Vietnam to Penalize Use of Absolute Terms Such as “No. 1” and “Only” in Advertising
Vietnam’s Ministry of Culture, Sports and Tourism issued new rules prohibiting absolute terms such as “No. 1” and “Only” in advertising from July 5. Violations may result in fines of up to VND 20 million, so sellers should immediately review their store copy.
What are the key facts?
- 1Effective date: July 5, 2026
- 2Prohibited content: Absolute claims such as “No. 1,” “Only,” “Best,” and “The best”
- 3Maximum fine: VND 20 million
What happened?
Vietnam issued Circular No. 12/2026/TT-BVHTTDL, which from July 5 strictly prohibits absolute advertising terms indicating leadership or originality, including “No. 1,” “Only,” “Best,” and “The best.”
What does this mean for cross-border sellers?
Sellers operating in Vietnam should immediately review store pages, advertising materials, and product descriptions, remove potentially non-compliant absolute terms, and avoid administrative penalties.