How annoying is Internet advertisement?Almost the respondents have encountered "unable to close"

Open -column

On the Internet platform, advertisements are omnipresent. It is a "weapon" for lining domestic demand and promoting consumption, but there is often a bad experience. Moreover, with the increasingly diverse circulation scenarios of Internet advertisements, "new features" have also been derived, such as "disturbance, random push, random drainage, random publicity, random trigger" and other issues. More stringent governance. Nandu Big Data Research Institute launched a series of surveys of the "Internet Advertising Chaos Disassembly", in order to jointly promote the platform's advertising to be more compliant and healthier.

In the first issue, we passed the questionnaire survey to listen to users' true feelings about Internet platform advertising.

"Improper advertisements cannot be closed like nougard sugar, and they are sensitive, and you can click it accidentally." There are a lot of "troubles". In May 2022, the Nandu Big Data Research Institute conducted a questionnaire survey for online users around the "Internet platform advertising compliance experience". The survey showed that more than 80 % of the respondents said that they had encountered Internet advertisements that could not be closed, "camouflage" scammed clicks, "shaking" chaos, false publicity and other chaos. Nearly 70 % of the respondents are looking forward to the Internet platform to strengthen the monitoring and inspection of advertising and timely handle illegal advertisements.

A

More than half of the interviewees said they had encountered advertising troubles

It has always been the trouble of netizens when using various APPs. The results of the questionnaire showed that more than 80 % of the respondents said that the frequency of advertising was high on the Internet platform. And there should be advertisements that should have been simple and clear for adolescent models and old versions: over 60 % of the respondents said that they had encountered advertisements in the platform youth mode. Similarly, more than 60 % of the interviewees have seen advertisements in the old app. For these advertisements, more than half of the respondents said that "more troubles" will be closed manually.

According to feedback, interviewees believe that advertisements have invaded their apps with higher daily usage rates. Among them, more than 40 % of the respondents spit out the most advertisements on the long video platform: "The beginning of the video, the suspension is advertising", "the advertisement of the loan product popped up when looking at it." In addition, e -commerce, short videos, and news and information are also platforms with more advertising.

B

Advertising and other advertisements such as opening the screen chaos and jumps have been renovated

The survey results show that the APP homepage banner, article, or the video flow in the video and homepage is the most common position in advertising. In addition, the APP screen and pop -up windows are also advertising "new hair".

In fact, Internet advertisements pushed by new forms such as mobile phone pop -up windows and APP screens have brought a series of problems such as "pop -up window advertisements can not be closed" and "open screen 'shaking' advertisements". The "47th China Internet Development Statistics Statistics Report" shows that among Chinese netizens commonly used software, as many as 1,221 online pop -ups, 82.4%of respondents expressed disgusting network pop -ups.

In response to these issues, as early as 2014, the State Cyber ​​Information Office and other departments have jointly launched a special action of “rectifying network pop -ups”, requiring the number and location of the Internet platform to control the number of online pop -ups, and will not affect the experience of netizens. In the past two years, supervision has been increasing.

In 2021, for netizens' strongly reflected mobile app Push pop -up windows illegal push, over -push push delivery, etc., disrupting the order of network dissemination, and the National Network Information Office launched a special rectification of the prominent issue of Push Popping Window of Push. The Ministry of Industry and Information Technology has carried out special rectifications for users to reflect the strong APP -screen pop -up window information "Can't turn off and jump around" to promote the solution of related issues in the head Internet companies.

In March 2022, the National Network Information Office issued the "Regulations on the Management Regulations of the Internet Population Information Push Service (Draft for Soliciting Opinions)" (hereinafter referred to as the "Management Regulations"), which requires the one -click closing of pop -up advertisements; Methods present information such as third -party links and QR codes of malicious drainage jumping; they must not induce users to click through pop -up information push services to implement traffic fraud and traffic hijacking.

In this survey, more than 50 % of the respondents said that they hope that the platform will improve the location, size, etc. of the advertising display, and will not cover or affect the normal browsing of users.

C

About 40 % of the respondents suspected to close the "personalized advertising recommendation" effect

"What the world knows you the most, maybe not the parents and family, but the Internet advertisement." Some netizens once felt. So, is these advertisements "precise marketing" or "precise harassment"? Is the user "eavesdropping" and "monitor"?

This is related to the algorithm -based "personalized advertising recommendation". After closing the recommendation of personalized advertisements, the number of ads you see will not decrease, but the advertisements you see may be reduced with the preferences, that is, you will no longer push the advertisement content of "You may be more interested" through the habit of using the APP. Essence

The "Internet Information Service Algorithm Recommendation Management Regulations", which is implemented in March 2022, states that the Internet platform should protect the right to know the algorithm of the user, inform users that they provide algorithm recommendation services, and publicize the basic principles, purpose intentions, and main operations of the service services. Mechanism, etc.; Ensure the user's algorithm selection right, provide users with options that do not target their personal characteristics, or to easily close the options for recommending the algorithm recommendation service.

The polls show that about 10 % of the respondents do not know that they can handle personalized advertising recommendations on the app. Nearly 40 % of the respondents have not closed it. Among the respondents who have closed the applied advertising recommended by the APP, nearly 40 % feel that the effect is average after the closure, and some interviewees feel that there is no effect at all- "I still push me a certain type of advertisement to me" I have not interested or shielded many times, and I do n’t use it at all. ” In the face of this phenomenon, nearly 40 % of the respondents hope that the Internet platform can further improve the algorithm recommendation service, and provide users with the initiative to provide more convenient and easy -to -find algorithm recommendation services. D

The mobile browser advertisement is not more common

Ensuring the identification of advertisements and being clearly identified is a "hard" requirement for the form of advertising. Article 14 of the "Advertising Law of the People's Republic of China" (hereinafter referred to as the Advertising Law) stipulates that "advertising shall be recognizable and can make consumers identify it as an advertisement."

