TL;DR
Vietnam has issued Decree 342/2025, requiring video and animated online ads to become skippable after no more than five seconds. The rule, which also affects static ads that force a wait for a close button, takes effect starting February 15.
What happened
Vietnam's government introduced new online advertising rules under Decree 342/2025 that limit how long users must watch ads before they can skip them. The measure requires video and animated ads on platforms including YouTube to allow skipping no later than five seconds into the ad. The directive also covers static advertisements that currently make users wait for a close or ‘x’ button, setting a maximum wait before that control appears. The regulatory change was reported via VietnamNews and picked up by Android Authority, then summarized in coverage on Android Police. The move is framed as a response to an increasingly intrusive ad environment where multiple mid-rolls, lengthy unskippable segments, and back-to-back interruptions have degraded the experience for non-paying viewers. The new rule applies within Vietnam and is scheduled to start on February 15; whether other countries will adopt similar limits is not decided.
Why it matters
- Reduces the time viewers must endure unskippable ads, directly affecting user experience on video platforms in Vietnam.
- Could force platforms and advertisers to change ad formats, placement strategies, or pricing within the Vietnamese market.
- Affirms government willingness to regulate digital advertising practices rather than leaving limits to platforms.
- Highlights tension between ad-supported access for users and creators’ ad-based revenue models.
Key facts
- The policy is set out in Decree 342/2025.
- Video and animated online ads must become skippable after a maximum of five seconds.
- The requirement also applies to static ads that currently require waiting for a close ('x') button.
- The rule covers platforms including YouTube and other online services operating in Vietnam.
- The regulation takes effect starting February 15 (year not further specified in the source).
- Reporting on the rule cited VietnamNews, via Android Authority and Android Police.
- The change responds to complaints about longer, more frequent, and sometimes unskippable ads.
- Some users currently avoid ads with ad-blockers, alternative apps, or by refreshing until a shorter ad appears.
What to watch next
- How YouTube and other platforms implement the five-second skippable requirement inside Vietnam (not confirmed in the source).
- Whether advertisers alter ad lengths, formats, or bidding strategies for the Vietnamese market (not confirmed in the source).
- If other regulators or countries follow Vietnam with similar limits on unskippable ad durations (not confirmed in the source).
Quick glossary
- Skippable ad: An advertisement that allows the viewer to stop watching it after a short mandatory viewing period and proceed to the content.
- Decree: A formal legal instrument or regulation issued by a government authority that sets rules or requirements.
- Ad-blocker: Software or browser extensions that prevent advertisements from displaying on web pages or within apps.
- YouTube Premium: A paid subscription service that removes ads and offers other features on YouTube (general definition; specific pricing or features not detailed in the source).
Reader FAQ
When does the five-second rule start?
The source states the rule kicks in starting February 15.
Which ads are covered by the new rule?
The decree covers video and animated ads and also applies to static ads that delay showing a close button.
Will this change apply outside of Vietnam?
Not confirmed in the source.
Will creators lose income because of shorter unskippable ad time?
Not confirmed in the source; the article notes ads fund creators for non-paying users but does not quantify revenue impacts.
This country is taking a stand against YouTube's ad-amancy By Karandeep Singh Oberoi Published 31 minutes ago Karandeep Singh Oberoi is a Durham College Journalism and Mass Media graduate who…
Sources
- This country is taking a stand against YouTube's ad-amancy
- Online ads must be skippable within 5 seconds under new …
- Vietnam to force YouTube and other platforms to allow …
- Vienam Bans Unskippable Ads, Requires Skip Button to …
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