China to regulate paid search results after cancer patient dies
A photographer walks past the logo of Baidu Inc., which operates China's dominant search engine. Pic: AP.
THE Chinese government issued new rules that make it compulsory for search engines to identify paid-for search results (or ads) and to limit their number.
This comes after the death of a cancer patient who underwent questionable treatments after he learnt about them using Baidu, China’s top search engine.
21-year-old student Wei Zexi succumbed to a rare form of cancer in April. He had claimed that he was led to dubious and expensive cancer treatments after searching on Baidu. His case sparked considerable outrage among members of the Chinese public.
The Cyberspace Administration of China announced the new regulations on Saturday, which also ban search engines from showing subversive content and obscene information. Such restrictions have been long in place.
It is the first time China explicitly regulates paid search results. The administration says search engines must review the qualifications of paying clients, clearly identify paid results, and limit the number of paid results on a web page.
“Internet search providers should earnestly accept corporate responsibility towards society, and strengthen their own management in accordance with the law and rules, to provide objective, fair and authoritative search results to users,” the administration said, according to Reuters.
“Some search results lack objectivity and fairness, go against corporate morals and standards, misleading and influencing people’s judgement.”
Additional reporting by the Associated Press
