[Cai Zhi Toutiao] New rules of Internet pop -ups will be implemented on the 30th, and Bhanda advertisements should be rest.

It is not easy to repeatedly pop up the advertisement on the mobile phone.

In order to regulate the promotion of pop -up window information, the National Internet Information Office, the Ministry of Industry and Information Technology, and the State Administration of Market Supervision and Administration recently jointly issued the "Regulations on the Management of Internet Popular Window Information Push Service" (hereinafter referred to as the "Regulations"). Since September 2022 It will be implemented from the 30th.

Source: official website of the National Internet Information Office

Efforts to solve the use of pop -up windows illegal push

The "Regulations" pay close attention to key links such as pop -up news information push, pop -up information content guidance, pop -up advertisement and other key links, and focus on solving the use of pop -ups illegal push news information, pop -up advertising logo is not obvious, advertisements cannot be closed, malicious speculation entertainment entertainment Daging, push frequency too much, unreasonable proportion of information content, induced users click on implementation of traffic fraud.

From the beginning of December 2021, the State Administration of Market Supervision and Administration announced the "Administrative Measures for Internet Advertising (Draft for Public Soliciting Opinions)", which clarified that the lack of closing signs for prohibiting the lack of closure of advertisements can not be set up to close the restrictions of advertising. The push advertising information should be recognizable, significantly indicates the "advertisement" and closing signs, and ensure that pop -up advertisements can be closed with one click. Without a year, the functional departments of the State Council have successively "invincible" and "annoying". The pop -up advertisement has made many people in the industry feel the breath of the Internet in all directions.

It is reported that it is also a "pop -up window problem", which is different from the perspective of the "Draft for Soliciting Opinions" that focuses on the rectification of Internet advertising violations and regulations 9 months ago. Maintain the level of network security and make the "pop -up window problem" governance more in -depth.

The "Regulations" pointed out in the first section of the opening of Mingyi that its formulation basis is the cyber security law, the protection law of the minor protection, the advertising law, and the "Administrative Measures for the Internet Information Service" and other laws and regulations. We should abide by the constitution, laws and administrative regulations, promote the core values ​​of socialism, adhere to the correct political direction, public opinion orientation, and value orientation, and maintain a clear network space. "

Popular hijacking of traffic is expected to get cure

The use of pop -up windows to hijacking traffic is invincible, and many netizens have to passively accept and watch. In the future, such chaos is expected to be cured.

The "Provisions" proposes that it is not allowed to set up algorithms such as violations of laws and regulations such as inducing user obsessed, excessive consumption or violation of ethics and morality; shall not use algorithms to implement malicious shielding information, excessive recommendation, etc. Third -party links, QR codes and other information; no pop -up information push service can induce users to click to implement traffic fraud and traffic hijacking.

Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, analyzed that the "Regulations" summarized the governance experience of pop -up information publishing, information dissemination, algorithm recommendation and other governance experiences, and the protection of consumer rights and interests The problem of network security and traditional pop -up advertisements is included in the governance range.

It is worth noting that the "Regulations" emphasize the protection of the legitimate rights and interests of Internet consumers. For example, the specific form, content frequency, cancellation channels, etc. of the user pop -up window information push service are clearly notified by service protocols, etc., and fully consider the user experience and the frequency of scientific planning and push; Any form of interference or affecting the user's closure of the pop -up window; pop -up information should significantly indicate the identity of the pop -up information push service provider.

Emphasize the protection of minors

In particular, the "Regulations" particularly emphasized the protection of minors, and proposed that it is not allowed to use algorithms to push the portraits of minor users to push it to it that may affect its physical and mental health.

Liu Junhai, a professor at the Law School of Renmin University of China, believes that there are often black -gray industry chains behind the infringement of minors' network privacy, and some of them are drained from various platforms to chat tools. The network platform needs to actively act as the main responsibility to create a safe and clean network environment to escort the healthy growth of minors. If illegal push information may not only be punished by administrative penalties, but also leads to civil lawsuits.

