Attending the Conference were Ms. Ninh Thi Thu Huong – Director of the Department of Grassroots Culture (Ministry of Culture, Sports and Tourism); Ms. Le Thi Ha – Deputy Director of Legal Department (Ministry of Culture, Sports and Tourism); Mr. Nguyen Truong Son – Chairman of Vietnam Advertising Association; Mr. Do Dinh Hong – Director of Hanoi Department of Culture and Sports; Ms. Tran Thi Van Anh – Deputy Director of Hanoi Department of Culture and Sports; together with representatives of departments, sections, divisions of the city, associations, advertising enterprises, representatives of Hoan Kiem district, Gia Lam district, and Quoc Oai district.
Conference overview.
The field of advertising is identified as one of 12 key areas in the development strategy of cultural industry issued by the Government. On February 22, 2022, the Hanoi Party Committee issued Resolution No. 09 on “Developing cultural industry in the capital area to 2025, with orientation to 2030, and vision to 2045”. These are important legal bases for the advertising industry to continue affirming its position in contributing to gross domestic product (GDP), contributing to the urban landscape of the capital becoming more and more civilized and modern.
In 2013, the Law on Advertising took effect. Since then, Hanoi Department of Culture and Sports has advised the City People’s Committee to issue many documents directing the implementation of the provisions of the Law on Advertising, typically managing advertising activities; inspecting, handling and correcting signboards; building outdoor advertising scheme; promulgating regulations on advertising activities in the city. Propaganda and dissemination of the law on advertising in the city is focused on implementing with many contents and forms, creating effective propaganda. The inspection and handling of violations of the law on advertising in the city has been regularly performed by the Departments, divisions, branches, districts and townships, thereby promptly correcting the violations.
Director of Hanoi Department of Culture and Sports Do Dinh Hong speaking at the conference.
Currently, in the city, there are about 800 advertising businesses. Regarding advertising activities, there are nearly 50 Led screens; nearly 275 hiflex boards; 3190 advertising banner stands. Every year, Hanoi Department of Culture and Sports has received dossiers of announcement of advertising products about administrative procedures that have been publicly deployed on the Department’s web portal and the section receiving and return results of administrative records (public service – level 3, level 4). Accordingly, 100% of applications are deployed on time (no late applications); create favorable conditions for organizations and individuals in advertising activities.
However, after 10 years of implementation of the Law on Advertising and its guiding documents, there are still limitations and violations. In which, common violations are that advertising content are inappropriate, advertising installation positions are not in the planning, area and structure of billboards are not regulated, and there is no license to build advertising works, fire safety, escape conditions are not guaranteed. The situation of installing signs and advertisement is in contravention of regulations and without structural appraisal; The billboards are torn, and the propaganda and handling time has not been completed yet, badly affecting the city’s urban beauty. In addition, the management of advertising activities and regulations on advertising in the city still have certain limitations and inadequacies. The coordination between departments, branches and localities in the implementation of the Law on Advertising and the management of advertising activities has sometimes not been closely synchronized and has not kept up with the development trend of the society. At the same time, the advantages of the advertising industry have not been effectively exploited.
Over the past years, the City has piloted a model of political mission propaganda combined with commercial advertising activities, but advertising activities in the city are still not commensurate with the position of the capital. Deeply aware of the position, potential and contributions of advertising activities in the development of Hanoi City, in the spirit of Resolution 15 of the Politburo dated May 15, 2022 on “Development direction of Hanoi city to 2030 with a vision to 2045” with the orientation of building the capital as a “Cultural – Civilized – Modern” city; With the determination to effectively implement program No. 06 of the City Party Committee, Resolution 09 of the City Party Committee, the advertising field along with 11 areas in the development strategy of the Capital’s cultural industry have contributed 10% of GRDP to the city, contributing to the overall development of the city, creating a civilized – bright – green urban appearance; brand positioning of a creative city – creative capital in UNESCO’s network of creative cities in the field of creative design.
Ms. Ninh Thi Thu Huong – Director of the Department of Grassroots Culture (Ministry of Culture, Sports and Tourism) affirmed that in the past as well as in the near future, the general trend of advertising activities will shift to other advertising means which are more modern than the current outdoor advertising. There is always a demand to change, innovate, access advanced, modern and more effective advertising types, but not all businesses are financially eligible to invest for that. Especially, after 2 years of the pandemic, advertising businesses face more difficulties. Therefore, departments in general need to gather recommendations and difficulties of businesses to adjust as well as send them to the Ministry for timely resolution, creating a legal corridor for advertising activities.
Ms. Ninh Thi Thu Huong – Director of the Department of Grassroots Culture (Ministry of Culture, Sports and Tourism) speaking at the Conference.
At the conference, Director of the Hanoi Department of Culture and Sports Do Dinh Hong affirmed that through the meeting and dialogue, the Department wishes to share and remove difficulties with businesses in the process of implementing the advertisement works; clearly define the State management tasks of all levels, branches and localities in the state management of advertising activities, especially outdoor advertising; Strengthen coordination, create the best legal corridor, and create conditions to promote advertising activities in Hanoi city in association with cultural industry development.
Representatives of advertising associations and enterprises contributing ideas at the Conference.
With the theme “Advertising in the context of cultural industry development” with the participation of leaders of the Department of Grassroots Culture, Advertising Association, a number of departments and branches of the city, districts and 50 enterprises operating in the advertising field; the parties have listened to the opinions, suggestions and recommendations of the Advertising Association and businesses, from practical activities and experiences of other countries, and proposed models of advertising activities to position their brands and the contribution of the Capital advertising in the growth of the city’s GRDP and contributing to the creation of a modern civilized urban landscape – a city of creative design; Contribute ideas on implementation of administrative procedures, proposals to promote the effectiveness of advertising activities. For departments and branches of cities and districts, it is planned to focus on proposing mechanisms to remove difficulties in advertising activities in terms of coordination and inspection; management decentralization; unify a focal point in licensing and managing advertising activities; Promote communication, propaganda to raise awareness and mobilize the strength of all levels and sectors to effectively implement the Law on Advertising and its implementing documents; Improve and shorten administrative procedures, creating favorable conditions for businesses.
Dong Hoang