Chinese authorities have launched new regulations for the nation's search engines and the results they display to internet users.

Under the new rules, search engines are required to identify paid ads within search results, as well as verify advertisers.

This was all prompted following an investigation by the government's Cyberspace Administration into the death of 21-year-old Wei Zexi in April due to a rare form of cancer.

After going to a Beijing hospital for the treatment, he discovered the expensive therapy was largely ineffective and wasn't fully approved.

Under the new regulations, search engines are required to identify which results are paid-for ads and set a limit of how many ads appear among natural search results.

"Some search results lack objectivity and fairness, go against corporate morals and standards, misleading and influencing people's judgement," the regulator said in a statement.

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