Xinhua urged systemwide remediation of intrusive splash-screen advertising,
calling for a shift from short-term fixes to sustained regulatory oversight. It
said enforcement should move earlier, impose deeper constraints and tougher
penalties, and make responsibility explicit across the ad chain—whoever
integrates, reviews or operates ads must be held accountable. The commentary
singled out covert or fake close buttons, high-sensitivity 'shake-to-redirect'
triggers and click-inducement techniques as high-frequency violations requiring
strengthened routine monitoring, intensified enforcement and higher penalties to
raise the cost of noncompliance. It also called for retrospective inspections of
platforms and apps already reported as fixed to prevent recurrence through
rebranded ads.
