – The Ministry of Culture, Sports, and Tourism has put forward new regulations for social media influencers promoting products, as part of a proposed amendment to the Advertising Law presented to the National Assembly on November 11.
Under the draft amendment, influencers endorsing products like cosmetics, health foods, and supplements would be required to verify their personal use of these products before publicly sharing reviews. Minister Nguyen Van Hung stated that the revisions aim to strengthen consumer protection by implementing stricter advertising standards.
The amendment also requires that influencers make it clear when their posts are advertisements. Influencers and advertisers must keep records detailing revenue, product names, and quantities tied to their promotions. These records would be accessible to tax authorities and government agencies for transparency and regulatory compliance.
The proposed law also aims to clarify the responsibilities of influencers and advertisers, with the Culture and Education Committee recommending separate guidelines to define accountability.
Further regulations under the draft address online and cross-border advertising services, with an emphasis on enhancing local oversight for outdoor advertising.
For print media, the amendment proposes that advertising content can occupy up to 30% of a newspaper’s space and up to 40% for magazines, while emphasizing clearer labeling to separate ads from editorial content.
