互聯網廣告新規發佈 付費搜索界定爲廣告

China has introduced a tougher regulation to take a firmer grip on the country's internet advertising industry following the death of a college student, who sought treatment for his disease on online search giant Baidu Inc.

在一名大學生通過搜索巨頭百度尋求治療疾病而死亡之後，中國近日正式推出了一項更嚴厲的監管措施，以更堅定的控制我國互聯網廣告行業。

The State Administration for Industry and Commerce released a new internet advertising regulation on its website. The regulation, which takes effect on Sept 1, has made it clear for the first time that China now considers All pay-for-performance searches as advertising.

國家工商行政管理總局(工商總局)日前在其官網上發佈了一項互聯網廣告新規。這項新規將於9月1日施行，其中首次明確我國現將所有的按效付費搜索界定爲廣告。

Zhang Guohua, head of the advertisement department at the administration, said that search results displayed on online search engines and e-commerce platforms were considered as advertisements as long as their rankings were influenced by financial factors rather than appearing in their order of relevance to search terms.

工商總局廣告司司長張國華表示，在線搜索引擎和電子商務平臺上顯示的搜索結果，只要它們的排名是由財務因素所影響，而不是按照相關搜索條款的順序出現的，那麼就會被認爲是廣告。

All paid online listings needed to be labeled as "advertisements" as of Sept 1. "Some of them are labeled as 'promotions' right now, which are not in line with the new rule," he said.

張國華司長說道，到9月1日，互聯網上所有的競價排名都要標明"廣告"。目前有些付費搜索結果標註"推廣"，不符合新規要求。

Baidu, which was investigated by the government in May after the death of the student, said in a statement that the Beijing-based company was a strong advocate of the new rule. It said it would continue to crack down on fake and illegal information online.

在一名學生死後，百度公司於5月接受政府的調查。這家總部位於北京的公司在一項聲明中表示，自己是該新規的堅決擁護者，並且將繼續打擊假冒和非法在線信息。

Lu Ronghui, an analyst with internet consultancy iResearch Consulting Group, said the new rule may not further dampen Baidu's business.

互聯網諮詢機構艾瑞諮詢集團的分析師盧榮輝表示，這一新規可能不會進一步抑制百度的業務。