Draft law on outdoor advertising debated

A draft law that proposes abolishing licences for outdoor advertising in a bid to further develop the industry has sparked concern from agencies.

The law, drawn up by the Ministry of Culture, Sports and Tourism, was expected to help the sector overcome shortcomings such as overlapping management and limitations that were not suitable with the country’s current development.

Statistics from the ministry showed that outdoor activities accounted for around 10 per cent of the industry’s total turnover while TV, radio, press and the internet made up 80 per cent.

The draft stipulates that firms can advertise without applying for a licence on boards, banners and electronic screens in public places, on public transport and on movable objects.

Companies looking to advertise will have to apply for permission from provincial departments of construction, natural resources and the environment, and culture.

Management agencies will carry out spot-checks at a later date to eliminate forms and content that violated regulations.

Advertising firms will have to take responsibility for their own content under the law.

However, some said eliminating licences would cause disorder and management difficulties.

Bui Xuan Luyen, marketing director of the Viet Nam Commerce and Communications Company, said companies would rush to organise outdoor advertising activities without paying attention to content or security at events but he agreed that the abolishment could provide businesses with more favourable conditions.

“However, the regulation is unlikely to boost industry development immediately, but we may see the benefits in the long term,” he said, adding that spot checks would not be easy to implement effectively.

Sharing the ideas, vice president and general secretary of the Viet Nam Advertising Association Ha Van Tang said the abolishment was in line with the world trend and would simplify administrative procedures.

Tang said the Government should establish an advertising quality assessment council which would include management representatives, communications firms, customers and associations to tighten spot checks.

“It is necessary to have a complete roadmap and a legal framework for the checks,” he said.

He added that overlapping management still existed within the industry as the Commercial Law and the Ordinance on Advertising had conflicting regulations relating to advertising activities.

“The Ordinance on Advertising which was put into effect in 2002 has not kept up with socio-economic development, especially the internet boom in recent years,” he said.

The law should be beneficial to both businesses and customers, and classify management responsibilities to promote the sector’s development, he said.- VietNamNet/Viet Nam News

Tags: Vietnam advertising market