Regulations on brandname registration for advertising via messages and calls

In the wake of robust digital transformation, advertising via messages and calls has become an indispensable component of corporate marketing strategies. However, the surge in high-tech crimes and the prevalence of spam have prompted the Government to tighten identity management protocols. As of March 1, 2025, the authority to manage brandnames has been fully transferred to the Department of Cybersecurity and High-Tech Crime Prevention (A05) under the Ministry of Public Security. Mastering the conditions, documentation, and procedures for obtaining a Brandname Certificate from the new regulatory body is a vital step for enterprises to ensure their advertising operations are lawful, reputable, and sustainable. This article provides a comprehensive overview and detailed guidance on this regulatory roadmap. 

Legal Basis 

Brandname registration activities are currently governed by a rigorous system of legal instruments, including: 

• Decree No. 91/2020/ND-CP of the Government on anti-spam text messages, emails, and calls. 

• Circular No. 22/2021/TT-BTTTT detailing certain articles of Decree No. 91/2020/ND-CP (retaining core technical standards for brandname identification). 

1. Concept and Strategic Role ofBrandnames

A brandname is not merely a string of characters displayed on a recipient’s screen; it serves as a corporate “Digital Identifier” in the telecommunications space. 

• Enhancing Transparency: It enables users to immediately identify the entity making the call or sending the message, thereby minimizing nuisance from unknown numbers. 

• Building Trust: A brand appearing under its official name consistently commands higher trust than an unidentified number, contributing to improved conversion rates in marketing. 

• Security Requirements: Brandnames serve as a tool for authorities to monitor and prevent fraudulent impersonation and cyber-enabled asset appropriation. 

2. Detailed Conditions for the Issuance of a Brandname Certificate

2.1. Eligibility of the Registrant  

The registrant must be a legal entity with full legal capacity, including enterprises, household businesses, or legally established socio-political organizations. These entities must possess an active tax identification number and must not be blacklisted for information security violations or prolonged tax delinquency. For multinational corporations, the application must be filed by their Vietnamese branch or a formally authorized legal representative.  

2.2. Technical Rules and Content of Brandnames  

A brandname may consist of a maximum of 11 characters, is case-insensitive, and must not contain Vietnamese accents. Permissible characters include letters, digits, and symbols: underscore (_), hyphen (-), and dot (.). Crucially, the brandname must demonstrate a logical link to the registered trademark, brand, or trade name. The use of generic terms (e.g., “PROMOTION”, “GIFT”) or names that may cause confusion with state agencies or international organizations is strictly prohibited without authorization. 

2.3. Copyright and Intellectual Property Conditions   

This aspect is subject to rigorous appraisal. Enterprises must prove legal ownership or the right to use the proposed name. If the name is identical to another entity’s trademark, the enterprise must provide a licensing agreement or a written letter of consent from the trademark owner.  

3. Application Dossier Components

To ensure expeditious processing, enterprises should prepare the following documents (duly stamped or notarized as required): 

• Brandname Registration Declaration: Prepared in accordance with Template No. 01 attached to the Appendix of Decree 91/2020/ND-CP. 

• Business Registration Certificate: Or equivalent documents proving legal status. 

• Proof of Brandname Ownership: A Trademark Registration Certificate issued by the Intellectual Property Office; a trademark licensing contract; or an establishment decision specifying the corresponding trade name. 

• Service Provision Contract: Between the enterprise and the telecommunications infrastructure provider (if required by the authority for verification of feasibility). 

• Power of Attorney: In cases where the enterprise utilizes legal consultancy services or authorizes an individual to act on its behalf. 

4. Order and Procedures for Implementation

The process has been standardized through online platforms to facilitate corporate compliance: 

• Step 1: The enterprise logs into the Ministry of Public Security’s Public Service System using a public service account or a Level 2 VNeID digital identity account. 

• Step 2: Search for and select the administrative procedure: “Issuance of Brandname Certificate” and choose “Online Submission.” 

• Step 3: The applicant must accurately and truthfully declare the Account Information (automatically populated if using Level 2 VNeID) and Registrant Information before proceeding. 

• Step 4: Upload the corresponding documents to the system as required by the dossier components. 

• Step 5: The system confirms successful submission, provides a dossier code, and sets the status to “Pending Receipt.” The applicant confirms the information. 

• Step 6: The processing officer receives the dossier, verifies its validity, and notifies the applicant within 01 working day. 

• If invalid: The applicant will receive a request for supplementation or clarification. 
• If valid: The applicant will be notified of the validity and requested to submit 01 physical set of documents (identical to the online submission) either directly or via postal services to the Department (A05) for verification. 

• Step 7: Within 01 working day of receiving a complete and valid physical dossier, the system will send a payment notification. Upon completion of the bank transfer to the Department (A05) account, the processing officer will issue the Brandname Certificate to the applicant. 

5. Post-Inspection and Maintenance ofBrandnames

• Validity Period: The Certificate is valid for 03 years. Enterprises must initiate renewal procedures 15 days prior to expiration to avoid revocation and the need for a de novo registration. 

• Reporting Obligations: Brandname holders must submit annual reports (Template No. 04) or ad hoc reports upon request. Annual reports must be submitted by December 31st, covering data from December 15th of the previous year to December 14th of the reporting year. 

• Content Responsibility: All advertising content associated with the brandname must comply with the Law on Advertising and must not contain malware or fraudulent links. A05 reserves the right to revoke a brandname immediately upon detecting cybersecurity violations. 

• Information Updates: Any changes to the corporate name, headquarters, or legal representative must be updated on the Certificate within 10 working days. 

Strict adherence to these procedures not only helps enterprises avoid severe administrative penalties but also serves as a premium commitment to transparency and prestige. In an environment where cybersecurity is increasingly prioritized, a clean and lawful Brandname is an invaluable digital asset for any enterprise. 

Date written: 20/1/2026

Disclaimers:

This article is for general information purposes only and is not intended to provide any legal advice for any particular case. The legal provisions referenced in the content are in effect at the time of publication but may have expired at the time you read the content. We therefore advise that you always consult a professional consultant before applying any content.

For issues related to the content or intellectual property rights of the article, please email cs@apolatlegal.vn.

Apolat Legal is a law firm in Vietnam with experience and capacity to provide consulting services related to Business and Investment and contact our team of lawyers in Vietnam via email info@apolatlegal.com.

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