Baidu to Restrict Sponsored Search Results After China's Probe
- Company to set up $154 million fund to fight counterfeiting
- Move follows death of a 21-year-old that led to investigation
People walk past a Baidu Inc. logo displayed in the reception area of the company's headquarters in Beijing, China, on Jan. 19.
Photographer: Qilai Shen/BloombergThis article is for subscribers only.
Baidu Inc. said it will restrict the number of sponsored posts to 30 percent of a results page and establish a 1 billion yuan ($154 million) fund to fight fraud after the death of a student led to a government review of its operations.
China’s biggest Internet search engine company is responding to a statement by the Cyberspace Administration of China, which said on Monday that its search results misled users and the company must make it clear when posts have been paid for. Baidu must also review its medical advertising to clear up those that don’t comply with new standards.