First, the form of online advertising is backward.
1, pop-up advertisement
There is a pop-up advertisement in the online advertisement. This kind of advertisement gives netizens the impression of constant harassment and makes them deeply disgusted with the appearance of this kind of advertisement. When they see this kind of advertisement, they hope to close or even give up browsing the web as soon as possible. Over the years, people's debate on this kind of "pop-up" advertisement has reached a heated level. Advertisers have a special liking for this novel advertising method, because it can force the majority of netizens to browse their advertising content, thus obtaining better advertising effect. In the past two years, this kind of pop-up advertisement has been severely resisted, so there has been a new deformation, that is, a new webpage has popped up.
2. Spam
Real email marketing is not spam, but spam has such a great influence on authorized email marketing that the research and application of email marketing cannot but involve spam. In fact, some users are so impressed by email marketing through spam that they even equate email marketing with spam.
China Telecom defines spam as "email advertisements, publications or other materials sent to unsolicited users; E-mail with no clear reply method, sender and reply address; Use China Telecom's network to engage in acts that violate the security policies or terms of service of other ISPs; Other emails that are expected to lead to complaints. " As long as the advertiser knows your email address, you can't refuse.
E-mail advertisements are in the form of mailing lists. Theoretically, it can be easily from one to an infinite number, and individuals can post advertisements to countless mailboxes. In China, spam even exceeds the amount of normal mail. E-mail is a way to promote sales, but the promoters force those "junk" into other people's mailboxes without looking at the target, and the recipients are both helpless and disgusted. According to the survey, e-mail users in China receive an average of 19.3 spam messages every week. More importantly, some e-mail advertisements themselves carry viruses, which do great harm to the recipients. In addition, many netizens' emails have been betrayed by websites, especially those with free emails, which will inevitably receive a lot of spam every day, and nine times out of ten are promotional advertisements.
Spam can be said to be the most controversial by-product of the Internet, and its proliferation has overwhelmed the whole Internet. 1 occupies the network bandwidth, causing the mail server to be congested, thus reducing the operation efficiency of the whole network; 2. Invade the privacy of the recipient, occupy the mailbox space of the recipient, and consume the time, energy and money of the recipient. 3. Being used by hackers as a tool to help others. 4. Seriously affect the service image of ISP. Spam deceives people, swindles money and spreads pornography, which has done harm to the real society.
Second, the operating mode of online advertising is backward.
1. Attract network users by increasing the click-through rate of online advertisements.
Click rate is one of the interest factors that most websites in China want to pursue. Advertisers will quickly cater to websites with high click-through rate, because they can win benefits with high click-through rate and large traffic, so the profits of advertisers and websites are the same. So the website will do everything possible to improve its click rate. Improving the click-through rate of online advertisements has become the most direct and effective shortcut for websites to gain benefits. In China's online advertisements, there are many merchants who have planned and premeditated hype and publicity in order to improve the popularity and click-through rate of websites. Even hired operators to change, fabricate and vilify the information of the network and news to increase the number of views. These means are used by some merchants with ulterior motives to realize their own interests. Although these methods can bring some benefits to the website in a short time, in the long run, this kind of online advertising will cause the resistance and disgust of netizens, and will also hinder the healthy development of multi-marketing methods of online advertising in the future.
2. Insert advertisements in chat rooms.
QQ, forums and games official website often uses chat room advertisements. Because chat room advertisements can gather the number of netizens, clicks and traffic, merchants will cooperate with some famous chat rooms to promote their products and promote sales. However, China's chat advertisements are easily forged and faked. Moreover, transactions between users will cause problems of integrity. The appearance of advertising pictures among these users will not only affect the browsing speed, but also make visitors or users feel the authenticity and integrity of their products. In these online advertisements following chat rooms, such as hidden or fake close button programs, it takes many clicks to close. Another example: some tempting online advertisements or some affirmative statements to attract visitors' attention. These online advertisements often make it difficult for users to distinguish authenticity and affect users' mood and the image of the website.
