Several smart TV manufacturers have come under scrutiny for their practice of displaying advertisements when the TV is turned on, known as boot advertisements.
These ads can be frustrating as they slow down TV startup and disrupt the user experience. They serve as a revenue-generating tactic for manufacturers and content providers to promote products and services to users upon TV activation.
Notably, regulatory bodies in China have been pushing for changes in this area. For example, the Jiangsu Consumer Protection Commission recently urged TV manufacturers to include a “one-click turn-off” feature for these advertisements.
Xiaomi’s Proactive Response to Boot Advertisements
LeTV, a TV brand that did not comply with this directive, faced legal consequences. A court ruling mandated that LeTV should ensure the presence of a “one-click turn-off feature” for their boot advertisements, emphasizing consumer rights in the media space.
In response to such regulatory pressures, Xiaomi has announced modifications to its TV offerings. Xiaomi TV now reportedly provides an option to “disable boot advertisements.” This change is seen as a significant step in addressing consumer concerns and adhering to legal requirements.
A relevant point in this regard is Article 44, Paragraph 2 of China’s Advertising Law, which clearly stipulates that any ads shown as pop-ups on internet-based platforms need to have an easily accessible close button, ensuring users can dismiss them with a single click.
Chen Yinjiang, the Deputy Secretary-General of the Consumer Rights Protection Law Research Association of the China Law Society, has previously expressed his views on this matter. In a conversation with CCTV, he highlighted the responsibility of TV manufacturers towards their consumers. According to Yinjiang, not only should information be presented truthfully and comprehensively, but consumers should also have the ability to decide if they wish to view these boot advertisements and for how long.
According to a recent report, Chinese TV sales in August 2023 dropped by 20% compared to the previous year, with about 2.95 million units sold online. Traditional brands, including Xiaomi and Hisense, were dominant, with Hisense leading in monthly sales, narrowly surpassing Xiaomi. Both brands have been key players in the Chinese TV market for years. The top four brands focused on 100-inch TVs, indicating a market trend.
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(Via)
