At the moment when traffic is becoming more and more important, the "fans" group has become the key to the "private domain traffic" of businesses. However, "private domain traffic" should rely on customers’ willingness, and businesses can’t collect all kinds of information and push all kinds of advertisements from consumers unscrupulously. Above the legal red line, businesses should consciously restrain themselves and cannot make use of technological advantages to make deviant things.
Recently, consumer associations in Shenzhen and Jiangsu have successively issued industry self-discipline commitments and initiatives on code scanning consumption, calling on shopping malls, restaurants, parking lots and other businesses not to force consumers to pay attention to merchant WeChat official account, not to excessively ask for consumers’ personal information, and to provide manual payment channels. Both of these news items are on the hot search, which shows the depth of consumers’ empathy.
According to the investigation of Shenzhen Consumer Council, there are widespread behaviors such as excessive information collection by merchants and forcing consumers to pay attention to WeChat official account in 36 large and medium-sized shopping centers and 353 stores. In this regard, more than 95% of the consumers surveyed have a strong reaction.
Think about our own experience. When we finally wait for an empty table, can we wait in another restaurant because we don’t want to scan the code? Some consumers went to the parking lot toll booth and found that they had to pay attention to the property company WeChat WeChat official account and bind the license plate number to complete the payment. It’s stuck at the toll gate, so you can’t abandon the car, can you? Consumers have to submit, and businesses have another "new powder".
For merchants, code scanning consumption can save operating costs, improve operating efficiency and reduce personnel contact during the prevention and control of COVID-19 epidemic. After scanning the code, it can also guide consumers to enter the group interaction and form a repurchase. At the moment when traffic is becoming more and more important, the "fans" group has become the key to the "private domain traffic" of businesses. However, "private domain traffic" should rely on customers’ willingness, but not "forced powder", let alone collect all kinds of information and push all kinds of advertisements from consumers unscrupulously.
According to the Law on the Protection of Consumer Rights and Interests, it is suspected of infringing consumers’ right to choose independently when they only want to pay, but they are forced to pay attention to the merchant WeChat official account. Excessive collection of information is also suspected of violating the relevant provisions-"Operators should follow the principles of legality, legitimacy and necessity when collecting and using consumers’ personal information". In March of this year, China Consumers Association pointed out the infringement risk point of scanning code to order food, and called for "convenience of consumption" not to become "consumption troubles".
Regrettably, despite repeated calls from the Consumers Association, individual businesses just pretend to be deaf and dumb. This is because, on the one hand, Consumers Association has no law enforcement power, which is not enough to deter enterprises; On the other hand, the relevant laws and regulations are not perfect, and the supervision still stays at the level of public opinion supervision and social supervision. There is no competent department, and the illegal cost of merchants is too low.
To suit the right medicine, we should first improve laws and regulations so that businesses, developers and platforms know what can and cannot be done. At present, the provisions regulating the authorization and collection of Internet information are scattered in the Cyber Security Law, the Method for Determining the Illegal Collection and Use of Personal Information by APP, etc. The main regulatory object is APP, and the code scanning applet customized by merchants is not fully applicable. For example, APP is often not the subject of mandatory code scanning, but some restaurants that use WeChat applets have violations, so the applicable terms need to be adjusted accordingly.
One more question is crucial. China has hundreds of millions of market players, including more than 90 million self-employed. These restaurants, fruit shops and small supermarkets are distributed all over the country, and most of them have set up scanning code consumption. Not only is the number much higher than the existing more than 3 million apps in China, but it is necessary to scan the stores to judge whether the merchants have violated the rules, and online sampling inspection is difficult to find.
Recently, according to spot checks, the National Network Information Office has continuously reported the illegal collection of information by more than 100 apps, including some well-known apps. Under the premise of clear laws, competent authorities and regulatory means, APP is still chaotic. For more and more complicated scanning code consumption, regulatory ideas and means should be different from regulatory APP. It is best to support special management measures, and ask platform enterprises such as WeChat and Alipay to bear corresponding responsibilities.
QR code technology is neutral. Above the legal red line, businesses should consciously restrain themselves and not use their technological advantages to make deviant things. If you really want to make friends with consumers, businesses should "stick" consumers with attractive products and services.
In fact, scanning code itself can be fun. Some business designs are both practical and entertaining, and you can see the actual upper body effect of a dress after scanning the code; Some merchants will give a little sweetness and send gifts after scanning the code. If it is interesting enough, consumers may also spread it spontaneously. Wouldn’t it be nice to meet the needs of businesses to "increase powder" and avoid infringing on consumers’ rights and interests? (This article Source: Economic Daily Author: She Ying)
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