3. Register a domain name similar to a well-known website.
On June 5438+February 65438+May, 2009, although it was forbidden to register personal CN domain names in China, there were still individuals and groups in China who used registered domain names to operate their online publicity or change hands for profit. Grab a domain name similar to a well-known website or a branded enterprise to promote their products or make profits, and maliciously register a domain name to operate an illegal website. These means undoubtedly increase the suspicion and distrust of visitors and users on online advertising.
4. Other online advertising operation modes.
Capital priority
The commercial website in our country is usually the advertiser who can provide the most funds, and the website can put its own advertisement in the best position. Although this is one of the necessary financial support for the survival of the website, the potential income of a good advertiser is far greater than that of multiple advertisers. However, websites in China usually provide advertisers with the most funds or cooperate with multiple advertisers, without considering the sensory and psychological feelings of advertisements to potential users. The principle of giving priority to funds ignores the potential benefits of good online advertising to visitors and users.
Outsourcing advertising
Some enterprises, especially small enterprises, will outsource their online advertisements to other websites without sufficient conditions and technology to support online publicity. In the choice of expression forms of these online advertisements, it is often difficult for enterprises or businesses to pay attention to users' feelings when negotiating with the relevant technical personnel of the website, so some technically untrue, unreal and ambiguous advertisements have appeared, which makes users afraid to click because they are afraid that clicking will cause computer accidents. This makes visitors flinch from online advertising.
Third, the relevant legislation and supervision mechanism of online advertising market is not perfect.
Although online advertising has many advantages, the particularity of online media has also led to a large number of illegal acts, which have seriously affected the legitimate rights and interests of trading parties and consumers and undermined the normal economic order. Because online advertising is a new advertising market in China, and the characteristics of diversification and virtualization of online communication subjects have also caused certain difficulties to the network supervision mechanism. The state's supervision mechanism for the online advertising market is also not perfect. For example, the internet can publish tobacco advertisements, which conflicts with the advertising law.
With the rapid development of the Internet, the online advertising market in China has also experienced a rapid development process from small to large. Internet advertising has also become an industry that has an important impact on China's social economy. The development of online advertising media based on the Internet is unstoppable, but the evaluation and monitoring mechanism of online advertising in China is not perfect, and these network problems will seriously affect the development of online advertising benefits. Such as illegal, false and deceptive online advertisements.
The standardization of online advertising evaluation is an important means to measure the advertising effect, and it is also the main basis for advertisers to trust the online advertising effect and choose to put in medium and long-term advertisements. At present, the evaluation of online advertising effect in China is mainly based on the data provided by the website itself, lacking the authentication and supervision of the third party, and the evaluation criteria are not uniform, which can not guarantee the accuracy and fairness of statistics, and the communication value is difficult to be truly recognized by the market.
The legal problems of online advertising in China are mainly manifested in the following aspects:
1, the division of subject boundaries and market access qualifications in the network, and the classification boundaries of advertisers, advertising agents and advertising publishers are becoming more and more blurred, leading to so-called cognitive difficulties. Because online advertising exists in a virtual space, it is easy and simple to make, manage and publish advertisements. As a result, advertising without authorization happens from time to time, and some advertisements such as food, cosmetics, medical care and medicines, which are usually subject to special restrictions, are even more popular on the Internet, and rarely accept the approval of the administrative department for industry and commerce.
2. The authenticity and legality of online advertising content are questionable, and its integrity deserves attention. Due to the lack of institutional management of online advertisements in China, all kinds of false advertisements are flooding the network, and the use of online advertisements to deceive users sometimes occurs. Some enterprises set up websites on the Internet and use them for false propaganda; There are even operators who forge enterprise names or publish false advertisements in the name of other enterprises to deceive and mislead consumers. These illegal advertising behaviors lead consumers to question the authenticity and legality of online advertising, which greatly reduces the integrity of online transactions.
