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Baidu to Revamp its Advertising Ranking and Clarity

1:48 pm on May 9, 2016 (gmt 0)

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When an unverified ad for a medical procedure on Baidu resulted in the death of a student, and was mistaken for organic results, the regulator, Cyberspace Administration of China, ruled that the ads were not clearly marked. Baidu deeply regrets the unfortunate incident, and is to make the changes demanded by the regulator.

The regulator demanded that Baidu make several changes, including:

  • Cleaning up the healthcare advertisements in its search results
  • Preventing medical institutions that had not been approved by the government from being promoted on Baidu
  • Overhauling its search results ranking system, so that they are not solely determined by how much advertisers have paid, and are primarily ranked by credibility
  • Ensuring that paid-for promotions do not consist of more than 30% of search results per page

    In response, Baidu said it would "implement all the changes demanded by investigators, and deeply reflect on its shortcomings". Baidu to Revamp its Advertising Ranking and Clarity [bbc.co.uk]