Vietnam Market Entry via Creators
Vietnam Creator Marketing Trends for 2027: What Changed After the New Laws
Predictions about next year are cheap. This guide sticks to changes you can verify, since several rules and programs affecting Vietnam creator marketing took effect in 2025 and 2026. For each change we explain what it says, what it means for brands and agencies, and what to adjust before 2027 plans are locked. It is a planning guide, not legal advice, and we avoid unsourced market statistics.
Short answer
What changed for creator marketing in Vietnam going into 2027?
Four verifiable shifts: the amended Advertising Law (Law 75/2025/QH15) has required ad announcements by influencers since 1 January 2026; the E-commerce Law 122/2025/QH15 and Decree 248/2026/ND-CP took effect on 1 July 2026; Decree 253/2026/ND-CP sets 10% PIT withholding on payments of 5 million VND or more from the same date; and TikTok opened a Korea to Southeast Asia cross-border route in November 2025.
- Advertising Law Article 15a: announce ads and check documents
- E-commerce Law and Decree 248/2026 from 1 July 2026
- 10% PIT withholding for payments from 5 million VND
- Korea-SEA cross-border TikTok Shop route since November 2025
- Budget for compliance, contracts and reporting
- Review every claim, contract and payment flow before 2027
1. Why focus on verifiable changes rather than predictions?
Trend lists often rest on figures that cannot be traced. Rules and programs, by contrast, have dates and official texts you can check, and they change what a campaign must do.
So this article lists what changed, cites the source type, and suggests actions. Always confirm the current text before you rely on it.
2. What does the amended Advertising Law require from influencers?
Law 75/2025/QH15, in force from 1 January 2026, added Article 15a on advertising by influencers. In summary, they must announce that content is advertising immediately before or during it, and check the advertiser and the product documents.
For brands this means building a disclosure line and a document pack into every brief. Our dedicated article covers the penalties in Decree 87/2026/ND-CP.
- Disclosure placed before or during the content
- Creator checks advertiser and product documents
- Brand supplies licences and claim support
- Keep a record of what was supplied
3. What do the E-commerce Law and Decree 248 change?
The E-commerce Law 122/2025/QH15 and Decree 248/2026/ND-CP, which guides it, took effect on 1 July 2026, according to the Ministry of Industry and Trade. The Law includes provisions that matter to livestream selling, notably in Articles 22 to 25.
Because livestream and affiliate selling touch these rules, check your host contracts, seller information and records with a local adviser. We explain the details in our livestream affiliate law article.
4. What changed in tax withholding for creators?
Decree 253/2026/ND-CP, Article 50(2), provides for 10% personal income tax withholding when a payment of 5 million VND or more is made, effective from 1 July 2026. In practice, agencies and brands should plan payment flows and paperwork around it.
Confirm how the rule applies to your contract type and creator status with an accountant before you promise net fees.
5. How do cross-border TikTok Shop programs affect Korean brands?
TikTok announced a Korea to Southeast Asia cross-border solution on 13 November 2025. Korean businesses with a Korean business registration, passport, domestic address and virtual account can open shops in several markets, including Vietnam, from 14 November 2025.
TikTok Help Center says sellers must reside in the shop country in other cases, so check Seller Center for the route that applies to you.
6. What does this mean for contracts?
Contracts should now cover disclosure wording, document supply, claim approval, payment and tax treatment, content records and usage rights. A generic template from earlier years may miss these.
Ask a local lawyer to review the template once, then reuse it.
7. How should budgets change?
Add lines for compliance time, document handling, payment processing and reporting. Creator fees remain the biggest item, but hidden admin costs rise when rules are stricter.
Treat the first quarter of 2027 as a measured test of the new process.
8. How will measurement evolve?
Brands are asking more from creator content than views: tracked sales, search lift and repeat purchase. Pair platform data with codes and brand search checks, and record dates.
Our guide shows how to measure search lift from creator content.
9. What should agencies and brands do before 2027 planning?
Audit current contracts, briefs and payment flows against the rules above. Update templates, train the team and keep a compliance checklist per campaign.
Where the rule is unclear, ask the authority or an adviser instead of guessing.
- Update briefs with disclosure and document pack
- Update contracts and payment flow
- Review livestream host arrangements
- Check shop route for cross-border sellers
- Schedule a yearly review of this list
10. How do you keep a trends view honest?
Update this list each year with dated sources, remove items that expire and avoid statistics you cannot trace. Treat any prediction as a hypothesis to test in a small campaign.
For the wider market picture, start from our Vietnam influencer marketing guide.
FAQ
Frequently asked questions
Since when must influencers announce advertising in Vietnam?
Article 15a, added by Law 75/2025/QH15, applies from 1 January 2026. Influencers must announce advertising immediately before or during the content.
When did the E-commerce Law take effect?
The E-commerce Law 122/2025/QH15 and Decree 248/2026/ND-CP took effect on 1 July 2026.
What is the 10% withholding on creator payments?
Decree 253/2026/ND-CP Article 50(2) provides for 10% PIT withholding on payments of 5 million VND or more, from 1 July 2026. Confirm applicability with an accountant.
Can Korean brands open TikTok Shop in Vietnam?
TikTok announced a cross-border route in November 2025 with specific requirements. Check Seller Center for what applies now.
Is this legal advice?
No. It is a planning guide based on public sources. Confirm with a qualified local adviser.
