Vietnam’s 2025 Legal Overhaul: What E-Commerce & Advertising Businesses Must Know

Vietnam is entering a new era of e-commerce law and digital advertising compliance, introducing sweeping changes in influencer marketing, livestream selling, and cross-border trade. These 2025 Vietnam digital laws aim to protect consumers, regulate platforms, and align with international best practices.

Whether you are a brand, online retailer, influencer, or digital platform, understanding these changes is essential to stay compliant and competitive in the Vietnamese market.

1. Vietnam’s New Rules for Digital Advertising Compliance

The Amended Advertising Law, passed in June 2025 and effective January 1, 2026, introduces strict new regulations for influencer marketing in Vietnam:

• KOLs, influencers, content creators: Under Vietnam’s revised Advertising Law 2025, influencers and content creators are required to clearly label all promotional content using identifiers such as #ads or “sponsored” to ensure transparency for viewers. In addition to proper disclosure, they must verify the authenticity and quality of any products or services they promote, ensuring the information presented is accurate and not misleading. Those who fail to comply with these requirements may be held legally responsible, facing administrative penalties or even criminal charges in cases involving serious or deceptive claims. A notable example is the Kera Gummy case, where Vietnamese influencers Hằng Du Mục and Quang Linh Vlogs have promoted health-related claims without scientific backing or official product registration. The misleading information then led to the sale of over 135,000 boxes, generating approximately 20.3 billion VND in revenue. Both influencers were charged with "Deceiving Customers" under Article 198 of the Vietnamese Penal Code [More details can be found in this article].

• Digital advertising platforms: Platforms that host advertising content, such as social media apps, e-commerce sites, and online news outlets, must now label all paid content with a visible advertisement sign and provide users with tools to report or disable unwanted ads. These provisions aim to reduce hidden marketing and strengthen user control over digital content. According to LTS Law, platforms that fail to comply will be held accountable under a revised system of administrative enforcement.

• Ad volume limits:  According to Vietnamplus report, traditional newspapers nowadays are restricted to a maximum of 30% ad space, magazines to 40%, and television channels to 10% for public broadcasts and 5% for paid content. These caps are intended to balance editorial content and advertising volume and are now enforceable across both legacy and digital media channels.

Read more at: Vietnamplus

Why it matters: These regulations improve transparency, limit fraud, and ensure compliance for both domestic and foreign sellers.

2. Vietnam E-commerce Law Updates

Vietnam’s government is tightening e-commerce platform regulations, digital transaction governance, and cross-border trade laws to align with global best practices. Key laws & decrees including:

• Law on Electronic Transactions 2023 (Effective July 1, 2024): formally recognizes the legal validity of e-transactions, digital signatures, and data messages, placing them on equal footing with traditional paper-based documents. By establishing clear standards for data integrity and source identification, the law facilitates paperless trade and enhances the security and efficiency of electronic transactions across both public and private sectors.

Read more at: Vietnam Law Magazine

• Decree 23/2025/ND-CP on Digital Signatures (Effective April 10, 2025): requires businesses to establish secure infrastructure for managing digital signatures, ensuring that electronic documents are authenticated and protected against tampering. Under this regulation, companies must utilize certified trust service providers when issuing or executing e-contracts, reinforcing legal credibility and compliance in digital transactions.

Read more at: Kyta Platform

• Draft e-commerce law 2025 (Expected May 2026): introduces a more comprehensive legal framework by expanding key definitions to include e-commerce platforms such as TikTok or Shopee, intermediary platforms, affiliate marketing models, and super apps. The law also enforces strict identity verification requirements for sellers and advertisers operating online, aiming to improve accountability and reduce fraudulent activity. In addition, it mandates tax compliance for foreign companies engaged in selling goods or services to Vietnamese consumers, ensuring that cross-border transactions are properly declared and taxed. To support consistent enforcement, the law outlines standardized electronic contract formats that define parties' rights and obligations in digital transactions.

Read more at: Vietnam News

• Decree 147/2024 – Vietnam’s Livestream Selling Regulations:Livestream e-commerce has rapidly grown in Vietnam, leading the government to implement stricter regulations through Decree 147/2024, which has been in effect since December 2024. Under this decree, only verified users are allowed to conduct commercial livestreams or post commercial-related content, ensuring accountability and transparency. The rules apply broadly to all e-commerce platforms, including international marketplaces and apps operating in Vietnam. Additionally, platforms are now required to establish identity verification systems for all sellers and content creators involved in commercial activities, marking a significant step toward tightening control over online sales and consumer protection.

Read more at: Rouse

Why it matters: This regulation targets livestream sellers, video commerce platforms, and influencers who monetize content through product promotions. It helps combat fraud, fake accounts, and unlicensed advertising.

3. Compliance Checklist for Brands, Platforms & Foreign Sellers

For Influencers & Brands:

• Review and update influencer contracts to include disclosure requirements
• Validate the accuracy of all product and service claims in promotional content
• Implement internal compliance processes for campaign monitoring

For E-Commerce Platforms:

• Integrate seller identity verification during onboarding
• Clearly label all sponsored content and advertisements
• Provide users with tools to report, hide, or disable ads

For Foreign Sellers:

• Register for cross-border tax reporting under Vietnam’s e-commerce laws
• Deploy digital signature systems that meet legal standards
• Monitor legislative updates to the Draft E-Commerce Law 2025

4. What It Means for Your Business Strategy in Vietnam

Vietnam’s regulatory changes represent more than a legal shift they reflect a deeper transition toward a safer, more trustworthy digital ecosystem. Business that adapt early stand to benefit from increased consumer trust, improved operational resilience, and alignment with global standards.

Complying with these laws enables brands, platforms, and international sellers to avoid penalties, reduce reputation risks, and unlock long-term market opportunities in one of Southeast Asia’s most dynamic digital economics. In short, understanding and applying these changes is not only a legal obligation but also a strategic move.

5. Conclusion

Vietnam’s 2025 legal reforms mark a turning point for digital commerce and advertising. From influencer transparency to e-contract enforcement and livestream selling oversight, the country is raising the bar for accountability and consumer protection.

To stay competitive, businesses must act now. Review your content, update digital infrastructure, and align operations with Vietnam’s updated legal standards. Early compliance is not just a legal requirement—it’s a strategic advantage in Southeast Asia’s fastest-growing digital market.