Recently, shake-to-jump ads have been a frequent source of complaints on social media, with users experiencing interruptions on their mobile phones, inadvertently navigating to the Double Eleven special session of shopping apps. Times Finance reported that Chang Lenian, an insider at a major Internet company, disclosed that Apple has been actively instructing numerous leading Chinese apps since November to eliminate gyroscope permissions and enforce a ban on shake-to-jump ads.
Apple Cracks Down on Shake-to-Jump Ads
In November, Apple issued notifications to a variety of app categories, including online video, short video, audio, and email software, instructing them to disable the shake-to-jump-to-ads feature. Chang Lenian’s company also fell under this directive, with plans to release a new App version on Apple’s App Store, free from shake-to-redirect ads, though the exact release date remains uncertain. Confirming this development, another advertising practitioner, representing a major Internet company, stated that the notification extended beyond the primary app to numerous others, reflecting a broad impact.
The gyroscope permissions, traditionally employed for functions such as grabbing TV red envelopes and song identification, have now become a contentious issue as they were repurposed for jumping to advertisements. Some mobile phones lack gyroscope permissions, leaving users unable to disable the switch.
A representative from a leading mobile phone manufacturer explained that the jump-to-ad business model, developed by apps, poses a challenge for systematic adjustments by mobile phone manufacturers.
In collaboration with Huawei, Xiaomi, OPPO, Alibaba, and other companies, the China Academy of Information and Communications Technology previously developed the group standard T/TAF 078.7-2022. Scheduled for release and implementation by the Telecommunications Terminal Industry Association in November 2022, this standard refines parameters for triggering the App information window, specifically through actions like “shake.” The proposed values include an acceleration of not less than 15m/s², a rotation angle of not less than 35°, and an operating time of not less than 3s.
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