Baidu's business be allowed to exceed the page Baidu business promotion 30%| promotion information | PPC | Wei Zexi events _ news
The Beijing News (Xinhua Li Dandan) yesterday afternoon, national Internet Information Office released the joint investigation team on the Baidu search "Wei Zexi event" problems in the survey results. National network letter said, the group asked the company to change bidding mechanism.
National network on May 2, in conjunction with the State administration for industry and commerce, the State Health Commission and the Beijing Municipal Government set up a joint investigation group into the company, concentrated around the Baidu search "Wei Zexi event" existing problems, search for defects in the PPC mechanism for investigation and evidence collection.
Investigation team believes that Baidu search results for relevant keyword PPC Wei Zexi choices for medical care has had an impact on the objective, Baidu PPC mechanism paying competitive weight is too high, business promotion identify unclear issues, affected the impartiality and objectivity of results, easy to mislead Internet users, must be immediately corrected.
National network letter said, a search engine is an important channel for Internet users access to information, has a strong lead. National network search service administration will in the near future in the country, speed up the introduction of the provisions on the administration of Internet information services, promoting the legalization, normalization of search service management; in conjunction with the relevant departments to crack down on Internet health care, pharmaceuticals, health care products is related to people's life and health and safety, such as false information, false advertising and other illegal activities. SAIC will speed up the introduction of the interim measures for the management of Internet advertising to further standardize the order of the Internet advertising market.
Yesterday, said Xiang Hailong, President of Baidu search, Baidu firmly committed to investigating the car, reflecting its own problems, never a little discount.
A team of investigators to Baidu to mention three-point car
Full and immediate rectification, medical and other commercial matter of people's lives and health and safety promotion services. With immediate effect, to medical, pharmaceutical, health care products, and other related commercial promotional events, conduct a comprehensive clean up, line immediately to illegal information found, without the approval of the competent authorities qualified medical institution shall not carry out commercial promotion.
Change the PPC mechanism, not only to give money as a ranking criteria. Immediately adjust related technology systems, before May 31, 2016, with credibility as the main weight of the ranking algorithm is proposed and put in place; for commercial promotion information one by one add eye-catching logo, and risks prompting; strictly promotional information, each page must not exceed 30%.
Establish perfect Internet rights protection mechanisms such as advance payments. Free Internet supervision reporting channels, improve the efficiency of Internet users reported receiving, handling and on illegal information and against the interests of Internet users behavior, found immediately terminate service; establish and improve relevant mechanisms, Internet users had been affected by the loss of business caused by the misleading information shall be paid in advance.
Interpretation 1
Baidu to promote belongs to advertising?
Zhu Wei, a researcher at the China University of communication law Centre said the survey groups search engine PPC legal nature as a "commercial services", because the existing law does not make a clear definition of existing advertising law cannot be effectively covered, at the legislative level, the legal nature of PPC appeared blank.
In his view, the forthcoming Administration for industry and commerce on the Internet in the future advertisement provisional administrative measures and the national network of the regulations on the administration of Internet information services is bound to the PPC's further definite business promotion services.
Zhu Wei said, at the same time, the investigation team requested search engine platform must be "without the approval of the competent authorities of the medical institution" shall not carry out commercial promotion services. It was clear the search platform to medical audit responsibility for advertising, on the one hand, and health promotion must be a medical institution, under the "Department", "Center", "Department" or "pheasant hospitals" are not targeted.
He said, on the other hand, not all medical institutions can do business promotion and prior medical authorities "approved". Therefore, the audit responsibility of the platform will be concentrated in two blocks: one is the principal qualification examination in medical institutions, and second, the prior approval of the competent authorities. In fact, this also is the subject of responsibility for the false information is classified clear: disseminator of search engine liability, administrative departments of auditing responsibilities, medical institutions of the advertisers responsibility and advertisers of medical website maintenance responsibilities.
Interpretation 2
How health promotion be regulated?
The CPPCC, Nanjing University of Chinese medicine information technology Wang Xudong, Dean of Beijing news reporters without approval on Baidu, free to release medical advertisements, the most basic feature is the "false".
For example, he said, such as diabetes, hepatitis, leukemia, cancer and other chronic diseases, under the current medical technology, it is the disease that cannot be cured or very poor, but online is full of "cure" gross breach of medical knowledge, such as exaggerated publicity. Wang Xudong management called Baidu as advertising behavior.
Zhu Wei believes that Wei Zexi incident, the Publisher is involved hospitals own site, content development and selection of advertisers decide. Baidu to promote after you audit the authenticity-related qualifications, will choose the keywords users of drainage to the qualifications of the three hospital sites. All the information of the hospital concerned site, Baidu cannot be excluded, is impossible to verify the authenticity of the information, and can only do audits.
