New Regulations on Cosmetics Advertising in Vietnam from 15/02/2026 under Decree 342/2025/ND-CP

From 15 February 2026, Cosmetics Advertising in Vietnam enters a new legal era with the enforcement of Decree 342/2025/ND-CP. This regulation provides detailed guidance for the Advertising Law and introduces stricter, more transparent rules for online ads, cross-border promotion, healthcare-related content, and especially cosmetic products.

For cosmetic brands, importers, distributors, and marketing agencies operating in Vietnam, the decree directly affects how products can be promoted, what claims are allowed, and what information must appear in every advertisement. Compliance is no longer optional—it is essential for avoiding legal risk, protecting brand credibility, and building consumer trust.

This article explains the key requirements for cosmetics advertising under Decree 342/2025/ND-CP and what businesses must do to stay compliant from 15/02/2026.

Cosmetics Are Classified as a “Special Product Group”

Under Article 3 of Decree 342/2025/ND-CP, cosmetics are officially included in the list of 11 special product, goods, and service categories subject to enhanced advertising control in Vietnam. This group also covers sensitive sectors such as food, medical devices, pharmaceuticals, healthcare services, chemicals, and alcohol products—all of which require stricter management due to their direct impact on consumer health and safety.

Being classified as a special product group means that cosmetics advertising in Vietnam must comply with higher legal standards than ordinary consumer goods. In practice, this requires cosmetic brands and advertisers to ensure full transparency in advertising content, provide accurate and verifiable information, and strictly avoid any wording, imagery, or claims that could mislead consumers about the product’s nature or effects.

This classification also places cosmetics under closer supervision by regulatory authorities. As a result, all cosmetic advertising campaigns—from social media posts and e-commerce banners to TV commercials and influencer content—must be carefully reviewed to meet the latest Vietnam cosmetic advertising regulations and avoid legal risks, penalties, or forced ad removals.

Mandatory Information in Cosmetics Advertising

Under Article 4 of Decree 342/2025/ND-CP, every cosmetics advertisement in Vietnam is required to present full and clear product information so that consumers can make informed and safe purchasing decisions. In practice, this means that each advertisement must accurately identify the cosmetic product by name, explain its functions and intended uses, and clearly show the name and address of the organization or individual that officially declared the product in Vietnam. In addition, any warning statements required by international agreements or relevant technical standards must also be included in the advertising content where applicable.

The regulation stresses that all information used in cosmetic advertising must strictly align with the approved cosmetic product notification and accurately reflect the product’s true nature and classification. If the product name already clearly indicates its function and intended use, advertisers are not required to restate that content separately. However, the overall advertising message must still ensure that consumers fully understand what the product is, how it should be used, and which organization or individual is legally responsible for the notified product.

By enforcing these requirements, the new cosmetics advertising regulations in Vietnam aim to guarantee transparency, accuracy, and traceability in the beauty market. This not only protects consumers from misleading claims but also helps cosmetic brands build long-term trust and credibility through lawful and responsible advertising practices.

Prohibition of Medical-Like Claims in Cosmetics Advertising

One of the most important principles of Decree 342/2025/ND-CP is that cosmetics must never be advertised as if they were medicines or medical treatments. Under Article 4, all cosmetic advertising in Vietnam is required to reflect the true nature of the product as a cosmetic, not as a drug or therapeutic solution. This means that advertisements must avoid any wording, imagery, or implication suggesting that the product can diagnose, treat, cure, or prevent diseases.

The regulation also makes it clear that advertising content must not go beyond the approved classification and registered functions of the cosmetic product. All claims used in marketing materials must be consistent with the product dossier that has been legally declared to the competent authority. In other words, cosmetic brands are only allowed to promote what has already been officially approved in their registration documents.

By strictly prohibiting medical-like claims in cosmetic advertising, the decree seeks to protect consumers from being misled into believing that beauty products can replace medical care. At the same time, it helps maintain a clear legal boundary between cosmetics and pharmaceuticals, ensuring honesty, safety, and transparency in Vietnam’s cosmetics market.

Restrictions on Using Medical Images and Authority in Cosmetics Advertising

Under Decree 342/2025/ND-CP, the use of medical authority in cosmetics advertising is strictly prohibited in order to prevent misleading influence on consumers. Cosmetic advertisements in Vietnam are not allowed to use the images, names, uniforms, letters, or writings of doctors, pharmacists, or any other healthcare professionals. Likewise, they must not refer to or display the names, logos, documents, or facilities of hospitals, clinics, or medical institutions in any form.

