Chasing dramas can not escape the advertising "hegemonic screen", public article disguised advertising, training advertising trafficking anxiety... For a long time, the barbaric growth of Internet advertising has wandered in the gray area, making people feel annoyed but helpless.
In order to solve this problem, the State Administration for Market Regulation recently issued the "Measures for the Administration of Internet Advertising (Public Consultation Draft)", which requires that Internet advertising should be identifiable, ensure one-click closure, etc., further refine the rules and standards, and draw a red line for supervision.
Hard to close
If you don't buy a member, you have to endure 90 seconds of advertising
Open the video website, Chang Wei found a popular TV series, selected to play, a series of ads immediately started. She tried to skip, but found that there was no sign to turn off directly, only a 90-second countdown and a reminder of "members turn off this ad" in the upper right of the screen.
"In the end, I still want to force users to open memberships in this way, which has become the default operation of most video sites." Chang Wei clicked in and found that even if the lowest price of new users exclusively enjoy continuous monthly subscription, the first month also needs 12 yuan, the next month renewal is 19 yuan, "if you want to play on the TV side is more expensive, the continuous package annual costs 398 yuan." ”
Chang Wei calculated that she was usually busy at work, and did not have much time to chase the drama, and it was a bit wasteful to open a membership, "But if it is not opened, it means that every episode must endure 90 seconds of advertising, and there is no way to close it." What makes her depressed is that once she accidentally clicks on the advertisement that is playing, she will jump to the shopping page of the e-commerce platform or the download page of the application software, which will seriously affect the user experience.
In fact, it is not uncommon for Internet advertising to be difficult to shut down. According to the "App Advertising Consumer Rights Protection Evaluation Report (2020)" released by the Shanghai Municipal Consumer Rights and Interests Protection Commission, 58% of the 600 apps it analyzed contained ads, of which 69.7% of the ads did not have a "close button".
"There are also some that have a 'close key', but they can't 'close with one key'." When browsing the website, Xu Ming has also encountered pop-up ads at the bottom of the page more than once, "After governance, most pop-up ads now give a closing sign, but after clicking, you have to choose specifically because you are not interested, the content is inappropriate, the interference is blocked or blocked, which is equivalent to one more process, click twice to really close." ”
In this regard, Article 9 of the Measures for the Administration of Internet Advertising (Draft for Public Comment) clearly stipulates that Internet advertisements published in the form of initiation broadcast, video insertion, pop-up, etc., shall be conspicuously marked with a closing sign to ensure one-click closure, and there must be no following circumstances: there is no closing sign or the countdown is required to close; the closure sign is false and cannot be clearly identified or positioned; the closure of a single advertisement must be clicked more than twice; in the process of browsing the same page, the advertisement continues to pop up after closing Other behaviors that affect one-click shutdown. Don't trick or mislead people into clicking on your ad.
Difficult to identify
Product ads are hidden in review articles
In addition to explicit advertisements that can be recognized at a glance, there are still a large number of hidden advertisements wearing vests on Internet platforms today.
Looking at the articles pushed by the public account in the past, Cheng Yao saw that there were many similar operations. "Young people around 30 years old are too bitter! Actually advised to plan ahead for the elderly? In fact, it is an insurance advertisement, the annual payment of standard premiums is as little as 30,000, more than a million, and also gives the two-dimensional code and secret code of the sales consultant. "Weight loss must not eat carbs? That's you didn't choose the right one" is not really to introduce any weight loss knowledge, just to push a light food merchant, followed by the QR code of this store. ”
On some WeChat public accounts where the audience targets parents, disguised advertisements are also emerging in an endless stream. See "Fixed! Just officially notified! Congratulations to Beijing parents and teachers! Wang Yue would not have thought that the article that seemed to be released by the blockbuster news was actually just to sell the training certificate of the family education instructor. While vigorously advocating the value of the certificate, the article also attaches a registration channel in the form of a two-dimensional code.
