Tougher rules for ads on the in­ter­net

China Daily (Canada) - - NEWS CAPSULE -

China has in­tro­duced a 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 with on­line search gi­ant Baidu Inc.

The new reg­u­la­tion means that pay- for- per­for­mance searches, which are some of the high-earn­ing busi­nesses for China’s in­ter­net groups like Baidu and Alibaba Group Hold­ing Ltd, will be un­der tighter con­trol.

Un­der the reg­u­la­tion, all paid on­line list­ings need to be la­beled “ad­ver­tise­ments” as of Sept 1. Some are la­beled “pro­mo­tions’’ now.

Baidu, which was in­ves­ti­gated by the gov­ern­ment in May af­ter the death of the stu­dent, said in a state­ment that the Bei­jing-based com­pany is a strong ad­vo­cate of the new rule.

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