停车场缴费、快递柜取件等日常场景中的弹窗广告问题日益突出，用户被迫观看广告、误触诱导链接的情况频发 1。这些弹窗广告采用隐蔽关闭按钮、强制观看、诱导跳转等手段，造成用户时间浪费和经济损失，其中老年人成为主要受害群体 1。
不规范弹窗广告已对多地用户造成实际伤害 1。山东济南读者齐先生在停车场缴费时因弹窗广告干扰，操作耗时近5分钟 1。北京网友姜女士的父母误触弹窗被诱导开通自动续费保险，损失超1000元 1。湖北武汉网友王女士家中老人因复杂的关闭按钮被诱导支付199元，已向警方报案 1。天津网友张先生开车导航时突然弹出广告，险些引发事故 1。
尽管政策已有规定，但违规行为依然猖獗 1。2023年5月施行的《互联网广告管理办法》明确要求弹窗广告显著标明关闭标志并一键关闭，违规者将被处以五千元至三万元罚款 1。然而由于单次罚款成本较低、广告产业链复杂、执法难度大等因素，违规问题始终未得到有效解决 1。弹窗广告背后存在复杂的利益链条，按CPC模式计算，一次点击转化广告主需向APP运营方支付0.5至5元；按CPA模式，一个账号获利可达十几元至几十元；按CPS模式，运营方还能从交易中获得佣金 1。
工业和信息化部于6月9日发布消息，表示将指导互联网平台和智能终端企业规范APP信息窗口呈现，严禁违规显示，并将持续开展常态化检测监测 1。
Pop-up advertisements have become increasingly intrusive across everyday applications in China, forcing users to watch promotional content before accessing essential services like parking payments and package pickups.1 These ads employ deceptive tactics including hidden or obscured close buttons, forced viewing requirements, and misleading redirects that particularly harm elderly users and create safety hazards.1
The proliferation of such practices persists despite regulatory action. In May 2023, China's Internet Advertisement Management Regulations took effect, explicitly requiring pop-up ads to display a prominent close button that functions with a single click, with violations subject to fines ranging from 5,000 to 30,000 yuan.1 However, enforcement remains challenged by low penalty costs relative to advertising revenue and the complexity of supply chains involving app operators, advertisers, and intermediaries.1
The financial incentives driving the problem are substantial.1 Under cost-per-click models, advertisers pay app operators 0.5 to 5 yuan per redirect; under cost-per-action arrangements, operators earn 10 to dozens of yuan per account acquisition; and under cost-per-sale structures, operators receive commissions from transactions generated through ads.1 Real-world consequences have included a parking user in Jinan, Shandong spending nearly five minutes struggling with pop-up ads during payment,1 a Beijing family losing over 1,000 yuan after parents were tricked into enrolling in auto-renewing insurance through pop-ups,1 a Wuhan elderly resident paying 199 yuan due to complex close buttons and filing a police report,1 and a driver in Tianjin nearly causing an accident when navigation software suddenly displayed AI-generated pop-up ads.1
Responding to widespread complaints, the Ministry of Industry and Information Technology announced on June 9 that it would strengthen oversight by guiding internet platforms and smart device manufacturers to standardize app information windows, prohibiting non-compliant displays, and conducting continuous monitoring.1
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