{"id":7878,"date":"2026-10-22T20:11:00","date_gmt":"2026-10-22T13:11:00","guid":{"rendered":"https:\/\/adtek.agency\/vietnam-personal-data-protection-law-marketing\/"},"modified":"2026-10-22T22:25:49","modified_gmt":"2026-10-22T15:25:49","slug":"vietnam-personal-data-protection-law-marketing","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/vietnam-personal-data-protection-law-marketing\/","title":{"rendered":"Vietnam personal data protection law 2026: what lead collection and remarketing must change"},"content":{"rendered":"<p>A pre-ticked &#8220;I agree to receive offers&#8221; box on a price quote form. A file of 20,000 phone numbers bought from an &#8220;investor leads&#8221; group. A full CRM export uploaded to Facebook for remarketing, including people who already turned down a sales call. Many marketing teams in Vietnam still do all of this every week. Since August 19, 2026, when Decree 330\/2026\/ND-CP on penalties in cybersecurity and personal data protection took effect, each of these practices has its own penalty range. This guide explains what the Vietnam personal data protection law now requires from lead forms, lead sharing, telesales and remarketing.<\/p>\n<p><strong>Vietnam&#8217;s Personal Data Protection Law No. 91\/2025\/QH15 and its implementing Decree 356\/2025\/ND-CP, both in force since January 1, 2026, require marketers to obtain separate consent for each purpose, drop pre-ticked consent boxes, stop buying and selling lead lists, give customers a way to opt out of advertising, run remarketing pixels only after users consent, and sign data processing agreements with agencies and vendors.<\/strong> Many of these requirements already existed under Decree 13\/2023. The difference is that specific fines now apply.<\/p>\n<h2>How the Vietnam personal data protection law and Decree 356 differ from Decree 13<\/h2>\n<table>\n<thead>\n<tr>\n<th>Instrument<\/th>\n<th>Issued<\/th>\n<th>Effective<\/th>\n<th>What matters for marketers<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Law 91\/2025\/QH15<\/td>\n<td>Passed June 26, 2025<\/td>\n<td>January 1, 2026<\/td>\n<td>Bans buying and selling personal data, sets maximum fines, has specific rules for advertising<\/td>\n<\/tr>\n<tr>\n<td>Decree 356\/2025\/ND-CP<\/td>\n<td>December 31, 2025<\/td>\n<td>January 1, 2026, replacing Decree 13\/2023<\/td>\n<td>How to obtain and record consent, deadlines for handling requests, conditions for transferring data, impact assessment dossier templates<\/td>\n<\/tr>\n<tr>\n<td>Decree 330\/2026\/ND-CP<\/td>\n<td>August 19, 2026<\/td>\n<td>From the date of signing<\/td>\n<td>Penalty range for each violation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Article 8 of the Law sets the maximum fines for organizations. Buying or selling personal data can cost up to 10 times the proceeds obtained or VND 3 billion, whichever is higher. Violations involving cross-border data transfers can cost up to 5% of the previous year&#8217;s revenue or VND 3 billion. Any other violation is capped at VND 3 billion. Individuals face half these amounts.<\/p>\n<p>Under the transitional provisions, customer data collected with valid consent under Decree 13 before January 1, 2026 can still be processed without asking for consent again. Lists with no proof of consent do not get this benefit.<\/p>\n<h2>What needs to change on lead forms?<\/h2>\n<p>For website forms, Lead Ads and Zalo (Vietnam&#8217;s most widely used messaging app), Decree 356 bans default consent and misleading instructions, and requires consent that can be verified as to when it was given and what it covered. Under Decree 330, treating a customer&#8217;s silence as consent can lead to a fine of up to VND 70 million.<\/p>\n<p>A customer who leaves a phone number to get a price quote for project A has agreed to be consulted about project A. Calling to sell project B, sending a promotional ZNS (Zalo Notification Service) message or passing the lead to a sales agency are three different purposes. Customers can also give partial consent, for example agreeing to receive emails but not calls.