New rules for pop -up windows are officially released.

21st Century Business Herald reporter Zhu Weijing, Guo Meiting intern Zhou Yu Shanghai, Guangzhou reported

Regular pop -up information, the official has the latest regulations.

Recently, the National Internet Information Office, the Ministry of Industry and Information Technology, and the State Administration of Market Supervision and Administration jointly issued the "Regulations on the Management of Internet Popular Window Information Push Service" (hereinafter referred to as the "Regulations"), which will be implemented from September 30, 2022.

Based on the current reality of the "Regulations", keep an eye on the key links of pop -up news information push, pop -up information content orientation, pop -up advertisement and other key links, and focus on solving the use of pop -up windows illegal push news information, pop -up window advertising logo is not obvious, advertisements cannot be closed with one click , Malicious speculation, entertainment gossip, too much push frequency, unreasonable proportion of push information content, induced users to click on implementing traffic fraud.

A number of experts analyzed in an interview with the 21st Century Business Herald reporter. Compared with the draft on March 2 this year, this "Regulations" made more detailed and gentle in related expressions, helping the relevant platforms on the relevant platforms on the relevant platforms. Under the guidance of principles, adjust itself.

For example, the previous "ensure that the pop -up information must be pushed by 'manual review'" to "‘ strengthen ’pop -up information content review”. Another example is "pushing the differential frequency of" differentials' "differentiated users and members" to "not to push unreasonable" differences on ordinary users and member users. "

No Internet news information service license is obtained, no pop -ups must be pushed to send news information

The draft of the solicitation of half a year ago, the most concerned is still the requirements related to the pop -up window of the news information.

Article 5 of the "Regulations" mentioned that if the permit of the Internet news information service is not obtained, the pop -up window shall not be pushed for news information. The pop -up push information involves other Internet information services. If the relevant permit shall be reviewed and approved or obtained by the relevant authority; if the pop -up window pushes the news information, the "List of Internet News Manuscript Source Unit" issued by the National Internet Information Office shall not be reproduced in an excessive range. Tampered with the original intent and news information content to ensure that the source of the news information can be traced.

"The requirements for strengthening the qualifications are equivalent to managing the pop -up window as an internal content." Ai Media Consulting CEO Zhang Yi analyzed the 21st reporter that there is no news applied app. Previously, relying on the bombs released by the title party and other contents of the content of the content The window will be suppressed.

Yao Zhiwei, a professor at the Law School of Guangdong University of Finance and Economics, also said in an interview with 21 reporters that the "Regulations" clarified the supervision of news information and also defined the boundaries to other non -information and news APPs. "The main business is not an app for information. Practicals are non -news information. As long as they are reasonable, content compliance, and obtaining qualifications when they need relevant qualifications, there is no problem." He said.

21 The reporter also noticed that in terms of the requirements for the content of the pop -up window, the "Regulations" and the solicitation draft also had some adjustments. Soliciting comments draft mentioned that "equipped with artificial forces that are compatible with the scale of service, improve the content management specifications of pop -up window information push, improve information screening, edit, push, etc., and ensure that pop -up information push must be manually reviewed." In the latest "Provisions", it is required to "improve the content management specifications of pop -up window information push, improve information screening, edit, push, etc., equipped with review forces that are compatible with the service scale, and strengthen the content review of pop -up window information."

"In fact, the technical capabilities of big data and artificial intelligence in my country are now high. For the platform, not every one has to be manually reviewed." Zhang Yi explained that in the formal draft, although it has not emphasized that it must be passed through the must be through the formation. Artificial review, but the premise is still in line with relevant laws and regulations and regulatory requirements, from a more macro level. "Leave the principles to regulators and leave autonomy to the platform," he said.

Yao Zhiwei also believes that under the push rules of the algorithm "Thousands of people and thousands of faces", if all pop -ups are used to use universal artificial audits, the cost is too high. ","

Do not use algorithms to use portraits for minor users

The regulation of algorithms is also one of the highlights of the new rules.

Article 5), paragraph 7 of the "Regulations" mentioned that it is not allowed to set up algorithm models that induces user obsessed, excessive consumption, or violate the ethical and moral algorithm; shall not use algorithms to implement malicious shielding information and excessive recommendation; Adult users perform portraits, pushing it to them that may affect their physical and mental health.

Yao Zhiwei analyzed that this regulation was connected with the "Recommended and Management Regulations on the Recommendation of Internet Information Service Algorithms", which was formally implemented from March 1 this year. The latter is required to set up algorithm models that induces user obsessed, excessive consumption, etc. violated laws and regulations or violate ethical morality. Article 18 is also reflected that it is required not to push to minors that may affect the physical and mental health of minors.

In addition, in terms of protecting user rights, the expression of new regulations has also been slightly adjusted. Previously, the draft of the comments mentioned that the user experience was fully considered, the scientific planning push frequency, and must not be maliciously pushed the different frequency of ordinary users and members. In this new regulation, the second half of the sentence was adjusted to "no unreasonable differences in ordinary users and members."

"This is also the problem of many platforms in actual work. For example, some video platforms, their members and non -member users do need to have a certain difference in content and advertisements." Yao Zhiwei analyzed this that the new regulations are the Internet for the Internet.The pop -up information promoter and the supervision themselves have retained the space for adjustment."The" Regulations "is introduced to the news and information platform and the advertising market. The standard effects of the advertising market are obvious. It will require all Internet pop -up window information push services to respect users more.Guidance, "Zhang Yi said.

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