How to install the "close button" on APP ads?
"There are a lot of apps in the mobile phone, some are built-in with the mobile phone, and some are installed for various "needs". It doesn't matter, but the annoying thing is that when you open the app, there are all kinds of advertisements, Window advertisements are even more difficult to prevent." Mr. Gao, a citizen of Urumqi, is extremely tired of current APP advertisements.
Different mobile phone applications have improved people's lifestyles, but the ads hidden in the APP, from the initial visible delivery to the invisible delivery today, have made users' lives more convenient or have they increased their distress?
Recently, a report released by the Shanghai Consumer Rights Protection Commission showed that 58% of mobile applications (APP) currently contain advertisements, and 69.7% of them do not have a "close button."
And many mobile apps (APP) advertisements are accurately pushed.
It is understood that companies can make apps if they have "software copyright".
According to the data of the professional version of Tianyancha, more than 300,000 new non-individual enterprises in my country in the past five years (2016~2020) have “software copyrights”, compared with the previous five years (2011~2015) An increase of 34%.
Insiders pointed out that as a means of commercial promotion, the existence of advertisements is reasonable, but whether advertisements can be effectively transformed into sales depends on whether users accept it.
False and annoying advertisements have increased their popularity, but notoriety can be increased, which will only backfire.
Precise delivery + lure download
“Every time my son looks at the phone, he downloads a bunch of software for me. It’s all he downloads from playing games. It’s very troublesome to uninstall it and there is rubbish.” Ms. An’s child is 5 years old this year and likes to play mobile games. After playing, many other game software will be downloaded.
According to Ms. An’s observation, the software downloaded by her son is only the content of the advertisements of the games he plays, and some are the content of the short video advertisements.
There is also Mr. Chen who likes fitness.
He said that he would exercise by watching short videos, but after watching it for a period of time, he would see short videos with advertisements, and the contents of the advertisements are fitness products.
These precisely delivered advertisements, under their unique "temptation", have become advertisements and software that users cannot avoid.
In fact, with regard to Internet advertising, Article 44 of the "Advertising Law of the People's Republic of China" stipulates: "The use of the Internet to publish and send advertisements must not affect the normal use of the Internet. Advertisements published in the form of pop-ups on Internet pages should be clearly marked as closed Sign, make sure to close with one click."
The "APP Security Awareness Public Questionnaire Report" shows that more than 60% of the respondents can receive accurate push and personalized advertising, but nearly a third of the respondents expressed disgust and felt that they were being spied on or overheard.
App advertising chaos hidden risks
Although the country has relevant laws and regulations, other problems arise under APP advertising, and there are hidden risks that are difficult to judge.
Two days ago, Aunt Zhang, who normally browsed the Moments of Friends, saw a cosmetics advertisement. She wanted to block the advertisement, but she saw a lot of comments from her friends.
Although there is no problem with the advertisement itself, the interactive messages are a bit confusing.
With the help of her family, Aunt Zhang responded to this information in the Moments Report. As of now, no official response has been received.
In addition, the advertisements in the short video APP are clearly directed to users, and there are hidden risks.
The reporter found that when looking through applications such as Douyin and Weibo, various advertisements such as "Weibo Account Loan" and "XXX Platform Loan" often appeared.
In addition, there are also advertisements in the game. Some games link rewards to specific WeChat official accounts or specific APPs, and propose daily login and active tasks to reward players. After some players get rewards, their QQ account will be called " "Game company staff" contacted to add friends for internal testing of the new game.
"The moment I was added as a friend, I felt that my privacy had been sold, and I felt very uncomfortable." said Ms. Bai, a game player.
There are also different advertisements in the promoted software and WeChat official account.
"For these advertisements, it is man-made, and users can choose not to download and pay attention. Similarly, its audience is also clearly directed." Some experts said.
Need strong supervision and strict accountability
Previously, Tang Jiansheng, Deputy Secretary-General of the Shanghai Consumer Rights Protection Commission, said in an interview: “The characteristics of APP advertising are from information display to click to buy. Therefore, we believe that APP’s closed-loop advertising has an impact on consumers’ right to know and fair trade. , May be larger than other ads."
It can be seen that APP push advertising needs to respect the rights and interests of consumers, and reduce unclosed and hidden deep advertising. But for now, the APP platform not only fails to protect the interests of consumers in advertising push, but also reduces the company itself. The value of the brand.
Although advertisements are on the APP platform, they are also subject to the "Advertising Law".
Therefore, in the face of the chaotic phenomenon of mobile APP advertising, it is necessary to strengthen supervision, strictly require advertisers to control the content of the advertisement, and reduce the appearance of "unable to turn off" and "hidden deep" advertising.
At the same time, strict requirements should be placed on enterprises, clarifying corporate social responsibilities, and reducing spam advertising.
So as to standardize the environment of APP advertising.
Industry insiders pointed out that to end APP advertising chaos, it is necessary to strengthen supervision.
APP publishers must fulfill their obligation of reviewing the legality of advertising content and “check it out” for consumers.
The relevant departments also need to strengthen supervision and find out that they should investigate and deal with it together to install the "close button" for APP advertisements.
Wu Duosi
Wu Duosi