Advertisements on Xiaomi brand smart TVs have started to annoy

In recent years, smart TV manufacturers have faced criticism for implementing boot advertisements, which display as the TV is powered on, thereby slowing down startup times and hampering user experience. This approach serves as a strategy to generate revenue, promoting various products and services to users upon the activation of their TVs.

Chinese regulatory bodies have become particularly active in pushing for changes in this regard. An instance of this was when the Jiangsu Consumer Protection Commission advocated for the inclusion of a “one-click turn-off” feature to enable users to disable these advertisements. A notable event that unfolded was when LeTV, a TV brand, failed to adhere to this directive and was, consequently, met with legal repercussions. The court ruled that LeTV must incorporate a "one-click turn-off feature" for their boot advertisements, underlining the importance of consumer rights in the media sector.

In light of such regulatory scrutiny, Xiaomi, a prominent player in the TV market, has made amendments to its TV product line. The brand now reportedly offers an option that allows users to “disable boot advertisements.” This adjustment is perceived as a noteworthy move towards addressing user grievances and complying with legal norms. Article 44, Paragraph 2 of China’s Advertising Law articulates that all ads presented as pop-ups on internet-based platforms must have a readily accessible close button, thereby enabling users to dismiss them with a singular click.

Advertisements on Xiaomi brand smart TVs have started to annoy

Chen Yinjiang, Deputy Secretary-General of the Consumer Rights Protection Law Research Association of the China Law Society, has previously articulated his standpoint on this issue. During a dialogue with CCTV, he accentuated the obligation of TV manufacturers towards consumers, asserting that while information should be presented honestly and comprehensively, consumers ought to have the autonomy to choose whether they want to view these boot advertisements and for what duration.

Recent reports reveal a 20% dip in Chinese TV sales in August 2023 compared to the previous year, with approximately 2.95 million units being sold online. Traditional brands, such as Xiaomi and Hisense, have emerged as dominant forces in the marketplace. Hisense narrowly surpassed Xiaomi in monthly sales, securing its position as a leader in the Chinese TV market. Both brands, among the top four, have exhibited a concentrated focus on 100-inch TVs, which suggests a prevailing market trend.

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