<\/p>\n<p>For advertising, Article 28 of the Law gives customers the right to know the content, method, form and frequency of product promotion, so the form should state which channels you will use and roughly how many messages people will get. Collecting more data than the purpose needs is fined VND 30 to 50 million for basic data and VND 50 to 80 million for sensitive data. An apartment price quote form has no reason to ask about income.<\/p>\n<p>On Lead Ads, put the consent checkboxes in the custom disclaimer section instead of relying only on a link to your privacy policy.<\/p>\n<h3>Sample consent wording for a lead form<\/h3>\n<p>This is a reference template only and should be reviewed by a lawyer before use. The business fills in the parts in square brackets.<\/p>\n<p><strong>Notice (placed above the submit button):<\/strong> [Company name] uses the name, phone number and email you provide to advise you about [project] at your request, stores them in our CRM for [12 months] from your last contact with us, and shares them only with [authorized sales agencies] for this purpose. You can ask to view, correct or delete your data, or withdraw your consent, via [email, hotline]. Details at [policy link].<\/p>\n<ul>\n<li><strong>Box 1 (required, not pre-ticked):<\/strong> I agree that [Company name] may process my data for the consultation purpose stated above.<\/li>\n<li><strong>Box 2 (optional, not pre-ticked):<\/strong> I agree to receive information about [product group] via [calls, SMS, Zalo ZNS, email], no more than [4] messages per month, and I can opt out at any time via [opt-out keyword or unsubscribe link].<\/li>\n<li><strong>Box 3 (optional, not pre-ticked):<\/strong> I agree that [Company name] may use my hashed phone number and email to show me ads on Facebook, Google and TikTok; this data may be processed on servers outside Vietnam.<\/li>\n<\/ul>\n<p>Every time a form is submitted, the system records the timestamp, the version of the notice and the boxes the customer ticked. That record is your evidence if you are inspected.<\/p>\n<h2>Can you still buy, sell or share lead lists?<\/h2>\n<p>Buying and selling personal data is prohibited and, depending on severity, can lead to criminal liability. Lists bought from brokers almost never come with proof of consent, so you have no legal basis for using them to make calls or build a custom audience.<\/p>\n<p>Sharing is legal under certain conditions. According to EY (March 2026), Decree 356 requires an agreement with the receiving party that states the purpose, the types of data, the retention period, how the data will be deleted and each party&#8217;s responsibilities. A paid transfer needs explicit consent for each transfer. A developer passing leads to its F1 and F2 agencies (the first-tier and second-tier real estate sales agencies common in Vietnam) falls into this category.<\/p>\n<h2>What should change in telesales, SMS and Zalo ZNS?<\/h2>\n<p>Promotional calls, SMS and ZNS messages need consent for that specific channel. Failing to provide an easily accessible way for customers to refuse advertising or withdraw consent is fined VND 30 to 50 million. Your call center, sales team, ZNS tool and email platform need to share one suppression list.<\/p>\n<p>Decree 356 recognizes consent given on a recorded call, so a telesales script can include a line asking permission to send messages via Zalo. Decree 91\/2020\/ND-CP on combating spam messages and spam calls still applies alongside it.<\/p>\n<h2>Is remarketing to a custom audience still legal?