Cosmetics Advertising in Vietnam 2026: New Regulations & Compliance Strategies Businesses Need to Know

Legal Framework for Cosmetic Advertising in Vietnam 2026

Currently, cosmetic advertising activities are governed by a significantly updated legal system, most notably the amended Advertising Law of 2025, effective from the beginning of 2026, along with detailed regulations in Decree 342/2025/ND-CP on cosmetic advertising. In addition, foundational regulations such as Decree 181/2013/ND-CP and its amendments continue to be applied concurrently. In the cosmetics sector, Circular 34/2025/TT-BYT amends Circular 06/2011, adding many important points related to product management and advertising content.

It is noteworthy that the new regulations do not change the nature of advertising control but shift from pre-approval to post-approval. This means that regulatory agencies will reduce pre-approval of advertising content, but will strengthen inspection and enforcement after advertisements have been launched in the market.

A Significant Change: From Permission-Based to Self-Responsibility

Previously, businesses often viewed obtaining advertising content approval as a “safety net” for launching campaigns. However, with the new legal trend, this approach is no longer appropriate. According to recent updates, Vietnam has abolished the pre-approval mechanism for cosmetic advertising licenses, replacing it with a post-approval mechanism and increasing the responsibility of businesses for the content they publish.

Even without the mandatory requirement for prior approval, businesses still bear full responsibility for the content they publish to the market. This change shifts legal risks from the application stage to the actual operation phase.

Advertising content deemed misleading, exaggerated in its effects, or with therapeutic implications may be subject to legal action even after it has been used for a long time. This requires businesses to control content from the outset rather than dealing with problems only after they occur.

Core Requirements for Cosmetic Advertising

One of the most important principles is that a product must be properly registered before any advertising activity can be carried out. Advertising a product that has not completed the registration process not only violates regulations but also carries the risk of penalties and suspension of circulation.

In addition, the advertising content must ensure honesty and not mislead consumers. In practice, many businesses make mistakes by using absolute phrases or implying that the product has therapeutic effects, such as “treats acne,” “treats melasma,” or “100% effective.” These expressions easily lead to the product being perceived as having medicinal functions, thus violating the law.

Furthermore, the entire advertising content must be consistent with the registration dossier and the nature of the product. Adding uses not included in the dossier or without supporting documentation is one of the common causes of penalties. This is also why businesses need to ensure consistency between product labels, technical documentation, and marketing content.

Common Risks Businesses Face

During consultations, it’s evident that most risks don’t stem from complex regulations but rather from how content is implemented. Using KOLs or influencers without controlling their spoken content, or running automated advertising campaigns on digital platforms without thorough content review, can lead to violations. Especially in the digital environment, content can spread rapidly and is difficult to control, significantly increasing the level of risk.

Furthermore, inconsistencies between advertising content and product label information are also a common problem. When regulatory authorities conduct inspections, any discrepancies can be considered signs of false advertising.

The Right Approach in the 2026 Context

In the new legal landscape, businesses should not approach advertising from a purely administrative perspective, but rather view it as part of a risk management strategy. Legally reviewing content before implementation, establishing internal standards for marketing activities, and ensuring consistency across related documents will significantly reduce the risk of violations.

At the same time, businesses need to proactively monitor and control advertising content on digital platforms, including content created by third parties. Collaborating with legal advisors from the outset is also an effective solution to ensure the entire campaign is implemented correctly.

Conclusion

Cosmetic advertising in Vietnam in 2026 is no longer a matter of “getting permission first,” but rather a comprehensive content control challenge. As the management mechanism shifts to post-audit, any errors can be detected and addressed after the campaign has launched, significantly increasing remediation costs.

Businesses that understand and prepare thoroughly from the outset will have a clear advantage in building a sustainable brand. Conversely, negligence in advertising content can lead to unnecessary risks, directly impacting business operations.

Green NRJ partners with businesses in reviewing cosmetic advertising content, cross-referencing published documents, and developing compliance strategies in accordance with the latest regulations. Proper preparation from the start not only helps businesses avoid legal risks but also creates a solid foundation for long-term marketing activities.