Didi Suspended: 2021 Latest Chinese Regulations and Its Impact on Marketing
Didi, the biggest Chinese ride service app, was ordered by the Cyberspace Administration of China (CAC) to take down its app from app stores after it just made its US stock market debut last week. . The investigation found “serious violations” in how Didi collected and used personal information, so CAC told Didi to make changes to comply with Chinese data protection rules. Didi responded that it had it had stopped registering new users and would remove its app from app stores. As we mentioned in our last episode, China has been cracking down data security concerns among dozens of technologies, social media and e-commerce giants to protect customer’s private data.
Presented by:
Cover topics:
Latest trends and perspective in go-to-China marketing, point of views in Chinese marketing, interviews and talks.
◆Mia Chen
Mia Chen is a growth marketing professional with 10+ years of experience collaborating with global brands to implement the most effective digital strategies to grow their businesses.
She is also invited by Google to be the Agency Trainer and Strategy Consultant for Greater China Region, including Hong Kong, Taiwan and Mainland China. Training on Digital Marketing Solutions and Data Analytics.
Mia Chen is also Search Ads, Mobile Ads, Video Ads, Display Ads, Analytics, Baidu Advertising, Facebook Advertising Certified.
We start to see a series of progressing regulation measures since early this year, well-known streamer Xinba came under fire for promoting fake bird’s nests, an expensive Chinese delicacy. Authorities later fined Xinba 900,000 yuan, while Kuaishou blocked him from streaming on the platform for 60 days.
In order to prevent and stop monopolistic behaviour in the platform economy; Chinese authorities have taken measures in live broadcasting and APP personal information. We detail out some of these measures below.
One: Live broadcast
In May, CAC and six other departments jointly issued the “Administrative Measures for Webcast Marketing” to standardize the order of the live-streaming market, and put forward specific requirements for platforms and live broadcast operators engaged in live broadcast marketing.
Key highlights of the new measures:
- The live broadcast marketing platform shall establish and improve mechanisms and measures such as account number and live broadcast marketing function registration and cancellation.
- The live broadcast publishers engaged in live marketing activities are subdivided into live room operators and live broadcast marketers.
- The live broadcast marketing platform shall actively assist consumers in safeguarding their legitimate rights and interests and provide the necessary evidence and other support.
- Live streamers and account holders must be aged over 16, with those under 18 required to obtain their guardians’ consent.
- Live-streaming service providers to keep the records of their sales videos for three years.
- All localities and departments should strengthen supervision and inspection, and carry out joint punishments in accordance with the law on live broadcast marketing market entities that seriously violate laws and regulations.
Two: Personal information in App
In response to the occurrence of certain apps that infringe on personal information such as illegal acquisition, over-range collection, and excessive claiming of rights, Chinese authorities have tested the personal information collection and use of some apps that are widely used by the general public such as input methods and map navigation.
Now it’s Didi, previously they have also found another 84 apps illegally collected and used personal information, including Sogou input method, Xunfei input method, Baidu input method, Tencent Mobile Manager, 360 Mobile Guardian etc.
Relevant Chinese authorities have recently notified the list of 93 apps that violate user rights and interests. These apps have repeatedly encountered similar problems, such as forcing users to use targeted push functions, collecting personal information in violation of regulations, and using personal information in violation of regulations. Therefore, Tianya community, Damai, Tuniu Tourism, VIP training, Maimai and other companies’ APPs were directly removed from the app store.
The delisting of the APP involved may cause some trouble to advertisers.
If there are advertisers who plan to place advertisements on platforms such as Maimai and Tuniu, please contact us to provide you with exclusive advertising campaign alternatives.
Learning from China Marketing Academy? You will never regret doing so because you will:
- Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
- Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
- Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.
Join us as we continue to share! Keep up with the latest videos and news by following us on Facebook and LinkedIn, subscribe to our YouTube channel.
↠ Facebook: https://www.facebook.com/OctoPlusMediaGlobal
↠ LinkedIn: https://www.linkedin.com/company/octoplus-media-global-limited/
↠ Youtube: https://www.youtube.com/channel/UCLUsiCZaJD_GvafvWR1wETA
↠ Twitter: https://twitter.com/OctoplusG
-End of the Newsletter-
Feel free to talk to us
It’s a team with one single shared goal, which is our client’s success. Deliver results for your business now.
