Beijing Haidian District Market Supervision Bureau recently to Beijing Kuwo Technology Co., Ltd. issued a written decision on administrative punishment.Kuwo was fined 50,000 yuan by Haidian District Market Supervision Bureau because users still received advertisements after buying VIP membership, which did not match the promotional text "advertising block" on the page.
Faced with the text "without advertising push, quietly enjoy your music time", consumers yearn for it and spend money to buy luxury VIP services, but still receive advertising "gifts" pop up from time to time.KuI company explained that luxury VIP members can block commercial advertisements unrelated to KuI APP and broadcast room advertisements on the playing page, but the promotion and public service advertisements related to KuI APP, products and content are not covered by the shielding scope.
As the awareness of intellectual property rights is deeply rooted in people's hearts, users of the music platforms gradually have the awareness of VIP. On the one hand, they can listen to some copyrighted music, and on the other hand, they can avoid being disturbed by advertisements and improve their use experience.But at the same time, the "routine" of each business is also more and more, said good member to "outside the domain" advertisement, actually can only block off part of advertisement.Such a "luxurious" VIP, has been selected to recommend the advertisement, can not but let a person breathless.
About the closure of advertising, the company said that the current new version of this page in the face of luxury VIP "advertising shield" scope made a detailed definition and explanation.This is different from the common people's understanding of VIP membership service, and Kume should make clear to consumers, rather than wait for users to have a bad experience, and then explain the behavior of not blocking advertising.The behavior of the parties violates the "advertisement law" the provisions of the first paragraph of article 8: advertising for goods in the performance, function, origin, purpose, quality, composition, price, producer, expiry date, promise, and other forms of content, provider, or to the service, quality, price, and promise to have said, should be accurate, clear and understand.
It has to be said that many video and music platforms will be VIP user rights and interests in the adverse terms of the user "hide very deep", but will attract the user of the terms listed separately, and even make advertising rolling broadcast.Fortunately, more and more users are able to recognize this kind of scam and take legal action.It's also a reminder that while making money is important, consumer word of mouth can't be ignored.The trust built up over years between business and consumers can sometimes be broken by a single mistake, leading to a company's downfall.
Kuwo company rather than hide, it is better to directly list the price.How much does it cost to screen ads outside the platform? How much does it cost to completely screen all ads? You can charge extra for watching and listening to videos, music and other items.There have also been instances of well-known TV dramas being paid for on-demand. Although it aroused heated discussion among netizens at the time, it was finally accepted by netizens because it did not violate the law and was just a market-oriented adjustment.Trying to retain free users without offering real benefits to VIPs is a dissincere approach that will eventually be eliminated in the choice of users.
In the context of the Covid-19 epidemic, the innovation of Internet business has added impetus to the social economy, and the application of Internet in China's laws has also given great support and help.As an Internet enterprise, it should consciously follow the principle of honesty and credit. From the perspective of serving users, it should redesign the web page and terms, add prominent logos, facilitate users to understand the true content of the service, guarantee the legitimate rights and interests of consumers, and standardize the operation in order to achieve steady and long-term development.