Summary of Key Points
A grandmother in Guangdong had her WeChat account forcibly added to numerous advertising groups by Enterprise WeChat, resulting in 770,000 unread messages. This case exposes the rampant issue of "psoriasis-like" online marketing. Such marketing tactics harass users through three methods: forced pushes via communication channels, invasions of social platforms, and app redirects or fake subscriptions. Not only do they violate the Advertising Law, but they also often serve as a gateway to fraud (such as private live broadcasts enticing elderly people to make purchases or AI-based scams). The proliferation of this problem is due to technical vulnerabilities, profit-driven motives, difficulties in regulation, and the vulnerability of the elderly. Despite repeated efforts by regulatory authorities, the effects have not been satisfactory. A comprehensive approach is needed, including technical interception, legal penalties, correction of corporate values, and improvement in digital literacy among the general public.
Detailed Explanation
The Three Main Types of "Psoriasis-Like" Marketing Tactics
This type of marketing is as annoying as stubborn skin conditions that are hard to remove. Here are the three main methods:
- Forced Pushes via Communication Channels: For example, Enterprise WeChat exploits loopholes in the rules to add users to advertising groups without their consent (the 770,000 messages for the grandmother in Guangdong came this way). Spam texts also continue to be sent even if you reply with "T".
- Disguised Invasions of Social Platforms: You may receive notifications like "friend verification" or "courier alerts" on WeChat that turn out to be advertisements. On platforms like TikTok and Weibo, robot-generated private messages automatically send links.
- App Redirects + Fake Subscriptions: Apps might suddenly redirect you to other applications (possibly due to accidental clicks or phone shaking). After downloading free tools, you may be bombarded with promotional notifications.
The common factor in all these tactics is that they are imposed on users without their consent.
More Than Just Annoying: It's Also Illegal!
"Psoriasis-like" marketing is not just a minor annoyance; it poses two serious threats:
- Violation of the Advertising Law: Laws clearly prohibit sending advertisements via electronic means like text messages and WeChat without user consent.
- Hides Fraudulent Traps: Many marketing messages are the entry points for scams. For instance, an 70-year-old woman in Shanghai spent 3.3 million yuan on gifts based on the atmosphere of a live broadcast. Internet influencers have also formed gangs to trick elderly people into buying cheap crafts, resulting in losses of tens of millions. The elderly, with their lower digital literacy, are particularly vulnerable.
Why Is This Problem So Difficult to Solve?
There are four key reasons:
- Technical Vulnerabilities: Platforms like Enterprise WeChat have loopholes that allow merchants to add users to groups forcibly. AI technology has reduced the cost of harassment, as robot-generated messages are much cheaper than manual ones.
- Profit Motives: Broadly targeting users is cost-effective; even if only one out of 1,000 messages leads to a conversion, it's still profitable for merchants.
- Difficult Regulation: Marketing activities span multiple platforms and regions, and phone numbers can be virtual or part of number pools, making it hard to trace the merchants responsible. Collecting evidence is also cumbersome.
- Vulnerability of the Elderly: The elderly are less familiar with the internet and have weaker awareness of potential scams, making them easy targets for fraudsters and merchants.
Why Has Regulation Not Been Effective?
Regulatory authorities are not idle:
- They have been addressing pop-up ads since 2014. The Ministry of Industry and Information Technology has continuously tackled spam texts, the State Administration for Market Regulation has cracked down on illegal advertisements, and the Cyberspace Administration has demanded the removal of malicious marketing.
- Telecommunications companies have been ordered to shut down non-compliant text message services, and platforms are required to establish user authorization mechanisms (e.g., obtaining consent before sending ads).
However, the results are not satisfactory due to challenges such as cross-platform tracing, insufficient penalties (merchants are not deterred), and platforms sometimes use "technical neutrality" as an excuse to evade responsibility.
To Clean Up the Online Space, We Need a Comprehensive Approach
To solve this problem completely, multiple measures are needed:
- Short-Term Solutions: Use technology to intercept malicious marketing (e.g., platforms using AI to identify it) and enforce strict legal penalties to deter merchants.
- Long-Term Solutions: Businesses should abandon opportunistic marketing practices and adopt honest business models. Additionally, there is a need to improve digital literacy among the public, especially among the elderly, by teaching them how to recognize scams (e.g., not clicking on random links or believing in fake "benefits" from live broadcasts).
Only by taking these steps can we free our online space from the burden of "psoriasis-like" marketing and ensure that everyone can use the internet and make purchases with peace of mind.
This news article serves as a call to action, reminding us that online marketing must not be unregulated, and efforts at governance cannot remain superficial. Everyone (including family members of the elderly) should be more vigilant, and both regulators and businesses must take their responsibilities to create a cleaner online environment.