{"id":770,"date":"2026-04-15T15:14:21","date_gmt":"2026-04-15T06:14:21","guid":{"rendered":"https:\/\/india-marketing.jp\/?post_type=vietnam-news&p=770"},"modified":"2026-08-02T01:23:19","modified_gmt":"2026-08-01T16:23:19","slug":"vietnam-advertising-law-kol-regulation-2026","status":"publish","type":"vietnam-news","link":"https:\/\/india-marketing.jp\/en\/vietnam-news\/vietnam-advertising-law-kol-regulation-2026\/","title":{"rendered":"Vietnam's Amended Advertising Law Takes Effect January 2026 \u2014 KOLs and KOCs Legally Recognized as \"Sellers,\" TikTok Shop Doubles Up Its Ad Review, Key Legal Changes D2C Brands Must Know for Their Influencer Strategy"},"content":{"rendered":"
\nThis article is based on what we could verify As of August 1, 2026<\/strong> This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.\n<\/div>\n\n\n

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.<\/p>\n\n

Key Points of the Amendment<\/h2>\n\n\n
Item<\/th>Before the Amendment<\/th>After the Amendment<\/th><\/tr><\/thead>\n
Legal Status of KOLs\/KOCs<\/td>Gray area<\/td>Formally recognized as \"advertising subjects\"<\/td><\/tr>\n
Product Verification Obligation<\/td>None<\/td>Mandatory to confirm certification and quality proof before endorsing<\/td><\/tr>\n
Liability for False Advertising<\/td>Advertiser only<\/td>KOLs\/KOCs also jointly liable<\/td><\/tr>\n
Sponsored Disclosure<\/td>Optional<\/td>Mandatory \"sponsored\" labeling<\/td><\/tr>\n
Verification Costs<\/td>Borne by the individual<\/td>Brands have the right to be billed for the cost<\/td><\/tr>\n<\/tbody>\n<\/table>\n\n

TikTok's Response: Introducing a Dual Review System<\/h2>\n

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.<\/p>\n\n\n\n

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