Television and radio stations in China could be banned from
broadcasting all advertisements if they air forbidden commercials
for breast enhancements, weight loss and medical products.
The State Administration of Radio, Film and Television (SARFT)
and the State Administration of Industry and Commerce (SAIC) made
their position clear on Monday at a joint press briefing after they
issued a ban targeting misleading TV and radio commercials.
In some commercials for breast enhancements, weight loss and
medical products the advertisers exaggerated the
results of treatment provided using experts and past patients to
show the "magic effects" achieved, according to the ban which took
effect from yesterday.
Zhao Jian, deputy director of SAIC's advertising supervision
department, said the problem was currently "very serious" and had
harmed consumers' legitimate rights and interests. "Misleading
commercials have also affected the social credibility of radio and
television," he said.
Ren Qian, deputy director of SARFT's broadcasting affairs
supervision department, said if TV or radio stations were found
violating the ban three times within two months they'd be
temporarily banned from showing all commercials.
However, from midnight to 3 AM yesterday, at least 13
provincial TV stations were still showing such commercials,
according to a Beijing Evening News report.
Among them, Jilin and Tianjin TV stations, were broadcasting
commercials on medical products and hospitals which contained
information on instant communication between doctors and patients
as well as the medical institutions' contact details. These two
practices are covered by the ban.
The report said some TV stations were showing commercials on
drugs for men to increase sexual ability which could be misleading
but had not been clearly banned.
In response SARFT said they'd keep a close eye on violations.
The public could report any concerns by dialing 010-86091111. SAIC
said they would also be scrutinizing print media and websites.
"If we find any similar commercials in the print media or on
websites we'll work out relevant regulations with the General
Administration of Press and Publication," said Qu Jianmin, director
of SAIC's advertising supervision department.
Large TV shopping companies, such as Acorn International and
Shanghai Seven Star TV Shopping Company, welcomed the ban.
"We'll suffer a loss of about 20 per cent in business and a
large number of small companies may face closure," said Cui Yuxin,
chief marketing officer of Seven Star. "But the policy will better
regulate the market and benefit the industry in the long run."
(China Daily August 2, 2006)