Survey: v 70% respondents believed that networks be responsible for forwarding advertising-advertising, Internet-IT news
Not long ago, the SAIC advertising division of VA in the interpretation of the interim measures for the administration of Internet advertising, said network v advertising do publishers to respond to their obligations, such as ads illegal network v has to bear the corresponding legal responsibility.
Recently, the China Youth daily social survey center network through a questionnaire, and a survey of 2000 people, only 30.1% of those surveyed trusted online advertising, 70.6% of respondents think forward network v in advertisements be responsible for advertising, big v advertising affects 28.4% of respondents of the forwarding behavior.
Only 30% respondents believed that Internet advertising
For Internet advertising, 4.3% per cent of respondents indicated that they strongly believe, believe 26.6%, 45.6% said, 19.8% said a suspicious, 3.9% said he was suspected of. In the most annoying online advertising survey, pop-up ads is in the top three page (69.8%), page floating ads (60.7%) and video or insert video advertising (50.1%). Others include: pages cross bar, side bar ads (40.6%), email (19.4%) and text link ads (18.8%).
Zhejiang finance and Economics College Freshman Wang (a pseudonym), two days ago in a large forward v sweepstakes award in advertising under the posts. But she said: "for Internet advertising, I generally do not believe in, business is ultimately to be profitable, so elements of advertising propaganda must have been exaggerated. "Wang said she is the most boring advertising video and interrupted by advertising. "Ad before the video quite rough, I think it is the video websites to promote their membership as a means of feeling but it's kind of forcing the user to pay."
Used to work in an advertising company in Xiamen Yan Zhang told me that formal advertising company is rarely responsible for Internet advertising, especially on Twitter advertising planning and operations. "I work advertising agency is a large chain of advertising companies, we only accept customized advertising on traditional media, like those on Twitter ads tend to be direct contact with businesses and big v or smaller studios is responsible for producing. Regular advertising companies have specialized departments, review the legality of advertising design, but online advertising is often a lack of producer yourself, so prone to a problem in the legitimacy and authenticity of advertising. On a personal level, I do not believe that Internet advertising. "
Seven respondents think network v for the forwarding of advertising is responsible for
Investigations revealed that 70.6% per cent of respondents think the network big v is responsible for forwards advertisements, 14.3% of respondents saw no need, there is 15.1% of respondents said bad to say. V-forwarding does affect their buying behavior? Think of 28.4%,44.4% per cent of respondents the respondents said that they would not, and 27.1% of respondents said bad to say.
Associate Professor, College of liberal arts of Nankai University Ma Ruijie believes that v for advertising that forwards are responsible for the network is granted. "Advertising law for a star or a large v on the Web advertising provides advertising in traditional media is no different. Ad article 44th of the Act provides that use of the Internet for advertising, application of the provisions of this law. On the legal basis, also indicated in the advertising law. Some fans are big networking large v in their social media advertising, he has the right to control the advertisement, therefore advertising. "
Ma Ruijie, celebrity endorsement ads should be held responsible, at least use it for yourself, and check the relevant certificates, this is the international practice. She added, "and I personally think that in the context of the Internet economy, fan economic influence should not be underestimated. So for celebrity endorsement ads require spokesman is responsible for is the trend, common good. For them, can be considered a reasonable income and risk of symmetry. Of course, advocate, is not equal to the media exemption. For Internet media, especially social networks like Twitter, the number of users is large, an article published by the media if you do not know the ads illegal, then remove the responsibility required to inform later, but people familiar with the case, for example, recommend to the Home, should also bear the corresponding legal responsibility. "
Micro-Bo v forward advertising, what respondents think? 72.1% of respondents said too much forward advertising can cause your bored, 38.7% per cent of respondents think that some advertising design more interesting, we will check, 29.6% of the respondents indicated that this is a big influence for v, is normal. And 27.7% respondents who thought he was concerned they were not to see the ads.
On the Internet, in addition to traditional ads, "advertisements" are quite popular, and the advertising is often more subtle, easy access to consumers ' trust. For "soft advertising" of views, 56.4% of by visit who think this advertising form let many people tell not clear is advertising also is facts, more need strictly regulatory, 46.6% of by visit who think for what form of advertising are compared bored, 40.7% of by visit who think this advertising form more easy won trust, 27.7% of by visit who think some soft advertising design of compared novelty, is has interest, also has 16.6% of consumers think as long as not illegal on can.
