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“魏则西事件”后续, 国家给了百度 22 天的时间
时间:2016-05-09 09:36:40
文章发布:
原创作者:未知
来源:互联网

 

今天下午,国家网信办、国家工商总局、国家卫生计生委和北京市有关部门公布了针对百度公司的调查结果。

调查组认为,百度搜索相关关键词竞价排名结果客观上对魏则西选择就医产生了影响,百度竞价排名机制存在付费竞价权重过高、商业推广标识不清等问题,影响了搜索结果的公正性和客观性,容易误导网民,并提出了 3 点整改意见:

 

一、立即全面清理整顿医疗类等事关人民群众生命健康安全的商业推广服务。即日起,对医疗、药品、保健品等相关商业推广活动,进行全面清理整顿,对违规信息一经发现立即下线,对未获得主管部门批准资质的医疗机构不得进行商业推广。

二、改变竞价排名机制,不能仅以给钱多少作为排位标准。立即调整相关技术系统,在 2016 年 5 月 31 日前,提出以信誉度为主要权重的排名算法并落实到位;对商业推广信息逐条加注醒目标识,并予以风险提示;严格限制商业推广信息比例,每页面不得超过 30%。

三、建立完善先行赔付等网民权益保障机制。畅通网民监督举报渠道,提高对网民举报的受理、处置效率;对违法违规信息及侵害网民权益行为,一经发现立即终止服务;建立完善相关机制,对网民因受商业推广信息误导而造成的损失予以先行赔付。

到目前为止,留给百度按规定修改排名算法的时间只剩下了 22 天,而针对医疗、药品、保健品等相关业务进行的推广则会直接影响到百度的收益,毕竟医疗和保健品广告一直都是百度的收入来源。“魏则西事件” 爆发前夕,百度发布 2016 年的第一季度财报。财报显示,第一季度总营收为人民币 158.21 亿元,同比增长 24.3%。

根据第一财经报道,百度 CFO 李昕晢在财报电话会议上回答了中金分析师提出的问题—— “贵公司的广告业务中,排名前五的广告客户来自于哪些领域?”,李昕称:“主要来说,排名靠前的广告客户来自于本地服务、零售、医疗、教育和金融服务等行业。”

百度 CFO 李昕,图片来自:新浪科技

网信办这份整改意见目前只适用于百度一家搜索引擎,而且比较简单,没有提出更详细的整改方法,赔偿方案的制定也有赖百度自己的悔过态度。官方文件透露,国家网信办将于近期在全国开展搜索服务专项治理,加快出台《互联网信息搜索服务管理规定》,工商总局也将出台《互联网广告管理暂行办法》,进一步规范互联网广告市场秩序。

虽然具体的法规及其条款还处于完全未知状态,但爱范儿推测整改意见第二点规定的推广信息比例 “每页面不得超过 30%”,以及受害网民赔偿制度、医疗机构推广限制或许将成为正式法规中不容或缺的部分。

图片来自:YouTube

百度方面也提供了官方回应,将根据调查组的整改要求,从如下六个方面全面落实:

立即全面审查医疗类商业推广服务,对未获得主管部门批准资质的医疗机构坚决不予提供商业推广,同时对内容违规的医疗类推广信息(含药品、医疗器械等)及时进行下线处理。并落实军队有关规定,即日起百度停止包括各类解放军和武警部队医院在内的所有以解放军和武警部队名义进行的商业推广。

对于商业推广结果,改变过去以价格为主的排序机制,改为以信誉度为主,价格为辅的排序机制;

控制商业推广结果数量,对搜索结果页面特别是首页的商业推广信息数量进行严格限制,每页面商业推广信息条数所占比例不超过 30%;

对所有搜索结果中的商业推广信息进行醒目标识,进行有效的风险提示;

加强搜索结果中的医疗内容生态建设,建立对医疗内容的评级制度,联合卫计委、中国医学科学院等机构共同提升医疗信息的质量,让网民获得准确权威的医疗信息和服务;

继续提升网民权益保障机制的建设,增设 10 亿元保障基金,对网民因使用商业推广信息遭遇假冒、欺诈而受到的损失经核定后进行先行赔付。

根据网易科技的报道,百度在联合调查组监督下,已对全部医疗类(含医疗机构、医药器械、药品等)机构的资质进行了重新审核,对 2518 家医疗机构、1.26 亿条推广信息实现了下线处理。

这六个方面虽然看起来很全面,但本质上也可以跟上述的 3 点整改意见一一对应,不少即将落实的决策本来就是一个高质量的搜索引擎应该遵守的行事准则,比如建立以信誉度为主,价格为辅的排序机制,下线违规的推广信息。

 

自从 “魏则西事件” 引爆国内互联网后,无论是百度还是其他搜索引擎都在不断强调自己在该事件之后如何 “改过自新”。先有 360 在 5 月 3 日宣布放弃消费者医疗商业推广业务,后有搜狗发布了搜狗搜索的新功能 “搜索明医”,今天又有百度的 “六个方面”。互联网巨头围绕搜索展开的公关宛如一部宫斗剧,以至于自媒体人阑夕在微博上说:

 

陈年的「深度反思」,张朝阳的「痊愈复出」,贾跃亭的「生态化反」,周鸿祎的「不碰医疗」——互联网行业的四大生理性周期。

对于无缝不钻的互联网行业,有监管总是好的。魏则西事件已成过去,媒体和民众已经批判过,各种互联网公司也澄清、公关过,眼下我们所有人,以及网信办等政府部门更应该关注的是如何净化互联网搜索引擎,并让真正害人的莆田系医院得到应有的惩处。

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