Scare tactic ads raise calls for regulation in HK
發佈日期: 2026-05-12 20:20
TVB News
Many free apps and websites rely on advertising to survive.
But some pop-up ads have been flagged for grabbing attention through scare tactics.
With that, a lawmaker questions why the government does not have dedicated laws to regulate malpractices in online advertising.
Recently, there are concerns over online ads that tried to attract clicks through alarming lines like "warning" or "beware," claiming that users' apps are outdated or their storage is full.
Veteran advertising professional Wong Wai-kin says while some of such ads can highlight product features in a positive light, they can also be exploiting fear to trigger immediate action.
Major brands generally avoid these tactics.
He adds that these days, anyone with an email and credit cards can run such ads.
Advertisers can target audiences by age and browsing habits, while platforms like Google handle content approval.
Honorary President of the Hong Kong Information Technology Federation Francis Fong says such content slips through moderation because advertisers can tweak wording to bypass AI filters, leading to a gap between automated reviews and real user perception.
Currently, relevant regulations are scattered in Hong Kong.
Broadcast ads fall under the Broadcasting Ordinance, while ads involving alcohol, tobacco or medicine are governed by other laws.
Online advertising remains largely unregulated.
Lawmaker Johnny Ng says 80 to 90 percent of scams originate from problematic ads.
He says social media platforms should share responsibility by removing harmful ads at the source.
With people now spending more time online than watching TV, he says there is no reason there are no relevant laws.
