The 1.5-second limit means it’s nearly impossible for advertisers to deliver any message to viewers that they can click “next” or continue watching. The “suspended” regulation for nearly a decade suddenly applied will cause unfairness In fact, the handling of violations of regulations on advertising not in fixed areas “waiting to turn off or open ads on electronic newspapers up to 1.5 seconds” has been regulated since 2013 at Decree No. 158/2013/ND-CP not until Decree No. 38/2021/ND-CP newly issued. The Ministry of Culture, Sports and Tourism, the unit in charge of drafting these documents, said that the provisions of the new Decree have followed the process of the Government. Law on Promulgation of Legal Documents . However, not all policy beneficiaries are aware of the drafts during the consultation process. According to Mr. Tran Trong Dung, Chairman of the Ho Chi Minh City Journalists Association, there are press agencies that have not yet been consulted. The regulation has been in place since 2013 and many press agencies do not know, which can be explained by the fact that advertising has not taken place in accordance with the regulations. Thus, the regulations are set but not enforced, the press has made mistakes for a long time without handling, which means that the law has been inadequate since its issuance. Then suddenly applying it will cause unfairness to advertising on other electronic forms. 1.5 seconds time is not reasonable Studies show that, if an ad attracts attention in the first 5 seconds, readers will decide to continue or not. Research on video advertising by Facebook and Nielsen has also come up with quite interesting numbers that , 47% of the value of a video campaign is transmitted within the first 3 seconds and 74% of the value of a video campaign is communicated through the first 10 seconds. This study also shows: When readers watch the first 3 seconds of a video on Facebook, 65% of these will watch at least 10 seconds, 45% watch 30 seconds. Another Twitter study also found a strong link between watching the first 3 seconds of a video and whether or not viewers watched the entire video. With 1.5 seconds, the viewer only had time to open and close. The 1.5-second limit means it’s nearly impossible for advertisers to deliver any message to viewers that they can click “next” or continue watching. Commenting on this issue, Mr. Vo Thanh Hai, Director of Viettel Media said that 1.5 seconds is not enough to convey a certain message to viewers. And so viewers will not receive the information they need to decide whether to continue or ignore. “Social networks like Google or Facebook have carefully studied the psychology of viewers so that they give the time to turn on or off ads. Psychological studies have shown that with an ad on or off time of 5-6 seconds, it will make viewers accept it. If the time to turn off or open the ad is too long, it will make the ad viewer inhibit and hate it. Thus, the advertising effect will not be as expected. But if the time to turn on or off the ad is less than 5 seconds, it will not be enough for the ad units to convey their short message to the viewers. Obviously, the terms and conditions need to be carefully studied.” Mr. Hai analyzed. Discrimination will cripple the journalism economy The Ministry of Culture, Sports and Tourism explained that social networks, YouTube are not press agencies, the criteria for operation as well as the audience for participation and interaction are also different. Therefore, the regulation and application of advertising activities on social networks is not the same as that of press agencies. In fact, in terms of content and direction, the Vietnamese revolutionary press has clear operating principles and purposes; comply with legal regulations. In terms of business, competition is fierce; even the mechanism of non-business units is more constrained to the press than other types of enterprises. So, if the legal corridors on advertising keep that mindset, it will cripple the journalism economy. Forecasting difficulties approaching the press in the context that the Covid-19 epidemic has not stopped, some newspapers have stated: “Limit advertising in the press, Google, Facebook are happy to benefit?”, “Rules of the game to eliminate competition”, etc. The chairman of the Ho Chi Minh City Journalists Association described the state of journalism at that time as “shrink”. And Mr. Nguyen Truong Son, Standing Vice President and General Secretary of the Vietnam Advertising Association estimated specific numbers: If these provisions are implemented, more than 80% of advertising revenue now goes to Facebook, Google. Should soon accept and amend Mr. Nguyen Truong Son said that the Vietnam Advertising Association has sent documents to the authorities to soon propose the government to amend the Law on Advertising, creating a legal corridor for the press, media and advertising industry. operate smoothly. “This Law on Advertising has been in effect for nearly 10 years but has not yet imposed a fine on any press agency. Decree 38 is specific and has sanctions. However, the regulation that the timeout to turn off or open ads in a fixed area exceeding 1.5 seconds is inadequate. If the press agency is not fined, it is a violation of the law, but applying sanctions will cause difficulties for the press agency. Mr. Son said. On June 1, the Ministry of Culture, Sports and Tourism said that it will conduct a review of 10 years of implementation of the Law on Advertising and guiding documents in order to grasp the changes of advertising activities, new means and methods of advertising to from there, there are recommendations and proposals to amend the regulations in line with reality in 2022. The Chairman of Ho Chi Minh City Journalists Association stated that there should be more seminars to listen to and exchange ideas from relevant parties. Especially the opinions of the press agencies, in order to develop appropriate guidelines, overcome the inadequacies with the subjects governed by the text and promote the advantages.

Barrel house in Phu Quoc. Phu Quoc fish sauce making has existed for a long time, and is a unique feature in the life of the people of Phu Quoc in particular and the life of the people of Kien Giang in general. Phu Quoc fish sauce making profession is associated with the formation and development of Phu Quoc from the time it was a remote island district to the brilliant first island city of Vietnam. In Decision No. 1730/QD-BVHTTDL issued on May 27, 2021, the Ministry of Culture, Sports and Tourism decided: “Included into the List of National Intangible Cultural Heritage: Traditional Crafts , Folk knowledge – Making fish sauce in Phu Quoc”. Decision on recognition of national intangible cultural heritage. Although there has been a contraction due to the rapid development of tourism, at present, Phu Quoc still has more than 100 fish sauce production facilities, mainly concentrated in Duong Dong and An Thoi, estimated output on 10 million liters/year. In Phu Quoc, there are families who make fish sauce from father to son and maintain their reputation from generation to generation. Fish sauce production facilities are called barrel houses. Phu Quoc fish sauce is famous for its high protein content, sweet taste, and the aroma of striped anchovy, a specialty only Phu Quoc has. The fishing season for striped anchovies is mainly from July to December every year. When the fish net has just been pulled up, it will be picked up with a racket, removed impurities and washed with sea water, then immediately mixed with salt with the ratio of 3 fish to 1 salt, then taken to the ship’s hold. This way of mixing fresh fish keeps the fish meat from decomposing, fish sauce has the highest protein content, and does not have a bad smell. Honoring the profession of making fish sauce adds to the cultural value of the island city of Phu Quoc. The standard brewing process of Phu Quoc fish sauce is 12 months. After that, the new fish sauce is drawn in order, initially the fish sauce has a protein content of over 30, followed by a long fish sauce with a protein level of over 20. After draining the protein in the chuop, all kinds of sauces. The fish sauce is mixed to have the highest protein content according to the natural method. According to Ms. Nguyen Thi Diep Mai – Deputy Director of Kien Giang Department of Culture, Sports and Tourism, Phu Quoc fish sauce making is the first national intangible cultural heritage of Kien Giang. In July 2020, Nam O fish sauce craft village in Da Nang was also recognized as a national intangible cultural heritage.