China’s mobile phone pop-up ads are rampant, causing trouble for many people in various daily activities such as taking photos, checking surveillance cameras, making phone calls, and using social media apps like WeChat. These intrusive ads are difficult to close and not only disrupt normal operations but may also pose risks such as delays in emergency alerts during incidents like fires.
According to reports from media outlets like “CNR News,” an elderly person in Huangshan, Anhui province, encountered layers of pop-up ads on their phone while trying to take pictures during a fish lantern show. Within 30 seconds, the screen jumped more than twenty times, making it impossible to take photos. Another elderly person struggled to access their home surveillance app as they were repeatedly redirected to ad pages, hindering their ability to monitor their home properly. In Guangxi, a resident complained that while using WeChat, their phone continuously popped up ads disguised as a “call from their daughter,” which they couldn’t close.
These pop-up ads may also create security risks. For instance, a Shenzhen resident, Ms. Zhang, discovered a fire at her neighbor’s home and dialed 119 for emergency assistance. The operator sent her a text message with a link asking her to upload a video of the scene to assess the fire. When Ms. Zhang clicked on the link, instead of accessing the official page, a pop-up ad appeared on her phone’s browser, causing her to accidentally delay uploading the video for a minute. Fortunately, the fire did not result in a major disaster.
Industry insiders suggest that these pop-up ads are often related to apps downloaded on mobile phones. Some apps, even running in the background, use “floating window” functions to forcibly overlay other programs, disrupting user activities. Pop-up ads appearing during basic functions like making phone calls are often linked to the system’s built-in “QuickApp” technology, originally designed for convenient use without downloading but now misused as a platform for rampant ad infiltration.
Although these functions have apparent options to close them, in reality, they are hard to shut down or users are forced to be redirected. A report from the China Consumers’ Association states that pop-up ads that are difficult to close and deceive users are a major issue for elderly internet users. Surveys show that over 70% of elderly users frequently encounter these induced pop-up ads, and more than half have been forced to navigate away due to accidental touches.
Experts revealed on CCTV that the current cost for advertising placements is around 30 RMB per thousand impressions, with developers earning approximately 2.5 RMB for each user click. If an app has a daily active user base of one million and triggers three pop-up ads a day, the monthly income could exceed 1.5 million RMB.
Compared to profits as high as millions, the current penalties for illegal activities are remarkably low. Experts point out that fines for illegal pop-ups usually range from 5,000 to 30,000 RMB, far below the generated revenue, which is the primary reason why pop-up ads persist despite regulations.
“Workers’ Daily” commented that some platforms’ superficial attempts at aging-friendly reforms stem from reluctance to abandon the lucrative benefits of pop-up marketing and traffic promotion. They only make minimal compliant changes, causing serious distress for elderly individuals.