The day before yesterday, according to relevant information, Baidu and Sogou platforms were fined for medical advertisements. As publishers of paid search advertisements on the Internet, they failed to effectively fulfill their legal obligations and were fined 28,000 yuan.
It is further understood that Baidu platform has released an uncensored advertisement for a number of medical institutions such as Xupu Traditional Chinese Medicine Hospital, Anping Hospital, and Chuansha Tianshi Clinic, and the relevant search keywords refer to medical service content that the above-mentioned medical institutions do not have qualifications. As the publisher of paid search advertisements on the Internet, Baidu platform failed to effectively fulfill its legal obligations, and the parties were fined 28,000 yuan in accordance with the law, and relevant medical institutions were also fined 46,000 yuan in accordance with the law for illegal medical advertisements.
On March 9, the Shanghai Municipal Bureau of Industry and Commerce announced the No. 1 false and illegal advertising announcement of 2017. The reporter learned that as the publisher of paid search advertisements on the Internet, Baidu Online Network Technology (Beijing) Co., Ltd., Shanghai Software Technology Branch (hereinafter referred to as "Baidu Platform") and Beijing Sogou Information Service Co., Ltd. (hereinafter referred to as "Sogou Platform") were punished.
According to reports, as the publisher of paid search advertisements on the Internet, Baidu platform failed to effectively fulfill its legal obligations and published an unreviewed advertisement for a number of medical institutions such as Xupu Traditional Chinese Medicine Hospital, Anping Hospital, and Chuansha Tianshi Clinic. The relevant search keywords refer to medical service content that the above-mentioned medical institutions do not have qualifications. The parties involved were fined 28,000 yuan in accordance with the law, and the relevant medical institutions were also fined 46,000 yuan in accordance with the law for illegal medical advertisements.
For Sogou platform, a natural person impersonated the name of Shanghai Haibo moving company to publish the "Haibo moving" advertisement, and later modified the search keywords and related advertising content to "Public moving", which constituted a false advertisement. As the publisher of paid search advertisements on the Internet, the party involved failed to effectively fulfill his legal obligations and was still posted even though he knew that the advertisement was false, and was fined RMB 10,300 in accordance with the law.
According to the Shanghai Industrial and Commercial Department, the "Interim Measures for the Management of Internet Advertising" implemented on September 1, 2016, has identified the paid search content for selling goods or services as Internet advertising for the first time. The cases of paid search advertising on Baidu and Sogou platforms exposed this time, and as advertisers, the relevant platforms failed to effectively fulfill the legal obligations of advertising review, resulting in the occurrence of false and illegal advertisements.
Ying Jun, director of the Advertising Department of the Shanghai Municipal Administration for Industry and Commerce, said that the order of Shanghai's advertising market is generally stable and controllable, but illegal acts such as false advertising and illegal use of absolute terms advertising still exist to varying degrees. Some enterprises lack attention and understanding of advertising laws, and the relevant administrative penalty records may have an adverse impact on corporate credit.
It seems that Wei Zexi's departure is not enough to make people remember the harm caused by false advertising. I only hope that relevant departments and platforms can ban such false advertising and avoid more people being injured.
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