He said although the legal nature of the search engines is not advertising, but have certain advertising features, should be some oversight and regulation. Baidu user qualification needs to be strengthened, and guarantee the authenticity of audit. Specifically, is to strictly examine the qualifications of medical institutions, if qualified, in accordance with the relevant laws and regulations, medical institutions will bear the main responsibility for the consequences of business promotion services.
Reading 3
Rectification effect of PPC profit model?
Nanjing University of traditional Chinese Medicine Institute of information Wang Xudong, President of Beijing news reporters medical among Internet search engines advertising PPC, have been criticized by industry and civil behavior.
Zhu Wei said this requires a search platform in the business ranks, not simply the pursuit of commercial interests, "pay" should not be ranked only standard, otherwise lose credibility and mass of search results is "the goose", cause damage not only to the interests of society and people's fundamental interests, but also will affect the business reputation and the future of the platform.
Zhu Wei said commercial promoting the identification problem is a big problem that many users do not understand "promotional" commercial means, easily misleading. Recommended for business promotion with "commercial", and change color significantly marked. Finally, the commercial promotion page displays no more than 30% per page, its actual more strictly than current standard of Google ad words, fully reflects China's Government to protect the user right to higher demands and choice of search engines.
Compared to past health care initiatives under the keywords, industry players say Baidu corrective measures can be called "Punch" and "Brokeback" also views that the action plan is not to shake Baidu PPC – the basic business model. Laboratory said Fang xingdong, founder of the Internet, "as a PPC model distorts information source should stop."
Interpretation 4
How to recover after the advance payment?
Investigation groups demanding that the company establish a sound mechanism to users due to the loss of business caused by the misleading information shall be paid in advance.
In fact, the "advance payment" mechanism has been established in multiple Internet. Last March, the Administration for industry and commerce has issued a document encouraging commercial enterprises to establish advance payments system.
Zhu Wei said the nature of the payments system is that as long as consumers can prove actual damage caused by the misleading business rankings, meanwhile, can prove such damages and business rankings information dissemination between the "cause and effect". Advance payment system, which requires a search platform to a higher duty of care, which is corresponding to its profitability of the business promotion service.
He said, from the perspective of system design, platform in advance of the liability once after, which made the final recourse of false information to advertisers, from this perspective, the platform is not the ultimate responsibility, but China's tort liability law "vicarious liability" form, platform final recourse would be traced back to false advertising on their own.
In response to
Baidu 2,518 referral health facilities 126 million extension information
Yesterday, the national network Office in conjunction with the State administration for industry and commerce, the State Health Commission set up joint investigation teams to the public the findings. Xiang Hailong, President of Baidu search, Baidu firmly committed to investigating the car, reflecting its own problems, never a little discount. "Baidu's search should provide more high quality, reliable service. "" West students unfortunately died, caused tremendous repercussions in society, and Baidu has a great touch, prompting full review as a search engine company Baidu's responsibility. ”
According to reports, during the investigation, the company under the supervision of the joint investigation team has been on total health care (including medical institutions, medical equipment, medicines and other) agencies review the qualification, 2,518, 126 million extension of medical institution information for offline processing. Baidu will be May 31, above the car and subsequent supervision of the regulated sector and the majority of Internet users.
According to reports, Baidu will be according to the investigation team's car, full implementation from six aspects:
Immediately a comprehensive review of health care business promotion services without approval by the competent qualifications of medical organizations are not business promotion, and medical information to content violations (including pharmaceuticals, medical devices, etc) for offline processing in a timely manner. And to implement the relevant provisions of the army now Baidu to stop including people's Liberation Army and the armed police force hospitals to provide all people's Liberation Army and armed police forces on behalf of commercial promotion.
Results for business promotion, change sorting mechanism dominated by price, instead dominated by reputation, price, supplemented by the sorting mechanism.
Control the number of commercial promotion results, on the search results page in particular Home business promotion information is strictly limited, per page ratio does not exceed the number of commercial promotion information 30%.
All striking identifies a business promotion information in search results, and tips for effective risk.
Strengthening ecological construction of medical content in search results, the establishment of medical content rating system, joint medical Planning Commission, the Chinese Academy of medical sciences and other institutions work together to upgrade the quality of medical information, giving Internet users access to accurate and authoritative medical information and services.
Continue to enhance the Internet user rights security mechanism for building an additional 1 billion yuan Fund, to Internet users by the use of commercial promotion of encounters counterfeiting, fraud losses and approved after the first payment.