<\/h2>\n<p>Yes, as long as you have consent. The penalty ranges in Decree 330 show where regulators are looking:<\/p>\n<table>\n<thead>\n<tr>\n<th>Violation<\/th>\n<th>Fine<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Using basic personal data to deliver ads without consent<\/td>\n<td>VND 30 to 50 million<\/td>\n<\/tr>\n<tr>\n<td>Setting consent to share data with affiliated advertising networks as the default<\/td>\n<td>VND 30 to 50 million<\/td>\n<\/tr>\n<tr>\n<td>Sharing user profiles with a third party for advertising after the user has refused<\/td>\n<td>VND 30 to 50 million<\/td>\n<\/tr>\n<tr>\n<td>Tracking website or app activity for behavioral advertising without consent<\/td>\n<td>VND 50 to 70 million<\/td>\n<\/tr>\n<tr>\n<td>Using sensitive personal data to deliver ads without consent<\/td>\n<td>VND 50 to 70 million<\/td>\n<\/tr>\n<tr>\n<td>Not deleting data once it is no longer needed for the processing purpose<\/td>\n<td>VND 50 to 70 million<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>On top of the fine, the related advertising service can be suspended for 1 to 6 months, and the business can be forced to delete the data and surrender the proceeds obtained.<\/p>\n<p>Meta Pixel, Google tag or TikTok Pixel used for remarketing should only fire after the user accepts on a cookie banner that has a clear reject button. Conversions API sends events from your server, but it is not exempt from consent. Our <a href=\"https:\/\/adtek.agency\/en\/meta-andromeda-advantage-plus\/\">guide to Meta advertising in 2026 and the Andromeda system<\/a> covers how to run CAPI alongside the Pixel.<\/p>\n<p>Uploading a customer list to Meta, Google or TikTok counts as transferring data to a third party. The platforms hash phone numbers and emails before matching, but there is no official guidance yet that treats hashed data as de-identified. Upload only customers who ticked Box 3, and remove anyone who withdraws consent right away.<\/p>\n<h3>What about ad platforms that store data overseas?<\/h3>\n<p>The Law treats using a platform located outside Vietnam to process data collected in Vietnam as a cross-border data transfer. Leads sitting in Meta Lead Ads, custom audience files and a CRM hosted on overseas servers can all fall under this rule. The impact assessment dossier must be filed with the Ministry of Public Security within 60 days of the first transfer. According to PwC (January 2026), the dossier is assessed within 15 days.<\/p>\n<p>Micro enterprises are exempt from preparing this dossier and from appointing data protection personnel. Small enterprises are exempt for 5 years from January 1, 2026. The exemption is lost when a business processes sensitive data or data on 100,000 or more people, a threshold that a real estate developer can easily cross. The obligation to obtain consent has no exemption.<\/p>\n<h2>What agreements should agencies and vendors sign?<\/h2>\n<p>The business that owns the data is the controller. An agency, call center, CRM provider or ZNS sending tool is a processor and may only receive the data once an agreement under Decree 356 is in place. The Law also bars an advertising service provider from subcontracting the entire advertising service that uses personal data to another party.<\/p>\n<p>If the agreement is signed but lead files still get sent through a Zalo group, the paperwork will not help much. A safer setup is role-based access in your <a href=\"https:\/\/adtek.agency\/en\/customer-relationship-management-crm-system\/\">CRM system<\/a>, with a log of every data export.<\/p>\n<h2>Sensitive data in pharma, beauty and real estate<\/h2>\n<p>According to EY, Decree 356 widens health data to cover &#8220;health status&#8221;, not just medical records, and adds bank accounts, bank cards, financial transaction history and ID card photos to the sensitive category. A pharma form asking &#8220;Do you have diabetes?&#8221;, a spa storing a client&#8217;s allergy history, and a real estate agency collecting ID card photos or asking about loans to score leads all touch this category. This kind of data needs separate consent and encryption when transferred, should not be used to build ad audiences, and if it leaks, you must give notice within 72 hours of discovering the breach.<\/p>\n<h2>A customer withdraws consent or asks for deletion: how long do you have?