The Ministry of Industry and Information Technology (MIIT) has issued the General Design Specification for Ageing Adaptation of Internet Websites and the General Design Specification for Ageing Adaptation of Mobile Internet Applications (App) (hereinafter referred to as the Specification), which make it clear that advertisement content and plug-ins are strictly prohibited in the age-appropriate interfaces and separate age-appropriate Apps, and that advertisements or temporary advertisement pop-ups cannot be randomly appeared either.
In recent years, the rapid rise of the silver-haired economy has not only triggered a large number of entrants to dig for gold, but also exposed problems that have led to the introduction of policies by relevant departments.
Trillion-dollar "silver economy" has unlimited potential
According to the "China Aging Industry Development Report", the consumption potential of China's elderly population aged 60 and above will grow from about 4 trillion yuan to about 106 trillion yuan between 2014 and 2050. During the epidemic, the experience of living in isolation at home accelerated the integration of the silver-haired group into Internet life. They not only learned to shop online, but also enjoyed it, placing orders more and more skillfully and frequently. Demographic dividend is gradually disappearing at the moment, the silver hair economy, her economy and other segments have become some companies to compete, expand the brand reputation, enrich the revenue structure of the important action.
Taking the statistics of Boxmart App as an example, the online food expenditure of silver-haired group in 2020 was 3.6% higher than other groups, becoming the main force of fresh food income. Information apps, video calls and other platforms have also become common new areas for the elderly to explore, and the underestimated "silver economy" market is rising.
In addition, there are already Internet companies in the product "aging" transformation, such as OPPO has been equipped with screen *** enjoy, remote guardian and other functions in some models, so that young people can remotely help elders to operate the phone.
Currently there is no aging phone, but also through some App remote assistance to family members to use the phone, at present, Tencent QQ has launched a "screen **** enjoy" and "remote assistance" function, so that children can see through the screen family members The problem faced by the children through the screen to see the family, to help solve.
Taobao, WeChat, Alipay and other platforms have also launched special accounts, and products for the elderly are also emerging, such as the audiocassette collection "Little Rice Cake", as well as "Sugar Bean Square Dance" and other products designed specifically for square dance grandparents are also breaking the circle. In addition, in the field of clothing, food, housing and transportation, Meituan, Ctrip, DDT and other apps have also launched the aging version, so that the elderly can enjoy a convenient and intelligent life, the "silver market" there are still a lot of blanks and potential waiting to be explored and filled.
"Age-appropriate version" of the App ban pop-ups and other norms introduced
The silver-haired people's sizable property income and increasing Internet access rate has long been a bright future, booming and prosperous silver-haired economy in front of everyone, and has attracted the attention of Internet giants. However, many problems have been exposed accordingly, for example, most of the apps still have problems such as complicated interface interaction and unfriendly operation, which make the elderly afraid to use, not know how to use, and not be able to use; there are more mandatory advertisements in the apps, which are easy to mislead the elderly and other problems.
The Ministry of Industry and Information Technology issued the "norms" specifically put forward, suitable for the elderly version of the interface, a separate suitable for the elderly version of the App is strictly prohibited advertising content and plug-ins, and can not randomly appear in the ads or temporary ads pop-up windows. At the same time, the App should be free of induced downloads, induced payments and other induced buttons.
5. Security
5.1 Restrictions on advertising plug-ins and induced buttons
5.1.1 Prohibition of advertising plug-ins. Advertisement content and plug-ins are strictly prohibited in the age-appropriate interface and separate age-appropriate APP, and advertisements or temporary advertisement pop-up windows cannot appear randomly.
5.1.2 Prohibition of induced buttons. No induced downloads, induced payments, and other induced buttons in the mobile app.
5.2 Protecting the Security of Personal Information of Elderly Users
Mobile apps should follow the principle of minimum necessity when processing personal information, i.e., the processing of personal information should have a clear and reasonable purpose and should be limited to the smallest possible scope for realizing the purpose of the processing, and should not carry out personal information not related to the purpose of the processing