China's Internet Regulator Issues New Online Search Rules
CAC, 6/25/16
China has issued new rules for online search providers, which include setting up information safety management systems, such as mechanisms for public information review and real-time monitoring, according to a notice posted on the Cyberspace Administration of China's (CAC) website.
The notice says that online search providers are prohibited from presenting illegal information in links, meta descriptions, or keywords. Paid search service providers must also verify their customers' (i.e. advertisers') qualifications, limit the number of paid search results, make clear the distinction between paid results and natural results, and display a designating mark on each paid search result. Search engine operators are also prohibited from manipulating search results for their own benefit.
CAC also clarified that it is responsible for monitoring and regulating online information search services throughout China, while local Internet administration offices are responsible for monitoring and regulating Internet information search services within their respective administrative areas.
A representative for CAC emphasized that online search service providers should operate with a sense of social responsibility and strengthen self-regulation to offer objective, fair, and authoritative search results to Internet users. Internet search service providers should also work to improve the training of their staff, establish mechanisms to handle and process user complaints and to protect users' rights and interests, and actively receive feedback from the public. The representative added that CAC will continue to welcome reports from the public regarding illegal conduct and unsavory online content.
Editor's Note: Baidu recently made changes to its paid advertising business after coming under fire from regulators concerning its medical healthcare advertising practices. For more information on this topic, please see "Baidu Limits Number of Search Ads Per Page to Four" MD 5/25/16 and "Chinese Regulators Impose Stricter Rules for Baidu's Healthcare Search" MD 5/09/16 issues.
Keywords: Internet monitoring regulation online search Cyberspace Administration of China search advertising
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