On March 9, Shanghai Industrial and Commercial Bureau announced the No. 1 false illegal advertisement announcement in 2017, and the announcement revealed the exposure of eleven false advertisements, among which Baidu Online Network Technology (Beijing) Co., Ltd. Shanghai Software Technology Branch (hereinafter referred to as As the publisher of the Internet paid search advertisement, the “Baidu Platform†failed to effectively fulfill its legal obligations, and released advertisements for a number of medical institutions such as the unexamined Xupu Chinese Medicine Hospital, Anping Hospital, and Chuansha Tianshi Clinic. The search keywords refer to the medical services that are not qualified by the medical institutions mentioned above, and were fined 28,000 yuan according to law. The relevant medical institutions were also fined a total of 46,000 yuan for illegal medical advertisements.
In response, Baidu Promotion responded by official Weibo that Baidu had conducted a strict qualification review for the online advertisements issued by the three medical institutions that were investigated and punished by the Shanghai Industrial and Commercial Department, and received a business license. The Ministry of Industry and Information Technology website ICP filing, medical institution license, and public account verification, and other qualifications, after confirming that these qualifications are legal, compliant, true and effective, they are allowed to go online. However, whether a hospital has the qualification to publish maternal and child health technical service advertisements, the local regulatory requirements are not uniform, and the “Mother and Infant Health Care Technical Service Permit†required by the Shanghai area is not required in some areas, and even some areas have stopped. Such qualifications are issued. Previously, the Baidu search promotion review department did not understand the specific regulations in the Shanghai area, which led to the release of advertisements for these medical institutions. This exposes our deficiencies in reviewing management systems and processes, where we humbly accept criticism from our authorities and will further improve our auditing system to ensure that advertising is in compliance with the requirements of the competent authorities. He also said that after receiving the relevant penalty notice, Baidu immediately went offline to the relevant medical institutions involved, and required all maternal and child health care technology service advertisements to submit the "Mother and Infant Health Technical Service License".
Previously, under the influence of the “Weize Zexi incidentâ€, Baidu issued a series of medical advertising rectification measures, including more accurate information matching, strengthening the qualification review, and further through the “machine + manual + manual†three materials review. Troubleshoot, but for now, there may still be an audit vulnerability. However, with the introduction of the "Interim Measures for the Administration of Internet Advertising" and further regulation of the regulatory review, it is expected that the opportunities for hospitals to place advertisements on search engines "indiscriminately" and "scratch the ball" will become lower and lower.
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