The "Regulations" also strengthened the supervision of the "pop -up window problem". It proposed that the Internet pop -up window information push service provider should consciously accept social supervision, set up convenient complaint report entrances, and timely handle public complaint reports on pop -up information push services. At the same time, encourage and guide the Internet industry organizations to establish and improve the guidelines for the Internet pop -up window information push service industry to guide the healthy and orderly development of the industry.

"This" Regulations "introduced to prevent the growth of barbaric growth and disorderly expansion of Internet companies, for the governance of pop -ups illegal push news information, non -obvious pop -up advertising logo, malicious speculation entertainment gossip, too much push frequency, implementation traffic, implementation traffic False and other issues are conducive to creating a righteous Internet ecological environment. "Liu Junhai said.

Poppy advertisement becomes a new position in gold absorption

On the other hand, pop -up advertisements have become a new position in the Internet, especially pop -up advertisements in small games.

Taking the WeChat Mini Program Game as an example, according to the "WeChat Game Mini Program Report" released by the market research institution Questmobile, four of each of each of the five mini -program users are small gamers. This means that the traffic bonus brought by mini -games for the game industry is amazing. According to the recently released "2022 WeChat Games Growth White Paper" released by Tencent, the number of WeChat mini -game developers has reached 100,000+, and the number of monthly flow of 10 million games is+50%year -on -year. At present, the number of WeChat mini -game users is hundreds of millions, and the proportion of user groups over 30 years of age has increased year by year. From 59%in 2018 to 69%in 2021, the scale of high paid users has continued to grow.

According to "White Paper", there are currently three types of realization of WeChat mini -games, IAP (purchasing payment), IAA (advertising monetization), and IAP+IAA (mixed monetization). Take the recent hot "Sheep" as an example. It mainly uses IAA model. Users can get a gift props to watch an advertisement.

It is reported that when a mini -program game like "sheep has a sheep" is launched, you need to register an account in the access platform (such as Douyin, Headline or WeChat), and after accessing the platform SDK (software development tool package), then Can accept the platform's advertising. There are many options for game companies to access the type of advertising, depending on the game's operating strategy. Players look at the benefits of advertising or clicks, and have the income brought by drainage. The platform will directly divide into income into the account of the game company.

On September 15, a few revenue data of "sheep had a sheep" circulated on the Internet showed that the game revenue on the 14th was over 4.68 million yuan, and the monthly income of the month had exceeded 25 million. In response, Zhang Jiaxu, the founder of the founding team of "Sheep with a sheep", denied.

While the team attracts gold through advertising, the quality of these advertisements is generally not high.

In order to compete for young groups such as the sinking market, various borrowing marketing advertisements have been stationed in Weibo, WeChat circle of friends, and major mobile apps such as Douyin and Kuaishou.

Most of them appear in the form of soil -flavored loan advertisements. There are no tall vocabulary, but they are straightforward. Some are cutting into the scene, some are chat screenshots, exaggerated design role conflicts, and planning for blogging.

Once the user has a click -through loan advertisement, the platform will regard it as a potential user, and continuously recommend such advertisements to them. The more clicks, the higher the frequency of such advertisements.

Such advertisements have also been hit by the regulatory authorities, but they are still repeatedly banned. In October 2021, Beijing Micro Broadcasting Vision Technology Co., Ltd., a Kuaishou and Douyin affiliated company, was fined 200,000 yuan by the Beijing Haidian District Market Supervision and Administration Bureau for violating the "Advertising Law of the People's Republic of China".

Today, the "Regulations" is about to be implemented. I believe that "one -click closure" pop -up advertisement will no longer be a problem.

(WeChat public account "Cai Zhi Headou" comprehensive self: rule of law, Red Star News, Surging News, etc.)

Edit: Yuan Kai

School pair: Fenghua

Review: Gong Zimo

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