Who will supervise the mobile APP ads that cannot be turned off?

  Our reporter Zhao Yingying

  Turn on Ink Weather, Tmall New Year Festival pops up; turn on Zhihu, Tmall New Year Festival again; turn on Tmall, Tmall New Year Festival.

That's right, this is the reporter's experience yesterday. When you open the 3 apps on your phone, the first thing you see is the advertisement.

And this experience is familiar to almost every mobile phone user.

  The "App Advertising Consumer Rights Protection Evaluation Report (2020)" issued by the Shanghai Consumer Rights Protection Commission recently showed that 58% of the 600 apps tested contained advertisements, and only 14.5% provided personalized advertisements.

Mobile APP advertisements that cannot be turned off are not only bothering consumers, but also infringing on personal privacy.

  Nearly 60% of the 600 apps have ads

  "There are a lot of advertisements in game software. Every time my son plays on his mobile phone, several new software will appear on the screen." When it comes to mobile phone advertisements, the young mother Ms.

Ms. Dong's son is 6 years old and likes to play mobile games.

However, after every time she played, several new software appeared in her mobile phone, "all are advertisements pushed during the game play, and my son clicked left and right to download them."

  "We are a mobile phone manufacturer. Mobile phones do not make money. We just make friends!" This is what Luo Yonghao said when he promoted Hammer mobile phones. It also reflects the fact that the mobile phone industry is difficult to make money by relying on hardware. .

  Under the pressure of price wars, hardware profit reduction has become a reality that mobile phone manufacturers must face, and advertising business has begun to become a new choice.

As a result, people found that whether it is an APP that comes with a mobile phone or an APP that you downloaded independently, the first thing you see after opening it is all kinds of advertisements.

  Yesterday, the reporter clicked on 6 mobile apps including Mojiweather, Dangdang, Zhihu, Tmall, Sina Weibo, and UC Browser. Each app popped up an advertisement for about 5 seconds.

Among them, MojiWei, Zhihu, and Tmall display advertisements for the New Year's Festival on Tmall, Sina Weibo displays cosmetics advertisements, UC browser displays Pinduoduo advertisements, and Dangdang is its own 2021 winter holiday season advertisement. .

Moreover, when the reporter switched between several mobile apps, every time he returned to Zhihu, an advertisement would pop up again.

  To what extent is mobile APP advertising flooded?

The "App Advertising Consumer Rights Protection Evaluation Report (2020)" issued by the Shanghai Consumer Rights Protection Commission showed that 58% of the 600 apps tested contained ads, of which 69.7% had no "close button" and only 14.5 % APPs can find personalized advertisements to recommend closing the entrance.

  Eavesdrop on the user's "talking" and accurately push

  "You have 1 unread message." It is worth noting that the advertisements popped up by the mobile APP seem to be unintentional, but in fact, they are more often "for their own interests" and are accurately pushed based on the user's usage behavior.

  "If I browse a few cosmetics on a certain e-commerce platform, I will definitely receive cosmetics ads on another e-commerce platform in a few days. Big data may know myself better than me."

  "When I search on JD.com, the homepage of Mango TV will push me some ads. Members have to watch the ads and can bear it. If you say that you have a video app peeking at my search history on JD.com, you can't bear it. "

  "Before I didn't believe it very much. I always felt that the person who was'snooped' would receive accurate ads without closing the APP permission. But I logged into Station B on the PC and watched a lecture video. There was Omega in the barrage. A few words, and when I logged into Weibo with my mobile phone, an Omega ad appeared."

  On the Internet, mobile phone users complain about being accurately pushed to the market.

The Shanghai Consumer Rights Protection Committee also concluded in the report that APP advertisements are not only closed-loop advertisements of "information display-click to buy", consumers can directly click the link to place an order if they are interested, and they are mostly accurate push-type Advertising, a large number of APP advertising backends also adopt a bidding transaction mode.

  "Within 1 second after you click on the app, your characteristics have been analyzed and sent to the advertiser. Whoever bids the highest price will display the advertisement on your mobile phone. This is a bidding transaction." Experts pointed out that APP advertising Accurate placement and bidding transactions are based on excessive claims and collection of personal information.

  Consumers’ privacy needs to be protected

  For Internet advertising, Article 44 of the "Advertising Law of the People's Republic of China" stipulates that the use of the Internet to publish and send advertisements shall not affect the normal use of the Internet by users.

Advertisements published in the form of pop-ups on Internet pages should be marked with a close sign to ensure one-click close.

But at present, the problem of the proliferation of mobile APP ads and the inability to close it has not received the attention of the regulatory authorities.

  "In fact, advertising has its commercial value, and many consumers also like advertising, but we feel that when APP pushes advertisements, it must first be restrained, secondly, it must be able to give consumers the right to choose, and thirdly, it must protect consumers' personal information and let Consumers can find it and are easy to operate." Tang Jiansheng, deputy secretary general of the Shanghai Consumer Rights Protection Committee, said.

  Compared with the one-click closing function of advertisements, it is even more urgent to protect the privacy of users who are "stolen" from the APP.

The illegal collection of user information by mobile apps has been one of the key tasks of supervision and remediation.

In 2020, the Ministry of Industry and Information Technology conducted technical inspections on 520,000 APPs and ordered 1,571 illegal APPs to be rectified.

  Some mobile phone manufacturers are also taking action.

Apple said that it plans to modify the IDFA (Identifier for Advertising) policy, changing the previous default IDFA on to the default IDFA off, and apps that track user data without permission will be removed from the Apple App Store.

In layman's terms, IDFA is equivalent to a mobile phone ID card, and the user's network behavior habits may be recorded in it, such as which APPs are commonly used, which areas are usually active in, and which products are frequently searched for.

Through IDFA, APP can form a user portrait and accurately push advertisements to mobile phones according to the portrait.