魏则西事件对我国搜索引擎付费推广的影响

China issued new regulations on Saturday demanding that search engines clearly identify paid search results, months after a terminally ill cancer patient complained that he was misled by the giant search engine Baidu.

中国本周六发布了新条例，要求指明推广付费的搜索结果，就在几个月前，一个绝症病人抱怨百度搜索引擎误导了他的治疗。

Wei Zexi, a college student who died in April of a rare cancer, had written a long post on a Chinese website detailing how he was led to a Beijing hospital for treatments after searching on Baidu. He said that the treatment turned out to be ineffective and expensive and that later he learned the therapy was yet to be fully approved.

魏泽西是一名大学生，在5月死于一种罕见的癌症。他在一家中国网站写了一篇长篇报道详细讲述了他在百度搜索后如何被引导至一家北京医院治疗。他说那的治疗证实是昂贵但无效的，又接受了一种尚未认证的治疗方法。

Wei accused Baidu of taking money to promote less proven treatments.

魏泽西指控百度收钱来提高无认证的治疗法的排名。

The Cyberspace Administration of China (CAC) announced on its website the new regulations, which also ban search engines from showing subversive content and obscene information. Such prohibitions have long been in place, but it is the first time China explicitly has regulated paid search results.

中国网络监管部门(CAC)在网站上公布新规定，禁止搜索引擎传播与事实不符内容和色情信息。这种禁令早已存在，但这是中国首次明确规定了付费搜索。

The administration said search engines must review the qualifications of paying clients, clearly identify paid results, and limit the number of paid results on a web page.

政府指出搜索引擎必须审查付费客户资格，指明付费搜索结果，并限制网页上付费结果的数量。

When Wei’s post became publicly known in May, Baidu was widely denounced for its practice of blurring promotional search results with legitimate ones on the home search page. Its chief executive Robin Li was called in by China’s web regulators for talks.

在5月魏泽西的报道被广泛传播告知时，百度被声讨其主页上在合理搜索结果中混杂宣传推广结果。其首席执行长李彦宏被叫至中国网络监管机构谈话。

By May 9, Baidu agreed to take corrective steps as demanded by a joint investigation team, the official Xinhua News Agency said.

新华社官方报道，截至5月9日，应联合调查小组要求百度同意采取整改措施。

Baidu removed 126 million promotional search results for medical information and 2,518 medical institutes from its search pages. It agreed to set aside 1 billion yuan ($150 million) to compensate users defrauded by misleading promotional results. And it would no longer rank promotional results solely on bidding prices, Xinhua reported.

百度将1亿2600万的医药类推广搜索结果和2518所医疗机构搜索结果从搜索页面移除。它同意拨出10亿元(1.5亿美元)补偿受推广搜索结果误导的用户。它将不再仅仅依据投标价格来排序推广搜索结果，新华社报道。

On Saturday, a Baidu representative responded by pledging to work with regulators and web users "to provide objective, impartial and authoritative search results."

本周六，百度代表回应，承诺与监管机构和网络用户共同努力“提供客观、公正、权威的搜索结果”。

Baidu will comply fully with relevant laws and regulations as outlined by the CAC, Baidu spokeswoman Tracy Hu wrote in an email.. "Baidu will work closely with government agencies, Internet users and the community to uphold a healthy Internet environment."

“百度将遵守有关法律、CAC规定”百度发言人胡春媛在邮件中写到，“百度将与政府、网民和社会密切合作来维护健康的网络环境。”