Ma Ruijie said advertising law specifically stipulates that all advertising must indicate their own advertising, the audience knows. She explained, "which means soft advertising cannot be soft enough to let people know. "She said, but during the actual operation, in addition to health products drugs clearly have to indicate this is anything other than advertising, advertisements of other goods without specific regulations. She warned that "the people themselves to be vigilant against deception. While for some sensitive commodities, the law strictly defined need to belong to advertising. ”
调查：七成受访者认为网络大V需为转发广告负责 - 广告,互联网 - IT资讯
前不久，国家工商总局广告司司长张国华在解读《互联网广告管理暂行办法》时表示，网络大V应对自己发布的广告尽到广告发布者义务，如广告违法，网络大V要承担相应的法律责任。
近日，中国青年报社会调查中心通过问卷网，对2000人进行的一项调查显示，仅30.1%的受访者信任网络广告，70.6%的受访者认为网络大V在转发广告时需对广告负责，大V转发的广告会影响28.4%的受访者的购买行为。
仅三成受访者相信网络广告
对于网络广告，4.3%的受访者表示非常相信，26.6%的表示比较相信，45.6%的表示一般，19.8%的表示比较怀疑，3.9%的表示非常怀疑。在最令人厌烦的网络广告调查中，排名前三位的是页面弹窗广告(69.8%)、页面浮动广告(60.7%)和视频前或者视频中的插入广告(50.1%)。其他还有：页面横栏、侧栏广告(40.6%)、邮箱广告(19.4%)和文字链接广告(18.8%)。
浙江财经大学的大一学生王洁(化名)前两天在一个大V转发的抽奖广告帖子下中了奖。但她仍然表示：“对于网络广告我一般是不相信的，商家最终是为了盈利，所以广告在宣传上肯定有夸大的成分。”王洁表示，她最厌烦的广告是视频前和中间插播的广告。“有的视频前广告比较粗糙，我觉得这也是视频网站为了推广自己会员制的一种手段，不过这有点强迫用户付费的感觉”。
曾经在厦门一家广告公司工作的张妍告诉笔者，正规的广告公司很少负责网络广告，特别是微博上的广告策划与运营。“我之前工作的广告公司是一家大型的连锁广告公司，我们只接受传统媒体上广告的订制，像微博上那些广告，一般都是商家和大V直接接触，或者是较小的工作室负责制作的。正规的广告公司都有专门的法务部门，审查设计的广告是否合法，但是网络广告往往缺少生产者的自我审查，所以在广告的合法性、真实性上容易产生问题。就我个人来说，我是不太相信互联网广告的”。
七成受访者认为网络大V需为自己转发的广告负责
调查显示，有70.6%的受访者认为网络大V需要为自己转发的广告负责，有14.3%的受访者认为不需要，还有15.1%的受访者表示不好说。大V转发过的广告是否会影响自己的购买行为？认为会的仅占受访者中的28.4%，44.4%的受访者表示不会，还有27.1%的受访者表示不好说。
南开大学文学院副教授马瑞洁认为，网络大V对于自己转发过的广告负责是理所应当的。“广告法对于明星或者大V在网络上发布广告的规定与在传统媒体上打广告是没区别的。广告法第44条有规定，利用互联网从事广告活动，适用本法的各项规定。关于其法理依据，广告法中也有注明。一些粉丝量很大的网络大V在自己的社交媒体上发布广告，他对该广告具有掌控权，因此属于广告发布者”。
马瑞洁表示，明星代言广告时要负责，至少要亲自使用过，并且检查相关证书，这是国际惯例。她还补充，“另外我个人认为在互联网经济环境下，粉丝经济的影响力不可小觑。因此对于明星代言广告，要求代言人负责是大势所趋，有利大众。对他们来说，也算是收益与风险的合理对称。当然，要求代言人，不等于媒体自身免责。对于互联网媒体，尤其是像微博这样的社交网络，用户数量很庞大，媒体如果不知道其所发布的某条广告违法，那么要尽到告知之后及时删除的责任，但是知情的情况下，比如推荐到了首页，也应该负相应的法律责任”。
对于微博大V转发广告，受访者怎么看？72.1%的受访者表示过多的转发广告会引起自己的厌烦，38.7%的受访者认为有些广告设计的比较有趣，会看看，29.6%的受访者表示这是大V用影响力变现，很正常。还有27.7%的受访者认为自己关注他们不是为了看广告的。
在互联网上，除了传统的广告，一些“软广告”也颇为流行，并且这种广告往往更加隐蔽，容易获得消费者信任。对于“软广告”的看法，56.4%的受访者认为这种广告形式让许多人分辨不清是广告还是事实，更需要严格监管，46.6%的受访者认为对于何种形式的广告都比较厌烦，40.7%的受访者认为这种广告形式更加容易赢得信任，27.7%的受访者认为一些软广告设计的比较新奇，很有兴趣，还有16.6%的消费者认为只要不违法就可以。
马瑞洁表示，广告法明确规定所有广告必须注明自身是广告，令受众知悉。她解释，“也就是说软广告不能软到让人不知道。”她接着说，不过在实际操作过程中，除了保健品药品明确规定必须要注明这是广告以外，其他商品的软广告没有特别具体的规定。她提醒说，“民众自己要提高警惕，以防上当受骗。同时对于部分敏感商品，法律需要对其是否属于广告严格界定。”