搜索服務管理規定出臺 付費搜索須加顯著標識

China's Internet regulator released a regulation on search engines, ordering search providers to ensure objective, fair and authoritative search results.

我國互聯網監管機構近日發佈一項針對搜索引擎的規定，要求搜索服務提供者確保客觀、公正、權威的搜索結果。

Search providers must improve censorship and reMove any illegal content, according to the regulation released by the Cyberspace Administration of China.

根據國家互聯網信息辦公室發佈的這一規定，搜索服務提供者必須健全審覈制度、刪除違法內容。

All paid-for search results must be labeled clearly and checks on advertisers should be improved, according to the regulation.

規定要求，須對所有付費搜索結果加註顯著標識並加強對廣告客戶的查驗。

Moreover, the practice of blocking negative content concerning advertisers has been banned.

此外，規定還禁止屏蔽有關廣告客戶的負面信息的行爲。

The regulation came after an investigation into Baidu, which was criticized for influencing the treatment choice of a late cancer patient, Wei Zexi, by presenting misguiding medical information.

此前，百度被批提供誤導性的醫療信息，影響了晚期癌症患者魏則西的治療方法選擇。這一規定在對百度進行調查後出臺。

Wei, 22, died after undergoing a controversial cancer treatment at a Beijing hospital, which the Wei family found through Baidu search.

今年22歲的魏則西，在北京一所醫院接受一項有爭議的癌症治療後死亡，而這正是魏則西的家人通過百度搜索到的。

Paid listing were not distinguishable from normal search results, which could mislead users, the administration said. It has been reported that some medical organizations, which paid for search results, were unqualified or had forged certificates.

該監管部門表示，正常的搜索結果和付費列表是沒有區別的，這可能會誤導用戶。據報道，爲搜索結果支付了金額的一些醫療機構，大多是無資格的或僞造了相關證件。