Following Baidu’s previous attempt to crack down on Peer to Peer (P2P) lending fraud by removing lending sites from its search result, Baidu has recently indicated that it has rolled out the first batch of qualified lending firms to provide P2P lending services. Since it first announced the clean-up of the lending sites on April 29th, Baidu has reportedly been working with relevant government agents, insurance companies and clearing houses to identify qualified P2P lending firms. However, Baidu has not yet disclosed the individual names of the white-listed lending firms. It indicated that more detailed and comprehensive guidelines will be announced in mid May to cover all types of P2P lending services provided on the internet. It is believed that Baidu is trying to establish its self-recognized rules on P2P lending platform by leveraging its leading search engine market position.