On July 1, 2026, a series of decrees came into effect in Vietnam, affecting how online content is created, distributed, and managed. While the reforms span multiple sectors — including taxation, public administration, and commerce — two are particularly relevant for communications teams: Decree 237/2026, which operationalizes the new Press Law for the digital age; and Decree 174/2026, which updates the administrative sanctions covering online conduct, electronic information, telecommunications, and digital platforms.
Together, they establish clearer expectations around media partnerships, copyright, and the governance of online channels. Here’s what international businesses need to know.
Working with media: Editorial boundaries
What the new rules say
Decree 237/2026/ND-CP draws clearer boundaries between journalism, commercial partners, and online content hubs.
Under Article 25, press agencies may collaborate with partners on publications, sub-pages, digital content channels, and broadcast content, but the press agency retains full responsibility for both the partnership and the final content. Commercial partners cannot assume editorial control or present themselves as journalists of the outlet.
The decree also updates the process for holding press conferences. Rather than applying for a permit, most organizations are now required to notify the relevant authority in writing at least 24 hours before the event. The notification must include key details such as the event’s location, time, content, and invited media, and authorities may refuse or suspend a press conference that does not comply.
Decree 174/2026/ND-CP reinforces this boundary by treating journalism as a licensed activity reserved for authorized press agencies.
While brands can still share perspectives, content that imitates professional reporting — including investigative-style productions, staged reporting, or formal multi-source interviews drawing conclusions on public issues — may attract greater regulatory scrutiny as unlicensed journalism.
What this means for brands
Media partnerships
Brands can continue partnering with Vietnamese media organizations to build visibility and credibility. The key change is that editorial responsibility remains with the licensed publisher, so partnership arrangements should reflect that reality. Publishers retain final editorial sign-off, and commercial relationships should be transparent and clearly defined.
Brand communications and journalism
The reforms also encourage organizations to distinguish more clearly between brand communications and journalistic content. This may be a good opportunity to review campaign formats — particularly creator partnerships or long-form content — to ensure that branded communications do not resemble news reporting and instead are clearly presented as commentary, expertise, or commercial content.
Press conference planning
For organizations planning press conferences in Vietnam, the revised notification process should be factored into the event planning from the outset. Allowing sufficient time to notify the appropriate authority and prepare the required documentation can help avoid unnecessary delays or disruptions.
Reusing media content: Copyright considerations
What the new rules say
Under Decree 174/2026/ND-CP, individuals, social media accounts, websites, and managed information pages may face penalties for sharing journalistic, literary, or artistic works without the consent of the rights holder.
Copyright itself remains governed by Vietnam’s Law on Intellectual Property, while Decree 174 sets out the administrative penalties that apply when protected works are reused online without permission. Importantly, crediting a source is not the same as obtaining permission, and non-commercial intent does not automatically remove liability.These provisions have implications for common communications activities, including screenshotting media coverage, copying article text into social posts, or reposting full articles on owned channels.
What this means for brands
Sharing earned media
Rather than reposting articles in full, organizations may consider linking to the original publication and adding commentary or perspective where appropriate.This approach helps distinguish original brand communications from republication of third-party content, while also giving brands an opportunity to develop a more consistent editorial voice.
Copyright guidance
These changes also provide an opportunity to review internal guidance on copyright and content sharing. Marketing and communications teams may benefit from clearer internal processes for when permission is required to reuse third-party content and how earned media can be incorporated into brand communications.
Clearer guidance may also make it easier for teams to respond quickly with original commentary while reducing copyright risk.
Managing owned channels: Governance responsibilities
What the new rules say
Decree 174/2026/ND-CP introduces heavier penalties for sharing false, distorted, or defamatory information; publishing prohibited or harmful content; and producing content that resembles journalistic reporting without the appropriate license.
It makes clear that account owners, page administrators, community managers, and channel operators are responsible for removing unlawful or harmful content when requested by competent authorities.
The decree also extends responsibility beyond content itself and into how organizations handle personal data on owned channels. It introduces penalties for collecting or using personal data without consent, retaining it beyond the agreed period or legal timeframe, failing to correct or delete personal data when requested, and spoofing sender identities in marketing communications.
What this means for brands
Managing owned digital channels
The reforms reinforce that organizations are responsible not only for the content they publish, but also for how its owned online spaces are managed. This includes not only publishing practices, but also moderation, escalation, and response to lawful takedown requests where required.
For many organizations, this may be a good opportunity to review whether governance procedures are clearly defined and understood across teams.
Handling customer data
The new provisions also highlight the importance of reviewing how customer data is collected and managed across owned channels.
CRM systems, loyalty programs, newsletters, and other owned channels may warrant a review of how consent is obtained and documented, how long personal data is retained, and how correction or deletion requests are handled. Organizations may also wish to confirm that e-mail and SMS marketing communications clearly identify the sender.
Governance throughout the content lifecycle
Rather than treating compliance as the final review step, the clearer allocation of responsibilities under the new framework suggests that governance is most effective when considered throughout the content lifecycle — from briefing and content development through approvals, publication, and community management.
Clear standards for approvals, verification, escalation, and content removal can help organizations respond more consistently as regulatory expectations continue to evolve.
Vietnam’s digital media rules: Looking ahead
Vietnam has described this next phase of its development as “Kỷ nguyên Vươn mình” — its “Ascending Era” — reflecting the country’s ambition to modernize its economy, accelerate digital transformation, and strengthen the regulatory foundations that support long-term growth and investment.
The digital media reforms that took effect on July 1 should be viewed in that broader context. Rather than limiting participation in Vietnam’s online ecosystem, they establish clearer expectations around editorial responsibility, copyright, and the governance of digital channels.
For international businesses, the practical task is to ensure existing communications practices remain aligned with Vietnam’s evolving regulatory framework. We can expect greater clarity as implementation continues, with regulatory guidance, market practice, and enforcement helping shape how these provisions are interpreted over time.
If you would like to discuss what these developments may mean for your organization or sector, our local team would be pleased to help.