The Beijing News reporter Liu Xia
Responsible editor: Liu Debin SN222
Article keywords:Baidu's business promotion PPC Wei Zexi event
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百度商业推广信息被禁止超过页面30%|
百度商业推广|竞价排名|
魏则西事件_新闻资讯
新京报讯 （记者李丹丹）昨日下午，国家互联网信息办公室对外发布联合调查组对百度搜索在“魏则西事件”中存在问题的调查结果。国家网信办称，调查组要求百度公司改变竞价排名机制。
国家网信办5月2日会同国家工商总局、国家卫生计生委和北京市有关部门成立联合调查组进驻百度公司，集中围绕百度搜索在“魏则西事件”中存在的问题、搜索竞价排名机制存在的缺陷进行了调查取证。
调查组认为，百度搜索相关关键词竞价排名结果客观上对魏则西选择就医产生了影响，百度竞价排名机制存在付费竞价权重过高、商业推广标识不清等问题，影响了搜索结果的公正性和客观性，容易误导网民，必须立即整改。
国家网信办称，搜索引擎是网民获取信息的重要渠道，具有很强引导作用。国家网信办将于近期在全国开展搜索服务专项治理，加快出台《互联网信息搜 索服务管理规定》，促进搜索服务管理的法治化、规范化；会同相关部门严厉打击网上传播医疗、药品、保健品等事关人民群众生命健康安全的虚假信息、虚假广告 等违法违规行为。国家工商总局将加快出台《互联网广告管理暂行办法》，进一步规范互联网广告市场秩序。
昨日，百度搜索公司总裁向海龙表示，百度坚决拥护调查组的整改要求，深刻反思自身问题，绝不打一丝折扣。
调查组对百度提三点整改要求
●立即全面清理整顿医疗类等事关人民群众生命健康安全的商业推广服务。即日起，对医疗、药品、保健品等相关商业推广活动，进行全面清理整顿，对违规信息一经发现立即下线，对未获得主管部门批准资质的医疗机构不得进行商业推广。
●改变竞价排名机制，不能仅以给钱多少作为排位标准。立即调整相关技术系统，在2016年5月31日前，提出以信誉度为主要权重的排名算法并落实到位；对商业推广信息逐条加注醒目标识，并予以风险提示；严格限制商业推广信息比例，每页面不得超过30%。
●建立完善先行赔付等网民权益保障机制。畅通网民监督举报渠道，提高对网民举报的受理、处置效率；对违法违规信息及侵害网民权益行为，一经发现立即终止服务；建立完善相关机制，对网民因受商业推广信息误导而造成的损失予以先行赔付。
解读1
百度推广是否属于广告？
中国政法大学传播法中心研究员朱巍表示，调查组将搜索引擎竞价排名法律性质定性为“商业推广服务”，是因为我国现有法律并未对其进行明确定义，现行广告法无法将其有效涵盖在内，在立法层面对竞价排名的法律性质出现了空白。
他认为，在未来即将出台的工商总局《互联网广告暂行管理办法》和国家网信办《互联网信息搜索服务管理规定》，必将对竞价排名的商业推广服务性质做出进一步明确定性。
朱巍表示，同时，调查组要求搜索引擎平台必须对“未获得主管部门批准的医疗机构”，不得进行商业推广服务。这实际是明确了搜索平台对医疗类广告 的审核责任范畴，一方面，医疗推广的主体必须是医疗机构，相关下属“科室”、“中心”、“部门”或“野鸡医院”等都不能成为推广对象。
他表示，另一方面，并非所有的医疗机构都可以做商业推广，必须事先得到医疗主管部门的“批准”。所以，平台的审核责任就要集中在两大块：一是医 疗机构主体资格的审核，二是主管部门的事先批准。实际上，这也是将虚假信息的责任主体进行了分类明确：搜索引擎的传播者责任、主管部门的行政审核责任、医 疗机构的广告主责任以及医疗机构网站维护者的广告商责任。
解读2
医疗推广如何进行监管？
全国政协委员、南京中医药大学信息技术学院院长王旭东此前对新京报记者表示，百度上不经审批，随意发布的医疗广告，其最基本特点就是“虚假”。
他举例称，诸如糖尿病、肝炎、白血病、癌症等慢性疑难病症，在当前的医学技术水平下，尚属无法治愈或疗效很差的疾病，但在网上却充斥着“彻底治愈”等严重违背医学常识的夸张宣传。王旭东呼吁把百度推广作为广告行为进行管理。
朱巍认为，魏则西事件中，广告发布者是涉事医院自己的网站，其内容制定和选择都是广告主决定。百度推广在审核完相关资质真实性后，将选择的关键 词用户引流至这个具有三甲资质的医院网站。对该涉事医院网站的所有信息，百度既不能删减，也无法核实信息的真实性，而只能做到形式审核。
