Chinese online search operators along with a mainland internet trade group agreed to a code of conduct to keep the market “fair” and “orderly,” The Wall Street Journal reported. Industry giants Baidu (BIDU.NASDAQ, B1C.FRA) and Qihoo 360 Technology (QIHU.NYSE) made the agreement along with the trade group Internet Society of China and some smaller search engines. The agreement asks that search providers to fairly use crawling software that indexes internet content. The code follows a dispute over Qihoo’s launch of a search engine in August, resulting in Baidu suing Qihoo for US$16 million on accusations that it made illegal use of Baidu content via crawling software. Qihoo claims roughly 8% of the market. Research firm Analysys International said the ad-search revenue from the market is roughly US$1 billion.