魏則西事件調(diào)查:百度須整改 醫(yī)院違規(guī)

The Cyberspace Administration of China (CAC) onlast Monday demanded an overhaul of thehealthcare advertisements displayed by the country'sleading search engine, Baidu, following aninvestigation into the Wei Zexi incident.

在對“魏則西事件”進行調(diào)查后，國家網(wǎng)信辦上周一要求國內(nèi)領(lǐng)先的搜索引擎百度對醫(yī)療類廣告進行全面整頓。

The investigation team found Baidu's search resultsdid influence Wei's choice of medical treatment.

調(diào)查組發(fā)現(xiàn)，百度搜索結(jié)果客觀上對魏則西選擇就醫(yī)產(chǎn)生了影響。

The CAC said Baidu relied excessively on profits from paid listings in search results, and didnot clearly label such listings as the result of commercial promotion, compromising theobjectivity and impartiality of search results.

網(wǎng)信辦表示，百度過分依賴搜索結(jié)果競價排名帶來的利潤，未對此類付費商業(yè)推廣信息加注醒目標識，影響了搜索結(jié)果的公正性和客觀性。

Like other search engines, Baidu sells links that appear in search results. The more anadvertiser pays, the higher it will appear in the search results. The public are likely to bemisled by the search results they find on Baidu, the CAC said.

與其他搜索引擎一樣，百度也銷售在搜索結(jié)果中出現(xiàn)的鏈接。廣告主付費越多，搜索結(jié)果就會出現(xiàn)在更靠前的位置。國家網(wǎng)信辦表示，公眾很容易被百度搜索結(jié)果所誤導(dǎo)。

The regulator demanded that Baidu make several changes, including:

監(jiān)管機構(gòu)要求百度公司作出以下改變，包括：

Cleaning up the healthcare advertisements in its search results.

清理搜索結(jié)果中的醫(yī)療廣告。

Preventing medical institutions that had not been approved by the government from beingpromoted on Baidu.

避免沒有受政府認可的醫(yī)療建議在百度上被推廣。

Overhauling its search results ranking system, so that they are not solely determined by howmuch advertisers have paid, and are primarily ranked by credibility.

全面檢查搜索結(jié)果的排序系統(tǒng)，不要僅僅以廣告的費用作為排列指標，而是注重可信度。

Ensuring that paid-for promotions do not consist of more than 30% of search results per page.

確保有償推廣不占據(jù)超過每頁搜索結(jié)果的30%。

On last Monday, the National Health and Family Planning Commission (NHFPC) also announcedthe investigation result of the hospital involved. The investigation confirmed wrongdoing bythe Second Hospital of the Beijing Armed Police Corps in Wei's treatment, according to theNHFPC.

國家衛(wèi)計委也在上周一公布了對涉事醫(yī)院的調(diào)查結(jié)果。衛(wèi)計委表示，調(diào)查認定武警北京總隊第二醫(yī)院對魏則西的治療存在違規(guī)行為。

The hospital was found to have published incorrect information, posted misleadingadvertisements and to have violated regulations on working with the private sector.

調(diào)查發(fā)現(xiàn)，武警二院存在發(fā)布虛假信息和誤導(dǎo)性醫(yī)療廣告、違規(guī)與民營機構(gòu)合作的問題。