Cosmetic Advertising in Vietnam – The 2025 Regulations & Guidelines You Need to Succeed

1. What is Cosmetic Advertising?

Cosmetic advertising refers to any promotional activity aimed at introducing, endorsing, or encouraging the use of cosmetic products. This includes a variety of formats, such as video ads, Instagram posts, online banners, print leaflets, and more. All of these materials fall under the category of advertising and must comply with Vietnam’s legal regulations for cosmetic product promotions.

Since cosmetics are applied directly to the skin, they can have a significant impact on a user’s health. This is why obtaining an Advertising Content Approval Certificate is a legal requirement in Vietnam, not just a formality. This certificate ensures that the advertising content is safe, truthful, and compliant with national laws, protecting both businesses and consumers.

Once your advertising content is approved, you can promote cosmetics through various channels, including:

• TV and Radio Ads: Reaching a wide audience through broadcast channels.

• Online Platforms: Promoting through websites, social media platforms (e.g., Facebook, Instagram), and other digital channels.

• Print Media: Advertising in newspapers, magazines, brochures, and flyers.

• Outdoor Advertising: Utilizing posters, banners, and billboards to capture attention in public spaces.

• Events and Product Launches: Organizing seminars, workshops, and product launch events for direct consumer engagement.

However, before launching any advertising campaign, your business must submit the advertisement content to the Vietnam Ministry of Health or the relevant Department of Health for review and approval.

2. Legal Framework for Cosmetic Advertising in Vietnam (2025 Update)

The legal framework for cosmetic advertising in Vietnam is built upon several legal documents, aiming to ensure that all advertising activities are truthful, non-misleading, and protect consumer rights.

I. Key Legal Instruments

1. Law on Advertising No. 16/2012/QH13:

   • This is the fundamental law that outlines the general principles and rules for all advertising activities in Vietnam, including those for cosmetic products. It emphasizes that advertisements must be truthful, accurate, clear, and must not harm producers, businesses, or consumers.
   • The law also prohibits certain advertising practices, such as false advertising, exaggerated claims, or using terms like “best,” “only,” or “top” without valid legal proof.
   • Official Government Source: Law on Advertising No. 16/2012/QH13 (Government Portal of Vietnam)

2. Decree No. 181/2013/ND-CP:

   • This Decree provides detailed guidance for implementing certain articles of the Law on Advertising. It covers advertising licensing procedures, prohibited advertising content, and penalties for administrative violations in advertising activities.
   • Official Government Source: Decree No. 181/2013/ND-CP (Government Portal of Vietnam)

3. Decree No. 70/2021/ND-CP:

   • This Decree amends and supplements a number of articles of Decree No. 181/2013/ND-CP, particularly concerning the provision of cross-border advertising services in Vietnam. It helps to more tightly regulate advertising activities on digital platforms and the internet, adapting to the growth of online marketing.
   • Official Government Source: Decree No. 70/2021/ND-CP (Government Portal of Vietnam)

4. Circular No. 06/2011/TT-BYT:

   • This Circular, issued by the Ministry of Health, provides detailed regulations on cosmetic management, including product notification, circulation, and advertising management. It specifies mandatory content for cosmetic advertisements to ensure transparent, accurate, and safe information for consumers.
   • Note: Some advertising provisions in this Circular have been repealed by Point d, Clause 2, Article 24 of Circular 09/2015/TT-BYT. Furthermore, the Ministry of Health is currently drafting a new decree on cosmetic management, which proposes to eliminate the prior content approval procedure for cosmetic advertisements, shifting to a post-market inspection mechanism.
   • Official Government Source: Circular No. 06/2011/TT-BYT (Government Portal of Vietnam)
   • Official Ministry of Health Source: Circular 06/2011/TT-BYT dated January 25, 2011, of the Ministry of Health regulating cosmetic management (Drug Administration of Vietnam – Ministry of Health)

II. Upcoming Proposals and Amendments

Currently, the Ministry of Health is in the process of drafting a Decree regulating cosmetic management with several notable new points. One significant proposal is to abolish the procedure for confirming cosmetic advertising content by state management agencies. Instead, businesses will bear full responsibility for the content of their product advertisements, while the Ministry of Health will enhance post-market inspections and verification after products have been advertised and circulated. The draft also proposes strict prohibitions on using terms implying medicinal or curative properties, as well as exaggerated or unrealistic advertising phrases.

