Also consumers' peaceful and orderly "double 11"

Source: Economic Daily

The annual "Double 11" shopping spree has begun, 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 Communications Administration of the Ministry of Industry and Information Technology organized major e-commerce platform enterprises, relevant basic telecommunications enterprises and short message service enterprises to hold administrative guidance meetings to focus on the problem of marketing SMS harassment that the masses strongly reacted to, and standardize the SMS marketing behavior of e-commerce platforms. In the "Double 11" activity, it is necessary for all parties involved in e-commerce operations to strictly self-discipline, standardize the order of SMS marketing, say no to spam text messages, protect consumers' right to peaceful consumption in the "Double 11" activities, and create a more friendly and orderly consumption environment.

Improper SMS marketing infringes on consumer rights. Many consumers have had a similar experience, and after purchasing goods on an online platform, they often receive marketing text messages from merchants. In fact, with the improvement of consumers' requirements for consumer quality and consumer experience, the effectiveness of this kind of wide-net SMS marketing has been greatly weakened, and even cause consumers to resent the brand image. In recent years, promotional spam SMS complaints such as "Double 11" have shown a concentrated outbreak trend, of which e-commerce platform related complaints account for up to 90%, and a large number of related consumer finance spam complaints have been derived.

The state has continuously intensified the protection of personal information and the management of spam text messages. In the era of digital economy, it is easier for merchants to obtain consumers' personal information, which breeds many undesirable phenomena such as the abuse of personal information to carry out commercial marketing activities. On November 1, the Personal Information Protection Law was officially implemented, and as a special law to protect citizens' personal information, it will jointly weave a "protection net" for consumers' personal information together with the Civil Code, the Data Security Law, the E-commerce Law, and the Consumer Rights and Interests Protection Law. In the next step, it is also 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 SMS, and return consumers to a peaceful and orderly "double 11".

Creating a peaceful and orderly "Double 11" requires the joint efforts of all parties. E-commerce platform enterprises should standardize marketing behavior as part of the "Double 11" campaign, paying attention to both sales data and consumer rights and experiences. It is necessary to formulate marketing plans and rules, comprehensively carry out self-examination, correct sms marketing behavior of products and services, and do not send marketing SMS without consumer consent or request, and effectively assume the responsibility of platform management. Online merchants should standardize self-discipline, and under the premise of legal compliance, they should make efforts to improve consumer quality, improve consumer experience, and meet diversified consumer needs. Relevant basic telecommunications enterprises and short message service enterprises should improve the management system and technical means, strengthen the supervision of the access management and use process of SMS ports, and promote normalized governance. To improve and facilitate the reporting mechanism, the relevant reporting platforms should strengthen the acceptance of spam complaints, the transfer of leads, and the monitoring and analysis. At the same time, consumers are also needed to increase their participation, not blindly tolerate improper SMS marketing behavior, and encourage self-discipline of platforms and businesses through legitimate reporting behavior. (Source of this article: Economic Daily Author: Huang Xin)