Chinese authorities have ordered Baidu to revamp its search results. The company has been directed to change the way it shows advertising results in its online searches. Baidu is currently under investigation after the death of Wei Zexi, a college student suffering from cancer, who used the company's search result to find treatment.

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China's Cyberspace Administration ordered the internet search giant to alter its system by the end of this month. The new changes may include the replacement of "eye-catching markers" and all paid results. There may also be risk warnings attached to them. Furthermore, ads may only make up 30 percent of the results shown on a page.

In a statement released by the company, Xian Hailong, Baidu's senior executive in charge of search said, "Baidu should provide better and more reliable search services." The company has said it accepts the outcome of the recent investigation into Wei's death and it will be implementing the changes soon.

Investigators found out that Wei's medical choices were influenced by Baidu's keyword pay-for-placement services. The investigation also concluded that the company's search algorithm may mislead users. Baidu has agreed to change its algorithm.

The regulators noted that medical institutions without regulatory approval may not advertise their services on the search engine anymore. The new requirements are applicable to all kinds of business promotion.

Baidu currently distinguishes its paid results with a small gray wording stating "tui guang," which translates to promotion. It also lumps regular results together with sponsored ones. The company has now set up a one billion yuan ($154 million) fund to offer compensation to the victims of fraudulent information contained in its paid results. Baidu has agreed to cease to provide paid results for unapproved medical concerns.

TagsBaidu, china