• Ministry of Health Source on the Draft: Ministry of Health proposes many prohibited acts and phrases not allowed to be used in cosmetic advertising (Ministry of Health Portal)

Collectively, these legal instruments form a comprehensive framework that ensures cosmetic advertising activities in Vietnam are conducted legally, ethically, and with consumer protection in mind.

3. Legal Requirements for Advertising Cosmetics

When advertising cosmetic products in Vietnam, businesses must adhere to a strict set of legal requirements to ensure their advertisements comply with national regulations. These regulations are in place to protect consumers and ensure that all cosmetic ads are truthful, non-deceptive, and safe for public exposure. Below are the key legal requirements for cosmetic advertising in Vietnam:

1. Advertising Content Approval Certificate

One of the most critical legal requirements for cosmetic advertising in Vietnam is obtaining an Advertising Content Approval Certificate. This certificate must be issued by the Vietnam Ministry of Health (MOH) or the relevant authorities before any cosmetic product advertisement is launched. The purpose of this certificate is to verify that the advertisement does not contain misleading claims and that the promoted cosmetic product complies with health and safety standards.

2. Accurate and Non-Deceptive Information

All cosmetic advertisements in Vietnam must provide accurate, clear, and non-deceptive information. Claims about the cosmetic product’s benefits, effects, or ingredients must be scientifically supported. Misleading statements, such as exaggerating the effectiveness of a product or making unfounded health claims, are strictly prohibited and can result in severe penalties.

3. Health and Safety Considerations

Since cosmetic products are applied directly to the skin and may affect consumer health, all advertising must include safety warnings, especially for products that may cause allergic reactions or have other potential side effects. These warnings must be clearly displayed in the advertisement, ensuring that consumers are fully informed before purchasing or using the product.

4. Target Audience Restrictions

Cosmetic advertising in Vietnam is also subject to restrictions regarding the target audience. Ads that target children or vulnerable groups, such as individuals with sensitive skin or certain medical conditions, must be carefully scrutinized to ensure that they do not encourage unsafe or inappropriate product use.

5. Compliance with National Standards

All cosmetic advertising must align with national standards for cosmetic products in Vietnam. This includes compliance with regulations concerning the use of cosmetic ingredients, product claims, and labeling. The advertisement must not promote any ingredient or cosmetic formulation that does not meet the country’s approved standards.

6. Digital and Social Media Advertising Regulations

With the rise of social media and digital platforms, cosmetic advertising also extends to online channels. Advertisements on websites, social media platforms (e.g., Instagram, Facebook, YouTube), and other digital spaces must also obtain prior approval from the authorities. Advertisers must ensure that any online cosmetic promotion adheres to the same legal standards as traditional forms of advertising, including accuracy, safety, and appropriate targeting.

Why These Legal Requirements Matter

Adhering to these legal advertising requirements for cosmetics is not just about compliance—it’s also about building consumer trust. By following the rules, businesses demonstrate that they care about consumer safety and are committed to ethical advertising practices. Failure to comply with these legal obligations can lead to fines, product bans, or even lawsuits.

4. The Step-by-Step Process to Get Advertising Approval

At Green NRJ, we offer a comprehensive cosmetic advertising approval service to help your business navigate the regulatory process smoothly. Here’s a breakdown of our step-by-step approach to securing the Advertising Content Approval Certificate for your cosmetic ads in Vietnam:

1. Consultation & Document Review

We begin by receiving your request and reviewing the necessary documents. Our team will guide you through the legal requirements for cosmetic advertising in Vietnam, ensuring that your ad materials comply with the country’s strict standards and regulations.

