China tells search engines to ID paid results after man died

BEIJING – China has issued new regulations 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. 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. Wei accused Baidu of taking money to promote less proven treatments. The Cyberspace Administration of China (CAC) announced on its website Saturday the new regulations, which also ban search engines from showing subversive content and obscene information.