<\/h2>\n<p>Decree 13 used to set a 72-hour deadline. Decree 356 requires a response within 2 working days, followed by action within a deadline that depends on the type of request:<\/p>\n<table>\n<thead>\n<tr>\n<th>Request<\/th>\n<th>Deadline to act<\/th>\n<th>If a processor or third party must be involved<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Withdraw consent, restrict or object to processing<\/td>\n<td>15 days<\/td>\n<td>20 days<\/td>\n<\/tr>\n<tr>\n<td>View, correct or provide data<\/td>\n<td>10 days<\/td>\n<td>15 days<\/td>\n<\/tr>\n<tr>\n<td>Delete data<\/td>\n<td>20 days<\/td>\n<td>30 days<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Having no process for handling these requests can be fined VND 10 to 20 million. One consent withdrawal has to flow through the CRM, the call center, the sales agencies, every custom audience and ZNS, so the consent status in your <a href=\"https:\/\/adtek.agency\/en\/customer-data-platform-cdp-guide\/\">CDP or customer data warehouse<\/a> needs to sync automatically.<\/p>\n<h2>Example: a real estate developer&#8217;s lead flow<\/h2>\n<p>This is a hypothetical scenario, not real client data. An apartment developer collects about 3,000 leads a month from a landing page, Lead Ads and Zalo, and distributes them through 6 sales agencies.<\/p>\n<table>\n<thead>\n<tr>\n<th>Area<\/th>\n<th>Before<\/th>\n<th>After<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Form<\/td>\n<td>Asks about income, pre-ticked &#8220;receive offers&#8221; box<\/td>\n<td>3 separate consent boxes, timestamp and notice version recorded<\/td>\n<\/tr>\n<tr>\n<td>Lead distribution<\/td>\n<td>Excel files sent to the agencies&#8217; Zalo group<\/td>\n<td>Agencies sign agreements and receive leads through the CRM based on access rights<\/td>\n<\/tr>\n<tr>\n<td>Telesales<\/td>\n<td>Also calls 20,000 purchased numbers<\/td>\n<td>Calls only leads with consent, records the request for permission to send ZNS<\/td>\n<\/tr>\n<tr>\n<td>Remarketing<\/td>\n<td>Whole CRM uploaded to Facebook, pixel fires as soon as someone lands on the page<\/td>\n<td>Uploads only people who ticked Box 3; pixel fires after cookie consent<\/td>\n<\/tr>\n<tr>\n<td>Customer requests<\/td>\n<td>No point of contact<\/td>\n<td>Dedicated hotline; &#8220;withdraw consent&#8221; syncs to the call center, ZNS and custom audiences within the day<\/td>\n<\/tr>\n<tr>\n<td>Documentation<\/td>\n<td>None<\/td>\n<td>Impact assessment dossier, updated whenever an agency or platform is added<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The remarketing audience gets smaller, but everyone in it chose to opt in. B2B leads are covered by the law too: in an <a href=\"https:\/\/adtek.agency\/en\/industrial-real-estate-marketing-vietnam\/\">industrial real estate<\/a> project, a factory director&#8217;s name and phone number are still personal data.<\/p>\n<h2>Vietnam personal data protection law checklist for marketing teams<\/h2>\n<ul>\n<li>List every point where you collect data: forms, Lead Ads, Zalo, hotline, events, chatbots.<\/li>\n<li>Remove pre-ticked boxes; split consent by purpose, stating the channel and frequency.<\/li>\n<li>Keep proof of consent; drop fields you do not need; stop using purchased lists.<\/li>\n<li>Let pixels fire only after the cookie banner; filter custom audiences by consent status.<\/li>\n<li>Sign data processing agreements with agencies, call centers, sales agencies and software vendors.<\/li>\n<li>Set up a process to handle consent withdrawal and deletion requests within the deadlines above.<\/li>\n<li>Check whether you qualify for an exemption; if not, prepare the impact assessment dossier and appoint data protection personnel.<\/li>\n<\/ul>\n<p>For <a href=\"https:\/\/adtek.agency\/en\/data-driven-marketing-guide\/\">data-driven marketing<\/a> from 2026 on, the edge comes from data with a clear origin and a consent status that is always up to date, not from collecting as much data as possible.<\/p>\n<p>This article summarizes the regulations for reference and is not legal advice. Businesses should check the original legal texts and consult a lawyer about their specific situation.<\/p>\n<p>Adtek reviews lead capture flows, CRM setups and ad measurement for businesses in real estate, beauty, pharmaceuticals and retail. If you want your current data flows checked, <a href=\"https:\/\/adtek.agency\/en\/contact\/\">contact the Adtek team<\/a>.