China’s new policy addresses inconvenient pop-up ads on mobile devices

December 2, 2022 0 Comments

China’s Academy of Information and Communications Technology (CAICT) has worked with companies such as OPPO and Huawei to develop a new standard to regulate the “shake to jump” feature in apps. The “App User Rights and Interests Protection Evaluation Specification Part 7: Deceptive Misleading Coercive Behavior” standard was implemented by the Telecommunications Terminal Industry Association on November 25, 2022.

The “shake to jump” feature, which allows users to jump between pages or navigate to third-party apps by shaking their device, has caused confusion and inconvenience for many in China. The new standard aims to protect users’ rights and interests by defining clear parameters for implementing the feature and preventing accidental triggering.

According to the standard, in order for a “shake” to trigger a “jump”, the acceleration of movement must be at least 15 m/s², the angle of device rotation must be at least 35°, and the duration of the shake must be at least 3 seconds. Other parameters, such as the combination of acceleration value and direction, are also being considered to prevent accidental triggering of the “shake to jump” feature.

The Specification provides a clear framework for app developers to follow when implementing the “shake to jump” feature for the first time, and indicates another change in the advertising landscape in China.

In recent years, advertising has become a significant revenue stream for many Chinese internet companies. Intrusive and inconvenient ads have been widely seen on users’ mobile devices, PCs, and TVs. In response to these concerns, China enacted its first data security law in September 2021. This law states that operators have a responsibility to protect users’ personal information and data security, and also emphasizes their social responsibility to better serve their users, especially the elderly and disabled who might find complicated ads confusing.

As a result of this law, a range of actions have been taken to address the advertising industry in China. These include holding celebrities accountable for the products they endorse, banning the use of exaggerating language, and limiting advertising related to health or medical products. The implementation of the “shake to jump” standard is just the latest in a series of efforts to protect consumers and improve the overall advertising landscape in China.

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