Shulou(Shulou.com)11/24 Report--

Advertise on the car: don't take life as a joke.

Car companies unexpectedly regard the central control machine as a new generation of advertising space!?

Recently, FAW-Volkswagen, Mercedes-Benz and other car companies have been popular because of car machine pop-up window advertisements.

According to netizens, when a FAW-Volkswagen ID.6 owner was using navigation not long ago, an advertisement popped up in the screen interface of the car-using nearly half of the screen to promote the new customer acquisition policy to the car owner.

Just a few days after the matter was widely discussed, a Mercedes-Benz GLC owner posted that he had encountered the same problem. In fact, car owners of brands such as Great Wall Harvard and Weilai have exposed their pop-up window advertising problems one after another.

In the era of mobile Internet, pop-up advertisements for mobile phones and computers emerge one after another, which cause a lot of disgust but at least do not cause security problems.

Although people are forced to get used to mobile phone pop-up windows, the nature of car-machine pop-up windows is completely different.

The central control machine displays navigation pictures every day. When the user is driving on the highway at a speed of 100 km / h and is about to choose a ramp intersection, an advertisement pops up, which makes the user miss the off-ramp intersection. Heavy, it will cause users to suddenly change lanes or slam on the brakes, which is very easy to cause traffic accidents!

Therefore, from some car companies to pop up ads on the car machine, especially during navigation, it is completely irresponsible to the users.

So which car companies have had the problem of pop-up window advertising? What is the content that pops up? Are these ads popped up by car companies or some App? Should the car-machine pop-up window advertisement exist in the end? Who should be responsible for this?

01. Volkswagen Mercedes-Benz Navigation time bomb Advertising some car companies full-screen advertising according to statistics, at present, in addition to Volkswagen, Mercedes-Benz, there are many brands such as Ulay, WEY, Harvard and other brands have been exposed that car machines have pop-up advertisements.

▲ car machine pop-up window advertising incomplete statistics on September 25, according to upstream news reports, an FAW-Volkswagen ID.6 owner suddenly popped up on the screen while using a car machine to navigate, and obscured some of the information on the navigation page. According to the exposed picture, the advertisement reads: "it is a good gift to recommend buying a car!" bicycles can earn up to 12000 points from now on-September 30! "

▲ ID.6 screen pop-up ads, a Mercedes-Benz GLC owner also posted that his vehicle is on the way, the car navigation page suddenly appeared pop-up window ads.

According to the pictures provided by the car owners, you can see that the pop-up window advertisement is an advertisement for the pre-sale of the new Mercedes-Benz EQE car. The pop-up window advertisement has obscured the very important speed limit and road condition information in the navigation screen, and the close button of the pop-up window is relatively small and is located on the right side of the screen far away from the driver.

▲ Mercedes-Benz GLC screen pop-up ads. In fact, it's not the first time a car screen pops up.

Last year, some netizens exposed that the Harvard H6 and WEY Mocha models owned by Great Wall had advertisements popping up on the machine screen, and the advertisement message almost occupied the whole machine screen.

Ads pop up on the screen of ▲ Harvard H6, and the new power was complained by users on Weibo last year for pushing ads on the screen.

Judging from the exposed pictures, the text message of the advertisement is "NIO Life's new fashion and environmental protection brand BLUE SKY LAB Shanghai Fashion week launch". The blogger said that although the ad is not a pop-up ad, it is also an ad pushed in the notice bar.

▲ users complain about pushing ads on the Weilai car machine. According to the blogger, there should not be the same push ads on the mobile side as on the mobile phone.

02. Mostly for manufacturers to push Mercedes-Benz-Volkswagen has closed advertising in response to these two incidents of public concern, FAW-Volkswagen and Mercedes-Benz officials have responded.

On September 28, according to Zhongxin Financial and Economic report, the relevant person in charge of FAW-Volkswagen said that the push of car news is a caring behavior of FAW-Volkswagen for car owners, not a pop-up window advertisement. The main content is to remind users of maintenance, brand activities, invitations and other closely related information.

FAW-Volkswagen apologizes for the inconvenience caused by the pop-up window push message to car owners. In order to avoid affecting users' driving, FAW-Volkswagen has immediately stopped the prompt message of the car machine pop-up window.

However, with regard to the advertisement for the pop-up window on the Mercedes-Benz machine, some Mercedes-Benz dealers said: if there is a new car press conference to push relevant information, there is no way to block such information.

Another media reported that Mercedes-Benz customer service responded that the pop-up window advertisement must not have popped up by the Mercedes-Benz system itself, but may have popped up with the help of third-party software. if you want to refuse to pop up, just turn off the third-party software.

So is it the pop-up ad push carried out by the navigation software?

Amap told Zhongxin Finance that Gaode Navigation has cooperated with many mainstream automakers, but has never conducted pop-up ads when users navigate.

And from the pop-up window advertising content, most of these advertisements are directly related to the brand activities of manufacturers, so it is likely to be the behavior of manufacturers or dealers.

However, some manufacturers do not regard these contents related to brand activities as "advertisements".

For example, in response to last year's user feedback on the car "advertisement", the official said that what the user saw was not the advertisement push, but the introduction of its "BLUE SKY LAB" environmental protection sub-brand. Finally, under the pressure of public opinion, Weilai withdrew the "advertisement" and promised that it would "never carry out advertising business through the car screen."

03. Official media approved to keep the bottom line the latest laws and regulations have been stipulated on October 10, People's Daily released an article commenting on car machine pop-up window advertisements. Among them, the article points out, "if the pop-up windows on mobile phones and computers are unbearable, the control screen pop-up windows in cars are even more critical to security, which is an important reason why this incident has attracted wide attention."

▲ People's Daily commented on the pop-up ads on the car screen, so the pop-up ads on the car side are by no means as simple as making some money. The scene of the car screen determines that it needs higher user security.

People's Daily said, "Safety is above all else. At any time, commercial interests should not override user security. Strictly abide by the bottom line of security, take care of user experience, this is the performance of real concern for car owners."

On September 30 this year, the regulations on the Management of Internet Pop-up Information push Service (hereinafter referred to as "the regulations") have been formally implemented. The regulations make it clear that pop-up windows that push advertising messages shall be identifiable, prominently marked with "advertising" and closing signs, and ensure that pop-up advertisements are closed with one click. It is also required to clearly inform users of the specific form, content frequency and cancellation channels of the pop-up information push service, such as service agreements, etc., and the pop-up information should be prominently marked with the identity of the pop-up information push service provider.

▲ "regulations on the Management of Internet Pop-up window Information push Service" therefore, in the future, when the car side carries out the pop-up window advertisement, it must also act in accordance with the "regulations", but as to whether the car side can completely cancel the advertisement, there are no relevant laws and regulations at present.

04. Conclusion: the bottom line of security cannot be crossed.

With the continuous development of automobile intelligence, the car machine screen has evolved into a mobile terminal in the car, so many manufacturers even have the idea of advertising on the car machine screen.

But unlike mobile phones, the car screen needs to bear the function of displaying information such as navigation route, speed and even road conditions during driving, so if advertisements pop up while driving, there will be safety risks. Therefore, for articles advertised on the car machine, the minimum safety red line cannot be crossed.

This article comes from the official account of Wechat: car East (ID:chedongxi), author: Mumi Editor | Xiao Han

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