Baidu’s bidding gate is tracking again: the number of illegal medical advertisements is still increasing significantly

Baidu’s bidding gate is tracking again: the number of illegal medical advertisements is still increasing significantly

Twice as many medical ads were exposed

In November 2008, due to the impact of media exposure, Baidu reduced the number of medical and pharmaceutical advertisements. The report quoted Baidu’s medical and pharmaceutical advertisements on November 27, 2008 as approximately There are 300,000 items, accounting for 27.5% of all Baidu’s PPC advertisements. As the outside world’s attention to Baidu’s PPC fraud has declined, as of December 14, 2008, the number of medical and pharmaceutical advertisements has increased to approximately 650,000, and the proportion of such advertisements has also jumped to 36.62%. From this data, it can be seen that the number of medical and pharmaceutical advertisements on Baidu on December 14 was twice as high as the number on November 27.

In addition, the report also compared the changes in the number of pharmaceutical advertisers on Baidu in November and December. On November 27, 2008, there were 2,138 advertisers. By December 14, There are 2,576 advertisers placing ads in the medical and pharmaceutical categories today.

Most medical and pharmaceutical PPC advertisements violate regulations

Dong Haiping, founder of the Anti-Malicious Software Alliance, revealed to NetEase Technology yesterday evening that the purpose of the Anti-Malicious Software Alliance’s investigation was not to expose Baidu, but to attract more netizens See more real data. He revealed that the alliance did not want the media to disclose the report quickly, and the Anti-Malicious Software Alliance did not officially release the report to the outside world. However, due to the voluntary labor of members of the alliance and the loose management of the alliance, the investigation was mainly carried out. This led to some members leaking the report to the media.

According to an unnamed person in the alliance, after seeing the survey results, he could only describe his feelings as shocking. Many medical drug advertisers have violated regulations. In terms of operation and irregular operation, there are even 176 advertisers for a single company to purchase 1,000 keyword medical ads.

The cost of advertising for illegal keywords exceeds 65 yuan per click

The report also disclosed a list of popular keywords in Baidu’s bidding rankings, in which the high bid for the word “painless abortion” alone was as high as 66.83 yuan. “Painless abortion” is an advertising term prohibited by national laws and regulations. Not only that, the report also lists the words included in Baidu PPC advertisements that are expressly prohibited from being used for advertising in many other countries. Among them, in the extraction results on December 14, there were as many as 2,071 PPC advertising keywords in the category of sexually transmitted diseases.

The General Administration of Press and Publication and the State Administration for Industry and Commerce issued a notice in 2006 requiring the prohibition of 12 types of advertising, including psoriasis (psoriasis), AIDS, cancer (malignant tumors), vitiligo, lupus erythematosus and other diseases, as well as painless artificial abortion, etc. The “Measures for the Administration of Drug Advertising” also expressly stipulate that pharmaceutical advertisements shall not include assertions or implicit guarantees that they are specifically designed to treat sexual dysfunction and have no side effects.

According to survey data on December 14, 2008, epilepsy, hepatitis B, etc. are strictly prohibited from any form of promotion by the State Administration for Industry and Commerce, the Ministry of Health, and the State Administration of Traditional Chinese Medicine There are still a large number of keywords and advertising terms in Baidu’s PPC. Among them, there are as many as 2,071 PPC advertising keywords for sexually transmitted diseases. The highest PPC price of some keywords has exceeded 65 yuan.

As of press time, you can still see the corresponding advertisements when searching for the above keywords on Baidu. Baidu officials did not respond to the anti-malware alliance’s research report.

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