他表示，虽然搜索引擎的推广法律性质不是广告，但具有一定广告特征，应予以一定监管和规制。百度需要加强用户的资格审核力度，保证形式审核的真 实性。具体来说，是要严格审查医疗机构的资质，如果形式审查合格，按照相关的法律规定，一级医疗机构将对商业推广服务带来的相应后果承担主体责任。
解读3
整改影响竞价排名盈利模式？
南京中医药大学信息技术学院院长王旭东此前对新京报记者表示，互联网搜索引擎所实行的医疗广告竞价排名，一直是民间和业界所诟病的行为。
朱巍表示，这就要求搜索平台在商业排名中，不能单纯追求商业利益，“给钱多少”不应成排名唯一标准，否则，失去信誉度和群众性的搜索结果就是“杀鸡取卵”，不仅对社会利益和群众根本利益造成损害，而且也会影响平台的商业信誉和发展前途。
朱巍称，商业推广信息的标识问题是个大问题，很多用户不了解“推广”的商业性含义，易引起误导。建议在商业推广时加上“商业推广”字样，并转换 颜色显著标记。最后，商业推广页面的显示每页不超过百分之三十，其严格程度实际超过谷歌ad words的现行标准，充分反映出我国政府为保护用户知情权和选择权对搜索引擎提出的更高要求。
相比过去医疗关键词下架等举措，有行业人士称百度整改措施堪称“重拳”、“断臂”，也有观点认为整改措施其实没有动摇竞价排名——百度的基本商业模式。互联网实验室创始人方兴东指出，“作为扭曲信息之源的竞价排名模式应该休止”。
解读4
先行赔付后如何追偿？
调查组要求百度建立完善机制，对网民因受商业推广信息误导而造成的损失予以先行赔付。
其实，“先行赔付”的机制在多个互联网领域已建立起来。去年3月，工商总局曾发文鼓励电商企业建立先行赔付制度。
朱巍表示，先行赔付制度本质，就是只要消费者能够证明自己因商业排名的误导造成了实际损害，同时，能够证明这些损害与商业排名信息传播之间的“因果关系”即可。先行赔付制度要求搜索平台承担更高的注意义务，这是与其商业推广服务的盈利性相适应的。
他表示，从制度设计上看，平台一旦承担了先于赔偿责任后，即取得对虚假信息广告主的最终追偿权，从这个角度讲，平台责任不是最终责任，而是我国侵权责任法规定的“替代责任”形式，平台的最终追偿权将追溯到虚假广告主本身。
■ 回应
百度 下线2518家医疗机构1.26亿条推广信息
昨日，国家网信办会同国家工商总局、国家卫生计生委成立的联合调查组向社会公布了调查结果。百度搜索公司总裁向海龙表示，百度坚决拥护调查组的 整改要求，深刻反思自身问题，绝不打一丝折扣。“百度应该提供更加优质、可靠的搜索服务。”“则西同学不幸离世，在社会上引起了巨大反响，也给百度带来极 大触动，引发百度全员重新审视作为一家搜索引擎公司的责任。”
据介绍，在调查期间，百度公司在联合调查组监督下，已对全部医疗类(含医疗机构、医药器械、药品等)机构的资质进行了重新审核，对2518家医 疗机构、1.26亿条推广信息实现了下线处理。百度将在5月31日之前，落实以上整改要求，并接受监管部门和广大网民的后续监督。
据介绍，百度将根据调查组的整改要求，从六个方面全面落实：
●立即全面审查医疗类商业推广服务，对未获得主管部门批准资质的医疗机构坚决不予提供商业推广，同时对内容违规的医疗类推广信息(含药品、医疗 器械等)及时进行下线处理。并落实军队有关规定，即日起百度停止包括各类解放军和武警部队医院在内的所有以解放军和武警部队名义进行的商业推广。
●对于商业推广结果，改变过去以价格为主的排序机制，改为以信誉度为主，价格为辅的排序机制。
●控制商业推广结果数量，对搜索结果页面特别是首页的商业推广信息数量进行严格限制，每页面商业推广信息条数所占比例不超过30%。
●对所有搜索结果中的商业推广信息进行醒目标识，进行有效的风险提示。
●加强搜索结果中的医疗内容生态建设，建立对医疗内容的评级制度，联合卫计委、中国医学科学院等机构共同提升医疗信息的质量，让网民获得准确权威的医疗信息和服务。
●继续提升网民权益保障机制的建设，增设10亿元保障基金，对网民因使用商业推广信息遭遇假冒、欺诈而受到的损失经核定后进行先行赔付。
新京报记者 刘夏
责任编辑：刘德宾 SN222
文章关键词： 百度商业推广 竞价排名
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