China's Internet regulator publicized on Saturday a regulation on web search services, ordering search tool providers to shoulder social responsibilities.

Search service providers are asked to improve censorship and reject illegal content, according to the regulation released by the Cyberspace Administration of China.

Search service providers should review qualifications of their customers and label clearly each of the paid results, the regulation said, adding the paid display should be limited in a single web page, according to the regulation.

The regulation came after an investigation over the nation's search giant Baidu, as it was criticized for influencing the treatment choice of a young cancer patient named Wei Zexi by presenting misguiding medical information.

Wei died after undergoing a controversial cancer treatment at a Beijing hospital, which the Wei family found through Baidu search.

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