搜尋服務管理規定出臺 付費搜尋須加顯著標識

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

我國網際網路監管機構近日釋出一項針對搜尋引擎的規定，要求搜尋服務提供者確保客觀、公正、權威的搜尋結果。

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

根據國家網際網路資訊辦公室釋出的這一規定，搜尋服務提供者必須健全稽核制度、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，須對所有付費搜尋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，規定還禁止遮蔽有關廣告客戶的負面資訊的行為。

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資訊，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，正常的搜尋結果和付費列表是沒有區別的，這可能會誤導使用者。據報道，為搜尋結果支付了金額的一些醫療機構，大多是無資格的或偽造了相關證件。