The results of the polls show that more than 30 % of the respondents have encountered advertisements that have "not obvious" logos, that is, although these advertisements are identified, it is easy to be small, the same color as the background color, hidden on the corner of the picture, etc. Ignoring, similar to the same.

There are more than 40 % of the respondents that they encounter "camouflage" advertisements. These advertisements are packaged into red envelopes, report collection, discount collection, and application version upgrade reminders to induce users to click. Great nature. Some netizens even talked about advertising on the takeaway platform to put a "hair" camouflage on the page, which made people shout "hooligan".

In addition, the advertisement encountered on the platform also annoyed many netizens. The survey results show that more than 99%of respondents said they had encountered "hooligan" advertisements that could not be closed on the Internet platform. Among them, about 80 % of the respondents encountered such conditions. According to the interviewees, it is common for long -term video platforms, news and information platforms, and mobile browsers to be unable to close advertisements.

Although the "Advertising Law", "Internet Advertising Management Measures (Draft for Public Opinions)" (hereinafter referred to as "Administrative Measures"), etc., clearly stipulates that all forms of advertisements published and sent by the Internet should significantly indicate the closure sign to ensure that the one -click closure should be closed. "It must not affect the use of the network normally", but driven by huge interests, there are many "routines" of online advertising and renovation.

Over 60 % of the respondents have encountered a single advertisement on the APP that a single advertisement cannot be closed in one click. Click the closing button of such advertisements to pop up the options such as "Watch Video Free 15 -minute Advertisement" and "Open Member Exempted Advertising" and other options. Clicks more than two times to close. Nearly 60 % of the respondents have encountered the situation where the advertisement is closed many times during the browsing of the same page, but the advertisement will continue to pop up in the same place, and the button shaped. More than 50 % of the respondents had encountered ads that could be closed without obvious closed buttons or needed to end countdown. Also nearly 30 % of the respondents once encountered the "shake" advertisement. The mobile phone was slightly shaken or twisted to a third -party application software, and even the automatic trigger software downloaded. The super -10 % respondents were forced to download the software after clicking the advertisement and could not exit.

In response to the above situations, more than 40 % of the respondents hope that the platform can improve the significance of the "advertising" logo and ensure that users can clearly distinguish; nearly 40 % of the respondents look forward to the platform's closure logo more significantly to indicate the advertising closing logo to ensure that Users can close the advertisement with one click.

E

Nearly 60 % of the respondents said they had encountered false advertisements

According to the "Advertising Law", Internet advertising operators and publishers have the responsibility of reviewing the main quality of advertising and advertising content. However, in recent years, various illegal and false advertisements have continued to "invade" the Internet, bringing users money, health and even life safety losses to users.

For example, medical beauty marketing advertisements are "not good enough, but you are not pretty enough" "Only when you are different, can you pick one hundred miles" and other slogans and sell your appearance. The survey results show that more than 60 % of the respondents have encountered plot video advertisements that preach incorrect values ​​such as worshiping gold, anxiety, etc. Rarely. In addition, nearly 30 % of the respondents have encountered the situation of publishing medical, drugs, medical devices, and health food advertisements in disguise on the Internet platform in disguise in the form of introducing health and health knowledge. I have seen prescription drugs and tobacco advertisements prohibited by law.

In November 2021, the State Administration of Market Supervision issued the "Guide to the Law Enforcement of Medical Beauty Advertising", emphasizing the need to focus on the combination of "manufacturing 'appearance anxiety'", "advertising for drugs and medical device for non -approval or filing, Health knowledge, interviews with characters, news reports, and other forms such as publishing medical cosmetic advertisements such as medical cosmetic advertisements "and other harmful problems, and rectify the chaos of various medical cosmetic advertisements.

False advertisements are also one of the "stubborn diseases" in the chaos of Internet advertisements. In recent years, the March 15th Evening Party has reported multiple reports on false advertising in the Internet: "360 search medical advertising counterfeit chain" "UC browser involves putting false pharmaceutical advertisements for unqualified companies", "Fun heads repeatedly now false publicity advertisements, "You can put it on without qualifications" and so on.

According to the "Administrative Measures", the Internet platform shall take measures to prevent and stop false illegal advertisements. If they know or know that the advertisement is still designed, produced, agent, published, or as a recommendation, and proof, it shall bear joint responsibility with the advertiser. However, the survey results show that nearly 60 % of the respondents have encountered advertisements that do not match the content of the advertisement to the actual commodity and there is a problem of false exaggeration to publicize the publicity advertisement. This kind of false advertisement mostly appears on the long and short video platform, followed by the news platform and mobile phone browsing Instrument. Nearly 40 % of the respondents have encountered advertisements for fake and shoddy products such as fake shoes and A goods. There are also nearly 30 % of the respondents that they have encountered a copywriting of copywriting and exposed pictures. Such problems are the most common in mobile browsers, followed by tool platforms.

However, when the above -mentioned problems are encountered, it is not possible to solve it by reporting feedback. The questionnaire results show that nearly 20 % of the respondents encountered on the APP, rarely reported feedback entrances. Nearly 20 % of the respondents hoped that the Internet platform could set a convenient complaint report entrance, and timely accept and dispose of public advertisements for the public. Complaint report.

In addition, in response to the situation of illegal advertisements, nearly 70 % of the respondents hoped that the platform would monitor and inspect the advertisements displayed and published in the platform in a timely manner; more than 40 % of the respondents believe that as an advertisement publisher, the platform should strengthen the platform should strengthen the platform. Review and inspection of advertisers and advertising content.

Source: Southern Metropolis Daily

- END -