Recently, the "Shake" jump ad has once again caused heated discussion on the Internet. Many users complained on social platforms, saying that their mobile phones are often disturbed by "shake" jump ads, and accidentally jump to the "Double 11" special session of the shopping software, which is unbearable. In response, the Jiangsu Provincial Consumer Protection Commission issued a call: Platforms should obtain user consent when obtaining permissions and return the right of choice to users.
Mobile phone jump ads have been around for a long time and have caused controversy before. Regulatory authorities have rectified and regulated them. In December last year, the Ministry of Industry and Information Technology worked with a number of companies to formulate the "App User Rights Protection Evaluation Standards", which detailed the relevant parameters for APP information windows to trigger pages or jump to third-party applications through methods such as "shake". In February this year, the Ministry of Industry and Information Technology also issued the "Notice on Further Improving Mobile Internet Application Service Capabilities", which stipulates that highly sensitive "shake" and other methods that are prone to false triggers are not allowed to be used to induce user operations.
But during this year's "Double 11", "Shake" jump ads hit again. "Portals" of all sizes appeared on the Internet. Consumers would jump to a certain shopping platform in an instant by shaking their mobile phones. Its high jumping frequency and fast speed once again caused "public outrage".
In response, the Jiangsu Provincial Consumer Protection Commission launched a voting survey on the WeChat public account. The results showed that 77.22% of voters said they often encountered "shake" to enter ad details or jump to related applications. 94.94% of voters clearly expressed their attitude towards "shake" ads that open the screen as "disgusting". 93.67% of voters believed that this function violated their rights. 74.68% of voters supported stopping "shake" to jump to ads.
The Jiangsu Provincial Consumer Protection Commission analyzed that the majority of mobile phone users are forced to jump to various shopping software to browse advertisements when using different software for study, work and entertainment. This not only wastes time, but also infringes on their rights. This kind of "shake" automatically jump-open screen advertisement actually deprives consumers of their right to make independent choices. Consumers enter the advertising page not because of their original intention, but because of the misleading of the merchant.
In addition to "shake", new tricks such as "twist" and "tilt the phone forward" have also appeared. "This so-called innovative move not only damages the corporate image, but also infringes upon the legitimate rights and interests of consumers." The Jiangsu Provincial Consumer Protection Commission suggested that mobile phone system operators can strictly obtain access through technical means.
"Shake" jump ads rely on the call of mobile phone gyroscope and motion sensor data, and this part of the data belongs to the user's personal information. The platform should prompt when obtaining this information, and can only open it after obtaining the user's consent. At the same time, an easy-to-find closing channel should be set up to facilitate users to close such authorization in a timely manner.
In addition, merchants should abide by relevant regulations when placing advertisements and respect the user experience. When merchants create and place jump ads similar to "Shake", they should limit the relevant values within the permitted range and abide by the law.