2026.04.15
Vietnam's Amended Law on Advertising took effect on January 1, 2026. The biggest change is that KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) are now clearly and legally defined as "advertising subjects." Influencers who endorse functional foods, cosmetics, and healthcare products are now obligated to confirm certification from the Ministry of Health or local health authorities in advance, and may be held jointly liable for false advertising.
| Item | Before the Amendment | After the Amendment |
|---|---|---|
| Legal Status of KOLs/KOCs | Gray area | Formally recognized as "advertising subjects" |
| Product Verification Obligation | None | Mandatory to confirm certification and quality proof before endorsing |
| Liability for False Advertising | Advertiser only | KOLs/KOCs also jointly liable |
| Sponsored Disclosure | Optional | Mandatory "sponsored" labeling |
| Verification Costs | Borne by the individual | Brands have the right to be billed for the cost |
In response to the amended law, TikTok Vietnam has introduced a hybrid monitoring system combining manual review with automated AI screening. It has implemented a mechanism that detects paid advertising content before it is posted and automatically applies a "sponsored" label. An in-app tool has also been newly added for influencers to declare an ad before publishing content.
This legal amendment has two effects on Vietnam's D2C market:
Higher Short-Term Costs: Engaging a KOL now requires confirming product certification in advance, bearing verification costs, and preparing formal contracts, which raises operating costs especially for small and mid-sized D2C brands.
Building Medium- to Long-Term Market Trust: On the other hand, as consumer distrust caused by rampant false advertising is resolved, brands with genuine quality find it easier to differentiate themselves. A 2017 AsiaKOL survey found that 77% of Vietnamese online consumers made purchase decisions based on influencer recommendations, and the legal framework has now caught up with this high level of influence.
For companies entering Vietnam's e-commerce market from Japan, this amended law calls for the following responses:
TikTok Shop Trends in Vietnam's D2C Beauty Market and TikTok Shop Fee Hike Reading this together with the above will allow for a multi-angled look at Vietnam D2C strategy for the second half of 2026.
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