Internet Advertising New Regulations To "Bidding Ranking" To Wear A Magic Spell? Baidu And Sogou Were Placed On File For Investigation

The Interim Measures for the administration of Internet advertising, which came into effect on September 1st, clearly stipulate that paid search advertisements for merchandising or services belong to

This provision is generally considered to be "

He put on a magic spell.

Reporters from yesterday

The city's industry and Commerce Bureau was informed that since the payment of medical advertisements for maternal and infant health care technology qualification hospitals will not reach the forefront, the Shanghai industry and Commerce Department will conduct an investigation on suspected illegal advertising activities of advertisers of Nanpu gynecological hospital and Anping hospital in Shanghai, and Baidu's search and search dogs.

This is also the first case in Shanghai that violates the Provisional Regulations on Internet advertising management (hereinafter referred to as the "measures").

No qualification, but do "crowd" advertising.

Yesterday morning, the Shanghai city commerce and Industry Bureau supervised by "stream of people" or "artificial abortion" as the key word, in Baidu, Sogou, 360 search engine 3 search engine.

At the top of the search results page that Baidu jumps out, there are advertisements related to "Shanghai Nanpu gynecology hospital", "Shanghai Anping Hospital" and "Shanghai Xupu Hospital of traditional Chinese medicine". After clicking the link, they jump to the pages of the relevant medical institutions. At the top of the search results page of Sogou, it shows the relevant advertisements of "Shanghai Xupu Hospital of traditional Chinese medicine". After clicking the link, they also jump to the pages of the relevant medical institutions.

Regulators immediately conducted a screenshot forensics.

Industrial and commercial supervision personnel said that the "Regulations" clearly stipulate: the industrial and commercial departments of the Internet advertising technology monitoring and recording data, can be used as an administrative penalty for illegal advertising electronic data evidence.

This brings great convenience to industry and commerce departments in investigating illegal Internet advertisements and has strong practical operability.

Subsequently, the regulators verified that Shanghai Anping Hospital, Shanghai Nanpu gynecology hospital and Shanghai Xupu hospital did not have the qualification of maternal and infant health care technology.

Baidu and other allegedly failed to review obligations

According to introducing, search engine will issue illegal medical advertisement top of the hospital to the forefront of the practice, suspected of violating the advertising law and the "measures".

According to the regulations of the advertising law and the management of medical advertisements, the publication of medical advertisements should be examined and certified by the administrative department of health in advance.

For those medical institutions that are not qualified, the health department will not allow them to publish advertisements containing "people flow" words.

Therefore, search engines such as Sogou and Baidu publish these advertisements, which are suspected of not completing the obligation to review.

It is reported that, as the publisher of Internet advertising, Baidu, Sogou and other search engines suspected of being released without scrutiny have been investigated by the Shanghai Municipal Industry and Commerce Bureau.

At the same time, Shanghai Anping Hospital, Shanghai Nanpu gynecology hospital, Shanghai Xupu hospital and other advertisers suspected of illegal advertising behavior, also by industry and commerce departments to investigate.

Jurisdictional liberties facilitate remote supervision

The reason why the business sector has been able to investigate and renovate Internet advertising, especially competitive bidding, is mainly due to the explicit provisions of the measures, which will liberate the jurisdiction and facilitate remote supervision.

"In the past, whether the competitive bidding rank belongs to advertising, there were different opinions among different regulatory departments.

Even if it is believed to be an advertisement, it is suspected of breaking the law, and it is often difficult to investigate and punish in time because of jurisdiction and other issues.

Li Hua, deputy director of the advertising department of the Shanghai industrial and commercial bureau, said that the "method" has clearly regulated the nature of the auction price and expanded the jurisdiction. It is clear that "the place where the advertiser and the place where the advertising operator is located can also find the illegal clues or receive complaints and reports." this means that the regulatory departments of the three parties, advertisers, advertising agents and advertising publishers, have jurisdiction over their illegal activities, which greatly accelerates the investigation and treatment of Internet advertising offenses.

Shanghai business and Industry Department said that in the paid search ranking advertising, it is easier to commit false or misleading advertising activities, including maintenance, medical treatment, tourism, relocation, education and training, and study abroad intermediaries. The next stage will focus on the key words in the field of daily life and learning, and investigate and punish illegal advertisements that infringe on the interests of consumers.