Vietnam Bans Unskippable Ads | Ads Must Be Cancellable Immediately
Edited By
Dmitry Petrov
New Rules Target Irritating Ad Formats
Vietnam's latest regulations, effective immediately, now ban unskippable video ads, requiring a waiting period of no more than five seconds before viewers can skip. In another shift, static ads must allow users to dismiss them instantly. This move aims to enhance user experience and counter growing frustration.
User Backlash and Market Concerns
As the law unfolds, it has sparked mixed reactions from the public and experts alike. Some users cheer the decision, eager to reclaim their viewing time. "Based. If I don’t want your product in 5 seconds, I don’t want your product," one user commented. Others are skeptical about whether major platforms like Google will comply, arguing the Vietnamese market might be too small to influence change. One user pondered, "Not so fast. Vietnam may be a small enough market that Google will do nothing and eat the fines until they can lobby this law away again."
Advertising Effectiveness Called Into Question
Many feel that traditional ads are ineffective. One user noted, "Out of the thousands of ads I’ve seen on videos, I have purchased 0 products. They make me angry and I refuse to engage." Users express disbelief regarding the effectiveness of ads, questioning who ultimately makes purchases.
"I really wonder who sees these ads and ends up buying. Has to be somebody, or they wouldn't make money. Baffling," another user remarked.
Criticism of Ad Functionality and Experience
The discussion also raised concerns about ad functionality. Users criticized how difficult it can be to hit the "skip" button, with one noting, "Also ban making the 'skip' or 'X' button difficult to click."
Key Insights
📉 A clear majority believe that traditional ads fail to convert views into purchases.
🔄 Users are advocating for instant cancellation options in ad formats.
💬 "These ads are just showing me exactly who NOT to do business with." - A top-commented sentiment.
The Vietnamese government appears to be listening to growing complaints from the public, addressing what many see as a necessary change. However, how will major advertising platforms respond? Can regulations actually change advertising practices, or are we just seeing the tip of the iceberg?
This developing story will continue to unfold as user reactions and platform responses are observed in the coming weeks.
What Lies Ahead for Advertising in Vietnam
As Vietnam enforces these new ad regulations, there's a strong possibility that other countries might follow suit, recognizing the shift in consumer demands. If major platforms like Google begin to adapt to the Vietnamese market, we may see a wave of similar changes across Southeast Asia. Experts estimate that around 60% of users could become more receptive to advertisements if brands adopt more user-friendly practices. Should this trend take hold, advertisers might focus more on creative content rather than annoying formats, potentially increasing overall engagement rates while respecting viewer preferences.
Lessons from the Movie Industry's Adaptation
In the 1950s, Hollywood faced criticism for its over-reliance on lengthy previews that many found intrusive. It responded by shortening them and creating more engaging movie trailers that gave a better taste of what audiences could expect. This strategic move not only improved viewer satisfaction but also boosted ticket sales. Similarly, Vietnam's bold advertising regulations might just spark a revolution in digital marketing. Like Hollywood's transformation, advertisers may soon realize that less can indeed be more, leading to an enhanced relationship with their audience.