In short: From 1 January 2026, Law 75/2025/QH15 amending the Law on Advertising 2012 takes effect, tightening outdoor advertising regulation in Vietnam. Billboards and banners follow a notification procedure (not a licensing one), and owners of advertising structures face new liability for construction quality, safety and fire prevention. Decree 342/2025/ND-CP (effective 15 February 2026) details the dossier and procedures.
1. The new legal framework
Outdoor advertising in Vietnam in 2026 is governed by three key instruments:
- Law 75/2025/QH15 amending the Law on Advertising 2012 — effective 1 January 2026. The first major overhaul in over a decade, adding new rules on billboards, banners, dedicated advertising screens and outdoor advertising planning.
- Decree 342/2025/ND-CP guiding the Law on Advertising — effective 15 February 2026, replacing Decrees 181/2013/ND-CP and 70/2021/ND-CP.
- Decree 87/2026/ND-CP on administrative penalties in culture and advertising — effective 15 May 2026, replacing Decree 38/2021/ND-CP.
Businesses operating billboards or banners under old dossiers should review compliance against the new framework.
2. Notification instead of licensing: the key change
The most important change for businesses: advertising on billboards and banners follows a notification mechanism, not an advertising license.
Article 30(1) of the Law on Advertising (as amended by Law 75/2025) provides that organizations and individuals wishing to advertise on billboards or banners send a dossier notifying the advertising product to the competent local advertising authority before carrying it out.
This comes with a “silence-is-consent” rule in Article 30(2): within 05 working days from the date the authority confirms receipt of the dossier, if there is no response, the organization or individual may proceed with the notified advertising product. If the authority disagrees, it must reply in writing stating its reasons.
3. What the notification dossier must contain
Under Decree 342/2025/ND-CP, the dossier notifying an advertising product on billboards/banners includes:
- A notification document stating the content, duration, location and number of billboards/banners;
- Copies of conformity certificates or documents proving eligibility to advertise under Article 20 of the Law on Advertising;
- The event organization document (for event or social-policy advertising);
- A color mock-up signed by the advertising service provider or the advertiser (with the organization’s seal if applicable);
- Documents proving ownership or the right to use the billboard (or the advertising location, for banners);
- A perspective drawing of the billboard location;
- A copy of the construction permit for the advertising structure — for billboards requiring one under Article 31(2).
4. New liability for owners of advertising structures
Law 75/2025 adds Article 31(5), placing direct liability on owners of advertising structures:
- Responsibility for construction quality and safety, fire and explosion prevention of signboards and billboards;
- An obligation to repair, replace or dismantle outdoor billboards, signboards, dedicated advertising screens or advertising products when damaged or when the advertising contract expires;
- Compensation for any damage caused, plus other legal liability.
This is new at statutory level: businesses leasing billboard space should add maintenance and periodic inspection clauses to their contracts with advertisers.
5. Rules for dedicated outdoor advertising screens
Amended Article 28 tightens rules for dedicated outdoor advertising screens:
- Screens must be installed in line with local outdoor advertising planning and technical regulations;
- No audio may be used;
- Screen lighting must not affect traffic safety;
- Owners or lawful users must apply technical measures to prevent cyber-attacks and ensure network information security.
6. Local outdoor advertising planning
Amended Article 37 requires local outdoor advertising plans to specify: designs, sizes, materials, quantities and advertising means along road routes and in urban areas, as well as the allocation and zoning of locations for visual propaganda and outdoor advertising in central urban areas.
Practical takeaway: before investing in a billboard in a locality, check that locality’s outdoor advertising plan — location, size and density may all be restricted.
7. Penalties
From 15 May 2026, violations of outdoor advertising rules are penalized under Decree 87/2026/ND-CP (replacing Decree 38/2021/ND-CP). Beyond fines, violators may face remedial measures such as forced dismantling of offending advertisements, correction of information and disgorgement of illegal gains.
Recommendations for businesses
- Review existing dossiers against Decree 342/2025/ND-CP requirements.
- Check local planning to confirm billboard locations comply with the outdoor advertising plan.
- Add safety clauses to billboard lease contracts covering maintenance, inspection and handling of damage under Article 31(5).
- For outdoor LED screens: disable audio, control brightness and implement cybersecurity measures.
FAQ
Q: Do billboards and banners need an advertising license?
A: No. Under Law 75/2025, you follow a notification procedure with the competent local advertising authority before proceeding. If the authority does not respond within 05 working days, you may proceed.
Q: Which billboards need a construction permit?
A: Under Article 31(2) of the Law on Advertising, construction of outdoor dedicated advertising screens, signboards, standalone billboards or billboards attached to existing structures must comply with construction permitting rules. The notification dossier must include a copy of the permit where required.
Q: Do the new rules apply to billboards installed before 2026?
A: Existing advertising structures are subject to the new owner liability in Article 31(5) (quality, safety, fire prevention, dismantling when damaged or expired). Businesses should proactively review and supplement their dossiers.
Sources
- Law 75/2025/QH15 amending the Law on Advertising (effective 1 January 2026)
- Decree 342/2025/ND-CP guiding the Law on Advertising (effective 15 February 2026)
- Decree 87/2026/ND-CP on administrative penalties in culture and advertising (effective 15 May 2026)
This article is for general information only and does not constitute legal advice for any specific case. Content is pending review by the QA Council (FLAW AI Legal Council).