The regulation also bans any wording, visuals, or presentation style that could imply that a cosmetic product is medically endorsed or approved by the healthcare sector. Even indirect suggestions of professional medical support or clinical validation are considered misleading if they go beyond the nature of a cosmetic product.

By enforcing these restrictions, the new cosmetics advertising regulations in Vietnam aim to eliminate false credibility and emotional manipulation in marketing. This helps ensure that consumers evaluate cosmetic products based on their real cosmetic benefits rather than perceived medical authority, thereby strengthening transparency, fairness, and trust in the beauty market.

Requirements for Audio and Visual Cosmetics Advertising

Decree 342/2025/ND-CP sets out specific standards for cosmetics advertising on radio and television to ensure that viewers and listeners receive full and accurate information. For audio and audiovisual advertisements, the product name, functions, and intended uses must be clearly and intelligibly spoken so that the audience can easily understand what the cosmetic is and what it is designed to do. Any required warning statements must also be presented in a clear and comprehensible manner, either through spoken words or visible text on screen.

For video commercials with a duration of less than 30 seconds, the regulation allows some flexibility. In these short formats, warning statements do not have to be read aloud, but they must still be displayed in text form and remain sufficiently visible for viewers to read and absorb. This approach ensures that even brief advertisements continue to meet transparency and consumer protection requirements under Vietnam’s cosmetics advertising regulations.

Online Advertising and Pop-Up Control

In response to widespread complaints about intrusive digital ads, Decree 342/2025/ND-CP introduces stricter controls over so-called “non-fixed location advertising,” including pop-ups, overlays, and auto-play ads on websites and mobile applications. Under the new rules, online advertisements must be designed so that users can close them with only one interaction. Platforms are not allowed to use fake, confusing, or misleading close buttons, and static image ads must be closable immediately.

For animated or video-based ads, the delay before the close button appears must not exceed five seconds. In addition, advertising platforms are required to provide a clear and accessible reporting mechanism so users can notify authorities about illegal, misleading, or inappropriate advertising content. These reports must be received and processed promptly, ensuring faster enforcement and better protection for consumers in the digital environment.

Cross-Border Advertising into Vietnam

Decree 342/2025/ND-CP also strengthens the management of cross-border advertising activities targeting Vietnamese consumers. Foreign organizations and companies that provide online advertising services into Vietnam are required to notify the Ministry of Culture, Sports and Tourism (MCST) of their official contact information before commencing operations. After submitting valid notification documents, they must receive confirmation from the MCST and maintain ongoing cooperation with Vietnamese authorities in handling advertising violations.

This framework increases accountability for overseas platforms and advertisers whose services reach users in Vietnam, ensuring that they are subject to the same legal standards as domestic operators when it comes to cosmetics advertising compliance.

Legal Responsibility of Advertising Platforms

Under Article 18 of Decree 342/2025/ND-CP, legal responsibility for advertising compliance is shared among advertisers, agencies, and online platforms. When a competent authority issues a request, all involved parties must cooperate to remove illegal advertising content within 24 hours. In cases where advertising content threatens national security or public safety, removal must be carried out immediately.

This marks a shift from the previous approach, as digital platforms are no longer treated merely as intermediaries. They now have a direct legal obligation to control advertising content and respond proactively to violations of Vietnam’s advertising law.

What Cosmetic Companies Should Do from 15/02/2026

To comply with the new cosmetics advertising regulations in Vietnam under Decree 342/2025/ND-CP, cosmetic businesses should begin preparing well before 15 February 2026. Companies are advised to review all current and planned advertising materials across online channels, television, social media, and e-commerce platforms to ensure that every claim matches the approved product dossier.

Marketing teams should remove any medical-style wording, imagery, or implied therapeutic claims and update internal compliance procedures to reflect the new legal requirements. It is also strongly recommended to consult regulatory experts or legal advisors before launching new campaigns, particularly for cross-border and digital advertising, to minimize legal risks and ensure full compliance with Vietnamese law.

Conclusion: Compliance Builds Trust and Sustainable Growth

The new cosmetics advertising regulations in Vietnam under Decree 342/2025/ND-CP, effective from 15/02/2026, mark a major step toward transparency, consumer protection, and responsible marketing in the beauty industry.

For cosmetic brands, compliance is not only about avoiding penalties—it is about building credibility, protecting brand reputation, and gaining long-term trust in a highly competitive market.

At Green NRJ, we support cosmetic companies with product registration, advertising compliance, and market entry strategies in Vietnam. If your brand is preparing campaigns for 2026, now is the right time to review your advertising content and align it with the latest legal requirements.

👉 Contact Green NRJ today to ensure your cosmetics advertising is compliant, credible, and ready for sustainable growth in Vietnam.