On May 1this year, Lu Loe, a doctor with a doctor who is a doctor at the University of Tokyo and now lives in the United States, shared his "new findings" on Weibo: when searching for medical information on Google, the first answers were provided by the Mayo Clinic, the top U.S. hospital, and all of which were reviewed by 11 specialists at the hospital."Make an ad for google." Lulo, whose name is "Don't blame you," made no secret of his praise for Google.Just a few years ago, however, it was the use of search engines that made life better for professional fraudster David Whitaker. Just lying in his million-dollar Mexican apartment and pouring a milliliter of water into a capsule can turn it into a $1,000 steroid drug. Then move your fingers and send an online ad, and these fake drugs are exchanged for large sums of money from ordinary people across the United States who are completely unmedically literate.The Internet is not just changing his life.People are becoming more and more accustomed to relying on search engines to solve life problems. In this respect, there is no difference between Chinese and American patients. Li Wei, a nutritionist at a sana-level hospital, found that in recent years, most of the patients had started talking to her in the phrase "doctors I saw on the Internet". "Because nutrition and daily life are very close, so there are a lot of problems. For example, red wine is good for the heart, Li said. "In her opinion,Compared to professional diagnostics, "more than half of the online search results are scientifically unsubstantiated", which makes it take her a lot of time to overturn misinformation each time."In fact, many patients are more convinced online. Even her own mother sometimes believes in online information, she says with a laugh.Zhang Qing, another obstetrician and paediatrician at Sanjia Hospital, feels the same way. In the clinic, she meets many patients who will request a full set of tests based on the results of online inquiries. When doctors tell them according to medical principles that they don't need it, "you can see in his eyes that he doesn't think you're paying attention to him." Zhang Qing said.In the United States, what changed that reality was that the FBI used Whitaker to issue the first shot of online medical advertising regulation.Google doesn't automatically realize that medical advertising censoring is lax. As early as 2003, Google was questioned about drug advertising. A year later, when the Senate proposed a bill to regulate online pharmacies, the company's first reaction was that the measures would be heavy.
Sheryl Sandberg, Google's vice president at the time, urged that Google's efforts in advertising regulation were "beyond what is required by existing law": they used third-party authentication services, and in addition to automated surveillance systems, there was a team of google employees.
In fact, this audit mechanism is far from unassailable. In 2009, Whittaker, who is familiar with the road, re-enacted in front of the police how Google's customer service helped him bypass automated audits, buy keywords and drop them in the front row of Google search results.Since then, fees have no longer dominated the ranking of search results. Today, searching for medical information on Google, natural search results will be more forward than advertising, and the link in front of the medical ads, there will be a prominent yellow "advertising" words, and the difference between normal search results, at a glance.In addition, all Internet pharmacies that run drug search ads on Google must obtain a U.S. government-issued Internet Pharmacy Practice Certification (VIPPS), and internet advertisers of prescription drugs must be certified by the Nabp Network Advertising.That is, even those with eye-catching yellow lettering on the head of the ads must come from the regular online pharmacy. Otherwise, they are not qualified to run medical ads on search engines at all.And this rigor is not innate.