New Internet pop-up rules will come into effect on September 30

The chaos of "screen advertising" is expected to be eradicated

  □ Our reporter Wan Jing

  □ Liu Xin, a trainee reporter of this newspaper

  The mobile phone repeatedly pops up advertisements, and it is not easy to "one-click to close".

  In order to standardize the pop-up window information push service, the Cyberspace Administration of China, the Ministry of Industry and Information Technology, and the State Administration for Market Regulation recently jointly issued the "Regulations on the Administration of Internet Pop-up Information Push Services" (hereinafter referred to as the "Regulations"), which will be effective from September 2022. Effective from the 30th.

  The "Regulations" focus on key links such as pop-up news information push, pop-up information content orientation, and pop-up advertisements, and strive to solve the problem of using pop-up windows to push news information in violation of regulations, pop-up advertisement logos are not obvious, advertisements cannot be closed with one click, and malicious hype entertainment. Gossip, excessive push frequency, unreasonable proportion of push information content, induce users to click to implement traffic fraud and other problems.

  From the beginning of December 2021, the State Administration for Market Regulation announced the "Measures for the Administration of Internet Advertising (Draft for Public Comments)" (hereinafter referred to as the "Draft for Comments"), clarifying that advertising is strictly prohibited from missing the closing sign, and no restrictions on closing advertisements after the countdown is over, etc. , until the "Regulations" proposed that the pop-up window push advertising information should be identifiable, and clearly marked "advertising" and closing signs to ensure that the pop-up window advertisements can be closed with one click. The pop-up advertisements that are "invincible" and "annoying" have been rectified, making many people in the industry feel the breath of the Internet's all-round rectification storm.

  A reporter from the "Rule of Law Daily" noted that it is also the problem of "pop-up windows", which is different from the "Draft for Comments" of the State Administration for Market Regulation 9 months ago, which focused on rectifying the violation of laws and regulations in Internet advertising. "The focus of the attack is on maintaining network security, so that the "pop-up problem" governance will be more in-depth and comprehensive.

  The first article of the "Regulations" clearly stated that the basis for its formulation is the Internet Security Law, the Law on the Protection of Minors, the Advertising Law and the "Administrative Measures for Internet Information Services" and other laws and regulations. We should abide by the Constitution, laws and administrative regulations, carry forward the core socialist values, adhere to the correct political orientation, public opinion orientation and value orientation, and maintain a clear cyberspace.”

  The "Regulations" clearly list that those who provide Internet pop-up information push services should abide by nine requirements, of which more than half of the content is to maintain cyberspace security.

For example, it is not allowed to push illegal and bad information as specified in the "Regulations on the Ecological Governance of Network Information Content", especially the malicious speculation of entertainment gossip, scandal privacy, extravagance to show off wealth, trial of ugly and ugly and other content that violates public order and good customs, and must not be used for malicious speculation. Press relevant old news in a centralized manner related to a certain topic; without the permission of the Internet news information service, the news information shall not be pushed through the pop-up window. The information pushed through the pop-up window involves other Internet information services. Approved by the relevant competent authorities or obtained relevant licenses; if the news information is pushed through the pop-up window, it should strictly follow the "List of Sources of Internet News Information" issued by the Cyberspace Administration of China. Information content to ensure that the source of news information can be traced; increase the diversity of information pushed through pop-up windows, scientifically set the proportion of news information and content in vertical fields, and reflect the mainstream values ​​of positivity, health and improvement, and do not focus on pushing and hyping social hotspots, sensitive events, and vicious cases , disasters, etc., causing social panic.

  "This shows that this "Regulation" is a vertical system with comprehensive coverage of the field, and the scope of governance is much larger than before." said Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law.

  Using pop-up windows to hijack traffic is hard to prevent, and many netizens have to passively accept and watch.

In the future, this kind of chaos is expected to be eradicated.

  The "Regulations" propose that algorithm models that violate laws and regulations or violate ethics and morality such as inducing users to become addicted and over-consumed shall not be set up; algorithms shall not be used to maliciously block information, excessive recommendations, etc.; information such as third-party links, QR codes, etc.; it is not allowed to induce users to click through the pop-up information push service, and implement traffic fraud and traffic hijacking.

  Zhu Wei analyzed that the "Regulations" summarizes years of governance experience in pop-up information release, information dissemination, algorithm recommendation, etc., and integrates consumer rights protection, minors rights protection, national security and network security, as well as traditional pop-up advertisements. Issues are included in governance.

  It is worth noting that the "Regulations" emphasize the protection of the legitimate rights and interests of Internet consumers.

For example, clearly inform users of the specific form, content frequency, cancellation channels, etc. of the pop-up information push service through service agreements, etc., fully consider the user experience, and scientifically plan the push frequency; unreasonably differentiated push for ordinary users and member users is not allowed, and no Any form of interference or influence on the user to close the pop-up window; the pop-up window information should clearly indicate the identity of the pop-up window information push service provider.

  What is particularly concerning is that the "Regulations" particularly emphasize the protection of minors, and propose that algorithms should not be used to profile minors and push information that may affect their physical and mental health.

  Liu Junhai, a professor at the Law School of Renmin University of China, believes that there is often a black and gray industry chain behind the violation of minors' online privacy, and some divert traffic from various platforms to chat tools, which requires platforms to strengthen governance and coordination.

Online platforms need to actively assume the main responsibility, create a safe and clean network environment, and escort the healthy growth of minors.

If you push information illegally, you may not only be subject to administrative penalties, but may also lead to civil lawsuits.

  The "Regulations" also strengthen the supervision of "pop-up issues", proposing that Internet pop-up information push service providers should consciously accept social supervision, set up convenient complaint reporting portals, and promptly handle public complaints and reports on pop-up information push services.

At the same time, encourage and guide Internet industry organizations to establish and improve the Internet pop-up window information push service industry guidelines, and guide the healthy and orderly development of the industry.

  "The promulgation of the "Regulations" is conducive to preventing the barbaric growth and disorderly expansion of Internet companies, and is conducive to controlling the illegal push of news information in pop-up windows, the inconspicuous pop-up advertisement logo, malicious speculation of entertainment gossip, excessive and excessive push frequency, and implementation of traffic. Counterfeiting and other issues are conducive to creating a clean and upright Internet ecological environment." Liu Junhai said.