Pop-up ads should not be too capricious
The chaos of pop-up advertisements has a long history, and netizens are overwhelmed by it.
The "Regulations on the Administration of Internet Pop-up Information Push Services" jointly issued by the State Internet Information Office and other three departments came into effect on September 30, setting a red line for Internet pop-up services.
As information that is "forced" to users, pop-up advertisements are mandatory and can easily affect the user experience.
Not only that, some pop-ups spread vulgar content, induce consumption or set up financial traps, seriously polluting the network environment.
Recently, there has even been an incident of pop-up windows popping up on the car navigation screen, which brings great hidden dangers to safe driving.
Pop-up advertisements regardless of situation or location must be dealt with.
In the past few years, the state has stepped up efforts to rectify online pop-up windows through special campaigns and other means, but the related chaos is still repeated.
On the one hand, management specifications need to be refined.
Pop-up advertisements involve multiple subjects such as advertisers and those who provide pop-up services. It is necessary to clarify the source of responsibility.
At the same time, the expressions in the specification are general and vague, and some manufacturers avoid supervision by "scraping the edge". For example, my country's Advertising Law clearly stipulates that pop-up advertisements should be closed with one click, but in fact, some pop-up windows are often closed and immediately A new window pops up.
On the other hand, the standard of punishment needs to be improved.
There is a chain of interests behind pop-up advertisements. There are special pop-up promotion companies that connect with advertisers and online platforms, with low delivery costs and high returns.
At present, the fine for illegal pop-up advertisements is basically below 30,000 yuan, and the illegal cost is not enough to deter violators from giving up large profits.
The newly implemented "Regulations" are targeted, clarifying that the responsible subject is the Internet pop-up window information push service provider, including operating systems, application software, and websites, forcing relevant platforms to assume the responsibility for content screening and review.
The nine obligation requirements proposed in the "Regulations" involve specific details such as content orientation, push frequency, and induced clicks, which provide a stronger basis for supervision and law enforcement.
However, it should also be noted that the reality is complex and there is still room for refinement of the pop-up window specification.
In the actual supervision work, problems should be continuously discovered, experience accumulated, and the "vacuum zone" should be gradually narrowed.
To give full play to the role of industry organizations, such as the "Code of Conduct for Mobile Internet Application Advertising (Draft for Comment)" drafted by the China Advertising Association, only for pop-up advertisements that should be closed with one click, it is extended to propose that the closing sign is false and a countdown is required. In order to close, continue to pop up ads after closing and other violations.
The more standardized the industry, the longer it can go.
To control illegal pop-up advertisements, we should not only improve management measures and formulate unified and operable industry self-discipline standards, but also provide users with clearer and more effective channels for supervision and complaints, promote social co-governance, and make pop-up advertisements no longer "pop-up" bomb".
Zhao Xinyi