Vietnam sets 5-second limit on online video ads starting mid-February

The change is set out in a government decree which details several provisions of the Law on Advertising and applies to video ads and animated image ads shown online. Under the decree, viewers must be able to skip such ads after a maximum of five seconds.

The move effectively bans so-called "non-skippable" video ads that currently run from seven to 30 seconds on some platforms, depending on the ad package and device.

The regulation also bars platforms from forcing users to wait before closing static image ads.

Pop-up ads face tighter controls as well. Ads that appear unexpectedly and cover all or part of the screen must have a clearly identifiable close button, must not use fake or misleading icons and must be closable with a single tap or click.

In addition, online ads are required to include visible icons and instructions allowing users to report illegal content and choose to refuse, close, or stop viewing inappropriate advertisements.

Advertisers must remove ads that violate the law within 24 hours of receiving a request from authorities. If they fail to comply, regulators can apply technical measures to block the ads or related services.

Telecommunications firms and internet service providers are also required to block access to illegal ads and services within 24 hours of an official request.