Asian country targets YouTube over unskippable ads

Vietnam has introduced legislation that bans unskippable ads on YouTube and other online platforms. The changes, which take effect on February 15, are aimed at tightening controls on online advertising in the Southeast Asian country to protect the public from screen fatigue and illegal promotional content.

Users in numerous countries have increasingly complained in recent weeks about lengthy unskippable ads on YouTube, with some saying they were forced to watch clips lasting an hour or more.

The new amendments to Vietnamese advertising law state that the waiting time before users can skip a video advertisement must not exceed five seconds, while static ads must be immediately cancellable.

It also requires platforms to provide clear, straightforward options for closing ads with a single click and bans misleading or vague close symbols intended to confuse users.

Platforms have also been ordered to provide consumers with easily accessible means to report ads that violate the law, according to the amendments.

Additionally, the legislation places tighter regulations on ads for 11 groups of goods and services that directly impact the environment and human health. They include cosmetics, food, alcoholic drinks, pharmaceuticals, and others.

When addressed by the media on the issue of increasing complaints over lengthy unskippable ads, YouTube owner Google said it limits them to a maximum of 15 seconds on mobile and 60 seconds on TV. The company blamed extremely long advertising clips on viewers using ad blocking software that under-performs and distorts playback experience.

”Ads are a vital lifeline for our creators that helps them run and grow their businesses,” Google said. It called upon viewers “to allow ads on YouTube or try YouTube Premium for an ad free experience.”