Beer and liquor advertising in Vietnam is split into two worlds by one number: 15 percent alcohol. The Law on Prevention of Alcohol Harms 44/2019/QH14 prohibits advertising liquor with an alcohol content of 15 degrees or more — spirits have no lawful advertising channel on any medium. Liquor under 15 degrees and beer may be advertised, but within limits on content, form and time slots, and all advertising must not encourage excessive consumption, must not target persons under 18, and must carry the prescribed warning message on the harms of alcohol.
Legal basis
The time-slot limits concentrate on television and radio: advertising for liquor under 15 degrees and beer may not be broadcast in time slots and programs for children or immediately before or after such programs, under Article 12 of the Law on Prevention of Alcohol Harms 44/2019/QH14. Beyond time slots, advertising content must not use images of persons under 18, must not claim alcohol brings health benefits or social success, and must not appear at venues and events for pupils and students. An FDI enterprise running a global campaign must localize its creative: a TVC lawful in another market can violate Vietnamese law through a single party scene with young people or one slogan praising a ‘peak of success’ feeling.
Analysis in practice
Sponsoring events under a beer brand is the most asked question because it sits on the boundary between sponsorship and advertising. The dividing principle: when a brand name or logo appears publicly before an audience, the activity is treated as advertising and must comply with all alcohol advertising limits — sponsorship under a liquor brand of 15 degrees or more is not allowed; sponsorship under a beer or under-15-degree brand can be done if the event is not for persons under 18 and the brand presentation complies with the content and venue limits in the law. Renaming the event after the beer brand does not change this legal nature.
Practice points
On penalties, alcohol advertising violations are now handled under Decree 87/2026/ND-CP, which replaced Decree 38/2021 from 15 May 2026 on penalties in culture and advertising. Fines must be read with the Clause 3, Article 6 convention of this Decree: the fines in Chapters II and III are for individuals, and a violating organization is fined twice that level; acts occurring before 15 May 2026 are checked against Decree 38/2021 under the transition principle in Article 94. Beyond the fine, violating advertisements must be removed, and for an FDI enterprise a penalized campaign creates a poor compliance precedent for later media campaigns.
Frequently asked questions
In which hours is beer advertising on television banned?
Advertising for liquor under 15 degrees and beer on television is banned in time slots and programs for children and immediately before or after such programs, under Article 12 of the Law on Prevention of Alcohol Harms 44/2019/QH14.
Can spirits be advertised?
No. The Law on Prevention of Alcohol Harms 44/2019/QH14 prohibits advertising liquor with an alcohol content of 15 degrees or more on every medium; only liquor under 15 degrees and beer may be advertised within the prescribed limits.
Does sponsoring events under a beer brand violate the law?
It can violate the law if the brand is liquor of 15 degrees or more; for a beer or under-15-degree brand, sponsorship is treated as advertising and must comply with content and venue limits and must not target persons under 18.
How much is the fine for illegal alcohol advertising?
Penalties follow Decree 87/2026/ND-CP on advertising — Chapter II and III fines are for individuals, with organizations fined double under Clause 3, Article 6 — plus removal of the violating advertisement.
