互联网广告新规发布 付费搜索界定为广告

China has introduced a tougher regulation to take a firmer grip on the country's internet advertising industry following the death of a college student, who sought treatment for his disease on online search giant Baidu Inc.

在一名大学生通过搜索巨头百度寻求治疗疾病而死亡之后，中国近日正式推出了一项更严厉的监管措施，以更坚定的控制我国互联网广告行业。

The State Administration for Industry and Commerce released a new internet advertising regulation on its website. The regulation, which takes effect on Sept 1, has made it clear for the first time that China now considers all pay-for-performance searches as advertising.

国家工商行政管理总局(工商总局)日前在其官网上发布了一项互联网广告新规。这项新规将于9月1日施行，其中首次明确我国现将所有的按效付费搜索界定为广告。

Zhang Guohua, head of the advertisement department at the administration, said that search results displayed on online search engines and e-commerce platforms were considered as advertisements as long as their rankings were influenced by financial factors rather than appearing in their order of relevance to search terms.

工商总局广告司司长张国华表示，在线搜索引擎和电子商务平台上显示的搜索结果，只要它们的排名是由财务因素所影响，而不是按照相关搜索条款的顺序出现的，那么就会被认为是广告。

All paid online listings needed to be labeled as "advertisements" as of Sept 1. "Some of them are labeled as 'promotions' right now, which are not in line with the new rule," he said.

张国华司长说道，到9月1日，互联网上所有的竞价排名都要标明"广告"。目前有些付费搜索结果标注"推广"，不符合新规要求。

Baidu, which was investigated by the government in May after the death of the student, said in a statement that the Beijing-based company was a strong advocate of the new rule. It said it would continue to crack down on fake and illegal information online.

在一名学生死后，百度公司于5月接受政府的调查。这家总部位于北京的公司在一项声明中表示，自己是该新规的坚决拥护者，并且将继续打击假冒和非法在线信息。

Lu Ronghui, an analyst with internet consultancy iResearch Consulting Group, said the new rule may not further dampen Baidu's business.

互联网咨询机构艾瑞咨询集团的分析师卢荣辉表示，这一新规可能不会进一步抑制百度的业务。