"Double 11"
Huang Xin to
restore consumer peace and order
The annual "Double 11" shopping spree has started, and various promotional information has also been overwhelming, which is a bit annoying, and it is often counterproductive from the perspective of promotional effects.
A few days ago, the Information and Communication Administration of the Ministry of Industry and Information Technology organized major e-commerce platform companies, related basic telecommunications companies, and short message service companies to hold an administrative guidance meeting to focus on the problem of nuisance to the people with strong marketing short messages and standardize the short message marketing behavior of e-commerce platforms.
In the "Double 11" event, all parties involved in e-commerce operations need to strictly self-discipline, standardize the order of SMS marketing, say no to spam messages, protect consumers' right to consume peacefully during the "Double 11" event, and create a more friendly and meaningful way. Orderly consumption environment.
Improper SMS marketing infringes consumer rights.
Many consumers have encountered similar experiences. After purchasing goods on a certain online platform, they often receive marketing text messages from merchants.
In fact, with consumers' increasing demands on consumer quality and consumer experience, the effectiveness of this kind of sky-casting SMS marketing has been greatly reduced, and it may even cause consumers to resent the brand image.
In recent years, "Double 11" and other promotional spam complaints have been concentrated and explosive. Among them, e-commerce platform related complaints accounted for as much as 90%, and a large number of consumer financial spam complaints have been derived.
The state has continuously increased its efforts in the protection of personal information and the control of spam messages.
In the era of digital economy, it is easier for businesses to obtain consumer personal information, which breeds many undesirable phenomena such as misuse of personal information to carry out commercial marketing activities.
On November 1, the "Personal Information Protection Law" was formally implemented. As a special law to protect citizens' personal information, it will be jointly with the "Civil Code", "Data Security Law", "E-commerce Law" and "Consumer Rights Protection Law". Weave a "protection net" for consumers' personal information.
In the next step, it is necessary to strengthen punishment in the law enforcement link, increase the cost of violations of laws and regulations, play a deterrent and warning role, standardize SMS marketing behavior, effectively control spam messages, and return consumers to a peaceful and orderly "Double 11".
To create a peaceful and orderly "Double Eleven" requires the concerted efforts of all parties.
E-commerce platform companies should standardize their marketing behavior as part of the "Double 11" campaign, focusing not only on sales data, but also on consumers' rights and experience.
It is necessary to formulate marketing plans and rules, conduct self-examination in an all-round way, correct the SMS marketing behavior of products and services, and not send marketing SMS without the consent or request of consumers, and earnestly assume the responsibility of platform management.
Online merchants should standardize self-discipline, and under the premise of legal compliance, more efforts should be made to improve consumer quality, improve consumer experience, and meet diversified consumer needs.
Related basic telecommunications companies and short message service companies should improve management systems and technical means, strengthen the management of SMS port access and use process supervision, and promote normal governance.
To improve the convenient reporting mechanism, relevant reporting platforms should strengthen the acceptance of spam complaints, the transfer of clues, and the monitoring and analysis.
At the same time, consumers are also required to increase their participation. They cannot be patient with improper SMS marketing behaviors, and encourage the use of legitimate reporting behaviors to promote platform and merchant self-discipline.
Huang Xin