The Research On The Advertising Supervision And Regulation Of Domestic Mobile Application Launch Page

According to the 47 th "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center(CNNIC)in Beijing,as of December 2020,the number of mobile Internet users in our country is 989 million.Under this circumstance,the huge traffic pool of mobile APP has become a battleground for advertisers to occupy.Mobile APP advertising has emerged as the times require and is showing a thriving trend.Different types of mobile apps have derived their unique forms of advertising,but almost all mobile apps have the same type of advertising——launch page advertising,which is also the main research object of this article.Launch page advertisements have become the best choice for advertisers to place advertisements because of their exclusive mobile phone screens,superior display time,large audience base,and two-way interaction.With the rapid development of mobile APP launch page advertising,and due to the lag of corresponding advertising supervision,some shadow areas where the advertising law has not been popularized have emerged,which seriously threatens the normal and healthy development of the entire mobile APP launch page advertising.Therefore,how to improve the supervision of mobile phone APP launch page advertising to make it more in line with the characteristics of the current mobile APP development is a problem that needs to be solved urgently.This paper builds an analysis framework of "Launch Page Advertising — Research Design — Research Discovery — Research Conclusion — Proposing Countermeasures" to analyze many specific problems in the practice of APP launch page advertising supervision and make the paper clear.Firstly,introduce the background and significance of the topic selected in this article,comb our country's relevant literature on mobile APP launch page advertising supervision,and draw out the possibility and necessity of research on mobile phone APP launch page advertising supervision.Clarify the concept,development and value of mobile phone APP launch page advertising under the background of the mobile Internet era.Secondly,it discusses the research design of quantitative observation and audience research,including research hypotheses,research objects,sample selection,and questionnaire design.Thirdly,through sample analysis and audience surveys,we summarize and analyze the problems and illegal symptoms of mobile APP launch page advertisements in practice,which are mainly manifested in the irregular presentation of the form and the insecure content quality.Fourth,discuss and reflect on the current situation of mobile APP start page advertising,and point out the dilemma of mobile APP start page advertising supervision from both the conclusions of empirical research and the current situation of advertising supervision.Finally,based on the previous problem research and China's special context,and on the basis of the successful experience of foreign Internet advertising supervision,we propose optimized countermeasures for the supervision of mobile APP launch page advertising from three levels:external presentation form of advertising,internal advertising The overall reflection on content supervision and advertising supervision.Specifically: standardize the external appearance of the start page advertisement from four aspects: the recognizability of the advertisement,the position of the close button,the duration of the advertisement,and the frequency of the advertisement;from the definition of the advertisement,the language of the advertisement,and the specification of the secondary jump page Strengthen the internal content supervision of launch page advertisements in three aspects;improve the supervision system of launch page advertisements from four aspects: industry self-discipline,consumer supervision,technical means,and regulatory agencies.