WeChat public accounts have strengthened marketing content management, and users have noticed that some 'soft articles” have caused pop-up reminders

In April this year, WeChat required public account operators to strictly review published content to meet compliance requirements. For content that promotes goods or services in various forms and attaches shopping links and other purchase methods, the word "advertisement" must be clearly marked. I believe many users have noticed this

WeChat also stated that the platform recommends that public account operators strictly follow the new regulations and implement legal compliance obligations when publishing marketing content. In the future, the platform will also carry out illegal marketing content Special management.

According to the findings of this site, WeChat has recently begun to launch related pop-up reminders for some public account tweets that contain promotional information. But not all public account tweets will have such a pop-up reminder

When users receive a WeChat reminder that "the current content may contain unaudited third-party commercial marketing information", they can choose to continue accessing or Cancel

According to Jiemian News reports, according to people familiar with the matter, “Whether it is marketing content is judged based on the specific content expression.” At the same time, all content involving violation determinations will be manually reviewed, and operators will also be provided with a complaint channel

According to previous reports on this site, my country's "Internet Advertising Management Measures" (hereinafter referred to as the "Measures") have been Implemented on May 1 this year, it mainly stipulates the following contents:

• First, in response to the problem of "too many pop-up advertisements", the "Measures" further regulates the "one-click" The situation of "closure" has been refined, the legal liability of advertising publishers has been added, and the punishment of illegal acts has been strengthened.

• Second, in response to public feedback on smart home appliances, navigation equipment, smart vehicles, etc. that frequently pop up advertisements, affecting consumer experience and even traffic safety, the "Measures 》Clearly make corresponding regulations and actively respond to social concerns.

• Third, regarding the use of webcasts to publish Internet advertisements, the "Measures" clearly stipulate that if webcasts constitute commercial advertisements, the participants in the corresponding advertising activities shall bear the responsibilities of advertisers and advertising operators in accordance with the law. , the responsibilities and obligations of advertising publishers and advertising spokespersons.

• Fourthly, in response to the problem of false and illegal endorsements by well-known artists, entertainment stars, Internet celebrities, etc., the "Measures" further refined the regulatory measures, added jurisdiction over advertising spokespersons The regulations lay a solid foundation for effectively regulating advertising endorsement activities.

• Fifth, in view of the problem of precise placement of Internet advertisements and "thousands of people, thousands of people", the "Measures" stipulates that if Internet advertisements are released using algorithm recommendation and other methods, the algorithm should be Recommended service-related rules, advertising placement records, etc. are recorded in the advertising file to provide a basis for regulating such advertising behavior.

Related reading:

Starting from June 30, all commercial cooperation marketing content of WeChat public accounts must be published through Tencent’s official advertising platform

WeChat The public account will implement special management to crack down on illegal marketing content. All promotional products must be marked with the word "advertisement" in a prominent position

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