<\/p>\n<h2>References<\/h2>\n<ul>\n<li>Thu Vien Phap Luat (June 2025). <a href=\"https:\/\/thuvienphapluat.vn\/van-ban\/Bo-may-hanh-chinh\/Luat-Bao-ve-du-lieu-ca-nhan-2025-so91-2025-QH15-625628.aspx\" target=\"_blank\" rel=\"nofollow noopener\">Personal Data Protection Law 2025, No. 91\/2025\/QH15<\/a> (in Vietnamese).<\/li>\n<li>Thu Vien Phap Luat (December 2025). <a href=\"https:\/\/thuvienphapluat.vn\/van-ban\/Quyen-dan-su\/Nghi-dinh-356-2025-ND-CP-huong-dan-Luat-Bao-ve-du-lieu-ca-nhan-687428.aspx\" target=\"_blank\" rel=\"nofollow noopener\">Decree 356\/2025\/ND-CP guiding the Personal Data Protection Law<\/a> (in Vietnamese).<\/li>\n<li>EY Vietnam (July 2025). <a href=\"https:\/\/www.ey.com\/content\/dam\/ey-unified-site\/ey-com\/vi-vn\/technical\/tax\/documents\/legal-alert-july-2025-personal-data-protection-law-vn.pdf\" target=\"_blank\" rel=\"nofollow noopener\">Legal Alert: Personal Data Protection Law<\/a> (in Vietnamese).<\/li>\n<li>Frasers Law Company (July 2025). <a href=\"https:\/\/www.frasersvn.com\/vi\/legal-updates-and-publications\/vietnam-s-long-awaited-personal-data-protection-law-what-is-changing-and-how-does-it-affect-your-business\" target=\"_blank\" rel=\"nofollow noopener\">Vietnam&#8217;s long-awaited Personal Data Protection Law: what is changing and how does it affect your business?<\/a> (in Vietnamese)<\/li>\n<li>PwC Vietnam (January 2026). <a href=\"https:\/\/www.pwc.com\/vn\/en\/publications\/2026\/20260128-new-rules-personal-data-protection.pdf\" target=\"_blank\" rel=\"nofollow noopener\">New rules on personal data protection<\/a>.<\/li>\n<li>Apolat Legal (January 2026). <a href=\"https:\/\/datatech.apolatlegal.com\/?p=557\" target=\"_blank\" rel=\"nofollow noopener\">Key highlights of the Personal Data Protection Law 2025 and Decree 356<\/a>.<\/li>\n<li>EY Vietnam (March 2026). <a href=\"https:\/\/www.ey.com\/content\/dam\/ey-unified-site\/ey-com\/vi-vn\/technical\/tax\/documents\/ey-vietnam-legal-alert-march-2026-decree-no356-2025-nd-cp-providing-detailed-guidance-for-implementation-of-personal-data-protection-law-viet.pdf\" target=\"_blank\" rel=\"nofollow noopener\">Decree No. 356\/2025\/ND-CP detailing a number of articles and implementation measures of the Personal Data Protection Law<\/a> (in Vietnamese).<\/li>\n<li>GV Lawyers (August 2026). <a href=\"https:\/\/gvlawyers.com.vn\/wp-content\/uploads\/2026\/08\/VN_Legal-alert_-PDP-under-Decree-No.-330.2026-1.pdf\" target=\"_blank\" rel=\"nofollow noopener\">Decree 330\/2026\/ND-CP: what businesses should note about personal data protection<\/a> (in Vietnamese).<\/li>\n<li>Vietnam Lawyers Magazine (August 2026). <a href=\"https:\/\/lsvn.vn\/luu-y-cac-muc-phat-doi-voi-vi-pham-quy-dinh-ve-bao-ve-du-lieu-ca-nhan-trong-kinh-doanh-dich-vu-quang-cao-a178140.html\" target=\"_blank\" rel=\"nofollow noopener\">Fines to note for personal data protection violations in the advertising services business<\/a> (in Vietnamese).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Law 91\/2025\/QH15 and Decree 356 took effect on January 1, 2026, and Decree 330 has added fines since August 19, 2026. What marketers in Vietnam must change in lead forms, lead sharing, telesales, ZNS and remarketing, with sample consent wording and a checklist.<\/p>\n","protected":false},"author":4,"featured_media":7877,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","_yoast_wpseo_twitter-image":"","_yoast_wpseo_twitter-image-id":"","inline_featured_image":false,"footnotes":""},"categories":[219,216],"tags":[],"class_list":["post-7878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-en","category-digital-marketing-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vietnam Personal Data Protection Law: Leads, Remarketing<\/title>\n<meta name=\"description\" content=\"Vietnam personal data protection law 91\/2025 and Decree 356 change how marketers get consent, share leads and run remarketing. 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