This article is from WeChat public account: No. 21 Elephant Rider (ID: Elephant-Rider) , author: Yang Yuehan, title image from: Visual China
Pop-up advertisements are common. They appear in comedy scenes and Bo Jun smiles, but it pops up on the way of driving, which scares people into a cold sweat.
Recently, the incident of “pop-up advertisements appearing on the central control screen of in-vehicle navigation” caused controversy. “Who is responsible for an accident? Car dealer or advertiser?” Car owners sent a series of questions around the pop-up window of advertisements that violated common sense of safe driving.
On September 28, the relevant person in charge of FAW-Volkswagen responded that the message push was a “caring behavior for car owners, not a pop-up advertisement”, and made an apology and a decision to immediately stop the pop-up prompt message on the car.
Coincidentally, the Mercedes-Benz car was also caught in the same pop-up vortex. Mercedes-Benz customer service explained that the pop-up advertisement must not have popped up by the Mercedes-Benz car system itself, but may have popped up with the help of third-party software.
Different from the previous pop-up advertisements in the Internet environment that were hard to prevent but helpless, the advertisements that appeared on the central control screen of the car this time directly touched people’s bottom line about safe driving.
The information window that pops up while driving
Car driving has always been safety first, whether it is the central control screen or the navigation, while satisfying the driving assistance functions, driving safety must be the bottom line.
In the era of smart cars, pop-up advertisements are based on the demand for monetization of traffic, and have gradually become popular due to their low cost, high coverage, strong pertinence and good communication effect.
The reason why car-mounted pop-up advertisements provoke public anger lies in “regardless of the time” and “regardless of the occasion”. Smart terminals can help drivers drive vehicles more conveniently, but only if they are safer and “out of the way”.
With the development of new energy vehicles and the rise of human-vehicle interaction concepts such as intelligent AI, intelligent networking and large central control screens have become one of the key forms of “fighting” for car companies. The functions of the central console are increasing. The amount of information carried is increasing.
Driven by interests, advertisers seek low-cost promotion, merchants find themselves in the loop, and the content of pop-up advertisements is mixed, the frequency is erratic, and the problem is that it is difficult to close, and there are many problems such as delayed jumping.
The more the problem is exposed, the more it should gradually clarify the boundaries and set rules. What kind of prompts can be played, when they should be played, and how often they appear should be carefully and comprehensively stipulated. Otherwise, a “central control screen” may become a mobile billboard and become a powerful tool for people who want to attract money.
On September 30, the Internet pop-up window information push service management regulations were officially implemented, focusing on solving the problems of using pop-up windows to push news information illegally, the pop-up window advertisement logo is not obvious, and the advertisement cannot be closed with one click.
The intelligence of the car is the result of technological progress, but how it works for me is a human problem. When additional features start to dominate, car companies and third-party platforms may be to blame.
The pop-up window advertisement has reached the bottom line of safety, and it has reached the point where it cannot be swallowed. Governance is consensus, and how to govern is the key. The new measures have begun to expand the scope of application in a timely manner, increase the enthusiasm of the platform to crack down on pop-up advertisements, improve the supervision system, break the vicious circle of high cost of rights protection and difficult to obtain evidence for illegal acts, and improve the deterrence of punishment measures. The meaning of the middle.
This article is from the WeChat public account: No. 21 Elephant Rider (ID: Elephant-Rider) , author: Yang Yuehan
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Related events
- Don’t let pop-up ads pop to the bottom line of safety2022-09-29
- The new rules for online pop-up windows will be implemented on September 302022-09-28
- FAW-Volkswagen pop-up advertisements when responding to car navigation: if you don’t want to receive, you can no longer push 2022-09-26
- iOS 16 will release a new version next week: it will solve the problem of frequent pop- ups2022-09-19
- The three departments jointly issued the “Internet Pop-up Information Push Service Management Regulations” 2022-09-09
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