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People's daily criticizes the pop-up window advertisement, governs the pop-up window platform duty b

Original title: People's daily criticizing pop-up ads: relevant platforms should cherish reputation

4hw.com.cn's wanton "pop-up ads" not only affect the mood and work efficiency of Internet users, but also bring problems such as Trojan horse implantation, information fraud and forced consumption. The relevant departments should clarify the supervision responsibility, strengthen the law enforcement and strengthen the precise law enforcement.

Nowadays, when consumers open computer web pages and log in to mobile phone clients, they will often find that there are many kinds of pop-up windows. Some of these pop-up windows are information promotion, and some are commercial advertisements, which are hard to avoid.

Pop up window is a way of promotion. Sometimes, pop-up ads are helpful to people's online shopping and browsing information, but on the whole, pop-up is a nuisance to people. When the webpage you want to see is blocked and the goods you want to buy are hidden, this kind of pop-up window that dominates the screen gives people a feeling of boredom.

China's "advertising law" clearly stipulates that "using the Internet to publish and send advertisements shall not affect users' normal use of the network. Advertisements published in the form of pop-up on Internet pages shall be marked with a close sign to ensure one click closing. "In fact, many pop-up windows make the close button inconspicuous. Sometimes, instead of closing the advertisement, the user will enter the advertisement page instead of closing the advertisement. The more you close it, the more annoyed it will be. In recent years, the relevant departments have carried out many rectification actions against Internet advertising. However, these illegal pop-up advertisements are always prohibited. The main reason is that some advertising businesses and browser platform interests collusion. For them, pop-up promotion is the carrier of "win-win" and "pop-up" can make money online.

According to industry insiders, most pop-up windows are promotion companies cooperating with browser platforms. They charge and share the fees according to the number of hits of the audience, and each click is charged according to the standard of 0.1 yuan to 0.3 yuan. Some pop-up windows to promote the operation of companies can also achieve accurate push to target groups: you have browsed a product or a piece of information the day before, and you can receive relevant information and advertisement when you open your computer or mobile phone the next day. This kind of customized pop-up window not only disturbs the people, but also may infringe the rights. There are some problems such as stealing user information and infringing personal privacy.

"Pop up advertising" wantonly not only affects the mood and work efficiency of Internet users, but also brings problems such as Trojan horse implantation, information fraud and forced consumption. It is necessary to supervise and control the overflow of pop-up windows. The relevant departments should clarify the supervision responsibility, strengthen the law enforcement, and strengthen the precise law enforcement. We should not let the pop-up ads play as soon as they want. For the problem of bad pop-up window causing harm and loss to users, the specific subject responsibility should also be clear. In this regard, we may refer to the measures to control spam messages to strengthen the supervision of pop-up ads: any entity or individual shall not send pop-up ads to the recipient without the consent or request of the recipient; if the recipient explicitly refuses to receive the pop-up advertisement after consent, it shall stop sending it.

The platform is duty bound to deal with the overflow of pop-up windows. Relevant platforms should cherish their reputation and control pop-up windows. The network operators who publish illegal advertisements should terminate their cooperative relationship in time. Only by optimizing the industry ecology, strengthening the industry self-discipline and forming the management joint force is the fundamental policy.