Technology

Amendment of the Law on Advertising: It should be implemented soon sớm


The Ministry of Culture, Sports and Tourism will review the Law on Advertising and guiding documents to recommend and propose amendments to regulations in line with reality, creating strength for the press economy to compete with cross-border platforms. gender.

The 1.5-second limit means it’s nearly impossible for advertisers to deliver any message to viewers that they can click “next” or continue watching.

The “suspended” regulation for nearly a decade suddenly applied will cause unfairness

In fact, the handling of violations of regulations on advertising not in fixed areas “waiting to turn off or open ads on electronic newspapers up to 1.5 seconds” has been regulated since 2013 at Decree No. 158/2013/ND-CP not until Decree No. 38/2021/ND-CP newly issued.

The Ministry of Culture, Sports and Tourism, the unit in charge of drafting these documents, said that the provisions of the new Decree have followed the process of the Government. Law on Promulgation of Legal Documents. However, not all policy beneficiaries are aware of the drafts during the consultation process. Like Mr. Tran Trong Dung, Chairman of the Ho Chi Minh City Journalists Association, there are press agencies that have not yet been consulted.

The regulation that has been in place since 2013 and many press agencies do not know can be explained by the fact that advertising has not taken place according to regulations. Thus, the regulations are set but not enforced, the press has been doing it wrong for a long time without handling it, which means that the law has been inadequate since it was issued. Then suddenly applying it will be unfair to advertising on other electronic forms.

1.5 seconds time is not reasonable

Studies show that, if an ad attracts attention in the first 5 seconds, readers will decide to continue or not. Research on video advertising by Facebook and Nielsen has also come up with quite interesting numbers that , 47% of a video campaign’s value is transmitted in the first 3 seconds, and 74% of a video campaign’s value is communicated through the first 10 seconds. This study also shows: When readers watch the first 3 seconds of a video on Facebook, 65% of these will watch at least 10 seconds, 45% watch 30 seconds. Another Twitter study also found a strong link between watching the first 3 seconds of a video and whether or not viewers watched the entire video.

With 1.5 seconds, the viewer only had time to open and close. The 1.5-second limit means it’s nearly impossible for advertisers to deliver any message to viewers that they can click “next” or continue watching.

Commenting on this issue, Mr. Vo Thanh Hai, Director of Viettel Media said that 1.5 seconds is not enough to convey a certain message to viewers. And so viewers will not receive the information they need to decide whether to continue or ignore.

“Social networks like Google or Facebook have carefully studied the psychology of viewers to give them a time to turn on or off ads. Psychological studies have shown that with an ad on or off time of 5-6 seconds, it will make viewers accept it. If the time to turn off or open the ad is too long, it will make the ad viewer inhibit and hate it. Thus, the advertising effect will not be as expected. But if the time to turn on or off the ad is less than 5 seconds, it will not be enough for the ad units to convey their short message to the viewers. Obviously, the terms and conditions need to be carefully studied.” Mr. Hai analyzed.

Discrimination will cripple the journalism economy

The Ministry of Culture, Sports and Tourism explained that social networks, YouTube are not press agencies, the criteria for operation as well as the audience for participation and interaction are also different. Therefore, the regulation and application of advertising activities on social networks is not the same as that of press agencies.

In fact, in terms of content and direction, the Vietnamese revolutionary press has clear operating principles and purposes; comply with legal regulations. As for business, competition is fierce; even the mechanism of non-business units is more constrained to the press than other types of enterprises. So, if the legal corridors on advertising keep that mindset, it will cripple the journalism economy.

Forecasting difficulties approaching the press in the context that the Covid-19 epidemic has not stopped, some newspapers have stated: “Strengthening advertising in the press, Google, Facebook are happy to benefit?”, “Rules of the game to eliminate competition”, etc.

The chairman of the Ho Chi Minh City Journalists Association described the state of journalism at that time as “shrink”. And Mr. Nguyen Truong Son, Standing Vice President and General Secretary of the Vietnam Advertising Association estimated the specific number: If these provisions are implemented, more than 80% of advertising revenue now goes to Facebook, Google.

Should soon accept and amend

Mr. Nguyen Truong Son said, the Vietnam Advertising Association has sent documents to the authorities to soon propose the government to amend the Law on Advertising, creating a legal corridor for the press, media and advertising industry. operate smoothly.

“This Law on Advertising has been in effect for nearly 10 years but has not yet imposed a fine on any press agency. Decree 38 is specific and has sanctions. However, the regulation that the waiting time to turn off or open ads in a fixed area exceeding 1.5 seconds is inadequate. If the press agency is not fined, it is a violation of the law, but applying sanctions will cause difficulties for the press agency.Mr. Son said.

On June 1, the Ministry of Culture, Sports and Tourism said that it will conduct a review of 10 years of implementation of the Law on Advertising and guiding documents in order to grasp the changes of advertising activities, new means and methods of advertising to from there, there are recommendations and proposals to amend the regulations in line with reality in 2022.

The Chairman of the Ho Chi Minh City Journalists Association stated that there should be more talks to listen to and exchange ideas from relevant parties. Especially the opinions of the press agencies, in order to develop appropriate guidelines, overcome the inadequacies with the subjects governed by the text and promote the advantages.

Thai Khang – Ho Van – Du Lam

Wait up to 1.5 seconds to turn on/off ads: Will propose to amend the Law on Advertising

Wait up to 1.5 seconds to turn on/off ads: Will propose to amend the Law on Advertising

Faced with the inadequacy of the regulation “waiting to turn off or open ads for a maximum of 1.5 seconds” that makes a series of online newspapers difficult, the Ministry of Culture, Sports and Tourism said there will be amendments to be suitable with reality .

.

Leave a Reply

Your email address will not be published. Required fields are marked *