Google China is exposed to false advertising

After Baidu's "bid ranking" was exposed, Google China's pay advertising system has again been exposed to the spread of false medical advertising. Experts pointed out that, although the Internet advertising market is broad, but in accordance with the "Advertising law" on the content of advertising supervision, and set up a market supervision link.

　　Google charges ads illegal

According to CCTV reports, the Google search page in the input "diabetes", "hemiplegia", "stroke" and other key words, some claims to difficult diseases have a good "cure rate", "efficient" content appears in the paid sponsored by the link site. And in the "Advertising Law" stipulates that the medical institutions may not be the effect of exaggerated publicity.

Subsequently, Google China responded that Google's ads appear in the paid sponsored links, which is one of Google's revenue model. In these ads, Google's state-mandated prescription drugs, 11 kinds of banned advertising disease ads are strictly controlled, and all of the national release of the 23 banned websites.

However, there are still netizens reported "material" said that in Google AdSense affiliate website provided by the ads link, there are also false advertising information.

Google AdSense is a new way of network marketing, after joining the AdSense Advertising Alliance, the member website can show Google based on the content of the site for its matching keyword ads, and according to these ads are clicked or show the number of commissions charged.

According to the introduction, AdSense currently has more than 1 million active Web site members worldwide, more than 200 countries in the world, only in China, Google AdSense has included Sina, Qian Long network, 39 medical network, such as well-known websites, more than 300,000 of the member cooperation website. And because of the lack of strict censorship and checks, the ads on these affiliate websites still have some illegal ads, mostly medical and pharmaceutical ads.

　　Internet advertising should be regulated

In fact, from Baidu's "bidding ranking event", the public's query on search engine results has not stopped. After a spate of false advertising, Baidu's share price fell 70%, and Google's share price declined by nearly 60%, which is not only the macroeconomic impact, but the "fairness of the search engine business" has affected its performance in the capital markets.

November 16, Baidu's bid ranking business was exposed by CCTV, said the auction rankings so that some untested false medical ads through the auction to pay for the results of the search engine ranked home. 6 hours after the incident, Baidu will all its medical keywords all offline. Dismissal of the sales of illegal business personnel, but also to start a comprehensive review of customer qualifications, and accelerate the introduction of the user can bring a better search experience of the business promotion system "Phoenix Nest."

Then, for the first time, Baidu announced a cut in revenue forecasts for the four quarter. The previous expected 1.025 billion yuan (about 151 million U.S. dollars) to 1.055 billion yuan (about 155 million U.S. dollars) down to 890 million yuan to 900 million yuan.

Baidu said that, in addition to the slowdown in China's economic growth rate of internet marketing (especially machinery and franchising) than previously expected, Baidu recently canceled a number of medical customers bidding rankings, and after a thorough inspection of customer base, Baidu canceled a lot of outside the pharmaceutical industry customers bidding rankings. But Baidu also said that after the request to submit a business license, a number of medical customers have returned to the bidding rankings.

Google's share price has also been sharp in recent days, with a share price of $315 trillion by December 12, and a maximum of $716 in 52 weeks.

Experts say that the fairness of search engines and commercial interests in the end how to balance the search engine industry will become a key issue. Lvben Fu, deputy dean of the Graduate School of Management at the Chinese Academy of Sciences, says the growing importance of search engines determines that it must be better balanced between commercial and public properties.

Some experts said that the Internet advertising market is very broad, but the current lack of the content of these ads to effectively monitor, online advertising is more likely to mislead the audience. Lawyer Jun Junbo has said to the media that the information issued for the payment, should be regulated through the "Advertising law", the medical effect of exaggerated suspicion of medical and other advertising should be strictly abandoned.