2. Document Preparation and Editing

We assist in preparing all required documents, including video scripts, advertising materials, product information, and more. Our experts ensure that all content aligns with Vietnam’s advertising laws, avoiding any compliance issues.

3. Submission to the Authorities

After document preparation, we handle the submission of your advertising application to the local Department of Health. This process ensures that your cosmetic ad content is officially reviewed and meets the approval criteria set by the relevant authorities.

4. Fee Payment & Follow-up

We take care of all state fees related to the approval process. Additionally, we monitor the approval status and keep you updated throughout the process, ensuring that everything stays on track for a timely approval.

5. Delivery of Advertising Content Approval Certificate

Once your cosmetic advertisement is approved, we provide you with the Advertising Content Approval Certificate along with all the necessary documents for your records. You’re now ready to launch your cosmetic ad campaign legally and confidently.

5. What Documents Do You Need?

To successfully apply for the cosmetic advertising approval certificate in Vietnam, your business must submit several key documents. These documents ensure that your advertisement complies with Vietnam’s cosmetic advertising regulations and is ready for review. Below are the essential documents required for your application:

1. Copy of Cosmetic Product Notification Receipt

This document confirms that your cosmetic product has been officially notified to the Vietnamese authorities. The Cosmetic Product Notification Receipt is a mandatory requirement, as it demonstrates that your product has met all necessary health and safety standards before it can be advertised.

2. Enterprise Registration Certificate

The Enterprise Registration Certificate is proof of your company’s legal status in Vietnam. This document is required to verify that your business is registered and authorized to operate within the country. It is essential for ensuring that your advertising application comes from a legitimate and registered entity.

3. Advertising Materials

You must submit all materials related to your advertisement, including:

• Scripts for TV or video ads

• Images and videos that will be used in your campaign

• Evidence supporting product claims, especially if your ad includes benefits not explicitly listed on the product label

These materials must align with Vietnam’s advertising standards and clearly demonstrate the safety and effectiveness of your cosmetic product.

6. Where to Submit Your Application?

To obtain cosmetic advertising approval in Vietnam, you must submit your application to the Department of Health in the province or city where your business is registered. This applies to both locally manufactured and imported cosmetic products.

The Department of Health is responsible for reviewing and approving all cosmetic advertisement submissions to ensure compliance with Vietnam’s cosmetic advertising regulations. Whether you’re advertising a domestic product or an imported cosmetic, this is the official authority that will evaluate your advertising materials and grant the necessary Advertising Content Approval Certificate.

7. Working Timeline

We pride ourselves on offering a fast and reliable process for obtaining cosmetic advertising approval in Vietnam. Here’s how we ensure your application is handled smoothly and efficiently:

Step 1: Contact Us

Reach out to us via our hotline or submit your request through our website. We’ll quickly get the process started and address any initial questions you have.

Step 2: Consultation & Document Preparation (1-2 Working Days)

Within 24 hours, our team will get back to you for a detailed consultation. We’ll guide you through the necessary steps and begin preparing all required documents to ensure full compliance with Vietnam’s cosmetic advertising regulations.

Step 3: Submission of Application

Once the contract is signed, we submit your advertising approval application to the Department of Health immediately. Our team handles the paperwork, ensuring that your submission is complete and accurate.

Step 4: Certificate Delivery

Upon approval, you’ll receive your official Advertising Content Approval Certificate, along with all original documents and receipts. We ensure timely delivery so you can begin your advertising campaign without delays.

8. Why Choose Us?

When it comes to cosmetic advertising approval in Vietnam, here’s why we’re the trusted choice for businesses:

• Experienced team with a deep understanding of cosmetic advertising regulations
• Fast processing & full support from start to finish
• Free consultation and transparent pricing
• Support available 24/7

Let us help you bring your cosmetic brand to life while staying 100% compliant with Vietnam’s advertising laws.