Making it clear which results are paid-for and limiting their numbers, China’s internet regulator said on Saturday that search engines should tighten management of paid-for ads in search results.

The Chinese government has already expressed its intention to codify its internet policy into law even as the government already exercises widespread controls over the internet. Following the death of a student who underwent an experimental cancer treatment which he found using China’s biggest internet search engine, the Chinese regulators last month imposed limits on the number of lucrative healthcare adverts carried by Baidu Inc.

The case of the death of 21 year old Wei Zexi in April of a rare form of cancer sparked widespread public anger.

Search engines should set a clear upper limit on such paid ads and they should also clearly distinguish which are paid-for ads and which come from “natural searches”, advocates the Cyberspace Administration of China. The body also says that search engines should also investigate the “aptitude” of clients who are offering paid-for ads.

“Internet search providers should earnestly accept corporate responsibility toward society, and strengthen their own management in accordance with the law and rules, to provide objective, fair and authoritative search results to users,” it said.

The regulators added that medical advertisements, which are directly and closely related to threats to people’s health, are sources of particular concerns.

At the time of the controversy and public outrage, Baidu had claimed in a statement that it was committed to providing the best search experience for the users and internet surfers and it would fully comply with the law and regulations prescribed by the Chinese govrnment.

“Baidu will work closely with government agencies, internet users and the community to uphold a healthy internet environment, and strive to provide objective, impartial, and authoritative search results to our users,” it said.

The regular however says that there are other problems with the search engines.

“Some search results contain rumors, obscenities, pornography, violence, murder, terrorism and other illegal information. Some search results lack objectivity and fairness, go against corporate morals and standards, misleading and influencing people’s judgment,” it said.

To ensure security in the face of rising threats, such as terrorism, Chinese officials say that it is necessary to place interne restrictions on websites and companies and which include the blocking of popular foreign sites like Google and Facebook.

Restrictions on the internet have been identified as a broader trade issue by foreign governments and business groups.

(Adapted from Reuters)

Categories: Geopolitics, Regulations & Legal