On March 14, 2022, the Digital Marketing Development and Governance Seminar was held online. He Guili, Vice President of the Internet Society of China (ISC), attended the meeting and delivered a speech.

He Guili said that in the field of digital marketing, there exist behaviors that violate the rights and interests of enterprises and consumers, such as data abuse, excessive collection of personal information, frequent push messages, and swiping of orders. It is necessary to establish industry norms and improve the industry. ISC has always paid close attention to the development of digital marketing forms. Firstly, actively support MIIT and relevant government sectors relying on ISC’s 12321 Reporting Center to carry out special governance campaign, collecting public complaint on APP infringing users’ rights and interests, which is responding to users’ concerns and requests; Secondly, carry out a series of activities such as “China’s Good Anchor” to create an orderly live broadcast economy, to establish online shopping integrity service system standard, to standardize live broadcast marketing and publicity; Thirdly, through organizing industry Self-discipline to deal with information related to brushing orders and part-time jobs, to prevent users from being deceived, to crack down on traffic fraud. It is expected to purify the Internet environment, and to protect users’ rights and interests with the cooperation of leading Internet companies in the industry.

Combining the work of ISC, He Guili also put forward four suggestions: Firstly, strengthen the research on policies and regulations. The industry should strengthen the discussion on digital marketing related laws, rules and regulations issued at home and abroad, and improve the industry’s understanding of relevant policies and regulations. Secondly, carry out research on technical standards. This aims to form a digital marketing standard system in China, and introduce a series of standards in terms of digital marketing data security compliance, 5G technology and digital marketing integration, metaverse marketing, and digital marketing products. Thirdly, strengthen the self-discipline of the digital marketing industry to regulate the issues of personal information protection, traffic transparency, and transaction volume in digital marketing through the formulation of self-discipline conventions; Fourthly, build a digital marketing ecosystem. To establish digital marketing governance system, conduct evaluation and auditing, extend capacity building mature cases and best practice display channels, and to strengthen the promotion of excellent digital marketing achievements and mature experience.

In order to combat Internet advertising data fraud and cheating and create a transparent, true and green Internet advertising ecological environment, China Academy of Information and Communications Technology, China Internet Society, and China Advertising Association released the “Research Report on Abnormal Traffic in Digital Marketing (2022)”, and jointly launched the “Digital Marketing Quality and Transparency Improvement Plan” (hereinafter referred to as the “Promotion Plan”) jointly with 47 partners coming from universities, research institutes, enterprises and institutions. The “improvement plan” aims to promote the high-quality development of digital marketing, enhance exchanges and cooperation in all aspects of the digital marketing ecological chain, and promote the benign interaction of policies, technologies, products, and talents in the field of digital marketing.