What changed?
Before this reform, cosmetic companies had to submit advertising materials to authorities and wait for approval before publishing advertisements through television, websites, print media, social media, or outdoor advertising.
Circular No. 03/2026/TT-BYT removed this approval procedure for cosmetics.
The reform is part of Vietnam’s broader push to simplify administrative procedures and reduce regulatory burdens for businesses.
What does this mean for companies?
Prior approval is no longer required, though cosmetic advertising in Vietnam still has to comply with existing cosmetic and advertising regulations.
Companies remain responsible for making sure that:
- Advertising claims are truthful and substantiated
- Cosmetic products are not presented as medicines
- Advertising content matches product notification information
- Supporting technical documentation is available if authorities request it
In practice, removing pre-approval means companies need to assess compliance internally before publishing advertising materials.
A broader regulatory evolution
For the industry, the reform may reduce delays linked to administrative review procedures, especially for digital campaigns and faster product launches.
Companies cannot rely on prior administrative approval as an extra compliance checkpoint before publication anymore. Regulatory responsibility shifts more toward internal review processes and compliance management.
Coordination between regulatory, legal, and marketing teams becomes more important so advertising materials comply with Vietnamese law.
The recent circular specifically removes the cosmetic advertising approval procedure, though industry observers see it as part of a wider trend toward administrative simplification. Authorities are currently developing additional regulatory updates covering cosmetic management, including notification procedures, manufacturing requirements, labeling, recalls, and market control measures.
