A draft law that proposes abolishing licences for outdoor
advertising in a bid to further develop the industry has sparked concern from
agencies.

Billboards clutter the Hang Xanh intersection in HCM City’s Binh Thanh District. Advertising agencies are raising concerns over the draft law that would eliminate licences for outdoor advertising. — File Photo

The law,
drawn up by the Ministry of Culture, Sports and Tourism, was expected to help
the sector overcome shortcomings such as overlapping management and limitations
that were not suitable with the country’s current development.

Statistics from the ministry showed that outdoor activities accounted for around
10 per cent of the industry’s total turnover while TV, radio, press and the
internet made up 80 per cent.

The
draft stipulates that firms can advertise without applying for a licence on
boards, banners and electronic screens in public places, on public transport and
on movable objects.

Companies looking to advertise will have to apply for permission from provincial
departments of construction, natural resources and the environment, and culture.

Management agencies will carry out spot-checks at a later date to eliminate
forms and content that violated regulations.

Advertising firms will have to take responsibility for their own content under
the law.

However,
some said eliminating licences would cause disorder and management difficulties.

Bui Xuan
Luyen, marketing director of the Viet Nam Commerce and Communications Company,
said companies would rush to organise outdoor advertising activities without
paying attention to content or security at events but he agreed that the
abolishment could provide businesses with more favourable conditions.

“However, the regulation is unlikely to boost industry development immediately,
but we may see the benefits in the long term,” he said, adding that spot checks
would not be easy to implement effectively.

Sharing
the ideas, vice president and general secretary of the Viet Nam Advertising
Association Ha Van Tang said the abolishment was in line with the world trend
and would simplify administrative procedures.

Tang
said the Government should establish an advertising quality assessment council
which would include management representatives, communications firms, customers
and associations to tighten spot checks.

“It is
necessary to have a complete roadmap and a legal framework for the checks,” he
said.

He added
that overlapping management still existed within the industry as the Commercial
Law and the Ordinance on Advertising had conflicting regulations relating to
advertising activities.

“The
Ordinance on Advertising which was put into effect in 2002 has not kept up with
socio-economic development, especially the internet boom in recent years,” he
said.

The law
should be beneficial to both businesses and customers, and classify management
responsibilities to promote the sector’s development, he said.

VietNamNet/Viet
Nam News