Hanoi has been buzzing with vibrant outdoor advertising activities, showcasing an exciting array of innovative and eye-catching advertising formats, according to the Hanoi Department of Planning and Investment.

Meeting between Hanoi People's Committee and local businesses. Photo: laodongthudo.vn

The department reported at a dialogue between Hanoi authorities and local businesses on August 16 that the city's expanding administrative boundaries - which now comprise 30 districts and townships - have made it difficult to manage outdoor advertising in the city.

The capital needs coordination and guidance from central ministries and agencies, the report said.

The main concern of advertising and media companies was the implementation of Decision 1997/QĐ-UBND (Decision 1997), which was issued in April 2018 to regulate outdoor advertising in Hanoi until 2020, with a vision of 2050.

Nguyen Duc Binh, a representative of Ha Viet Construction and Advertising Joint Stock Company, said their billboards were put up pursuant to Decision 348 issued by the Hanoi People's Committee on January 13, 2012.

However, after the city government issued the decision in 1997 in 2018, all outdoor advertising was stopped without any remedy or exception, he said, as the Hanoi Department of Culture and Sports does not have the authority to issue temporary advertising permits.

According to Binh, Decision 1997 has been in effect for six years, resulting in the company's inability to put up billboards while continuing to pay for space rented from private individuals.

"Although the advertisements are legal and their content is approved according to regulations, we have not been able to put them up," Binh said.

He urged the city to resolve issues related to advertising under Decision 1997.

A representative of Dong Quang Group JSC emphasized that advertising is a priority sector for development under Resolution 09-NQ/TU of the Hanoi Party Committee dated February 22, 2022, which focuses on the development of cultural industries in the capital from 2021 to 2025, with a vision to 2030 and beyond to 2045, so incentives are needed for the advertising industry as it is one of 12 cultural industries.

Some businesses also expressed concern about the expiration of the downtown LED screen pilot and asked the city to allow this form of advertising to continue for the long term. They noted the positive impact LED screens have had on fulfilling political missions and enhancing urban aesthetics.

In response, the Director of the Hanoi Department of Culture and Sports, Do Dinh Hong, said the department would soon report to the People's Committee and submit concrete solutions to the People's Council.

"We, along with businesses and regulators, have reported to the city's People's Committee to amend Resolution 1997/QĐ-UBND to align with the Capital Law," he said.

"There will be temporary advertising guidelines for local businesses to comply with the regulations," Hong said.

He added that the department has been working with the Ministry of Culture, Sports, and Tourism and the drafting committee to amend the Advertising Law.

"Recently, political events and holiday activities have made good use of LED screens, as well as for advertising. We hope that local authorities will permit companies to carry out this activity going forward," he said.

At the conference, Tran Sy Thanh, Chairman of the Hanoi People's Committee, emphasized the importance of cooperation between the city and businesses to drive economic and social progress. He attributed Hanoi's recent successes to contributions from the private sector.

"The city deeply appreciates the efforts and passion of our business executives and entrepreneurs, and we are committed to supporting their development," Thanh stated.

He expressed confidence that the 2024 Capital Law will pave the way for more transparent policies in socio-cultural and other sectors. He also called for mechanisms to support public-private partnerships (PPPs) to address investment challenges in culture, education, healthcare, sports and tourism.

"Hanoi will continue to nurture a favorable environment for businesses to invest and thrive, ensuring rapid and sustainable development," Thanh concluded.