Inevitable shifts in online advertising under the revised Advertising Law

The amended Law on Advertising, which supplements and revises several provisions including three key articles will officially take effect on January 1, 2026. This can be seen as a significant step toward strengthening the legal framework for advertising activities, particularly online advertising - a rapidly growing sector that also faces numerous risks and regulatory gaps. So how will these changes impact the advertising industry as a whole, and what should businesses do to adapt?

I. Key amendments and regulatory updates

1. Criminal liability for advertising violations

The Advertising Law clearly stipulates that organizations and individuals who violate advertising regulations may be subject to criminal liability , in addition to administrative penalties and disciplinary measures. Regulatory authorities are tightening oversight, particularly for violations that cause serious consequences, such as misleading advertising, harm to consumers or the public, and threats to information security. As a result, agencies, booking intermediaries, and brands can no longer take risks or be lenient with advertising content—regardless of the platform.

2. Stricter regulations on online advertising

The amended Advertising Law introduces several key provisions, including:

Online advertisements must clearly display identifiable labels using text, symbols, images, or audio elements to distinguish them from editorial or organic content.
Non-fixed advertising formats (e.g., pop-ups, floating banners, native ads) must include close or control functions and allow users to report violations.
Destination links from advertisements must comply with applicable laws, and publishers as well as advertising service providers are responsible for monitoring and verifying linked content.

Overall, the digital advertising market - especially advertising on online newspapers - is facing stricter compliance requirements. From ad creatives to landing page URLs, all elements must adhere to advertising regulations and legal compliance standards. This shift demands stronger collaboration across the advertising supply chain, including brands, publishers, platforms, and technology providers. While it raises higher compliance standards, it also introduces new opportunities and challenges for the digital marketing industry.

Amended Advertising Law and regulatory compliance for online advertising — The National Assembly voting to pass amendments and supplements to the Advertising Law (Source: TTCP)

II. Opportunities and challenges for advertising on official online newspapers

1. Opportunities

Stronger competitive advantage in transparency and legal compliance : As regulations impose stricter controls on advertising content, official news publishers—with established review processes and strong compliance frameworks—are likely to become preferred channels. Advertising on reputable online newspapers allows brands to enhance credibility, reinforce trust, and reposition themselves with a professional, compliant, and well-curated brand image.
Attracting regulation-sensitive industries : Sectors such as healthcare, finance, education, dietary supplements, and pharmaceuticals are particularly sensitive to advertising regulations. Official online newspapers offer a suitable environment to deploy campaigns while ensuring content compliance and legal safety.
The rise of moderated advertising services : In a stricter regulatory environment, partnering with publishers that have structured content review processes helps advertisers reduce time and effort spent on legal checks while ensuring messaging remains compliant and aligned with communication objectives. This not only mitigates legal risks but also protects long-term brand reputation.

2. Challenges

Longer ad review timelines: Review processes may become more complex as publishers must thoroughly examine ad content, destination links, and identification features to avoid violations under the new Advertising Law.
Legacy messaging may no longer be effective: Ads that previously relied on controversial claims, sensitive products, or legally ambiguous creatives will gradually lose effectiveness, forcing brands to recalibrate their digital marketing and communication strategies.
Potential increase in operational costs: Businesses may need to invest more in monitoring systems, compliance personnel, and complaint-handling workflows. These costs could become mandatory as legal requirements tighten, ensuring advertising activities remain compliant and risk exposure is minimized.

These amendments represent a positive signal, contributing to a healthier online advertising ecosystem, strengthening consumer protection, and reinforcing accountability across the entire value chain - from advertisers and agencies to online newspapers and platforms. Faced with new opportunities and challenges, how should businesses adapt?

III. Essential actions to adapt to the new market landscape

1. Conduct a comprehensive review of advertising content and approval processes

Ensure that all ad creatives and landing pages comply with updated requirements on ad identification, transparency, and legal compliance. Product claims should be cross-checked against business licenses and product certifications (if applicable), avoiding exaggerated benefits or misleading messages that deviate from registered legal documentation.

2. Strengthen collaboration with reputable online publishers

Prioritize partnerships with trusted publishers that have clearly defined content review standards, minimizing legal risks and protecting brand credibility.

3. Retrain creative and media planning teams

Update teams on the latest advertising regulations to prevent unintentional violations, with particular attention to ad labeling requirements and landing page content compliance.

4. Build a safe advertising content checklist (Ad safety checklist)

Conduct internal pre-launch reviews of content, visuals, audio, and destination links to ensure full compliance with platform-specific advertising standards and regulations.

5. Select controlled and moderated media channels

Avoid widespread placements on unverified platforms. Instead, consider booking campaigns through official online newspapers and premium publishers with stronger moderation and standardized advertising processes.

The amended Advertising Law is expected to further professionalize the digital advertising market by raising standards for transparency and legal accountability. This shift requires brands and agencies to reassess execution processes and prioritize platforms with robust content review systems. In this context, SmartAds stands out as a trusted solution, offering a strict moderation framework that enables brands to run advertising campaigns safely, transparently, and in full compliance with increasingly stringent advertising regulations.