Responsibility of online advertising service businesses

Lawyer Ho Thu Trang, YouMe Law Company Limited answers:

Clause 16, Article 1 of the Law amending and supplementing a number of articles of the 2025 Advertising Law (effective from January 1, 2026) stipulates:

5. Online advertising service businesses are responsible for the following:

a) Notify information to contact competent state agencies;

b) Verifying the identity of the advertiser, requesting the advertiser to provide a business registration certificate or valid legal documents;

c) Storing information and records on advertising activities, providing information when requested by competent state agencies;

d) Have technical solutions to control and eliminate illegal advertising products on the service provision system;

e) Storing information on the rules of advertising distribution methods, advertising distribution algorithms used to release advertisements online;

e) Establishing a mechanism to receive and resolve complaints about online advertising service business activities;

g) Comply with regulations on transparency in online advertising activities when establishing and operating intermediary digital platforms to provide services;

h) Implementing the annual periodic reporting regime, unexpected reports when requested by competent state agencies.

Thus, from January 1, 2026, online advertising service businesses have the responsibilities according to the above regulations.

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