Search giant Baidu Inc said Saturday that it will fully comply with the new rules announced by the country's Internet regulator earlier the same day.
On Saturday, the Cyberspace Administration of China (CAC) issued new rules for online search and advertising.
It said that search service providers should shoulder their social responsibilities and provide "objective, fair and authoritative results" to users, according to a post on the CAC's website.
CAC said that search engines should review advertisers' qualifications when providing paid listing services to them and they should also label clearly those paid ads in their search results.
In the statement on Saturday, Baidu also said that it will offer channels for users to file complaints once inappropriate search results were found.
