The "Borrow money" entry appears on the end page of the map repair software. When chasing the show, click the "Get a VIP for one month for free" button and jump to the off station lending platform, where getting a taxi coupon almost becomes a way to borrow money from a taxi platform... According to media reports, at the moment when digital services are widely popularized, many people find that it is not just financial apps that want to lend you money. From social networking, entertainment, travel to life tools, many Internet platforms are competing to play the role of creditors. Opening commonly used apps, you can almost always come across the loan entrance. Under the packaging of red envelopes, points and free members, Internet lending is quietly seeping into the clothing, food, housing and transportation of ordinary people, even making many people inadvertently carry debt. In the context of industries with peak traffic and slowing growth, some platforms are not considering how to optimize their products and services, but rather transforming daily consumption scenarios into promoting lending and marketing, in order to achieve "traffic monetization+financial harvesting". The user originally intended to purchase a cup of milk tea or a video membership, but unknowingly completed the loan operation, which resulted in inexplicable interest and service fees when discovered. This kind of 'inviting the emperor into the urn' tactic consumes users' trust in the platform and overdraws the future of the entire industry. It is worth noting that algorithms are becoming "invisible drivers" that precisely exploit human weaknesses. In specific operations, some platforms use big data to analyze users' behavior trajectories, consumption habits, and financial status, accurately draw user profiles that are easily induced, and then timely push loan advertisements. Using human anxiety and impulse to induce users to borrow not only violates the principle of fair trade, but also turns technological advantages into tools for harvesting users, infringing on consumers' right to know and choose. Recently, the State Administration of Financial Supervision and the People's Bank of China jointly issued the "Regulations on the Disclosure of Comprehensive Financing Costs for Personal Loan Business", which explicitly requires lenders to display a comprehensive financing cost disclosure table to borrowers, clearly disclose personal loan interest and fee costs, make personal loan interest and fees "transparent" and "transparent", and better protect the legitimate rights and interests of financial consumers. Exposing borrowing costs to the sun can help curb fraudulent lending practices from the source. On this basis, standardizing Internet lending requires multiple efforts and systematic governance. Firstly, algorithm push must be secured with a compliance "tight spell". For example, it is prohibited to target targeted marketing towards individuals with weaker risk tolerance, such as students and low-income groups; It is strictly prohibited to push loan advertisements during sensitive periods such as late nights and repayment days; The platform should provide a convenient channel to close personalized lending recommendations in a prominent location, ensuring the right of users to refuse to be accurately fed by algorithms. Secondly, industry self-discipline should keep up with the pace of regulation. Internet platforms should take the initiative to sign self-discipline conventions, regulate the setting of lending entrances, marketing publicity, and user information use boundaries, and do not engage in inductive and bundled marketing, returning to the standard of technical services and consumer services. In addition, the channels for safeguarding rights should be smooth and efficient. Regulatory authorities should simplify the complaint process, establish a cross platform rapid response mechanism, and promptly punish and publicly expose violating platforms, so that users have access to rights protection and effective complaints. For consumers, facing the various temptations of borrowing, they should recognize that "free is cost, and convenience is debt", and not be easily blinded by gimmicks such as "low interest" and "interest free". More importantly, we must adhere to the principle of living within our means, consume rationally, and maintain our credit records and wallets. Loans are meant to alleviate urgent needs and should not be used as a tool for some people to take advantage of the situation. Establish a comprehensive supervision and management mechanism to return Internet lending to the essence of financial services, so that digital life will not be "kidnapped" by inexplicable debts. (New Society)