3. The evidence of illegal online advertising is difficult to determine. First, because the Internet is not limited by time and region, how to define the location and determine the jurisdiction of illegal online advertising has become a major technical problem. Second, because the online electronic text can be modified at will, leaving no trace, electronic evidence is easy to be lost, and it is difficult to identify and investigate the evidence of illegal advertisements; Third, China has no laws and regulations to adjust online advertising. Fourth, because the network is a virtual space, illegal advertising operators often conceal the real business address and name, which makes it difficult for advertising supervision departments to investigate and deal with offenders and pursue their legal responsibilities.
4. Jurisdiction of online advertising.
Theoretically speaking, online advertising is governed by the laws of all countries where it can be seen. However, the relevant laws in different countries are different. Therefore, some advertising operators and publishers will deliberately take advantage of the differences between countries and the super-regionality of the network. Avoid our laws and try your best to publish some online advertisements that violate our laws.
Fourth, false online advertisements emerge one after another, and the competition order needs to be improved urgently.
Due to the relatively low market entry threshold and low cost, the grassroots nature of the Internet enables everyone to publish advertisements, while the relative lag of laws and regulations makes the management of online advertisements more difficult. Some websites ignore the law and the interests of consumers, publish false content advertisements, and even engage in propaganda prohibited by law, which casts a shadow on the healthy development of online advertising and the Internet. With the development of online advertising, how to improve the effect of online advertising has also become the focus of online media and advertisers. On the 3 15 consumer electronic complaint website, complaints about false advertisements on the Internet are increasing every day.
China Internet Network Information Center (CNNIC) released the Research Report of China Online Shopping Market in 20 1 1 year. According to the report, among 13.2% users who are dissatisfied with the online shopping experience, 52.3% people encounter the situation that the goods do not match the pictures, and14 users choose "the goods are counterfeit". Consumers are more and more at risk of being fooled by false advertisements on the Internet. From the merchant's point of view, only honesty can cast a brand. The existence of some illegal online advertisements indirectly affects the corporate image and brand of many legally operated enterprises, which is not conducive to the overall development of the industry. It can be said that the issue of integrity has always been a major challenge for the survival and development of the Internet. Therefore, in addition to the necessary self-discipline of merchants and Internet companies, it is also necessary to follow up the construction of relevant supporting systems.
Competition is the eternal law of market economy. There is competition in any business field, and there is unfair competition where there is competition. 1993, the second paragraph of Article 2 of the Anti-Unfair Competition Law stipulates that unfair competition refers to the behavior of operators who violate the provisions of this law, damage the legitimate rights and interests of other operators and disrupt social and economic order. Unfair competition in online advertising also conforms to this regulation, which has different forms in the network environment:
First, use frame hyperlink technology. Frame framing technology is used to divide web windows and present other people's websites on their own websites. When a visitor clicks a hyperlink, the content of someone else's website will appear in a certain area of this website, and the advertisement of this website page is always presented to the visitor, and the address in the address bar still has the original website, which makes the visitor mistakenly think that the connected content is a part of the website itself. This practice directly reduces the number of views of advertisements on linked websites, which is equivalent to avoiding advertisements on this website and directly entering relevant content, which constitutes advertising infringement and unfair competition in online advertising management. However, the current advertising law only regulates the traditional unfair competition in business, and there is no clear regulation on unfair competition in online advertising.
Second: copy or imitate the content of other people's websites. Some unknown websites deliberately imitate or copy the content or page layout of well-known websites to confuse visitors and make them mistakenly think that this website is a well-known website. This is an obvious hitchhiking behavior, which may infringe the copyright of the website, and it is also an unfair competition behavior to improve the click-through rate by confusing the audience.
Third: the technology of using keywords. Using this technology, the source code containing keywords is put into the whole program of the website for search by search engines. Keywords are generally well-known product names, enterprise names or well-known trademarks of enterprises. When using search engine to search with this keyword, the website of speculators appears together with a well-known trademark and product, which leads to confusing the fake with the real and disrupting the normal market competition order.
In short, the development of online advertising is not smooth, but we have reason to believe that online advertising will get better and better through the construction of relevant legal systems, strengthening moral constraints and not forgetting to improve content construction.