Abstract
The technical nature of search engine in collecting and extracting mass internet information enables auto bidding advertisement based on search engine enjoys a powerful advantage beyond the rules of the game, compared with the advertisement of ordinary web page nature. However, because Internet and search engine is a newly developed matter with many of their behaviors drifting away outside the traditional government supervision and industry self-discipline, it has caused the frequent occurrence of unhealthy tendencies, provoking great dissatisfaction of society. It has become a must to effectively regulate auto bidding advertisement. The three aspects could be considered the starting points in terms of government supervision, industry self-discipline and social supervision. We shall not only insist on and perfect government supervision, but also strengthen the industry self-discipline for realizing organic entity of administrative supervision of government and management of industry self-discipline as well as organic entity of administrative review and self-discipline examination, offering useful references for perfecting the advertisement regulation mode of government leadership system in China. While guaranteeing a healthy and orderly development of search engine, our purpose is to render back an honest and clean searching environment of internet information to the public.
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