搜索服务管理规定出台 付费搜索须加显著标识

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我国互联网监管机构近日发布一项针对搜索引擎的规定，要求搜索服务提供者确保客观、公正、权威的搜索结果。

Search providers must improve censorship and remove any illegal content, according to the regulation released by the Cyberspace² Administration of China.

根据国家互联网信息办公室发布的这一规定，搜索服务提供者必须健全审核制度、删除违法内容。

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

规定要求，须对所有付费搜索结果加注显著标识并加强对广告客户的查验。

搜索服务管理规定出台 付费搜索须加显著标识

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

此外，规定还禁止屏蔽有关广告客户的负面信息的行为。

The regulation came after an investigation³ into Baidu, which was criticized for influencing the treatment choice of a late cancer patient, Wei Zexi, by presenting misguiding medical information.

此前，百度被批提供误导性的医疗信息，影响了晚期癌症患者魏则西的治疗方法选择。这一规定在对百度进行调查后出台。

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

今年22岁的魏则西，在北京一所医院接受一项有争议的癌症治疗后死亡，而这正是魏则西的家人通过百度搜索到的。

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.

该监管部门表示，正常的搜索结果和付费列表是没有区别的，这可能会误导用户。据报道，为搜索结果支付了金额的一些医疗机构，大多是无资格的或伪造了相关证件。

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