8月5日，安徽黄山一位老人在拍照时遭遇多个弹窗广告的事件引发关注[1]。手机APP中存在"套娃式"广告、误导性叉号图标、高灵敏度"摇一摇"等欺骗性跳转现象，已成为影响用户体验的"数字牛皮癣"[1]。
根据《广告法》和《互联网广告管理办法》，未显著标明关闭标志的互联网广告，对广告主处五千元以上三万元以下的罚款[1]。然而，专家指出这样的处罚力度远不足以遏止违法行为[1]。北京理工大学副教授闫怀志指出，每一次跳转都会被广告系统记为一次有效点击，广告主按点击量付费[1]，导致违法收益远超处罚[1]。专家建议监管部门加大对恶意设置乱跳转广告企业的处罚力度，并建立"按次处罚"机制以提高违法成本[1]。
Misleading advertising practices embedded in smartphone applications have emerged as a widespread problem, with users encountering manipulative redirect tactics that deliberately obstruct their experience.[1] On August 5, an elderly resident in Huangshan, Anhui Province drew public attention after encountering multiple pop-up advertisements while attempting to photograph, highlighting the frustration these schemes generate.[1]
The deceptive mechanisms take several forms, including "nested" layered ads, intentionally misleading close buttons, and highly sensitive "shake-to-interact" triggers that redirect users without genuine consent.[1] According to Chinese advertising law and the Internet Advertisement Management Regulations, internet advertisements that fail to display a clearly visible close option can result in fines between 5,000 and 30,000 yuan for advertisers.[1] However, experts argue the current penalty structure fails to deter violations. Yan Huaizhi, associate professor at Beijing University of Technology, explained that each redirect is recorded by the advertising system as a valid click, with advertisers paying based on click volume.[1] This financial incentive creates a perverse dynamic where potential profits from increased clicks substantially exceed the administrative penalties imposed.
Specialists recommend regulatory authorities substantially increase fines for companies deliberately deploying deceptive redirect advertising and establish a "per-violation penalty" mechanism to make enforcement more proportional to the frequency of each company's violations.[1]