Baidu has come up with a new trick for promotion, it needs to be strictly investigated!

Faced with the increasing intensity of Internet supervision, major Internet platforms, especially advertising platforms, dare not slack off. Recently, Baidu has made another big move, this time targeting the rectification and strict inspection of the medical industry, a "big revenue producer". The specific content is as follows:

Notice on the policy of prohibiting the promotion of soft articles by clients in the medical industry:

1. Background: The headquarters recently inspected and found that the promotional content of the landing pages of large medical industries (first-class medical industries, second-class medical industries such as pharmaceuticals, health products, medical devices, and third-class medical industries) and medical-related customers involved soft articles, including two jumps and multiple jumps to link to the soft article pages, which did not comply with relevant legal requirements. In order to improve the user experience and reduce risk complaints, the headquarters launched a limited blue hat action to upgrade the strategy for the large medical industry.

The Blue Hat Operation will focus on rectification actions in the medical industry, such as health products and pharmaceuticals, to effectively guide customers in the right direction of development, sell legal and compliant goods, and protect the rights and interests of netizens. The specific contents are as follows:

2. Policy Content (The following requirements will be supplemented and adjusted according to actual industry conditions and management requirements)

1. It is prohibited for large medical industry customers (including Class I medical industry, Class II medical industry such as pharmaceuticals, health products and medical devices, and Class III medical and nursing industries) to promote soft articles on their landing pages. It is prohibited to directly point to or link to the soft article page after multiple jumps such as double jumps. Landing pages that contain health care knowledge articles, popular science articles, product introductions, and company profiles are not considered soft-article pages.

● Soft articles refer to the following:

1) Use data and cases to write articles to mislead consumers;

2) Recording the objective treatment process in the name of the patient, but the recovery process is a low-probability event, misleading consumers; for example, soft articles on kidney tonification and sexual enhancement, weight loss, breast enhancement, and treatment or relief of a certain disease;

3) The following contents are involved in the soft article page or materials:

a) Not limited to the use of recipes, methods, approaches, smears, coatings, or consumption to describe the improvement of body functions;

b) Improvement of perception (e.g., “I feel much better”), change in body function (e.g., “a strand of hair has grown out”), and recovery of body condition from abnormal to normal;

If the page meets either of the above two items a or b, it will be deemed as a promotional medical soft article and will be restricted and punished according to the strategy.

● Soft article promotion includes but is not limited to imitating public account articles, blogs, forums, Q&A, BBS , SNS community posts and comments, etc., advertising in the form of sharing personal experiences and personal stories, guiding the addition of a certain contact method or guiding netizens to leave contact information within the article or reply content.

2. The products displayed on the landing page must submit corresponding qualifications (such as approval documents or certificates, advertising review forms) in the background, and the actual online promotion or offline sales products must be consistent with the products displayed on the landing page.

3. Customers promoting health food industry need to submit the following qualifications for filing:

1) Food business license, food production license, or food production license (choose one of the two), and the business scope must include the sale of health food;

2) Proof of commissioned promotion (if any);

3) General review form and sample form;

4) Health product approval certificate or registration document;

3. Special attention:

1. Regardless of whether there is a product introduction on the page, as long as the landing page has the aforementioned medical soft article promotion form, it is a violation;

2. The restricted landing pages include the first page pointed to by the material and the pages after multiple jumps such as the second and third jumps. No landing page may promote the aforementioned soft articles;

3. If the client's second-hop, third-hop, and other pages do not involve soft articles but are complete website page structures (including company name, simple company product introductions, and other information) and the sub-pages can be accessed normally, they are not restricted by this policy.

IV. Examples of Compliance Cases (with photos)

5. Impact scope and strategy execution time:

1. Scope of impact: Involving all customers in the medical industry, but not the cosmetics industry for now. The operating units are required to conduct a self-check to see if there are any soft articles;

Affected product lines: All product lines of the company (including but not limited to Fengchao, Wangmeng , Pinzhuan, Brand Starting Line, Nuomi Express, Smart Landing Page, etc., FEED is applicable simultaneously, but this strategy does not affect the industry access requirements previously released by FEED);

3. Correction time: From today to 23:59 on May 4, 2018, all major medical customers must make corrections in accordance with relevant national policy requirements and this strategy;

4. Implementation time: From 00:00 on May 7, 2018, customers who do not meet the above requirements will be punished in accordance with the " Baidu Promotion Violation Determination Rules and Handling Measures" and "Baidu Native Commercial Promotion Violation Determination Rules and Handling Measures".

The author of this article @静静 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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