And another article titled "Five years old to see big, ten years old to see the old", raising a boy has a premonition", let her feel even more incredible, "look at the title, think it is about the experience sharing of boys' parenting, click into it to find that it is bao mom while taking the baby while making money on vibrato 'inspirational story' and easily achieve monthly sales of more than one million 'legendary experience', but these are just paving, the final focus is to promote the so-called "0 basic vibrato to reality exercise training camp", but also give a two-dimensional code to buy lessons. ”
In view of such phenomena, Article 8 of the Measures for the Administration of Internet Advertising (Draft for Public Comment) requires that Internet advertisements should be identifiable and enable consumers to identify them as advertisements. Where goods or services are marketed through Internet media in the form of bidding rankings, news reports, experience sharing, consumer evaluations, etc., or other forms of attaching shopping links, "advertisements" shall be conspicuously marked.
It's hard to stop
The parenting public account has evolved into a platform for selling lessons
"The courses sold in disguise through public articles are not only for adults, but also for children, and various training and publicity have made parents feel anxious." As a mother, Feng Yan has paid attention to many parenting public names, "I thought I could read some experience sharing articles and learn how to educate children, but I didn't expect that one by one has become a platform for selling lessons." ”
Seeing the title of the article "That 5-year-old can read the original English book of the little calf baby, actually in the first year of the English exam, planted ...", Feng Yan can't help but be curious, open a look, only to understand that it is an advertisement for English grammar courses, "The full set of courses has 20 weeks, contains 60 lessons of content, covering the important grammar content of English learning at the primary school level, this is not online subject training!" ”
Feng Yan found that also on this WeChat public account, there are articles to launch longer courses. "'The First History System Lesson for Kids' is 48 weeks long, totaling 240 hours, equivalent to a year's worth."
While promoting subject courses, there are also parenting public accounts that hype up non-disciplinary training. In an article "Children who can play Go are smarter, good helpers for high-quality baby companions!" The best board game in my mind! In the article, the Go training course for children has become a star project. According to reports, the course is divided into introductory classes and advanced classes, and children over 4 years old can start learning. At the end of the article, there is also a QR code for purchasing lessons.
The reporter learned that article 10 of the Measures for the Administration of Internet Advertising (Public Consultation Draft) stipulates that the Internet shall not be used to publish off-campus training advertisements for primary and secondary schools and kindergartens. In November this year, the State Administration for Market Regulation and other departments also jointly issued the "Notice on Doing a Good Job in the Control of Off-campus Training Advertisements", which clearly requires that "without distinguishing between disciplines and non-disciplines, it is necessary to ensure that mainstream media and their new media, online platforms, public places, residential areas and other online and offline spaces do not publish or broadcast off-campus training advertisements for primary and secondary schools (including kindergartens)." At the same time, he stressed that "it is necessary to strictly investigate and deal with the use of sections (columns) and 'soft text' and other means to publish off-campus training advertisements in disguise, and to impose heavier penalties on false and illegal off-campus training advertisements that exaggerate the training effect, mislead the public's concept of education, and create anxiety." ”
suggestion
Timely update of management measures
"Although there have been advertising-related laws and regulations in the past, there will still be some unclear gray areas in the Internet environment. Once a company 'exploits the loophole' to make a profit, more companies will follow suit, forming a vicious circle. In the view of Lai Yang, executive vice president of the Beijing Business Economics Association, it is imperative to rectify the chaos of Internet advertising, "Now many people only see the rapid development of the Internet, but if they only squeeze out every interest of consumers by any means, and do not focus on the improvement of user experience or product functions, the later stage is not long-term, and it is not conducive to the healthy development of the entire industry." ”
Lai Yang believes that in the Measures for the Administration of Internet Advertising (Draft for Public Comment), the refinement of provisions by adding provisions and other means is conducive to strengthening norms and supervision, and ensuring that there is more law to follow and evidence to follow when implementing.
"Internet technology has been iteratively upgraded, and many new things and advertising forms have also emerged, which requires supporting management methods to keep up with changes and update and adjust in a timely manner." Lai Yang said that it is not enough to rely solely on the introduction of the "Internet Advertising Management Measures", and the next step is to make efforts from multiple parties to jointly govern and guide Internet advertising to be formalized.
Source: Beijing Evening News reporter Zong Yuanyuan Illustration Song Xi
Process Editor: Dan Guo
![Survey | online advertising want to play? Don't want to see, it's so hard to close[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)