Apple wants to stop "shake" advertising? The management of the Ministry of Industry and Information Technology has taken a step forward

It is reported that Apple has notified multiple top apps in China to remove gyroscope permissions, and the "shake and jump" ads are prohibited. The top app companies will release a new version in the future that cancels the "shake shake jump" advertising function

It is reported that Apple has notified multiple top apps in China to remove gyroscope permissions, and the "shake and jump" ads are prohibited. The top app companies will release a new version in the future that cancels the "shake shake jump" advertising function.

In response to the news, First Finance separately inquired about Taotian, JD, Pinduoduo, Tiktok, Kwai and other top app companies. No manufacturer explicitly said that they had received Apple's notice, and Apple did not reply.

But this topic has clearly sparked consumer interest and surged onto Weibo hot searches. Shake "as an additional feature, such as WeChat Shake, which can listen to songs, search for songs, or add friends. Its acceptance is higher than the passive entry into the advertising page when the app is opened.

Wang Shui, Director of the Department of Advertising at Capital University of Economics and Trade, told reporters from First Finance and Economics that shaking open screen advertising is currently a common form of advertising monetization in many apps. The reason for this is that platform advertising revenue is not only related to exposure, but also to shallow and deep user interactions. Therefore, clicking or shaking to jump has become one of the revenue sources for the platform, The open screen shake function can increase the probability of ad clicks and redirects, ensuring the platform's advertising revenue. Later, many users began to report and complain about the issue of being too agile in the "shake and jump" process. Therefore, domestic industry associations and related organizations have already introduced management standards earlier this year.

On February 28, 2023, the Ministry of Industry and Information Technology issued the "Notice of the Ministry of Industry and Information Technology on Further Improving the Service Capability of Mobile Internet Applications", proposing a total of 26 measures to enhance user service perception and enhance industry management capabilities. In response to the issue of "shake and shake" advertising, it is proposed that developers should not frequently pop up windows to interfere with users' normal use, nor should they use methods such as shaking or full screen thermal maps to induce users to operate, and the opening and pop-up information windows must provide effective close buttons to ensure that users can conveniently close them.

This advertising form not only appears in Apple systems, but can also be implemented on many Android phones. For Apple, choosing the 'one size fits all' call and stop approach first may not necessarily result in significant benefits. Wang Shui believes that if Apple adopts this approach, the core lies in taking care of user experience, but the methods and methods still need to be discussed. To some extent, the balance between industrial development and user rights protection needs to be taken into account. Previously, the China Academy of Communications and Communications Technology strengthened regulations on screen advertising, which is more in line with the interests of multiple parties.

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