Vietnam Bans Long Unskippable Ads, Limits Them To 5 Seconds

Unskippable ads have become one of the most frustrating parts of the modern internet. Anyone who spends time on YouTube knows the feeling—clicking a video only to be forced to sit through a long, unskippable advertisement before the content even begins.

Vietnam is now taking steps to reduce that annoyance.

According to reports from Vietnam News, the country has introduced new advertising regulations that significantly limit unskippable video ads. Under the new rules, viewers must be allowed to skip video advertisements and moving image sequences within five seconds. Any ad that prevents skipping beyond that limit will no longer be permitted.

The regulation is scheduled to come into effect on February 15, and it could mark a major shift in how video advertising works in the country.

While YouTube is not the only platform that relies on unskippable ads, it is easily the most visible example. Advertising remains the backbone of YouTube’s business model and a primary source of income for millions of creators. Google revealed last year that it paid nearly $100 billion to creators, artists, and media companies over the previous four years—highlighting just how important ads are to the platform’s ecosystem.

That said, user frustration has been growing. Many viewers feel that ads on YouTube have become longer, more frequent, and increasingly intrusive. Complaints about the platform’s ad experience have surged, especially as unskippable formats have expanded.

Vietnam’s decision to cap unskippable ads at five seconds could therefore resonate strongly with users, particularly heavy YouTube watchers. If successful, the move may even influence broader conversations around digital advertising standards in other countries.

For now, Vietnam is setting a clear message: user experience matters, even in an ad-driven internet.

Vietnam Moves to Ban Long Unskippable Ads, Limiting Them to Just 5 Seconds

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