YouTube smart TV ads in Vietnam appear to exceed 5-second skip limit despite new regulations

The issue appears to affect YouTube on smart TVs, while the skip option generally appears within the legal time limit on smartphones, tablets, and computers.

Under Government Decree No. 342, which took effect on February 15, 2026, video and animated image advertisements must allow viewers to skip them after a maximum waiting time of five seconds.

However, users watching YouTube through smart TV applications said they were still required to watch advertisements lasting well beyond that limit before the skip button appeared.

Chieu, a resident of Ho Chi Minh City, said he frequently encounters lengthy mid-roll advertisements while watching martial arts movies on YouTube through his smart TV.

"As a free user, I accept that advertisements are part of the experience," he said. "But some ads cannot be skipped for more than 30 seconds."

According to Chieu, while most advertisements display a skip button after five seconds or are skipped automatically, many others require viewers to watch for more than 10, 20, or even 30 seconds before the option becomes available.

Some of these advertisements may consist of multiple shorter ads played consecutively.

Other users have also reported having to watch unskippable advertisements lasting between 15 and 30 seconds on YouTube's smart TV platform.

Tuoi Tre (Youth) newspaper has contacted Google's communications representative regarding the issue but has not received a response.

The new regulations also require online service platforms to integrate user-friendly mechanisms that allow Vietnamese users to report advertising violations directly through the interface of each advertisement.

In practice, however, users continue to face difficulties reporting misleading advertisements. The problem extends beyond YouTube to other social media platforms.

The situation suggests that major technology companies have yet to fully align their systems with Vietnam's advertising regulations.

Experts warn forced advertising may backfire

Media expert Dy Khoa, who holds a master's degree in science communication and public engagement, said forcing viewers to watch advertisements could damage brand perception.

"A person may watch an advertisement because they have no other choice. However, what they remember afterward is sometimes not the product but the feeling of annoyance," Khoa said.

"Effective advertising is not advertising that prevents viewers from leaving, but advertising that makes them willing to stay because the content is engaging or useful."

Nguyen Thi Anh Hong, marketing director of electronics retailer 24hStore, shared a similar view.

"The five-second skip rule does not weaken marketing. Instead, it encourages more civilized marketing," she said.

"A good advertisement should win users over through its content, benefits, and relevance, not by disabling the skip button."

From an advertiser's perspective, Hong recommended that businesses present their key offers or messages within the first three to five seconds of an advertisement to capture viewers' attention.

Calls for stronger enforcement

Experts said the proliferation of intrusive online advertising over the past year has become a growing source of frustration for Internet users.

They hope the new regulations will help restore order and better protect consumers' rights.

Khoa said the most important aspect of the regulation is not simply the five-second limit but the recognition of users' right to decide whether they wish to continue watching an advertisement.

He added that many online platforms still display lengthy advertisements, while some make the skip button difficult to locate or redirect users to another advertisement or sales page when they attempt to close it.

Experts have urged regulators to conduct inspections across multiple devices, user accounts, and application versions to ensure compliance.

They also said meaningful improvements would require coordinated efforts by regulators, digital platforms, advertisers, and consumers to identify and address violations.

Government Decree No. 87, which took effect on May 15, 2026, stipulates fines ranging from VND60 million (US$2,281) to VND80 million ($3,042) for organizations that display advertisements without providing a clearly identifiable function or icon allowing users to dismiss the ads.

Violations detected in Hanoi may be subject to fines of up to double the standard amount.

Vietnamese law also requires cross-border platforms to remove violating advertising content within 24 hours of receiving a written or electronic request from the Ministry of Culture, Sports, and Tourism.

According to DataReportal's data released at the end of 2025, YouTube had 62.1 million potential advertising viewers in Vietnam, ranking among the country's top three digital advertising platforms alongside TikTok with 76.1 million and Facebook with 79.0 million.

In terms of average session duration, YouTube ranked first in Vietnam at more than 13 minutes per visit, followed by TikTok at nearly 10 minutes and Facebook at more than five minutes.