Author: Zheng Zhiwei (commentator).
Known as the "psoriasis" of the online world, drainage advertising is ubiquitous and pervasive.
Each online platform should have it.
More comprehensive review and stricter governance, clarifying the boundaries of pop-up windows and other drainage ads, and giving consumers the choice to say "no".
Users have the right to say no to the "pop-ups".
According to the "Economic Information Daily", "forced jumps are impossible to prevent", "only close one jump after another", and "the more anxious you are, the more wrong you are......".At present, drainage advertising has almost become the "standard" in all kinds of application software, and it has also become the object of many users' complaints. The industrial chain of drainage advertising is very active, and the tricks are constantly renewed, but "users are not satisfied, and it is difficult for merchants to accurately acquire customers". As a common means of customer acquisition in online communication, normal drainage advertising is indisputable. However, those drainage advertisements that are "frequently pushed", "cannot be turned off" and make people "unable to choose" not only disgust people, but also suspected of violating laws and regulations. In the era of mobile Internet, user attention has become a valuable resource, and the so-called traffic is real gold. If it can be reasonably drained and converted through commercial operations, this kind of resources can be converted into real profits for merchants and realize the realization of traffic resources. However, the forced traffic diversion advertisements seriously interfere with users' normal use of the Internet and make Internet users unbearable. Nowadays, the circulation scenarios of drainage advertisements are becoming more and more diverse, and the phenomenon of "random interruption, random push, random triggering, and random drainage" is not uncommon. For example, if you accidentally click on a certain type of ad, the homepage is full of similar recommendations; searched for house decoration information, and the result was constantly pushed home improvement advertisements ......In fact, almost every one of us has such an experience and feeling: the ads that are forced on users are not only difficult to achieve customer acquisition, but also disgusting people. Recently, a poll survey by the Jiangsu Provincial Consumer Protection Commission showed that 92% of voters said that their attitude towards "shake" splash screen ads was "disgusted"; 90% of voters felt that the feature violated their rights. or carry out special actions, or introduce regulations, and the rectification of the problem of pop-up window drainage advertisements has been in action. As early as 10 years ago, the Cyberspace Administration of China and other departments jointly launched a special campaign to "rectify online pop-ups", requiring internet platforms to control the number and location of online pop-ups, and not to affect the experience of network users. In response to problems such as pop-up advertisements "dominating the screen", jumping at will, and closing buttons, China has successively issued regulations such as the "Provisions on the Administration of Internet Pop-up Window Information Push Services" and the "Measures for the Administration of Internet Advertising". There is nothing wrong with drainage, but it may be illegal to push it. The Measures for the Administration of Internet Advertising clearly stipulate that when publishing Internet advertisements in the form of pop-ups, advertisers and advertisement publishers shall prominently display a close sign to ensure one-click closure; Do not deceive or mislead users to click on or view advertisements; The use of the internet to publish or send advertisements must not impact users' normal use of the network. Even if it is constrained by relevant laws and regulations, it is still repeatedly banned to force pop-up ads? The low cost of violating the law, the high benefits, and the lack of clear standards for law enforcement, may be an important reason for this. Nowadays, pop-up ads have formed a complete interest industry chain in the entire network. Previously, it was reported that each pop-up window ad on the PC side is as low as 1 cent, and the pop-up ad on the mobile side is as low as 2 cents per piece, and a company can provide up to 1 million pop-up ads in a single day. Consumers have been suffering from advertising for a long time, and it is imperative to build a clean and upright Internet space for consumers. Drainage advertising should respect the rights and interests of users and the user experience, and the bottom line is to be subject to laws and regulations. The author calls on all online platforms to have more comprehensive reviews and stricter governance, clarify the boundaries of pop-up windows and other drainage advertisements, and give consumers the choice to say "no".
Producer: Minsheng Weekly (ID: msweekly) The original article was originally published in the first issue of "Minsheng Weekly" magazine in 2024 Original title: "Users have the right to say no to "pop-up windows" Author: Zheng Zhiwei (commentator of this magazine) Responsible editor: Liu Yeye.
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