Jin Tou Wang·2025-09-03 08:26Core Viewpoint - The controversy surrounding Baidu's advertising practices in its map application has resurfaced, with users expressing frustration over intrusive ads that compromise user experience and safety [1][3]. Group 1: Advertising Practices - Users reported that Baidu Maps forces advertisements to display before accessing ride-hailing services, with the close button being difficult to find [1]. - This is not the first instance of controversy; in May, Baidu Maps faced backlash for embedding ads directly into navigation paths, obscuring road signs and creating safety concerns [3]. - The National Advertising Law does not specifically regulate map software, but it prohibits ads on traffic safety facilities, suggesting that map interfaces should be treated similarly [3]. Group 2: Financial Context - Baidu's financial performance has been declining, with a 15% drop in online business revenue and a 34% decrease in net profit from core operations in Q2 [7]. - The search engine market share has fallen from nearly 70% to 50% in 2023, attributed to excessive advertising and competition from AI tools [7]. - The company is increasingly relying on advertising revenue from its map application to sustain its financial performance amid these challenges [7]. Group 3: Industry Trends - The issue of intrusive advertising is not unique to Baidu; other navigation apps like Amap and Didi also face similar criticisms regarding ad placements and user experience [8]. - Regulatory bodies have highlighted the need for clearer ad closing options in navigation apps, emphasizing the importance of balancing commercial interests with user rights [10]. - The navigation industry must prioritize user experience and safety over advertising revenue to ensure sustainable development and maintain public trust [10].