With a number of shortcomings in the regulations on sanctioning administrative violations in the field of culture and advertising, which will officially take effect from June 1, it will affect the development of the advertising industry, significantly affecting revenue. of electronic newspapers, when 80% of these sources are and are being poured into the pockets of Facebook, YouTube…
Online advertising will be crowned From June 1, Decree 38 on sanctioning of administrative violations in the field of culture and advertising will officially take effect. However, a few days ago, the Vietnam Advertising Association in its petition pointed out a number of shortcomings in this new Decree, which is the sanctioning regulation “Waiting time to turn off or open ads is not fixed area exceeding 1.5 seconds” and “Design and layout advertising mixed with news content”. 80% OF CAKES ARE INTO FACEBOOK, GOOGLE BAGS According to the analysis in the petition of the Vietnam Advertising Association signed by Standing Vice Chairman of the Association Nguyen Truong Son as well as shared by businesses in the industry, the regulations on “Waiting time to turn off or open advertising reports that do not stay in a fixed area beyond 1.5 seconds” is unrealistic, too short to be able to convey the message. Compared with cross-border advertising platforms, the current interface allows viewers to skip ads in as little as 5 seconds. Sharing with VnEconomy, an expert in the field of advertising said that, in theory, businesses will spend advertising money on channels that have many viewers, and bring high efficiency. So when advertising in any channel is difficult, businesses will look to another channel… According to the report Vietnam Digital Marketing Trends 2021, the size of the online advertising market in Vietnam in 2020 is estimated at 820 million USD. It is forecasted that in 2021, this revenue will reach about 955 million USD. In which, up to 80% of the “piece of cake” of revenue goes to Google, Facebook … In the context of industrial revolution 4.0, online advertising is increasingly popular. Leading in terms of market share, online advertising sales in Vietnam are currently cross-border platforms Facebook and Google. And with the above regulation, this expert said that in the coming time, not only 80% of advertising money will flow into the pockets of “giants” but even more. Although the state encourages brands to advertise in Vietnamese newspapers, with such tightening regulations, businesses and brands will have to turn to advertising on cross-border platforms such as Facebook, YouTube… Thus, if advertising in the press of domestic enterprises is being tightened by the strict regulations of this Decree, cross-border advertising enterprises are naturally benefited by the standard , their operating principles as well as we have not been able to handle the violations of these platforms when they are not based in Vietnam. This has created an unequal competition between domestic advertising enterprises/press agencies and cross-border advertising networks… A representative of the Vietnam Advertising Association said that this will certainly affect the revenue of electronic press agencies that mainly rely on advertising. If the advertisement is published on electronic newspapers for only 1.5 seconds and is not inserted into the content, then no business wants to advertise because it will not be effective. Mr. Nguyen Quang Nhat, Chairman of Ho Chi Minh City Outdoor Advertising Club shared, the number of advertising businesses and agencies in Vietnam is quite large, but in fact, collecting 10 dong, they had to spend 7 dong on Google and Facebook. Advertising funding for news agencies will be increasingly difficult. According to a business with more than a decade of experience in online advertising, the press is currently caught between the problem of charging readers and users and collecting advertising fees. Since there are no user fees, newspapers can only charge from advertising activities. In the advertising fee collection there are a number of formats and if specified to only 1.5 seconds is too short, lacks factual basis and needs to be studied to extend the time. Currently, advertising platforms on OTT like YouTube are usually 5-6 seconds and have a warning to users that they can/will be off after how many seconds… KEY KEYS NEED TO CORRECT ADVERTISING LAW International practice, with free press similar to Vietnam, advertising is allowed to be interspersed with news/article content and customized based on the audience reading the newspaper. Readers have the right to click to view or skip the advertising content. The act of “Designing and arranging advertisements mixed with news content” is one of the administrative violations to be handled. Although this regulation is aimed at protecting the interests of readers, it is not fair in ensuring the rights of individuals/organizations purchasing advertising services as well as businesses providing advertising services. The tools to reach customers through mainstream media products are narrowed, causing obstacles and difficulties for the advertising industry. According to businesses, this new regulation will help readers have a cleaner online newspaper space, no longer bothered by ads. This Decree will prevent the phenomenon of many news sites abusing the form of contextual advertising, confusing readers as well as consumers. In the coming time, these regulations will also become obsolete because the trend of online advertising will take the throne with many different forms of attracting attention; application of technology platforms, cross-border Internet platforms. Therefore, it will become increasingly difficult for the press to call for advertising as advertising will flow into other applications. This business thinks that, with pages that have too many ads and are annoying, it is easy for bored readers to leave and not re-enter. A newspaper without readers cannot call for advertising and hardly survive. Newspapers themselves will have to adjust this issue accordingly and especially improve the quality of information content. Advertising and content must always be tied together. If the information is not good, the number of viewers is small, the advertising is no longer available, the press will have a hard time surviving and vice versa. However, even newspapers that invest in quality articles and respect their readers, with this advertising regulation, will still violate… In fact, the waiting time to turn off or open ads in a fixed area does not exceed 1.5 seconds, which is specified in the Law on Advertising, the implementing Decree and is now repeated. But because it is unreasonable, in the past 10 years, no unit has been fined under this regulation. However, according to Mr. Son, when Decree 38 was issued, we understand that the government is very interested in this, focusing on discipline, all citizens must obey the law, from June 1 onwards. All parties must strictly comply and violations will be punished. To overcome the above shortcomings, a representative of the Vietnam Advertising Association said that Decree 38 is a sub-law document, so it is impossible to violate the law. Therefore, the most important thing is to petition the Government to submit to the National Assembly to amend the Law on Advertising.
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